NewsEdge Unit Initiates Review




Creation of Subsidiary, Arrival of CEO Spur Ad Agency Search
BOSTON–NewsPage.com, a recently formed subsidiary of NewsEdge Corp. in Burlington, Mass., is in the market for an agency to develop what corporate executives described as a $10 million introductory campaign.
NewsPage plans to launch a multimedia branding campaign that includes print, TV, outdoor and radio ads to raise awareness of its free online personalized news service announced earlier this month, according to NewsPage vice president of marketing Kathy Greenler.
NewsPage hopes to begin a formal review process within a week but has not decided whether to use an outside consultant, said Greenler, who wants to wrap up a search within 10 weeks.
Agencies in the Boston and New York areas would be ideal, Greenler said, but she’s not ruling out shops based in other regions.
“I’ve always been partial to small and medium-sized agencies, and ones that can give me the best ROI,” said Greenler, who added she has already fielded calls from shops but declined to identify them.
Mullen has been ruled out as a possibility because it already handles public relations for NewsEdge. The possibility of creating separate NewsEdge and NewsPage teams within the Wenham, Mass., shop was discussed, according to NewsEdge corporate communications director David Scott, but the company decided it would be best to seek a second agency and leave Mullen to focus on corporate public relations, which it has handled since 1998.
Scott would not disclose the size of Mullen’s retainer but said it was a “substantial portion” of NewEdge’s marketing budget.
A $1 million review for a public relations agency will wrap up next week, Greenler said. Pitching are: Golin/Harris Technologies and Copithorne & Bellows, both in Boston; The Launch Co. in Concord, Mass.; and The Jelly in Winchester, Mass.
One assignment has already been handed out. Beyond Interactive in Ann Arbor, Mich., will handle online media buying and creative development for NewsPage, Greenler said.
Now that NewsPage, which since 1995 was a fee-based news service, is being offered free to users, Greenler said she expects to generate revenues by selling sponsorships and advertising.
Both Greenler and president and chief executive officer Ilene Lang recently joined NewsPage from Essential.com in Burlington, Mass. The two also worked at AltaVista in Andover, Mass.
NewsPage’s nearly 1 million subscription-based customers are being transitioned to either the free service or to premium services in the NewsEdge Enterprise business.