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DealerNet finally launches ad program

DealerNet, a two-year-old automotive Web site (http://www.dealernet.com), launched its first advertising program last week, although no advertisers have signed yet. DealerNet hired the Silver Co., Seattle, which developed a password-protected online advertising information area. In addition to banners for DealerNet, Silver developed a directory-style ad for six advertisers and an ad in which marketers will pay only for leads generated.

When asked how they feel about "V-chip" technology, respondents in BBDO New York's TechSetter Hotline voted more than two to one (61% to 29%) that they view the chip as an empowerment tool for parents, not an infringement of the First Amendment. The Hotline, an area on CompuServe created to track online consumers' opinions, also showed that 81% of respondents feel a content rating system would not influence their own viewing habits on TV. And 70% think pornographic material should not be banned from the Net.Microsoft Corp. is now handling all ad sales for Slate (http://www.slate.com) and its other online media properties. The software giant ended an ad-rep relationship with James G. Elliott Co., Los Angeles, which worked on Slate's prelaunch sales. Separately, Microsoft has set Sept. 3 as launch date for its new travel Web zine, Mungo Park (http://www.

mungopark.

msn.

com) (AA, May 27).CNET: The Computer Network sold a Web content management system, PRISM, to Vignette Corp., Austin, Texas, a Net tools developer that will market the technology to Web developers. Terms weren't disclosed; CNET also is making an investment in Vignette. CNET developed PRISM for its own use as a simple, low-cost way to build mass content.

New on the Net:

Procter and Gamble Co. launched Cover Girl at http://www.covergirl.com. Produced by Grey Advertising and Grey Interactive, New York, the site offers beauty and fashion tips. . . . Automobili Lamborghini USA*bowed at http://www.

lamborghini.com. A virtual showroom created by Internet Technologies Group, Cambridge, Mass., the site features product and offshore racing information.

America Online formed an alliance with the Tribune Co. to establish Digital City, which will provide local, interactive content in 88 cities. ...Microsoft Corp., Adobe Systems, Interactive Imaginations and Macromedia formed an alliance called the Site Builders Network to provide marketing opportunities and technological support for start-up Web sites.

DISCUSSION OF THE WEEK

Ogilvy & Mather Interactive, the oldest interactive agency unit in the business, is restructuring. Is this a bellwether for other agencies? Will interactive groups become more integrated? Share your views on Ad Age's Digital Media forum (http://adage.com/

InterActions/

index.html). Or send e-mail to IMM Editor Debra Aho Williamson at daw@crain.com, or Associate Editor Kim Cleland at kcleland@crain.com.

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