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Internet ad sales firm Real Media is repositioning itself to move away from selling ad banners, the primary advertising form online.
“It’s a high-cost, low-margin business,” explained David Morgan, chief executive of New York-based Real Media. Instead, the company, founded last year to sell banner space on the Web sites of strong local brands–primarily newspapers–will instead focus on creating sponsorship packages, which Morgan believes the company will be able to sell at a premium. In so doing, it may be the first ad sales firm to concentrate on online sponsorships, which have become an increasingly popular form of Net advertising.
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