Heavy PR in forecast at Weather.com

ATLANTA: Weather.com, the online weather resource for consumers, has split from broadcasting parent The Weather Channel and is emphasizing PR in a multimillion dollar marketing effort.

ATLANTA: Weather.com, the online weather resource for consumers, has split from broadcasting parent The Weather Channel and is emphasizing PR in a multimillion dollar marketing effort.

ATLANTA: Weather.com, the online weather resource for consumers,

has split from broadcasting parent The Weather Channel and is

emphasizing PR in a multimillion dollar marketing effort.



Whereas The Weather Channel transformed weather into a spectator sport,

Weather.com is being positioned as a tool for planning daily life. ’The

company recognized that consumers use the two mediums very differently,’

said newly-appointed marketing VP Alex Kaminsky.



To that end, the site will soon offer health-related information such as

flu season reports, along with other lifestyle-oriented content.

Kaminsky said PR would play a more integral role in the site’s business

model, which is currently based on advertising revenues.



PR agency Stanton Crenshaw Communications is presently working on the

repositioning effort. ’We are not doing gerbil antics,’ said president

Dorothy Crenshaw, knocking some of the more bizarre dot-com marketing

tactics.



Weather.com is testing a mix of traditional and guerrilla marketing

tactics designed to build brand awareness. Tactics include weather.com

umbrellas and airline snacks featuring the web site’s logo, as well as

dry cleaning bags that say, ’You see a dry cleaning bag, we see a

poncho.’



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