New Jersey Online plans direct response campaign

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New Jersey Online plans to work with ActionMarketing, Pelham Manor, N.Y., on a direct response campaign targetingJersey-based advertisers that could potentially advertise on the regionalconsumer site. New Jersey Online, which uses the resources of NewhouseNewspapers will work with Action Marketing to break print ads in Newhousepapers, New Jersey business papers and online beginning in mid-January.

To attract potential advertiser leads, the campaign offers respondents afree 28-page booklet called "How to Advertise and Market on the Internet"written and published by Action Marketing. "It's direct marketing 101," saidNJO President Peter Levitan. "People who use the Web are interested ininformation, so we thought this approach would be perfectly appropriate,"added Action Marketing President Bob Gaffney, a former direct executive atSaatchi & Saatchi.

NJO also plans to extend a print campaign launched in September from Romann& Tannenholtz, New York, into additional media including radio and possiblyTV in early 1997 taglined "New Jersey Online. Where you live."

Copyright December 1996, Crain Communications Inc.

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