INTERACTIVE;BULLETIN BOARD;YAHOO! COZIES UP WITH PERSONAL VERSION;EUROPE ONLINE IN SEARCH OF INVESTORS;SIEGELMAN SHIFTS TO KLEINER PERKINS;NEW ON THE NET:;AA, ELECTRONIC MEDIA BACK HOLLYWOOD CONFAB;OTHER NEWS:

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Yahoo! launches its personalized edition called My Yahoo! today at http://my.yahoo.com. Targeted to frequent Net users, My Yahoo! allows users to customize individual versions with information from weather, sports, news and stock feeds online. The service bows with initial sponsors including Toyota Motor Sales USA's Lexus, New Balance Athletic Shoe, IBM Corp., MCI Communications Corp. and Travelocity. While rates aren't yet determined, advertising on My Yahoo! will be priced higher than the regular Yahoo!. Separately, the total number of advertisers on Yahoo! jumped to 230 in the second quarter, up from 112 in the first quarter.

Europe Online is in talks with half a dozen potential investors-including two U.S. companies-about buying a stake in the troubled company. Its biggest shareholder and main financial backer, German publisher Burda, announced it is withdrawing funding from the venture. Burda's stake in Europe Online is 26%. Other investors include Pearson and AT&T Corp.

Russell Siegelman, who led the Microsoft Network through its tumultuous launch phase, joined venture capital firm Kleiner Perkins Caufield & Byers as a partner. Mr. Siegelman, former VP of MSN, had his responsibilities reduced in April in a management overhaul. Microsoft vet Laura Jennings succeeded him.

The National Fluid Milk Processor Promotion Board, home of the "milk mustache" print ad campaign, opened a site at http://www.whymilk.com that features images from the campaign, customized diet and nutrition analysis, facts about milk and hotlinks to magazines participating in the mustache ad campaign. ... Nissan Motor Corp. USA opened a site for Infiniti at http://www.infinitimotors.com, drawing heavily on imagery in its new "Thinking of you" brand campaign.

Advertising Age and Electronic Media are co-sponsors of New Media Hollywood, July 25-26 at the Loews Santa Monica Beach Hotel in Santa Monica, Calif. The conference focuses on developing advertiser-sponsored original entertainment for the Web. Call (800) 647-7600 or (212) 421-9410.

CNN Interactive will supply news to the PointCast Network, which delivers news, information and entertainment to computers in the form of a screen saver...National Geographic Online (http://www.nationalgeographic.com) signed Apple Computer and the American Plastics Council as charter advertisers.

DISCUSSION OF THE WEEK

Will consumers read ads on the Web in exchange for some type of payment? More importantly, will advertisers be willing to pay for this audience, which may be more interested in the incentive than the actual product? Share your views on Ad Age's Digital Media forum (http://adage.com/InterActions/index.html). Or send e-mail to IMM Editor Debra Aho Williamson at daw@crain.com, or Associate Editor Kim Cleland at kcleland@crain.com.

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