Update: ALC, ALC of New York Expand Interactive

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American List Counsel, Princeton, NJ, and ALC of New York this week unveiled their recent initiatives to bolster their Internet marketing capabilities.


ALC announced that it completed a $15 million funding initiative for the expansion of its interactive marketing services business, formerly called ALC Interactive. It will now be known as Impower Inc. and can be found at impower.net.


According to Eric Zilling, president of Impower, it has developed an innovative set of tools to help improve the productivity of Web advertising for its clients. It has also developed a proprietary network called TransAct, which is made up of more than 10,000 Web sites that accept advertising at a fixed allowable cost per response.


Impower also provides e-mail marketing along with Web advertising.


Some of Impower's clients include American Express, Bell Atlantic, BMG Music, Time Warner, Rodale Press and Ziff Davis, while its Internet clients include Barnes & Noble.com, iBeauty.com, MyPoints, Excite and Catalog City.


Meanwhile ALC of New York LLC, a joint venture between ALC and other investors, last week said it formalized its interactive division as NetMail, which will provide e-mail list management and brokerage and Internet marketing services and consulting. Chris Woodard will run the day-to-day operations of the division, under the auspices of ALC of New York managing partners Andy Ostroy and Donna Belardi.


"We're seeing a real desire from [e-commerce] companies to marry the explosive potential of this new medium with the traditional principals of direct marketing," Ostroy said. "That's the approach we're taking."


The firm also said last week the NetMail division was selected to manage the new-to-market Polk NetSelector Database of 325,000 opt-in e-mail addresses. The database was selected from Polk's Survey of America questionnaires, product registration cards and electronic product registrations, and consists of consumers who have opted in to receive third-party e-mail offerings.

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