Looking to extend online reach? Try a vertical ad network; Media giants including Lifetime, Martha Stewart use partnerships to offer larger targeted audiences.(Digital)(Lifetime Television Network)(Martha Stewart Living Omnimedia Inc.)

Advertising Age, November, 2007 by Klaassen, Abbey

Byline: ABBEY KLAASSEN

Rule no. 1 in the transition from traditional to digital media company: Being an offline powerhouse doesn't necessarily mean you'll be blessed with online scale. That's why many of those players are turning to vertical ad networks.

Publishers and TV networks such as Martha Stewart, The Washington Post, The Guardian and Lifetime all are selling audiences they didn't actually attract. They are doing so through partnerships with companies such as Adify, which provides the technology to create vertical ad networks, and Glam Media, which already boasts a massive women-focused network.

"The advertisers are looking to extend their reach, looking for opportunities to find audiences that resemble the audience that Martha...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.