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To: Jacalyn Deaner who wrote (1469)6/24/1999 10:37:00 PM
From: Jacalyn Deaner  Read Replies (1) | Respond to of 3519
 
FWIW - article I bought today dated April 29, 1999
NOTE THAT THE "CREATIVE ACCOUNT" IS NOT THE "ISP" ACCOUNT, those are GOD and NETHEAD - separate from the company ISP.

Title:
X-Stream boosts its budget to see off free ISP rivals

Summary:
X-Stream, the first UK Internet service provider to offer free access,
is planning a 10-fold increase in its adspend, to L1.5 million from
L150,000, this year to fight against the new raft of ISPs.

Source:
Marketing
Date:
04/29/1999
Price:
$2.95
Document Size:
Very Short (188 words)
Document ID:
BM19990517060022613
Subject(s):
Internet service providers; Advertising expenditures;
Competition
Citation Information:
ISSN: 0025-3650; p. 4
Author(s):
Ben Rosier
Document Type:
Article

X-Stream boosts its budget to see off free ISP rivals

X-Stream, the first UK internet service provider to offer free access, is planning a
tenfold increase in its adspend this
year to fight against the new raft of ISPs.

The company will increase its adspend from 150,000 to over 1.5m and is holding
creative and media pitches.

Apart from retailers such as Dixons' Freeserve and Tesco, the free access market has
become more competitive in the
past month with a host of new entrants, including The Sun's Currant Bun and The
Mirror's ic24 offering.

Four agencies are thought to be vying for X-Stream's creative account. A company
spokesman declined to name
them.

Incumbent media agency Bygraves Bushell, originally appointed when X-Stream
launched in March 1998, is up
against five others: Total Media, MediaCom Frontline Media,TMB, McCann-Erickson
and BJK&EAdvance.

An X-Stream spokesperson said that it may also appoint a separate planning and
buying outfit to handle online media
- said to be worth 200,000 - although a decision has yet to be made.

The move comes six weeks after X-Stream appointed Paul Shalet, formerly senior
vice-president at IDG,as sales and
marketing director.

X-Stream claims it has 305,000 unaudited users.

Copyright Haymarket Publishing LTD. Apr 29, 1999

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