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Industry: Email Alert RSS FeedPrint media take giant tech step; Permission marketing widens reach to best prospects.
Advertising Age, August, 2000 by Calvacca, Lorraine
Technology allowing newspaper and magazine readers to use scanners to surf off the page and onto the Internet is finding an advertiser following. "The key is getting to the market quickly and having enough penetration of the scanning devices," says Burl Olsen, president of the publishing division of Belo Corp., an investor in DigitalConvergence.com, a provider of the scanning technology. Such marketers as Ford Motor Co. and Delta Airlines are hooking up with publications taking a shot at the technology. To facilitate reader usage, DigitalConvergence plans to distribute 10 million free scanners through Radio Shack, Forbes and Conde Nast Publications' Wired, says Don Welch, president of DigitalConvergence's publishing group. He projects 50 million scanners will be on the...
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