IMM: DIGITAL MEDIA MASTERS: JENNIFER BAILEY: NETSCAPE

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Jennifer Bailey is part technologist and part marketer, a mix she feels is crucial to winning the Web game.

As VP-electronic marketing at Netscape Communications Corp., Ms. Bailey runs the Web site for a company where the Net is at the center of all marketing.

Netscape uses its site (home

.netscape.com) to distribute free trial software, sell products, link to hot sites and present company information. Jupiter Communications estimates that the site generated $27.7 million in advertising in 1996.

"We obviously have a lot of people focused on making sure the site doesn't go down," Ms. Bailey said, "but the biggest challenge we have is that because we are a software company, we try to push the envelope in deploying our technologies first."

Ms. Bailey oversees everything on the site from content to ads and sponsorships. "It's its own little business; and we in many ways run it as such," she said.

Bradley Johnson

Betcha didn't know: Ms. Bailey and her husband argue about who gets to use their home's ISDN line; the loser has to use the 28.8 modem. add a T1 line.

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