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Time Inc., P&G link for Internet service

Published on .

Time Warner and Procter & Gamble Co. on Tuesday launched Parent Time, a joint venture Web site targeting parents. The service, a product of Time Warner Cable Programming and Procter & Gamble Productions, will also be available on Time Warner's Road Runner cable modem service.

Advertisers on Parent Time include P&G brands Tide, Cover Girl and Vidal Sassoon as well as AT&T, First USA Bank, Toys "R" Us, Bank of America, Oldsmobile and Merrill Lynch & Co. The site, orchestrated in part by Grey Interactive, employs an advertising concept long espoused by Grey executives: beyond the banner.

An ad program called Relevant Advertising Delivery is designed to eliminate buttons and banners in favor of ads that pop up in relevant places within the site's content. But an early look at the site reveal several instances of plain old banners.

Banners for Oldsmobile and Bank of America grace the tops of certain pages, for example. Other links for P&G products lead to content that's pulled from existing P&G Web sites.

Copyright October 1996, Crain Communications Inc.

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