Adweek Magazines to Offer Internet 'CAT' Device

Brandweek, July 10, 2000

NEWYORK--Adweek Magazines, beginning Oct.2, becomes the exclusive advertising trade publication group to offer CAT coding on advertisements and selected editorial. The technology, developed by Digital Convergence.com, enables readers to connect instantly with relevant content on the Internet with a swipe of a "CAT" device which will be sent to all subscribers of Adweek, Brandweek, Mediaweek and MC magazines at the end of September.

In its application for advertisers, companies who wish to participate can imprint a barcode-like symbol which, when swiped by the CAT, will instantly link them with additional related information. The CAT (which is hooked up to the PC like a traditional mouse device) can play a similar role in linking readers to information related to news and features. "We believe this technology is the next logical step in establishing a link between the print and online products that companies have to offer," said Michael Parker, Adweek Magazines' evp/group publisher. "The ability to connect cus tomers with information immediately, without the need to 'drill down' through sites, will offer many unique opportunities." Digital Convergence is also working with Forbes magazine, NBC, Tandy, Young & Rubicam, A.H. Belo and Coca-Cola in regard to distribution and use of the CAT device.