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Media–DNA Has Digital Marketing in Its Genes

Genes are usually associated with biotech companies. But this company, MediaDNA, is all about marketing and managing digital content.

Situated in the affluent beach community of La Jolla, MediaDNA helps increase content demand through extensive cataloging and cross-referencing of digital material.

MediaDNA has partnerships with major Internet search engines to help companies , mostly publishers , get higher listings on Internet searches.

“We help people who have high value content,” said Larry Vernec, vice president of marketing for MediaDNA. “We can help drive traffic to people’s Web sites.”

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MediaDNA is targeting content providers who are concerned about not being able to protect, control and manage their digital information.

“The rate at which people are creating digital files is growing exponentially,” Vernec said. “They have to find viable ways to protect their assets and extract value from them.”

MediaDNA has already collected a strong group of clients, which include Academic Press, G2 Computer Intelligence, and D & #233;cor & Style Magazine.

MediaDNA, which also produces purchase and usage reports for its clients, is conducting a pilot program with ZDNet, an online tech publication.

Vernec said MediaDNA officials will begin heavily promoting the company this spring by attending trade shows and conferences.

“You have a much better (commercial) launch when you have customers,” he said.

That customer base may grow if forecasts from International Data Corp. are accurate. IDT , which provides data, analysis and advisory services on information technology markets, trends, products and vendors , predicts online revenues from games, videos, music, software, photos and publications will reach $220 billion in 2001.

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