CYBERCRITIQUE

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CyberCritique is Interactive Media & Marketing's monthly review of the latest online marketing efforts. Want more reviews? Point your browser to http://www.adage.com/IMM/critique.html. Send comments or suggestions to Debra Aho Williamson at imm@adage.com.

Marketer: Snapple Beverage Co.

Address: http://www.snapple.com

What's there: Information on Snapple products, the people who write the letters featured in their popular commercials, and interesting uses for Snapple products (such as basting chicken!?!). This site wouldn't be the same, of course, if you couldn't visit with Wendy the Snapple lady, who is featured prominently in one area.

Who created it: Kirshenbaum Bond & Partners, New York (http://www.kb.com)

Comments: This site is as campy as the TV spots that define the brand. Visitors can meet each other with the personal ads (free) that match mates using such attributes as favorite Snapple flavor. Every bit of this site sings the praises of its quirky customers and pays tribute to their undying brand loyalty.

Marketer: Fox Network

Address: http://www.foxnetwork.com

What's there: Information about Fox and its shows; games; pictures; and a fantasy football league that will start in the Fox Sports area of the site.

Who created it: In-house, with BoxTop Interactive, Los Angeles (http://www.underground.net)

Comments: Don't try looking for Fox Network at http://www.foxtv.com; that address, which gets you to something called And Communications, is exactly the reason why companies need to reserve domain names early. Foxnetwork.com, however, is as thorough a site as you would expect from a media giant, with schedules, kids club activities and sports scores and statistics. Desperate visitors can play a clever online dating game with a twist: It matches you up with the character from the show "Ned and Stacey." There are activities and content for all members of the family, young and old, male and female. If you're in a hurry, though, turn off the graphics or you'll be here for quite a while.

Marketer: Hearst HomeArts

Address: http://www.homearts.com

What's there: Content from House Beautiful, Popular Mechanics, Good Housekeeping and other Hearst Corp. titles, as well as original content offering home-related pointers and help.

Who created it: In-house, with Don Morris Design, New York

Comments: The most interesting aspect of this site is the way Hearst has chosen to group certain like-minded magazines to create a unified front. The content consists of useful, advice-oriented tips for home and garden, all nicely laid out and easy to navigate by magazine or subject. If you can't find answers here, the site also links to resources on the Internet.

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