Web Yellow Pages budget big bucks for online ads

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By Kim Cleland

Online directories BigBook and Big Yellow are poised to spend several million dollars to advertise on the Net.

San Francisco startup BigBook and Nynex Information Resources' Big Yellow within the next few weeks will launch extensive multimillion-dollar marketing campaigns--both online and off--to attract consumers to their free sites.

BigBook lists about 11 million businesses and offers maps and free home pages for listed businesses.

$5 MIL-PLUS BUDGET

The company will spend well over $5 million on online advertising via i-traffic, New York.

"BigBook will be spending millions on banner advertising on the Web in the next couple months," said Tim Dunley, VP-marketing. BigBook plans to tap highly trafficked sites like HotWired and Pathfinder and purchase keywords on search engines.

BIG YELLOW PLANS ADS, ALLIANCES

Big Yellow recently named Arnold Communications, Boston, agency of record for its estimated $10 million advertising account, which includes interactive and traditional media.

In addition to advertising on TV, print and the Web, Big Yellow has formed an exclusive alliance with the U.S. Chamber of Commerce to offer its members discounts on ad rates in exchange for promotional opportunities.

Big Yellow lists about 16.5 million businesses in its directory.

ADVERTISERS DRIVE REVENUE

BigBook is just now signing advertisers, after about 20 marketers gave the service a trial run in April.

Paying advertisers include Hilton Hotels, Marriott Corp., AT&T Corp. and Quaker Oats Co.'s Snapple. Rates range from $10,000 to $25,000 per month.

Big Yellow offers four tiers of advertising: links for $111 per year; text ads for $300 per year; banner ads at $2,400 for three months; and Web site creation ranging from $500 to $10,000.

Copyright May 1996 Crain Communications Inc.

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