Alloy Online is extending its brand name through a line of books under the AlloyBooks imprint. The initial 12 books, derived from user-generated content submitted to the Alloy site, will be offered through online and offline bookstores as well as Alloy's own site alloy.com
. Selected Alloy visitors' writing will be included alongside excerpts from Shakespeare, e.e. cummings and musicians such as Missy Elliott and Jewel. Four mini-Web sites will be used to promote the books, with promos including poetry contests judged by singers Madonna and Macy Gray and a sweepstakes for a lifestyle makeover.
Copyright August 2000, Crain Communications Inc.