The New York Times Goes After SMB Market Via AdReady

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 In other recently-inked deals, it acts as a media planner with a slew of ad nets, including Yahoo!’s Right and Google.

Kate Kate from ClickZ has more here.