Stein Rogan Wins FeedRoom Business

Broadband news service The FeedRoom awarded a $10 million ad campaign to Stein Rogan + Partners, the companies said Monday.

“The FeedRoom has distinguished itself as a new media leader delivering the most advanced interactive, broadband television news network,” said SR+P president and chief executive officer Tom Stein. “Were excited to partner with a brand that has put itself at the forefront of the new economy’s news-delivery market.”

The company’s integrated on- and offline branding campaign will include Internet, print, radio, TV and outdoor, and will target broadband-enabled consumers and business users, as well as advertisers and broadcasters.

The campaign is expected to break in October, although a spokesperson for SR+P declined to specify creative details of the campaign.

The FeedRoom made television industry headlines earlier this year with its debut, led by a high-profile management team of former CBS, NBC, ABC, and FOX television news execs.

The site hopes to turn television news aggregation into a profitable business as broadband grows in general acceptance, pulling together news reports from services ranging from domestic television networks to wire services like the AP and Reuters. The company said its future plans include some form of targeted advertisements based on user viewing preferences.

This is the first campaign for the Silicon Alley startup, which in August received a hearty cash injection and content-sharing deals from the Tribune Company and NBC. Through terms of that deal, FeedRoom will create broadband websites for 32 TV stations in the top 50 markets over the next several months in return for shared content.

“By investing in The FeedRoom, these and other premier traditional broadcast outlets are saying two things,” Stein said of last month’s investment.

“First, they’re confirming the importance of broadband to consumers, as well as to TV stations and networks competing in the online information arena, and second, they’re demonstrating that The FeedRoom knows how to do broadband right.”

New York- and Chicago-based SR+P, a Bozell/True North unit, has previously done work for several emerging Internet firms, including Snowball.com, Uproar and Apartments.com.