The New York Times is set to recruit small business advertisers via a deal with AdReady, the Seattle-based ad agency that provides a choice of 600 free templates for banners, customization tools, and usage reports.
The Times will recruit its own advertisers via in-house promotions. Advertisers will have a choice of 14 sections of the site that are self-selected by advertisers (i.e. sports, international news,etc.). Alternatively, advertisers can simply choose Run of Site, or opt for self- service geographic targeting, since The Times is positioned as a national newspaper. The program is especially geared for advertisers with “budgets under $10k.”
In a release, The Times makes a curious reference to serving “The long tail of online display advertising.” I am still pondering that one. It probably refers to the opportunity to serve advertisers that might have otherwise made a Google purchase, even though it might be an imperfect match.
For AdReady, the white label deal with The Times continues efforts begun with Cobalt Group and All Recipes.com. In other recently-inked deals, it acts as a media planner with a slew of ad nets, including Yahoo!’s Right Media, Advertising.com and Google.
Kate Kate from ClickZ has more here.
Peter,
I believe you are right on the ‘Long Tail’ reference. I took it to mean the non-traditional newspaper.com advertiser such as lawyers, physicians, service, etc.