IQ News: Newly Named Active Site Unveils Ad Effort | Adweek IQ News: Newly Named Active Site Unveils Ad Effort | Adweek
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IQ News: Newly Named Active Site Unveils Ad Effort

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The La Jolla, Calif.-based firm changed its name because the new one is "easier to remember," said Dave Alberga, CEO at Active.com. "Also, we do registration for events in other countries, so we didn't want to limit ourselves."
Active.com's primary customers are amateur sporting events directors, who send participants to the Web site to sign up for events. Once at the site, participants can read about their chosen sport, engage in chat or message boards and shop online.
Active.com's campaign includes print and branded sports calendars on Yahoo! and other sites, as well as branded events listings for USA Today, the Miami Herald and the Los Angeles Times, among others.