Association Marshals Small Businesses to Educate Legislators and Regulators on Role of Ad-Supported Internet in U.S. Economy
WASHINGTON – In a first-of-its-kind show of strength, Long Tail web publishers from 25 Congressional districts and 13 U.S. states converged in Washington, D.C., to explain the importance of the advertising-supported Internet empowering small business growth in America. The Congressional action was part of a two-day event, hosted by the Interactive Advertising Bureau (IAB) to showcase the importance of the ad-supported Internet to the U.S. economy.
At a press conference at the National Press Club, the IAB announced news across a number of initiatives:
* The Economic Value of the Advertising-Supported Internet Ecosystem–Commissioned by the IAB and produced by Harvard Business School professors John Deighton and John Quelch, it is the first-ever comprehensive analysis of the economic impact of this ever-more important medium. Among its findings: 2.1%, or $300 billion, of the total U.S. GDP is contributed by the ad-supported Internet, which has created 3.1 million jobs, including 20,000 small businesses.
* Long Tail publishers met with Congress and members of the press to tell their own stories of how they have turned their passions into a media revolution—and into businesses that are helping them achieve the American dream
* The formal launch of the IAB’s Long Tail Alliance, an initiative to give voice through the IAB to small ad-supported, publishing and technology sites in the digital ecosystem
* The debut of “I Am the Long Tail,” a seven-minute video, created by the IAB, that ties together vignettes from Long Tail publishers across the nation that puts the human face on the Long Tail and is part of a larger effort to collect and share the Long Tail story in video and online at iamthelongtail.com.
“We wanted the Long Tail Publishers to use their voices to speak to their Congresspeople about what interactive means to them, their employees and their families. Small businesses have been created and transformed in massive numbers across the U.S. with the advent of the ad-supported Internet.” said Randall Rothenberg, President and CEO of IAB. “It is vital that our legislators and regulators, when considering potential regulations, understand that ad-supported publishers are responsible for profound economic value throughout the U.S. Federal and state representatives should not diminish the diversity of voices and ideas in this most diverse of communications media.”
In coordination with IAB Long Tail Alliance Fly-In, the IAB announced that, for a limited time, small publishers are eligible to experience membership in the premier interactive advertising trade association and can apply for a special $399 membership rate.
For more information on the Fly-In, and for a complete copy of the Economic Value of Advertising-Supported Internet Ecosystem, please go to www.iab.net.
To find out how to qualify for membership in the IAB Long Tail Alliance, please go to www.iab.net/longtailalliance
To view “I Am the Long Tail” and nearly 30 videos from Long Tail publishers, or to submit your own Long Tail video, please go to iamthelongtail.com.
About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
