Time Warner clicks on digital marketing group

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Time Warner Cable Programming is forming a digital marketing group that will oversee advertiser and ad agency relationships for parent Time Warner's interactive-media ventures. The group will particularly focus on the Full Service Network two-way TV trial and a new venture that will deliver high-speed online services over cable TV lines. Bob DeSena--a former VP at Time Inc. Multimedia who worked exclusively with General Motors Corp. for the past year as part of a unique arrangement between the media company and automaker--will oversee advertiser and marketer relationships as a VP with the digital group.

seeks agency to create, sell ads
Yahoo Corp., a popular online guide to the Internet, is close to signing a contract with either Poppe Tyson, Mountain View, Calif., CKS Interactive, Cupertino, Calif., or Creative Services Group, Los Angeles, to handle a variety of tasks, including selling ad space and creating advertising for both Yahoo and its advertisers. Although the cost of sponsorships and the specific advertiser arrangements have not been finalized, Yahoo wants a company "to help us sell space online and figure out the most unobtrusive way to do it," said Director of Marketing Tim Brady.

Hearst Publications' Esquire has established a home page on the World Wide Web targeting not readers, but marketers. Unlike most publications that have set up consumer-oriented sites, is looking to hook up advertisers and agencies with information about the magazine's ad rates. "We want to develop our customer base," said Publishing Director Lawrence C. Burstein. "This will allow clients to communicate with us by just switching on their terminals." A consumer site is planned for later this year.

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