MICROCELL & ZOOM MEDIA BACK ESP IN NEW AD PROJECT
By Adnews Staff
A new advertising project may offer double airtime to subscribers for listening to a seven-second advertisement, according to a report in the National Post. Montreal-based ESP Media and its backers Microcell and Zoom Media are investing $12 million in the endeavor, which will target the 18-24 year old age group. In exchange for double airtime at basic fees, customers will listen to a seven-second ad before they dial or retrieve a message. Ads will also appear on the phone's screen in the form of text messages. ESP is said to be talking with retailers including clothing stores and brewers to build a list of five advertisers for the project. Microcell, which markets the Fido wireless brand, is initially investing $8 million in the new project for ownership 53.3% of the company. Zoom, which has advertising spaces on colleges across Canada, will hold a 20% share. Intasys Corporation, an electronic billing company, will own the remaining 26.7%, investing $4 million, the report said.