Bertelsman Web Site Offers Ad Opportunity
NEW YORK–Bertelsmann Direct, a division of Bertelsmann AG, plans to launch a Web site this year to sell compact discs. It is seeking an agency to handle advertising for the new venture.
The German-owned entertainment conglomerate is scheduled to meet with three agencies this week about what sources say will be a $5-10 million account.
A client representative confirmed the agency finalists: DiMassimo Brand Advertising,
Hanft Byrne Raboy & Partners and Griffin Bacal, all New York.
The as yet unnamed site will sell compact discs from its various music-company labels, which include such artists as Santana, Whitney Houston, The Backstreet Boys and Sarah McLachlan, sources said.
The idea is to discount the discs enough to undercut the price of Bertelsmann Music Group’s music, which is sold on competitor Web sites, such as Amazon.com and CDNow.com, according to sources.
BMG already has Web sites devoted to its various labels and genres, including Arista Records, BMG Classics World, BMG Entertainment, BMG Song Search Database, Bugjuice, Peeps Republic and Windham Hill Records.
Another site, BMGmusicservice.com, offers 12 CDs for the price of one and includes selections from all of the major music labels.
The new site will not replace any of the existing sites, but it will be another BMG Web product, a client representative said, declining to elaborate.
Agency representatives had no comment. Neither did ADvice & ADvisors, the New York-based consultancy handling the review. The client expects to select an agency by early June.
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