Regional Web Ad Program: New York Tri-State Area Service Goes after Broadcast Ad Spenders

By Outing, Steve | Editor & Publisher, June 28, 1997 | Go to article overview

Regional Web Ad Program: New York Tri-State Area Service Goes after Broadcast Ad Spenders


Outing, Steve, Editor & Publisher


IN THE NEW York tri-state area (New Jersey, metro/suburban New York and Connecticut)

are many businesses that want to advertise to the entire region. Also within the tri-state area are numerous media property Web sites that cover only part of the region.

As sales reps for the individual Web sites approached certain advertisers, they'd find that the companies would be more willing to buy online ad placements if they had a way to cover the region as a whole.

Thus was born NYRAP, the New York Regional Advertising Program for the Web. The program brings together the Web sites of Newsday (Long Island), the Village Voice (New York City), New Jersey Online, WCBS Radio News 88, Gannett's Westchester Newspapers (north suburban New York), and the Southern Connecticut Newspaper Group. As sales reps for these sites make their rounds, they can sell not only their own Web sites but also placements on the sites of fellow NYRAP members to create a regional buy.

Deborah Gallant, general manager of Journal Square Interactive, which operates New Jersey On-line, explains that NYRAP was created because big regional advertisers wanted to cover the entire area, or parts of it, and they were reluctant to deal with multiple Web sites in order to get that coverage.

For a regional auto dealers association to advertise to the entire area, for example, would require placing ads on several Web sites, dealing with multiple billing procedures, and supporting several different size ad banners.

The program is aimed at attracting regional advertisers to the Web. Other examples might include department store chains like Bloomingdales, which has stores throughout the tri-state region, sports teams, entertainment producers, or regional banks. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Regional Web Ad Program: New York Tri-State Area Service Goes after Broadcast Ad Spenders
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.