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Most Popular will make a $15 million investment in its first advertising campaign to draw new users to its 2-year-old financial management Web site.

The campaign, created by DiMassimo Brand Advertising, New York, utilizes TV, radio, print, out-of-home and interactive ads.

Some print executions have appeared in newspapers over the last two weeks as a sneak preview, but the campaign-including national print and cable TV buys-starts in earnest today.

The ads carry the tagline "You're ready," to reflect the independence of online investors, said Marc Frons, editor of, and emphasize the quality of its information, as well as the Web site's tools to track the financial markets and manage portfolios through links to users' brokerage accounts.

The ad campaign tries to communicate with investors who are serious about managing their holdings and are tired of simplistic, boring sites, said Mark DiMassimo, agency president. It strives for the same smart, sharp attitude as SmartMoney magazine and the Web site, he said.


"We think the time is right for [targeting] those people who are forming habits," said Mr. Frons. "This is the time to capture new users."

The campaign focuses on "moments of realization-when a person realizes this investment stuff is important to them," Mr. DiMassimo said. The print ads feature headlines such as "If you've ever experienced portfolio envy-you're ready." first went online in 1997 as SmartMoney Interactive, an offshoot of SmartMoney magazine, the joint venture between Dow Jones & Co. and Hearst Magazines. It changed its name in July 1998 and relaunched a year later after a

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