Pressure builds for sites to adopt rich media

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Following a road show last month to push rich Web media as an ad vehicle, technology companies and agencies are turning up the heat on sites that do not accept the format.

"Agencies should put pressure on sites to accept rich media and withhold ad dollars if they don't," said Jeff Lehman, VP-advertising sales for RealNetworks, during a Rich Media Day seminar in San Francisco last month.

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Copyright July 1998, Crain Communications Inc.

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