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Karen Brown
Cox Interactive Media is offering to help advertisers navigate the cyberspace stream for customers with the formation of CIMStudio, a one-stop Web ad production house.
Cox Interactive, a subsidiary of Cox Enterprises Inc., provides 40 community Web sites and three specialty sites on the Internet. By creating an in-house advertising support team, it hopes to bring more advertisers online, according to Doug Busk, CIMStudio's manager.
Although Cox Interactive has offered some advertising design services in the past, the formation of CIMStudio will help clients not only target their market and message, but help them design and place ads. That expertise is in demand, especially for advertisers taking their first steps into e-commerce.
"We often find our advertisers are looking for expertise - someone to partner with them to bring them into this new medium," he said.
The unit, consisting of 12 Atlanta-based Web designers and 75 sales representatives nationwide, has been quietly at work for about a year and only now is part of a promotional push. Its goal is to create better ads that sell more effectively on the Web.
"We are finding a lot of misperceptions about online services and what it is about," Busk said. "A lot of our advertisers come in with the wrong idea about what they need. We focus on real-world objectives."
By offering both marketing advice and ad production, it's a one-stop shopping option for business, Busk said. Once an ad campaign is created, advertisers can consult with the representatives and directly with the production staff to adjust the material if results are not meeting goals.
"We offer a critical and pretty unusual synergy for our local advertisers that they really wouldn't be able to find by going to an outside agency," Busk said.
Cox Interactive Media includes 20 major metro area sites, 10 smaller community pages information sites and three specialty portals - BlackFamilies.com, FASTBALL.com and GreatOutdoors.com.
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