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EVENTS & PROMOTIONS: ON A ROLL: LINDA GOLDSTEIN

Published on .

Promotion, advertising and new-media law specialist Linda Goldstein was named chairman of the Promotion Marketing Association of America this year. Before becoming a partner at Hall Dickler Kent Friedman & Wood New York, she was an attorney for Young & Rubicam.

Age: 43.

Opinion: Marketers underestimate the potential for disaster in online contests and games. Few companies realize that online crimes are subject to jurisdiction in multiple states. Also, it's almost impossible to devise a promotion that would comply with all international laws. Yet many marketers devote fewer resources to online rules than traditional contests.

Forecast: The Internet will never replace traditional promotion channels. Increasingly, it's being used not for direct selling but for two-way information.

Watch for: Tighter regulations, complicating agencies' jobs.

Fact: The appetite for consumer promotions is higher than ever. New media is creating tremendous opportunities for promotions, used creatively and effectively.

Insight: Sixty-eight percent of Internet advertisers are doing online sweepstakes and contests. It's no secret that contests are driving more online activity.

Peeve: Any state legislation that fails to distinguish between the legitimate

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