"More than being a vertical portal, Gutterspace intends to create a rapidlyexpanding network of strategically focused Websites that cross theboundaries between professional groups, job titles and business sectors,"says Sidharth Rao, partner, Webchutney.

"In a technology savvy industry like advertising where information exchangeis the key, digital will be the way business would be done. Gutterspaceintends to pioneer this very aspect in the Internet age and will be thegateway to the network of everything creative, everything advertising andeverything marketing," says Rao.

Gutterspace.com is targeted at the advertising community in India, and inits second stage the advertising communities abroad. The portal aims atshort-circuiting the learning process of an advertising professional andenhancing his creative thought process.

The portal plans to earn revenue by providing online research reports onadvertising for which it has tied up with 'e-marketer', an internationalInternet market research agency. The site will also sell online,international books related to the advertising industry besides software andhardware related to publishing and advertising.

Gutterspace's carrer section could be another revenue generator, which willfacilitate interaction between advertising professionals and agencies. Italso has a special trainees sub-section which guides students aspiring tomake a career on advertising, on aspects such as specialised institutes onadvertising, suggested readings and the functional area most suited forthem.

The other revenue stream for the site would be from commissions on dealsexecuted through the "resource directory", an online guide to suppliersrelated to advertising industry. The agency will provide theirrecommendations on each vendor listed in this directory apart from an optionof showcasing their work. A separate section in the site has portfolios ofvarious models. Requests for hiring the model can be made online.

The parent company, Webchutney started its opertions in July 1999 as anInternet design studio, specialising in digital management for its clients.Gutterspace is a joint effort of advertising professionals from TrikayaGrey, Mudra, Saatchi & Saatchi and Netacross. It's an effort aimed atfulfilling a void from the point of view of somebody who's been there andknows what's missing.