Nynex introduces Big Yellow

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NYNEX Wednesday launched an advertising campaign promoting its new online directory Big Yellow. The campaign, handled temporarily by New York-based Beaver Reitzfeld Inc., runs online as well as traditional media including The Wall Street Journal, New York Times, Business Week and PC Week.Big Yellow's account is currently in review. NYNEX agencies including Ogilvy & Mather, TBWA, Chiat/Day, Young & Rubicam and Arnold Communications as well as other agencies were invited to participate. A decision is expected by the end of April.

Big Yellow offers listings for 16 million businesses and 4,000 advertisers. Ad rates range from $111 per year for a hotlinked word to $2,400 for a three-month banner. Advertising is sold inhouse and through relationships it has estbalished with a number of agencies including Saatchi & Saatchi Advertising and Ogilvy & Mather. The site offers a "How to Advertise" section that enables businesses to create an advertising presence on the Web. The site is searchable by state, city and street. Other features include links to online shopping directories from 40 countries; a guide to tax, financial and legal information on the Web; and an area to access 6,500 phone books from around the world.

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