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By Published on .

As with most Web sites, ad sales are key to E! Online's survival.

The New York-based sales staff started making presentations in late September and signed charter advertisers J.C. Penney Co., Microsoft Corp., Intel Corp., American Airlines, IBM Corp. and Bank of America.

A three-month sponsorship costs $15,000 per month. E!*guarantees 300,000 banner impressions during the three-month period.

An ad program utilizing Java, Shockwave or RealAudio carries a 15% premium.

E! Online quizzes visitors to the site for demographic information that it will share with sales execs, who are targeting the same young, upscale consumers who watch E! Entertainment Television.

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