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DoubleClick relaunches

data services as Diameter

DoubleClick is expected to announce today it's launching a division called Diameter, which packages together the company's research tools. The New York-based advertising solutions company earlier this year completed its acquisition of data provider @plan and recently announced a joint venture arrangement with comScore to launch netScore, which uses a database of

1.5 million users to analyze Web traffic.

DoubleClick believes the new division will provide better understanding of online behavior to current and prospective clients. Doug Knopper, the division's VP-general manager, will lead the unit. Diameter's services will include @plan Advertising, a media planning tool; @plan E-Commerce, which measures online and offline shopping behavior; and netScore Traffic, which collects traffic data from home, school and international computers. DoubleClick said Diameter also will allow companies to measure concepts like brand awareness.

E-mail newsletters prove

popular among Folio 500

According to a new survey of the Folio 500, e-mail newsletters have become a popular vehicle in the magazine industry. Clientize.com, a Boca Raton, Fla.-based Internet marketing firm conducted the survey, which will be released today.

According to the study, 41.4 % of the magazines surveyed publish e-mail newsletters and said advertising in the newsletters produces a high click-through rate; one-third of those reporting claimed a 5% click-through rate. By far, survey respondents cited driving traffic to their Web site as the biggest goal of their e-mail publishing ventures, followed by generating ancillary revenue and driving subscription sales.

Beyond, MediaCom form new interactive network

MediaCom, the media service unit of Grey Global Group, and Beyond Interactive, one of Grey's interactive shops, have formed a new division Grey is billing as a global interactive media network with $266 million in Internet billings. MediaCom's interactive properties include MediaCom Digital and media.com, which both will be combined with Beyond under the Beyond Interactive umbrella. The company said it made the decision to combine the two because of increased demand for integrated media services. Beyond, like many of its competitors, has suffered amid the downturn in online advertising. In January, it laid off 100 people, or about 30% of its staff [Ad Age, Jan. 29].

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