$5-8 Mil. Globe Review Down To 2 Finalists

The Globe, a Web site “community” that offers information and entertainment services to 600,000 subscribers, will award its $5-8 million ad account to one of two finalists next week.
Susan Berkowitz, director of advertising and marketing for The Globe, said Messner Vetere Berger McNamee Schmetterer/Euro RSCG, Margeotes/Fertitta + Partners, Kirshenbaum Bond & Partners, CKS SiteSpecific and Stein Rogan + Partners, all in New York; and Modem Media in Westport, Conn., have all made presentations. The client, which began its agency search a month ago, is currently struggling to decide between two of them, Berkowitz said.
Sources said that MVBMS, Modem Media and Stein Rogan did not make the cut. Berkowitz and executives at Kirshenbaum, Margeotes and CKS SiteSpecific declined to comment on the current standings.
Berkowitz is seeking a full-service agency to help with the more traditional forms of advertising, such as print, television and radio, she said. There is no incumbent shop. Print and spot TV would comprise the bulk of the media placement, Berkowitz said.
The client wants to grow its subscriber and advertiser bases, Berkowitz said. “America Online is [our] closest competitor, but we don’t expect to grow to 11 million subscribers in a year,” she added.
The Web site (www.theglobe.com) has received a great deal of media attention since Michael Egan, chairman and former owner of Alamo Rent A Car, invested $20 million in the company last month.
Berkowitz, most recently vice president, director of Spin magazine’s media ventures division, is a former director of entertainment service and marketing at J. Walter Thompson in New York.
The Globe has a youthful executive team: Todd Krizelman, chief executive, and Stephan Paternot, president, are both 23. They began Web Genesis, the site’s parent, two years ago while in their junior year at Cornell University, Ithaca, N.Y.