Study: AOL, Time Warner top wish lists of marketers

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A new-media king is the titan in a survey of what media companies are most appealing to marketers seeking long-term marketing relationships.

America Online scored on top, with two-thirds of respondents expressing "great" or "moderate" interest in pursuing such long-term deals with AOL, according to the study by market researcher Myers Group.


The survey, drawing on responses to a questionnaire from 124 marketing, ad and other executives from national and regional advertisers, offers a measure of how some executives perceive media brands. Among those surveyed, 41% cited "great" interest in developing long-term marketing relationships with AOL. But Time Warner was heavily cited: Time Warner and Time Warner-owned Turner Broadcasting came in second and third, respectively, at 38% and 37%.

Rounding out the top 10: Discovery Networks, ESPN, A&E Television, Home & Garden Television, Yahoo!, Lifetime Television and Time Warner's CNN.

Among the top 20 companies listed for their appeal for long-term marketing deals, five new-media properties appeared: AOL, Yahoo!, and two Time Warner ventures, CNN Interactive and Turner Interactive.


The study showed the growing interest marketers have in integrated programs using multiple media. In the survey, 83% of executives said they were "placing greater value" on media companies that could pull together integrated deals, with 84% placing greater value on media opportunities that integrate advertising with direct marketing and sales promotion.

The survey suggests strong interest in the online media markets being created by and Nearly 60% of executives expressed interest in going online to buy offline media, with 39% citing interest in online media auctions.

Copyright October 1999, Crain Communications Inc.

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