Mr. Morgan, president of two-year-old Real Media (www.
realmedia.com), has gone behind the scenes to make buying local media sites easier for major marketers. His work has resulted in big deals for advertisers including Visa International and Microsoft Corp.
This week, the company opens four offices to service advertisers abroad: Frankfurt, Germany; Lausanne, Switzerland; Paris; and London.
Although Real Media doesn't work exclusively with newspaper sites (Mr. Morgan will work with CitySearch later this year), about 75% of the media he buys online comes from newspaper brands.
To help service clients, Mr. Morgan has assembled a non-exclusive network of about 150 online newspapers including The (Baltimore) Sun, The Miami Herald, USA Today, The Kansas City Star and NandoNet.
The network is organized into various categories, including "Music Mix," "Cybercast Sports" and "Geeks & Tweaks."
He recently helped Visa make a 14-site buy to sponsor the Triple Crown horse races, and at press time he was finishing a 27-site deal for a financial services marketer to sponsor local NFL coverage.
Real Media offers a billing process that administers a "one-order, one-bill" system across all the sites in a Real Media program.
"We're not trying to create a new consumer brand for ourselves; we're trying to create for advertisers an opportunity to offer their brands," he said. "We see the Web as a way to build and take things apart quickly."