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Time Warner is trying to woo marketers back to interactive TV. The company has tapped interactive consultancy Next Century Media, New Paltz, N.Y., to attract sponsors to its Orlando Full Service Network trial. But instead of charging $200,000 to participate, as it tried to do before the system launched, Time Warner now says it will work in "partnership" with marketers and won't initially charge an upfront fee. Time Warner will soon announce deals with at least a dozen blue-chip marketers, said Richard Fusco, VP-marketing and new-business development at Next Century. The FSN now has about 500 subscribers; officials say it still will reach its goal of 4,000 by yearend.

Minneapolis-based Utne Reader is narrowing the aperture on Utne Lens, its Web site at http://www.utne.com. After failing to reach its goal of 100,000 users per month, the site laid off three of its six employees and will no longer use 100% original content. Utne launched the site in July with a budget estimated at $250,000 but has reached only 40,000 users per month. To drum up more support from the ad community, ad rates will drop 38% to $9,245 for the home page and 35% to $7,850 for subsections.

USAir and British Airways launched Priority TravelWorks, an online ticketing system, last week. The service allows purchasing and seat assignments, real-time arrival and departure information and hotel and car reservations.

The National Basketball Association hired Starwave Corp., Seattle, to create its World Wide Web site, at http://www.nba.com. The site is scheduled to launch with the start of the NBA's new season on Nov. 3.

Other news:

Expect big Internet plans-including services that offer both access to and content on the Web-from Ameritech next week....Anheuser-Busch is working with Web developer On Ramp, New York, the company headed by former MTV VJ Adam Curry, on a Web site for Budweiser (http://budweiser.com). .....AT&T and CNN Interactive last week announced a multiyear relationship to develop online and multimedia information services....Six major newspapers, including The New York Times and The Washington Post, launched CareerPath.com, a Web-based employment service listing job opportunities.

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