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ADVALUE MEDIA TECHNOLOGIES LAUNCHES

 AdValue Creates a Shared Information Highway for Advertising
 Agencies, Rep Firms and Media.
 NEW YORK, May 17 /PRNewswire/ -- AdValue Media Technologies announced today that it will begin commercial distribution of its newly developed software and nationwide computer network service, AdValue Network, which will electronically link advertising agencies, rep firms and broadcasters for the first time.
 The new service, in development at major agencies, rep firms and stations for more than 18 months, is the industry's first interactive media tracking system. It allows the buyers and sellers of advertising to communicate sales orders revisions instantaneously and to maintain a totally accurate record of broadcast media transactions, which amount to $40 billion for the industry annually.
 Today's announcement was made by David Graves, president of AdValue Media Technologies, who said, "The enthusiastic response we've received from our agency and broadcast industry partners who have been so important in the testing and development of AdValue Network makes it clear to us that the time is right to inaugurate this new service.
 "There's been general agreement by everyone involved, confirmed by a recent study by Booz-Allen-Hamilton, that AdValue can play a significant role in the future of the television and radio-advertising industry," Graves added.
 AdValue Network provides the advertising and television-radio industries with an enhanced version of the date interchange systems now used by the airline and financial industries. It allows information to be transmitted through one common data network to the multiple computer systems in use at agencies, reps and stations. By electronically linking the different systems in use through custom-engineered "Gateways" utilizing Surround Technology(TM), AdValue Network eliminates clerical work currently required to enter, transmit, modify, log and invoice orders among systems that are not compatible.
 AdValue Network is currently installed in seven pilot program advertising agencies: N.W. Ayer; Backer Spielvogel Bates; Grey; McCann Erickson; Ogilvy & Mather; J. Walter Thompson and Young & Rubicam.
 Trial installations are also scheduled to be added at Ammirati; BBDO; Leo Burnett; Lintas; DMB&B and Saatchi.
 AdValue Network has received assistance during its development cycle from the following rep firms and stations: ABC, CBS, Group W, HRP, Katz, Petry and Seltel and stations WABC, WBZ, WYZ, WWOR, KDKA, KGO, KPIX and KYW.
 AdValue Network has undergone extensive operational testing by agency buying personnel in New York. The system starts working only after an order has been negotiated, enhancing the traditional sales process. AdValue Network does not transmit availabilities or rate information.
 AdValue Media Technologies is a partnership of the Radnor Venture Fund, an affiliate of Safeguard Scientifics, Inc., Cambridge Technology Partners; and Westinghouse Broadcasting Company.
 -0- 5/17/93
 /CONTACT: Charles Furlong of AdValue Media Technologies, 201-635-0222/


CO: AdValue Media Technologies ST: New York IN: SU: PDT

KC-DM -- PG008 -- 9289 05/17/93 14:01 EDT
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Publication:PR Newswire
Date:May 17, 1993
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