Juno drops Edelman, changes direction

NEW YORK: Internet service provider Juno has retained TSI Communications and The Geek Factory to trumpet its full range of Internet brands, not just the free e-mail which made it famous.

NEW YORK: Internet service provider Juno has retained TSI Communications and The Geek Factory to trumpet its full range of Internet brands, not just the free e-mail which made it famous.

NEW YORK: Internet service provider Juno has retained TSI Communications and The Geek Factory to trumpet its full range of Internet brands, not just the free e-mail which made it famous.

Juno's two-year relationship with Edelman ended last month.

'We want to make sure that current and prospective customers have an accurate picture of who we are and what we've accomplished,' said Juno president and CEO Charles Ardai.

The company wants to raise the profile of its premium dial-up service and its broadband Internet access, which is now available in some areas.

Juno is also planning to offer high-speed wireless access in the near future.

The company is the third largest Internet service provider in the US, behind AOL and EarthLink, and in August reported second-quarter revenues of dollars 29.6 million.

Ardai denied that the pending merger of AOL and Time Warner prompted Juno to pump up its PR activities. 'The merger was not in any way associated with our media relations decisions,' he said. 'AOL is already larger than Juno.'

TSI and Geek Factory will offer contrasting approaches to the challenges of communicating Juno's message.

'We are more on the traditional side of PR,' said Audrey Mann Cronin, SVP of TSI's digital consumer group. 'We are a strategic agency and we believe in picking up the phones and getting press coverage.'

Adding a nonconformist edge is Geek Factory. The boutique firm, which specializes in hi-tech and dot-com companies, has nine employees and a record for staging stunts.



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