New e-market eyes media buys

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A group of 49 consumer goods marketers is providing$250 million to fund a new business-to-business e-marketplace, afor-profit company named Transora. The marketers represent more than $500billion in annual sales. Though initial plans for the global networkwill focus on services such as procurement and vendor cataloging, the secondphase of transactions, scheduled for early next year, willlikely look at addressing inefficiencies in spot and national media buying, saidMartha Uhlhorn, VP-electronic commerce and category management forequity partner Earthgrains Co.

Copyright June 2000, Crain Communications Inc.

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