Weather.com Kicks Off Roving Sales Show

NEW YORK Weather.com is taking its sales show on the road, reaching out to media planners and buyers in a style similar to what transpires leading up to the TV upfront.

Starting next Tuesday, weather.com will present a “2005 Preview,” or an overview of its offerings, audience and site statistics, to media executives in Detroit, Boston, New York, Dallas, Atlanta, San Francisco and Chicago.

Addressing the possibility of an online upfront back in May, weather.com vp of national sales Peter Green told Adweek, “Is there a movement that marketers and agencies need to be briefed earlier on what sites are going to be doing in 2005, so they can start to lock in and make decisions? Yes, I think that is definitely the case. … I wouldn’t necessarily call it an upfront. I don’t know how yet to label it.”

For now, the 2005 Preview seems to be the Atlanta-based online property’s answer.

Paul Iaffaldano, who oversees ad sales for the Web site and The Weather Channel cable network, will accompany Green on the eight-city tour. “In the cable industry, companies and agencies have purchased advertising upfront for years,” said Iaffaldano in a statement. “It makes sense that there are clients who will benefit from the same opportunity in the interactive space.”