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SAN FRANCISCO-Advertising Age, HotWired and Organic Online are teaming in a groundbreaking alliance to launch AdMarket, the gateway to marketing, media, advertising and public relations content on the World Wide Web.

"Now, marketers need remember only one URL for advertising and information,," said Edward R. Erhardt, VP-publisher of Advertising Age.

Ad Age simultaneously announced the development of its own Web site (the URL is with Organic Online. The site makes its debut May 1.

AdMarket ( brings together the Web-based publishing expertise of HotWired, the marketing and editorial muscle of Advertising Age, and the site-development and management experience of Organic Online. AdMarket will develop customized Web sites and store them on its servers.

"The Ad Age alliance with HotWired and Organic Online to create AdMarket is a strategic move designed to enhance and build our position as the pre-eminent content provider in the world of marketing," Mr. Erhardt said. "We see AdMarket as the true entry point to advertising, marketing and media information on the World Wide Web, and are prepared to work with agencies, marketers and the media community to build strong online efforts."

A typical AdMarket site might incorporate a portfolio of an agency's work, including digitized TV and radio commercials, corporate profiles, and contact information. For companies with existing Web sites, AdMarket serves as a directory, providing hypertext links to their home pages.

"AdMarket is the focal point for the work and Web efforts of marketers and agencies," said Rick Boyce, HotWired VP-advertising director. "It's the cost-effective, turnkey solution for marketers that want an Internet presence."

The first companies to sign on for site development are Leo Burnett Co., Chicago; Hal Riney & Partners, San Francisco; Rubin Postaer & Associates, Santa Monica, Calif.; and the Advertising Council. Agencies with existing Web sites linked to AdMarket include Modem Media, Westport, Conn.; Merkley Newman Harty, New York; Chiat/Day, Venice, Calif.; and Fallon McElligott, Minneapolis.

"Our agency has always tried to be an experimenter, a student and a participant in all things that contribute toward innovation within the advertising business," said David Verklin, exec VP-managing director at Riney. "AdMarket is an opportunity for us to continue in our efforts to be the leader in the creative aspects of interactive communications."

"The Ad Council sees the World Wide Web as a natural progression in the course of communicating and delivering our public service messages," said council President Ruth A. Wooden. "I see the Internet and AdMarket as an opportunity for great visibility with the business community, marketers and, above all, consumers."

Added Gerry Rubin, president-CEO of Rubin Postaer: "Interactive communications are reshaping the way ad agencies will operate in the near future. The Internet allows an instantaneous dialogue initiated and controlled by the consumer. AdMarket extends this valuable medium to allow ad agencies and corporations to communicate directly via the Internet."

AdMarket will include links to the home pages of HotWired, Organic Online and Ad Age.

HotWired ( is among the most popular sites on the Web, signing more than 150,000 members since its launch last October. Organic Online ( is a leading Internet development company.

Ad Age is the leading source of new-media news and analysis through its weekly Interactive Media & Marketing section. AA already delivers news and information through a variety of new-media formats, including online services on Prodigy and Apple Computer's eWorld, the Daily Fax and the Daily World Wire

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