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New Media
VPS Launches Online Ad Network
By BILL ATKINSON
VPA Publications Editor
Virginia Press Services Inc. has launched a new network aimed at sales of online advertising to newspaper Web sites.
Twenty-five newspaper sites across Virginia already have committed to the network. VPS’ ultimate goal is to create distribution of online ads to the entire state. Other long-term expectations are to exceed 80-percent market coverage and 5 million unique visitors, and to generate incremental revenue for member newspapers.
VPS is the business subsidiary of the Virginia Press Association.
The online network would mirror the procedures followed for distribution of print advertising. VPS would act as the intermediary for collecting rate information, distributing the online ads to the selected Web sites and reporting back to the client or agency placing the ad.
By participating, newspaper sites would get access to a statewide network, bring in more revenue with higher-average costs per thousand (CPMs), improve customer service and lower resource commitment.
Participants must provide VPS with a rate card, commit to an impression level for a certain number of days and provide timely activity reports.
When committing to the network, members also would be required to provide training for their staffs.
Diana Shaban, advertising director for Virginia Press Services, said that the new network is a win-win situation for everyone. “Our agencies that we deal with are excited for the launch of this online network, to buy Virginia online with one easy call,” Shaban said. “It will help us to get more ad dollars from clients since we’re offering them an online buy that would go hand-in-hand with their print campaign.”
Newspaper Web sites owned by Media General, Inc., Landmark Communications, Inc. and Womack Publishing all have committed to participating in the network.
For more information on the Online Ad Network, please contact Diana Shaban at (804) 521-7580 or e-mail ; or Scott Bateman, VPA’s new media consultant, at (804) 521-7577 or e-mail .