Title: VP-marketing, SportsLine, Fort Lauderdale, Fla.
Fact: Specialized and unique content is the Internet's hottest commodity. You have to give people a reason to want to find you online.
Insight: Ad agencies must include the Internet in standard media planning for appropriate brands.
Tip: Banner ads are not enough; Internet advertisers must get users directly involved through interactive promotions and tie-ins.
Warning: Companies that can't keep up with the Internet's rapid changes will be wasting money online.
Pet peeve: When people say the Internet is an overhyped or unmeasurable medium.