TNN SET TO LAUNCH WEB AD OPERATION

By: Joe Nicholson

MediaMasterMind To Compete With NAA’s NICC


Who is king of Web-based ad placement in the newspaper world?
Mediapassage in Seattle has been operating its system for a
while, and three months ago two other organizations – the
Vienna, Va.-based Newspaper Association of America (NAA) and
Pittsburgh-based Market Place Print Inc. – announced the
launches of their own systems.

Now another competitor claims it has invented – and is
launching – the best Web system yet, E&P has learned.

The Newspaper Network (TNN), a Sacramento, Calif.-based player in
newspaper marketing and sales with annual billings of more than
$400 million, calls its new operation MediaMasterMind (http://www.mediamastermind.
com).

“It not only competes with them, but it goes an extra step,”
contended TNN President Alan Truax, who said his system allows
for superior customization so that a retailer can execute a buy
with its own contract rates and get specialized reports.

Moreover, Truax argued, his Web system has a superior back-shop
operation that will result in smoother billing and tear-sheet
services for customers. As a result, he predicted TNN will add at
least $40 million in billings in each of the next five years.

MediaMasterMind includes order-placement and accounting systems,
and it cost about $1 million to develop over the last two years,
Truax said.

“No other online planning engine contains newspaper rates at the
same level of detail for retail, classified, national, and
inserts,” claimed Taeyana Kamir, TNN’s new-media manager.

TNN places 5 billion inserts and 5 million run-of-press inserts
in 2,900 dailies and weeklies in all 50 states each year. Among
its clients are such agencies as Young & Rubicam Inc. and such
advertisers as DaimlerChrysler, Eckerd Drug Stores, Food Lion,
Ford Motor Co., Lowe’s Home Centers Inc., OfficeMax Inc., and
Rite Aid Corp.



Joe Nicholson (jnicholson@editorandpublisher.com) is an associate editor covering marketing and advertising for E&P.



Related story:
SECRET NAA COMMITTEE TACKLES TROUBLED NICC



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