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By Laura Rich and Teresa Andreoli
NEW YORK–The Mining Co., the Web-based network of special interest sites created by former MCI/News Corp. chief executive Scott Kurnit, launches today with a grassroots-oriented campaign from Frierson + Mee and banner ads from SiteSpecific.
The theme for the $3-5 million campaign is ‘Revolution,’ explained Kurnit. On billboards in New York, San Jose, Calif., and San Francisco, a red background will carry the image of a miner’s pick and the words ‘Take Back the Net!’ in a Soviet-style typeface, according to agency partner John Frierson.
‘Guides,’ who create and maintain sites on The Mining Co.,
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