Awareness Campaign Targets Web Site Partners, ISPs And Media Buyers
San Francisco, CA, January 11, 1999 - LookSmartSM, the Internet's leading category-based Web directory and a top 20 Web property, today launched a year-long print advertising awareness campaign targeting potential Web site partners, internet service providers (ISPs) and media buyers.
A series of full-page advertisements begin this week in The Industry Standard and Red Herring followed by advertisements in Business 2.0, Upside, AdWeek, AdvertisingAge, BrandWeek, MediaWeek, Boardwatch and Inter@ctiveWeek.
"This advertising campaign will increase awareness that LookSmart delivers a high-quality audience for advertisers, and unique co-branding opportunities for our potential partners and ISPs," said Val Landi, vice president of marketing and media services for LookSmart. "These advantages clearly distinguish LookSmart, and create compelling opportunities unmatched by the competition."
Created by San Francisco-based Rathje Chadwick & Company, LookSmart's advertising agency-of-record, the advertisements feature the word "Look" to leverage the strength of LookSmart's name and to build awareness of LookSmart as a quality alternative to other popular Web sites.
The ads targeting Web site partners convey the key advantages of partnering with LookSmart versus "You-know-whoo" and other sites, while the ads targeting media buyers communicate LookSmart's ability to reach a high-quality, female-skewed audience.
LookSmart, a privately held Internet publishing company providing category-based navigation services on the World Wide Web, hosts the world's largest editorially reviewed database of Web content with 800,000 site listings in 24,000 categories. LookSmart's unique cascading menu interface provides users with fast, intuitive access to a wealth of highly relevant online content, and provides advertisers with targeted media opportunities within a higher quality editorial environment. Current LookSmart partners include AltaVista, @Home, Netscape, HotBot, IBM Internet Connection Services and more than 100 ISPs. LookSmart's "syndicated distribution" strategy, enables partners to co-brand with LookSmart's product or seamlessly blend its content into an existing interface based on its flexible technology architecture. LookSmart's competitors include Yahoo! (YHOO), Excite (XCIT), Lycos (LCOS), Infoseek (SEEK), CNet's (CNWK) Snap! and America Online (AOL). The company is headquartered at 487 Bryant St, San Francisco, CA, 94107. LookSmart is the premier provider of navigation services for Netscape in the U.S., Australia and the UK. LookSmart can be reached at (415) 597-4850 or experienced at www.looksmart.com.