SpeciaLists Launches Co-Op To Drive Web Traffic

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List management and brokerage company The SpeciaLists Ltd., Weehawken, NJ, is preparing to launch a cooperative direct mail vehicle specifically for Internet companies in the first quarter of next year.


The Young Families Web Directory, a four-page booklet containing ads for Internet businesses, will be the first of six vertically oriented co-op booklets The SpeciaLists will offer as part of its e-Alternatives marketing effort.


The other categories that the firm will focus on include health and fitness, new movers, personal finance, food and cooking and business opportunities.


The Young Families Web Directory, which will be distributed through such cooperative mail programs as the Sesame Street Young Families Co-Op and the Madison Young Families Co-Op, will mail in April, September and November, reaching 1.5 million consumers each time.


Each will mail two to three times per year and will reach 1.5 million to 3 million households per mailing.


In conjunction with the co-op booklets, the company this month is launching a Web site at www.e-sites4u.com that will offer links to advertiser sites. The e-sites Web address will be advertised in the co-op booklet.


The move comes as several alternative media managers have been reporting strong interest from Internet companies in reaching a large number of consumers economically.


"It's exciting to present an old concept to someone who hasn't heard about it before," said Mario Lupia, a sales manager at the Alternative Media Division of The SpeciaLists.


He said the company primarily has been targeting small- and medium-sized Web firms as advertising prospects for the booklet.

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