Debuts Second Brand Campaign

Share this content:, New York, has launched its second integrated advertising campaign of the year to continue the site's branding efforts and to promote this week's debut of its print magazine, Inside.

The site covers the entertainment and media industry from a digital perspective.

The Sterling Group, New York, is managing the online/offline campaign. It features print ads in publications such as The New York Times, Billboard, Adweek, The Hollywood Reporter and Entertainment Weekly. Banners will appear on,, and other sites.

The ads portray clueless executives who don't read In one ad, an executive says, "If we don't get this company on the Web in three minutes we're toast." Another has a bubble over his head that reads, "At least toast has a business model." The tag line is, "There's the conventional wisdom and there's just plain wisdom. How can you tell the difference? Get the Inside story."

The company's debut campaign in the spring had a similar theme.

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