seeks agency to create, sell ads
Yahoo Corp., a popular online guide to the Internet, is close to signing a contract with either Poppe Tyson, Mountain View, Calif., CKS Interactive, Cupertino, Calif., or Creative Services Group, Los Angeles, to handle a variety of tasks, including selling ad space and creating advertising for both Yahoo and its advertisers. Although the cost of sponsorships and the specific advertiser arrangements have not been finalized, Yahoo wants a company "to help us sell space online and figure out the most unobtrusive way to do it," said Director of Marketing Tim Brady.
Hearst Publications' Esquire has established a home page on the World Wide Web targeting not readers, but marketers. Unlike most publications that have set up consumer-oriented sites, is looking to hook up advertisers and agencies with information about the magazine's ad rates. "We want to develop our customer base," said Publishing Director Lawrence C. Burstein. "This will allow clients to communicate with us by just switching on their terminals." A consumer site is planned for later this year.