BtoB promises brand boost for advertisers

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New Wednesday announced a bold guarantee for big advertising spenders on its Web site.

The “Brand Increase Guarantee” assures advertisers spending $100,000 or more over 60 days that their brand metrics will increase or they will get their money back. will use Dynamic Logic’s “AdIndex Brand Metrics Research” to gauge the advertising’s effectiveness. If the advertiser doesn’t see a statistically significant increase in one of the four Dynamic Logic brand metrics, will return the money.

“We believe so strongly in the relationship between our editors and our readers, and in the basic viability of Web advertising to build brands that we are putting our money where our mouth is in guaranteeing a return on the advertiser’s investment,” said Jim Spanfeller, president-CEO.

--Sean Callahan

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