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Disney Targets Moms with New Website

In an attempt to capture the attention of parents, particularly mothers, who turn to the internet for information, Disney

is launching Family.com as a one-stop shop for parenting information, reports the Associated Press (via

MarketingVox).

The new site was announced yesterday and will remain in beta status until this summer. It will be filled with tips and

advice from other users on raising children, on issues ranging from toddler care to college costs. Visitors will be able

to add to a "ParentPedia" user-generated encyclopedia that provides information on some 1,000 topics.

Disney plans to sell straight advertising space on the site but also text ads that would appear next to search results.

Disney products, including merchandise and films, will be promoted on the site, but not exclusively.

The site's content and look and feel have been developed over the last year based on surveys of 30,000 mothers.

Social networking will also be a component of the site, with users able to build their own profile and connect with

others

Gannett Training Print Staffers to Shoot Video

Gannett is beginning to focus much of its efforts to increasing its digital presence and
revenue. With that in mind, the company is training 500 print news staffers to shoot
video that could potentially be used online. ...

Media Trucks Create New Routes for Chicago Baseball Season

Mobile advertising company Media Trucks today announced new advertising routes for baseball games at Wrigley
Field and US Cellular field for the 2007 Major League Baseball season in Chicago. ...

Newspapers Face Another Battle: A Surge in Free Dailies

A war between traditional paid newspapers and free dailies is arriving soon in the U.S., writes Media Life. ...

New Jeep Campaign Includes Interactive Film, Sticker Print Ads

The Jeep Patriot brand has created an extensive campaign in support of its
most recent online venture, an interactive online film.

The vehicle will be prominent during March Madness basketball games, on

billboards and other out-of-home elements, as well as on banner ads on sports
sites across the internet, the company has announced.
Print ads include a full-page spread with a sticker insert, to be run in
publications such as Sports Illustrated, ESPN, the annual March Madness
Preview Section of USA Today, Rolling Stone, Spin, Maxim, Details, GQ, Men's
Health, Surfer, Four Wheeler, Runner's World, Jane, Marie Claire, and
Cosmopolitan.
The campaign is to back Jeep Patriot's interactive film, titled The Way-Beyond
Trail, which allows consumers to join three characters who drive a Jeep Patriot
while searching for a buried treasure.

Consumers have direct impact on the evolution of the plot based on their
viewing choices. Product features of the Jeep are integral to the story line. In
one scene, for example, the lead female character invites a group of people to
a tailgate party by cranking up the music on the Patriot's two articulating
speakers packaged in the liftgate.

Last month, Jeep and Marvel Comics unveiled "The Patriot Factor," an online
adventure comic book whose story line is being provided by consumers at
PatriotAdventure.com.

The campaigns have been seen as a way to combine the "timeless magic of
story-telling with the power and reach of the Internet," according to Jay
Kuhnie, director - Jeep Communications.

The Way-Beyond Trail goes live on March 15.

The campaign also includes two new 30-second TV spots, a Hispanic campaign, product integration, and direct mail.

Bellco Credit Union Scores Big with Parade Sponsorship

Sponsoring parades can be an effective way of reaching thousands, if not hundreds of thousands, of festivity
seekers, and St. Patrick's Day parades in several markets have begun seeking sponsorships. ...

Short-Form Ads on the Rise in Radio

Though overall numbers for short-form radio spots remain low - representing only about 10 percent of total ad billing

for radio ad sales firm Interep, for example - advertisers in increasing numbers are asking for those spots.

According to Interep, the number of 10- to 15-second spots it sold in 2006 jumped 400 percent over 2005. Sales of

30-second spots jumped 1000 percent, writes MediaPost.

Kirk Combs, general manager of Interep's D&R Radio, points out that while the short form ads represented just a

small portion of billing, "clearly, we are going to see more and more business availed in 2007 requesting shorter-form

commercials."

Clear Channel Radio's Less Is More initiative, which attempted to reduce ad clutter by pushing 30-second rather

than 60-second spots, may have had an impact on the situation. In order to reduce inventory by 19 percent and limit

commercial breaks to four minutes, Clear Channel advertisers were required to buy a certain percentage of 30-

second spots with the standard :60s, with the :30s priced at about 75 percent of the cost of a :60. At first, this led to a

scarcity of inventory and reduced ad sales for the radio giant, and in 2005, revenue was down 6 percent from the

previous year.
As Clear Channel expected, however, the initiative eventually led to impressive audience gains, and in 2006,

revenue grew 5 percent in the first and third quarters, and 6 percent in the second quarter.

Clear Channel now offers two-second and five-second spots, and recently introduced a new ad format, two-minute

spots.

Related stories:

 Clear Channel Offers Two-Minute Spots to Advertisers

 Clear Channel Finds Takers for 'Adlets'

 Cumulus, Clear Channel Split Over 'Less is More'

 Clear Channel Revenues Increase in Q2 Thanks to Radio

 CC's 'Less is More' Strategy Increases Ad Revenue

 Clear Channel Posts Impressive Gains, Credits 'Less is More'

 'Less Is More' Working as Ratings, Prices Rise

 Clear Channel Revenue Sinks 6.5%, Less Is More Grows Slowly

 Clear Channel: 'Less Is More" Works, Apparently

Ford Flaunts Blurry Billboards

Ford has posted a series of transparent billboards coated with a resin that makes everything behind them appear
blurred, writes KickingTires.com (via Adrants). ...

Time Inc. Launching 'SI On Demand,' New Video Content Unit

Time Inc.'s Sports Illustrated will launch a new video-on-demand cable channel, SI On Demand, that will reach 7
million Time Warner Cable homes, writes Mediaweek. Time Inc. also plans to launch Time Inc. Studios, a new unit
that will produce video content for its magazines to use in order to grow the company's group of TV and digital
platforms. ...

Yahoo Rolls out Mobile Display Ads, Mobile 2.0 Functions

In a move to become the "No. 1 mobile internet player," Yahoo launched display advertising for its mobile web
service in 18 countries across Europe, Asia, and the Americas, writes MediaPost (via MarketingVox). Ads near the
top of the Yahoo Mobile homepage will allow users to either click-to-call marketers or link to other mobile sites. ...

Branding Campaign Launches for 'WSJ'

As expected, the Wall Street Journal has launched a branding campaign designed to showcase the different types of
people who read the paper and to bring in more women and younger readers. ...