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To: Bill Harmond who wrote (144632)	8/3/2002 12:05:07 PM
From: H James Morris	Respond to of 164684

>>Commerce and craft have always co-existed uncomfortably in the entertainment world. But the rise of product placement is being fueled by exploding production costs and the lack of effectiveness of traditional advertising. The once-all-powerful 30-second television commercial has lost its punch in an era of remote controls and technology such as TiVo, which allows the audience to skip over the ads. All those forces are forcing companies to look for new ways to reach consumers, said Michael Nyman, CEO at Bragman Nyman Cafarelli, a Los Angeles public relations and marketing firm.<< signonsandiego.com

To: Bill Harmond who wrote (144632)	8/3/2002 12:11:11 PM
From: H James Morris	Respond to of 164684

>>Online advertising agency Avenue A yesterday posted strong second-quarter revenue and a narrower net loss as its customers spent more ad dollars online and the company spent less on product development and overhead. The Seattle-based company, which helps clients such as Nike, MSN and Polo plan and purchase ads online, reported $30.4 million in sales, a 47.6 percent increase from $20.6 million for the year-ago quarter. Its net loss shrunk 88.7 percent to $1.8 million, or 3 cents a share. Chief Executive Brian McAndrews said the company's clients are buying more online advertising and opting for a mix of traditional and online advertising to reach customers. McAndrews said AT&T Wireless, for instance, spent 10 percent of its overall ad budget for its "mlife" campaign on Internet advertisements. Those ads were responsible for roughly 33 percent of the Internet traffic to the company's Web site, he said. "People are seeing there is a real value in using online advertising to help reach their best customers frequently," McAndrews said. Meantime, the company raised its revenue guidance for the year to between $118 million and $122 million and forecast a pro forma profit by year's end. The pro forma profit, not a standard accounting method, excludes the company's charges related to stock compensation. CMR, a marketing and advertising-research company, said overall ad spending is expected to grow faster than previously predicted, rising 2.5 percent to $109.1 billion in 2002. The researcher forecast Internet advertising to grow 5.3 percent for the year. McAndrews said his company is beginning to see early signs of a recovery online. "I think there will still be some choppiness," he said. "The market is not completely turned around." Avenue A's shares rose 14 cents, or 5.3 percent, to close at $2.75. The company's 52-week high is $3.65. seattletimes.nwsource.com