BULLETING BOARD;PATHFINDER CUSTOMIZES LINCOLN-MERCURY DEAL;BATES STUDY DEFINES THE 'CYBERENTHUSIAST';POSITIVE RESPONSE, IMAIL JOIN FOR WEB INFOMERCIAL;JUMBO! ADDS SPONSORS, READIES JAPAN LAUNCH;OTHER NEWS:

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Time Inc.'s Pathfinder is stepping further into custom publishing with a 12-week promotion for Lincoln-Mercury's Mountaineer sport-utility vehicle, created by Pathfinder with Lincoln-Mercury agency Wunderman Cato Johnson, Detroit. "You will see an increasing number of these kinds of relationships moving forward," said Linda McCutcheon, director of ad sales for Time Inc. New Media; Pathfinder has done other custom advertising for 7UP, AT&T and the Mercury Sable. Lincoln-Mercury purchased ad links on 20 other sites that tout the Pathfinder promotion, dubbed "Anyplace but Cyberspace Vacation Giveaway" (http://pathfinder.com/offers/mountaineer).

Bates USA, in a recent study of the computer-literate population, found that 29 million people, or 15% of all adults, are "cyberthusiasts."

About 96% of cyberthusiasts own a PC, compared with just 34% of the general adult population. A majority (74%) of them prefer using ad-supported, free services on the Web, but 62% would pay fees less than $15 per month for Internet access.

Positive Response, an infomercial company recently acquired by National Media Corp., is producing two infomercials with iMall featuring the benefits of marketing on the Internet. Positive Response creates the "Amazing Discoveries" infomercials.

Shareware site Jumbo! (http://www.jumbo.com) added advertisers Hitachi and Quarterdeck to its list of 40 sponsors as it prepares to launch a Japanese edition early next month. Rates on the Japanese version will double those on the U.S. site. Jumbo!'s English version is sold in two packages: 1 cent per page view for 850,000 impressions per month; or $3,000 per month for targeted impressions sold according to domain and hardware specifications.

Hunter Madsen, senior partner-director of J. Walter Thompson USA/i.e., San Francisco, left to become VP-commercial strategy at HotWired, effective June 3. Mr. Madsen will report to Beth Vanderslice, chief operating officer, and will handle a variety of marketing projects... CompuServe will cease further investments in proprietary technology to transition its flagship brands WOW!, CompuServe Information Service and Sprynet to a Web-based platform....Clinique will distribute a kit called "Clinique Women's Guide to the Internet" at makeup counters nationwide. The program coincides with the Clinique site relaunch at http://www.clinique.com.

DISCUSSION OF THE WEEK

Traditional agencies and interactive developers have always done a complicated dance with each other; now, it seems, partners are starting to line up together. What's motivating this activity? How is it different from two years ago? Or is it different at all? Share your views on Ad Age's Digital Media forum (http://www.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 Kimcleland@aol.com.

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