Digerati iSales will sell Internet advertising, initially for the Web sites of the hundreds of television stations that it represents.
Petry Media Corp. today announced the launch of Digerati iSales, a new division that will sell Internet advertising, initially for the Web sites of the hundreds of television stations that it represents.
Digerati iSales will leverage Petry Media’s 75 years of media sales expertise to offer what it calls “comprehensive multi-platform ad sales solutions to clients, providing them with new and enhanced revenue streams.”
With the launch of Digerati iSales, Petry Media has created a network of broadcast Web sites through which advertisers can reach the consumers they seek to target.
According to a 2006 survey, local television station Web sites delivered nearly 64 million unique visitors and, in aggregate, television Web sites are ranked fifth among most visited Web sites after Yahoo, MSN, Google and AOL. Petry Media’s current clients provide localized Web sites in 134 large, medium and small markets representing 60% of the United States.
“Digerati iSales is a natural extension of Petry Media’s core ad sales business and the ideal complement to our broadcast representative services,” said Earl Jones, chairman of Petry Media. “This new division immediately delivers a thoughtful and scaleable interactive/digital strategy that will serve as a platform for further diversifying and growing our company. Our broadcast ad sales expertise is second to none so we are building on our known strength—our 75 years of sales experience—and bringing it to bear on a new but related medium.”
Jones continued: “Our clients, many of whom have been with us for decades, know and appreciate us for the excellent job we do for them on the broadcast side. They have encouraged and supported us in our efforts to build this division, and we have worked closely with a number of them to develop and test our systems over the past year. As advertisers increasingly look to the Internet as a distribution vehicle, we want to be able to offer our broadcast clients an effective method of capturing national ad dollars, while remaining a leading destination for their communities’ entertainment and information needs.”
Julie Holmberg Bowyer, executive vice president of Petry Media said, “The initial network of broadcast Web sites we have created leverage local market relevance in advertising sales on a national level. Broadcasters are increasingly using their Web sites as an extension of their on-air presence and the local content they provide attracts exactly what advertisers are looking to access—a highly engaged and focused audience centered around their local community. Reaching this audience in the past has largely involved buying websites piecemeal and is inefficient and unwieldy. Digerati’s network now gives advertisers the scale they want, and importantly, the ease of one-stop shopping.”
Digerati iSales has developed a proprietary sales and online-inventory management system that links the advertiser, the station Web site and Digerati’s order processing and billing software. This software will provide a dashboard that allows each client to monitor the advertising campaigns they are running on their Web sites and in the process manage their inventory more efficiently.
Digerati iSales is based in New York with additional salespeople in Chicago and Los Angeles. Additionally, as Digerati grows, personnel will be co-located in many of Petry Media’s 30 regional offices around the country, the company said.