A chance meeting with a mutual client led to a collaborative new effort between Jacksonville's Michael Anapolsky
and City Lights Advertising
, a Houston-based firm specializing in automobile dealerships.
> Anapolsky, founder of Anapolsky Associates Advertising, this week opened a Jacksonville City Lights office and plans to hire eight to 12 salespeople this summer.
The company's business model allows City Lights
to offer advertising deals for up to half off of traditional agency charges, Anapolsky
said, "and the quality is every bit as good."
says, was among the first to offer flat-fee, ala carte billing for all aspects of an advertising deal, including graphic design and layout of print ads, production of radio and television spots, and ad placement.
"There are models similar to this in other industries," he
said, noting the financial industry began offering ala carte services when economic times got tight in recent years.
"Things change weekend to weekend in terms of [auto] sales," he
said, noting City Lights' narrow focus allows for flexibility."Every person at City Lights becomes a subject matter expert." City Lights
serves 38 car dealerships in California, Colorado, Nevada, Texas, North Carolina and Washington, D.C., placing ads in more than 1,200 media outlets.Officials expect total 2003 billing to hit $48 million. Anapolsky is a co-founder of The Sunshine Network and former regional vice president of Continental Cablevision and MediaOne.