NAA Endorses Online Ad Standards
On January 22, NAA endorsed the "Proposal for Voluntary Model Banner Sizes" from the Internet Advertising Bureau and the Coalition for Advertising Supported-Information and Entertainment. The proposal is designed to help standardize online advertising-banner sizes across Web sites.
The NAA Online Advertising Task Force, composed of 24 executives representing most major newspaper companies, groups and organizations, agreed to adopt the IAB/CASIE proposal and incorporate some combination of ad-banner sizes into their Web sites.
"NAA encourages all newspapers to adopt the IAB/CASIE proposals," said John F. Sturm, NAA president and CEO. "This will accelerate the development of advertising across newspaper Web sites, allowing advertisers to create standard creative for multiple markets."
Said Henry K. (Buzz) Wurzer, marketing development manager at The Hearst Corp. and president of NAA's New Media Federation, "The advertising community's first priority for newspaper online services is the creation of a standard advertising unit, similar to those established for our print products. A proactive industry effort is in keeping with the aggressive launch of almost 500 daily newspaper Web sites in the past two years."
For details on the IAB/CASIE proposal, including a representation of the standard banner sizes and a roster of the Online Advertising Task Force, visit The Digital Edge--The New Media Federation Web site (http://www.naa.org/edge.html).