PMH Looking to Turn Up the NetRadio

Count Peterson Milla Hooks among those who have entered the rapidly growing dot-com club., a 4-year-old Internet site fashioned as an online radio station, has turned to the $20 million Minneapolis agency to develop its first national advertising campaign.
The Internet company, also based in Minneapolis, tapped PMH after a review involving several undisclosed local agencies.
Minneapolis-based Haworth Marketing and Media handles media buying and planning.
Billings for the account were not disclosed. However, NetRadio plans to raise $35 million in an initial public offering later this year [Adweek, May 31]. Sources indicated as much as one-third of the funds raised through the offering could be laid out for advertising.
“This site has been a premier resource for music enthusiasts for some time now,” said Joe Milla, creative director at the agency. “It’s time to make the worst-kept secret in the country.”
The company produces and delivers music, news and information and original programming over the Internet. It provides more than 120 channels of streaming “stations,” from classical music to modern rock. The company derives its revenues from advertising and sponsorship opportunities.
NetRadio also provides access to an online music store, CDPoint, where users can purchase music.
“Nobody is doing all of those things,” said PMH client services director Brian Hooks. “It’s a hidden jewel.”
The agency’s first work is expected to break in the fall to coincide with the launch of NetRadio’s redesigned Web site. The campaign is expected to include traditional and new media. is currently a wholly owned subsidiary of software and music distributor Navarre Corp., Minneapolis.