Los Angeles -- Consumers in Stockton, Calif., will be able
to surf the Web for local business using a new, locals-only portal launched by MediaOne
The Web site (shopstockton.com) is part of a broader
partnership between the MSO and Netgateway Inc. Other MediaOne markets will launch every
couple of weeks, said Dena Lawton, director of sales for MediaOne in Northern California.
The cable system is currently upselling video advertisers
on to electronic-commerce advertising, Lawton said. Participation in the portal ranges
from $200 to $800. The higher rates will be charged to users that are featured on banners
and that get frequent exposure on rotating ads and cross-channel promotions. Current video
ads can be tagged with the address of the portal, or 25-second tags may follow the ads.
Merchant reaction has been "fabulous. They're
hungry for this kind of attention," Lawton said. The venture targets small to
medium-sized businesses, and "they're both confused and excited about the
potential for e-commerce," she added.
The system has held education seminars to teach potential
advertisers what the operator can help them to do on the Web.
The Netgateway-powered portal allows users to search local
participating businesses by keywords, categories or ZIP codes. Search results can be
viewed a variety of ways: by store title, products, those offering coupons or staging
special events, or by distance from the user to the retailer.
Merchants that already have Web sites can link them to the
portal, or Netgateway can design customized e-commerce-enabled storefronts for the
business, according to the company.
MediaOne launched the venture with a blitz of billboard and
newspaper advertising, as well as on-air spots. Visitors to the site can compete in a
sweepstakes with a $1,000 shopping spree as a prize.