IBS NETWORK ROLLS OUT AUTOMOTIVE CHANNEL

By: Jennifer Owens TV Sites Look To Compete With Newspapers





(Adweek IQ) Internet Broadcasting Systems, a New York-based network of local TV news Web sites, has begun rolling out its latest-and likely most lucrative-channel. This time it's targeting automotive enthusiasts, dealers and manufacturers in 50 U.S. markets.



The channel is similar to others already available on IBS sites, which are created in partnership with local TV news stations for topics such as employment and legal services. In both cases, the channels combine content created at IBS's Minneapolis-based editorial hub, as well as at its local newsrooms, with a national marketing partner adding online services. For example, on the employment channel, hotjobs - an online job search service - provides branded regional listings for each local site alongside IBS content.



According to IBS CEO Tolman Geffs, the automotive section is meant to go even deeper to reach new online advertisers and users. Said Geffs, "Dealers know that upwards of 60% of their customers are going to the Web for research before they walk into the showroom. We've got the ability to create a tool for local dealers through a unique TV/Web partnership."



That partnership includes placing local IBS ad sales reps in each of the local stations to target auto manufacturers, individual dealers and dealer associations, said Andy Goldman, executive vice president of sales and business development at IBS.



Depending on the market and how much airtime a dealer has purchased, said Goldman, "We're putting together tailor-made [broadcast] packages as well as giving them ... the auto section on the site, and other areas like high school sports if that pertains to them."



Goldman, who said IBS is offering Web-only packages as well for non-TV advertisers, noted that the section's main competitor is local newspaper classifieds. "Most [dealers], about 95%, have placed ads in the newspaper classifieds," he said. "But we think we offer a better plan. We're not saying they should take away from the newspaper classifieds, just cut back on them and increase their reach in the market."



According to Goldman, IBS prices range by market. On average, though, a dealer's cost will be about $1,000 per month, while a manufacturer will pay about $3,000 to $8,000, depending on how many cars are featured and whether it wants such services as online video.



As for editorial content, the automotive channel will feature IBS stories as well as third-party reviews and listings from Edmunds.com, a Santa Monica, Calif.-based automotive publisher. Once on the auto page, visitors can use pop-up menus to narrow their search by type, year, make and price. Meanwhile, button ads featuring corresponding local dealerships appear on the page as well.



So far, in its first two weeks of the rollout, Geffs said IBS has signed up 17 dealers in nine markets. "It's all about the featured dealers," he said. "We're not trying to sell cars. We want to get [users] to the dealers, who are the best people to do that."







Copyright 2000, Editor & Publisher.