SOLOMON FRIEDMAN page 99 Gain A Presence on The World Wide Web ) a SpeedLink A Division of SpeeciNet, Inc. Tel: (810) 335-1309 Fax: (810) 332-5570 http://www.speedlink.net e-maihspeed@speedlink.net Discover a radical) • -- Minimum $500 *NageN0Ain Classic tccontit* Minimum $500 Minimum $5,000 ar *Unlimited Checking! JINX (810) 380-6590 NI ICIIIGiN HERITAGE a 21211 Ilaggerty Road at 8 Mile. Next to [he Novi l7/4 LENDER FDIC Insured 75 Annual Percentage Yield is effective as of April 24,1997. Penalty for early withdrawal. Business or brokered accounts not eligible. DON'T LET HOUSEHOLD PESTS HOLD YOU HOSTAGE! CALL THE ,ERADICO PROFESSIONALS! Eradico's safe and proven methods keep your home free of insects, rodents and other pests. Trust Eradico for an honest assessment of your needs and dependable, affordable service. Municipal Bonds Listing Receive Weekly Report Cockroaches • Ants • Fleas • Bees • Hornets • Wasps • Rats • Mice and any other pests. For a FREE inspection and estimate, Calf Today! MB =la AM Mesa IN Aar AIM& MM.= MAD - to eta mr-Imi 11• ■ MIN IN - IMAM 111AMMI/ IN asp w CONTIM. Eradicate With Erosiko 100 Michigan's Largest Independent Pest Control Company For Service Throughout Southeastern Michigan Call: (810) 5464100 Find It All In The Jewish News Classifieds Call 354-5959 Solomon Friedman's non-prof- it work includes being the agency for The Parade Company (the De- troit Thanksgiving Day Parade and the Intefnational Freedom Festival Celebration); the Great Lakes Chamber Music Festival, which runs from June 7-21; and for Temple Beth El. "We were the agency for Sinai Hospital. We were so successful, we helped get them sold," deadpanned Mr. Friedman. Chato Hill, a legend in Detroit advertising circles and former creative director at W. B. Don- er, has since January 1995 filled that role at Solomon Friedman. In addition, like so many others in the Detroit advertising com- munity, Mr. Friedman came up through Doner. But it is the agency's highly in- novative creative work that has led some of their peers in the in- dustry to dub Solomon Friedman "The New Doner." It is a tribute to the professionalism of both agencies. Both Mr. Hill and Mr. Fried- man were taught the same max- im by Brad Doner: "It ain't creative unless it sells." 'We don't forget that," said Mr. Friedman, "but too many agen- cies everywhere do." What role does the Internet play at Solomon Friedman? `The Web will ultimately be the same as e-mail, a part of everyday life," said Mr. Friedman. "But it's not there now. It's too difficult to navigate the Net. You don't have the time to get through it. "Everyone wants a site, but who's hitting the site? And for what reason? Are they doing it out of curiosity? How is that going to manifest in sales? "I think it's a wonderful tool. It should be a part of every mar- keter's program. But he needs to understand its limitations today. And further understand that when it is going to be valuable is tomorrow. That may be a week, a month, a year, or five years. But it is going to be integral to every marketing and communications plan. "I now sell Web sites. We de- velop them, we design them, and we implement them. But I wouldn't focus my client's adver- tising budgets exclusively on the Internet. I think it's complemen- tary at this point, and depending upon the sophistication of the client, may have greater applica- tions. But for many clients, it doesn't have any applications — yet. "I think we, as agencies, have to be adoptive in taking advan- tage of all the technologies, and then integrating them into our strategy, but meanwhile recog- nizing their strengths and limi- tations," he said. What else is on the horizon? `The impact of satellite is under- perceived for what it is going to do," said Mr. Friedman. 'With Bill Gates' purchase of Web TV, 1-16m perceives at some point that TV will be the access point to the Net. "Satellite has fractionalized the audience. It's changed the way you have to look at broadcast media. But its just another element that we as marketers have to under- stand and utilize. I think the im- pact of satellite is going to be dramatic. "You don't get local signals on the satellite, so what happens? Obviously you're still going to get some cable or some access to lo- cal," he said. "Another major trend that I see is the growth of the suburban pa- pers. We've seen it in Detroit. We see it in the publication that's do- ing this story. These are special- ized areas, and that's perhaps the marketer's dream," Mr. Friedman --\ said. "Satellites direct messages to those who are interested in re- ceiving them. The net is available for those who are interested. Ra- dio stations are programmed to a certain segment. Print is seg- mented. We're dealing with an in- creasingly complex segmentation of audience, of lifestyle, and me- dia will correspond to that. "We're a nation that, when we're challenged, we respond, and things get better. The guy who wins in all this is the consumer. And that's the strength of Amer- ican entrepreneurism." Mr. Friedman grew up in South Orange, N.J. When he was 10, he moved to this area. He is the adopted son of the late W.B. Doner. ❑ Jam • t\''4 'Ike messages. • Stone, ugus , t Baker & Co. Main office: Troy James August, president Ron Stone, chairman of the board Billings: $39 million Number of employees: 44 Sampling of major accounts: Weight Watchers Group; Well- `---\ ness Plan; Frank's; Valenite, Inc; Cooper Automotive; Mexican In- dustries