CBS explores outsourcing Web ad sales

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CBS, looking past its own massive sales force, is searching for an outside rep company to handle ad sales for its World Wide Web site.

The network wants to bring on a team to pitch CBS-owned content such as news and sports to marketers. The reps would operate separately from network sales people and sell the Web site as a stand-alone medium.

The move is emblematic of a growing trend in Web advertising. With more marketers setting aside funds to promote their Web sites, specialized rep companies are springing up to steer those budgets to other sites that take advertising.

"You have to have an understanding for [the Web]," said Gayle Close, CBS director of new media. "It's different than broadcast sales."

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Copyright January 1996 Crain Communications Inc.

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