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Itís not enough to have a good product. And we certainly know itís not enough to merely be "on the web" any more... a company needs to demonstrate its worth. This series of hard-hitting ads for a subscription-based vertical industry website, met the challenges from "free" websites head-on, addressing issues with reasons the site is a worthwhile value. Response was excellent, subscriptions increased, and this veteran industry site continues to hold its own against well-funded, flashy public startups, in an industry where "market share" is the only game. B CREATIVE also developed's identity.