ZDNet Starts Review

ZDNet, the Web unit of computer magazine publisher Ziff-Davis, is contacting a select group of agencies nationwide about participating in a review of its estimated
$25 million advertising account.
A ZDNet representative declined to comment about the review.
Officially, there is no incumbent on the ZDNet business. However, sources said the client has told some agencies that Foote, Cone & Belding, San Francisco, previously handled its account.
FCB does handle ad duties for Ziff-Davis’ cable channel, ZDTV, which offers programming about computers, e-business and the Internet. But an FCB representative said that account never included ZDNet.
FCB’s year-long relationship with ZDTV is not affected by the review, said sources.
ZDNet executives plan to draw up a short list of contenders this week, sources said. Presentations are expected to take place during the middle of the month. A decision will likely be made by Sept. 1, said sources.
The company raised $190 million in an initial public offering earlier this year, and is looking to launch a national ad campaign this fall. The effort will most likely include print, broadcast, outdoor and online executions.
ZDNet, located on the Web at www.zdnet.com, offers downloadable programs, product reviews and technology-related news. It operates a network with more than 60 Web sites, including Yahoo! Internet Life, ZDTV News and those of Ziff-Davis publications such as PC Week and MacWorld.
ZDNet parent Ziff-Davis, Cambridge, Mass., is majority-owned by Softbank, Tokyo.