2CAN Media Creates Premium Interactive Division

In a move designed to attract more national brand-name Web site publishers, 2CAN Media Inc. formed Pinnacle Interactive, a new division created to give more attention to the company’s roster of premium Web sites.

Pinnacle Interactive joins 2CAN Media’s three other divisions, WebRep, Eisenberg Communications Group (ECG) and MediaPlus Network, focusing on demographic and locale-based ad sales. 2CAN now claims to be “the largest site-focused, brand-focused advertising representation firm in the industry.”

Initially, Pinnacle Interactive will represent CitySearch, Motor Trend Online, Internet Travel Network, Webflyer.com, Frommer’s, The Ultimate Band List, Teen Magazine Online, College Club, Macmillan Computer Publishing and Realnames.com.

Pinnacle Interactive plans to build its roster of national sites through a new sales force dedicated solely to Pinnacle sites. The company said this strategy will free up existing resources for current WebRep and ECG sites, 2CAN Media’s other site representation divisions, allowing the company to represent all of its Web sites more effectively.

“Pinnacle Interactive will give 2CAN Media a competitive advantage over other ad rep and network sales companies through a team of sales professionals whose primary responsibility is to represent the interests of these premier, national brand-name sites,” said Neil Monnens, vice president of Marketing for 2CAN.

The WebRep division will continue to represent a select group of Web sites, and ECG will continue to represent a larger number of Web sites individually or within different content categories.