BULLETIN BOARD;NEW TRACKING TOOL CHARTS TRAFFIC PATH OF WEB USERS;SHOPPERS TO TAKE ADVANTAGE OF 'NET; 3DO DIVERSIFIES STRATEGY; MCI SIGNS BLOOMBERG, HIRES EDITORS;

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Streams Online Media Development Corp., Chicago, is testing Lilypad, software that marketers can use to analyze the effectiveness of Web media buys. Unlike other tracking services that compile statistics on traffic within a site, Lilypad resides on a marketer's server and tracks how many people jump to that site from other Web sites. "We're trying to fill a void as far as determining the effectiveness" of a Web buy, said Dominic Tassone, Streams general manager. The software will be released commercially later this month; pricing is still undetermined.

CUC International next week will launch Shoppers Advantage on the Internet to provide consumers with discounts on more than 250,000 brands. Purchases will be made through a membership number, avoiding transactions that are not yet secure with a credit card.

3DO Co. is shifting its focus from videogames to games for PCs and software for the Internet. "Historically, we've been viewed solely as a company in the dedicated game market," said Trip Hawkins, president-CEO of the Redwood City, Calif.-based company. "We want to change that." 3DO had tried unsuccessfully to market a standalone gaming system in competition with systems from Sega and Nintendo.

Bloomberg Financial Market's news services will provide content and advertising for the MCI/Delphi online service as part of an advertising deal MCI Communications Corp. struck with Bloomberg. Separately, News Corp./MCI Online Ventures hired journalists Jonathan Miller of The London Sunday Times and Lew Silverman of the "MacNeil-Lehrer Newshour" to head a production team dedicated to delivering 24-hour news.

Other news:

Magnavox opens a Fallon McElligott-created Web site on Sept. 15 at http://www.magnavox.com, featuring an online contest offering TVs as prizes..... America Online last week exceeded 3.5 million subscribers, making it the largest online service..... Sports Illustrated launched a sports information and entertainment area on the Web's Pathfinder site at http://www.pathfinder.com/si..... Advertising Age sister publication AutoWeek launched a site on the Web at http://www.AutoWeek.com.....Hachette Filipacchi New Media named Steve Wagner editor in chief, from consultant to Hearst Corp.'s HomeArts.

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