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Published on .

Kenneth Dotson joined start-up SportsLine in 1994 after holding various marketing jobs, specializing in strategic relationships and marketing tie-ins. CBS announced on March 5 a $100 million investment in the fast-growing Internet sports news and entertainment service (http://




Age: 36.

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.

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