Martin Supports AOL Portal

ATLANTA Print, radio and outdoor advertising from Interpublic Group’s The Martin Agency launched this week as part of an effort by AOL to introduce its new portal, AOL.com.

Richmond, Va.-based Martin has produced print advertising that began appearing this week in several magazines owned by Time Warner. The ads also will run in USA Today each week through the end of the year. Billboards are being placed in New York, San Francisco, Los Angeles and Washington, D.C. The shop also has produced several radio ads for the campaign.

The ads highlight specific features of the new portal, including its entertainment content, its news and information search functions, its city guides and maps, and its e-mail and instant message functions.

“With a changing media landscape, a multi-pronged approach, which also includes print, broadcast and outdoor billboards, will more effectively reach today’s consumer,” said Kevin Conroy, executive vice president of AOL Media Networks.

The work from Martin joins an online campaign that debuted earlier this year that includes search engine marketing and traditional online advertising. Carat Fusion of Boston, formerly Carat Interactive, is providing the search engine optimization work. Atmosphere/BBDO in New York is providing online advertising.

Sources said AOL is spending approximately $50 million on AOL.com, but the company declined to confirm a campaign media budget.

The company launched AOL.com in September as a free service to offer AOL content to nonmembers.