Cyberbranding: Brand Building in the Digital Economy

Using Basic Cybertools—Media Guides Move Online

Take a look at Bacon’s Media (a PRIMEDIA Company). This is a company that in the past has provided various media guides with updated labels to stick on existing pages of its books. In 1988, that poor assistant account executive dreaded the day that she opened the mail and the Bacon’s stickers were in the envelope. Years later, she has the experience behind her and the knowledge to recognize the need to have an extremely targeted media list. That “once willing to stick labels on a page of a media book” assistant account executive now owns her own company and makes the decision to sign up for a yearly contract for an online directory of print, broadcast, and Internet media contacts. Through Bacon’s ...