New York City-based TheGlobe, an online community with 1.2 million members, launched an $8 million ad campaign that will focus largely on traditional advertising.
The campaign was created by TheGlobe’s current agency of record, Kirshenbaum Bond and Partners.
Execution will continue through May, running on national cable networks including Comedy Central, E!, CNN, and ESPN.
This marks the beginning of a campaign that will include print, outdoor and guerrilla advertising, the company said. Beginning in April a series of 30-second spots will break in New York, San Francisco, Boston, Denver, Seattle, and Atlanta on all major broadcast networks.
Included in the campaign is $2.4 million of online advertising that will include banners on Excite, Playboy, and Yahoo
“As the Internet becomes increasingly mainstream, TheGlobe’s significant commitment to mass market mediums like television and consumer print is consistent with our belief that TheGlobe is truly a mass market brand,” said Stephan Paternot, president of TheGlobe.com.
“Our use of more traditional mediums reinforces our position as an industry leader and also distinguishes us from the pack which continues to fight online for users,” said Todd Krizelman, CEO, TheGlobe.com. “We believe the fight is no longer only online.”
Additionally, print advertisements for TheGlobe will be featured in publications including Details, Jane, Maxim, Playboy, Rolling Stone, Spin, and Wired.
TheGlobe was founded by Cornell University students Todd Krizelman and Stephan Paternot in 1994. It integrates personal home page building tools, chat rooms, email, discussion forums, multi-player gaming and has a marketplace that includes retailers Barnes & Noble, CD Now, F.A.O. Schwarz, and PC Flowers.
The site claims more than 100 million page views per month.
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