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Fabio takes on the Web

Published on .

A week after Valentine's Day, I Can't Believe It's Not Butter is opening a Web site that's all about love. The site, designed by McCann Interactive, New York, and implemented by Fry Multimedia, Ann Arbor, Mich., features chesty male model Fabio, a spokesman for the brand. There are sound bites of Fabio's voice and several themed content areas: Romantic Recipes, The Love Guru, Romantic Rendezvous, The Love Test and Keeping a Lovable Figure.

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Playboy Enterprises this spring will unveil its first Web content that users will have to pay a fee to access. The magazine plans to charge for ``interactive communications'' with Playmates and access to Playboy photo archives. Eventually, Playboy hopes to drive revenue from four sources: advertising, shopping, pay-per-visit and subscriptions.

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