The Standard Adds Alternative Media Company SailingAds to Its Bay Area Branding Campaign Mix

SAN FRANCISCO, CA – JUNE 6, 2000 -The Standard, the essential source for intelligence on the Internet Economy (, has contracted with alternative outdoor media company SailingAds to advertise on the sail of a sloop cruising in McCovey Cove next to Pacific Bell Park before tens of thousands of people attending Giants home games. The Standard is advertising during May and June home games.


"As part of our branding campaign, we saw this as a creative alternative to reach our Internet audience in the Bay Area," said Kerry Zeida, vice president of marketing for The Standard. "We were attracted to the exclusivity of advertising on an eye-catching `moving billboard' in a dramatic setting."

SailingAds, based in San Francisco, offers companies the opportunity to reach up to 40,000 fans at each Giants home game. The company sails its Hunter sloop in McCovey Cove and the surrounding waterways, giving companies high visibility under the dramatic backdrop of San Francisco Bay.

"SailingAds was born out of the frenzy and the opening of the new ballpark," said Tom Van Lokeren, chief executive officer of SailingAds. "We give companies like The Standard a unique alternative advertising media to reach their audience over a three-to-four hour period during each game. And we believe there is tremendous value in the stunning visual impact that a sailboat with tasteful ads has on a captive audience."

The Standard is advertising on both sides of a SailingAds' sail during an eight-game stretch. One side of the sail promotes The Standard as "YOUR E-BUSINESS SCOUTING REPORT," and the other side advertises the company's popular Website,

More information about SailingAds can be found at or by calling 415-398-1525 or sending an e-mail to


Headquartered in San Francisco and located on the Web at, The Standard is the essential source for business intelligence on the Internet Economy. Through The Industry Standard, its weekly newsmagazine;, its daily news outlet and business intelligence resource; its conferences and events; and its online newsletter, research, recruiting and market-making offerings, The Standard provides a new breed of business leaders with the information and resources they need to succeed in the Internet Economy. The Standard has offices in New York, Washington, D.C., and London, and is owned by Standard Media International, a private company owned in part by IDG. The Standard will be launching a European edition this coming Fall.