INTERACTIVE;BULLETIN BOARDADMACHINE JOINS FRAY OF AD MANAGEMENT TOOLS;SITESPECIFIC ADDS CONTENT PROVIDERS;NBC PONDERING MAJOR SPORTS SITE;GM DOUBLES ITS SITE CONTENT;TRAVELCITY CUTS SAATCHI, FCB;;OTHER NEWS:

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W3.Com (http://w3.com), Mountain View, Calif., today introduces a tool called the AdMachine that helps marketers target Web sites and schedule and manage online ad banners. The service launches with client AT&T WorldNet and offers the capability to generate traffic and billing reports as well as help users target demographically.

SiteSpecific, New York, signed six new content licensees including Quote.Com, StarChefs, Medical Information Line and three United Media columnists to join its syndicated content and marketing programs developed by Jeff Einstein, co-founder of Einstein & Sandom who joined SiteSpecific as director of programming this past spring. Marketers Amazon.Com and Virtual Vineyards will test the program this October on the DoubleClick and Firefly networks by packaging branded messages inside content "vignettes" developed by SiteSpecifc.

NBC is exploring the idea of creating a major sports site, according to executives with knowledge of the plans. One name being tossed about is SportsMachine. At one point the Novo Media Group in San Francisco had been contacted about building a site with an extreme sports theme that could make it rival ESPN2. NBC has been encouraged by the success of its other sports sites, including one for the National Basketball Association.

General Motors Corp. expanded its Web site (http://www.gm.com) to include 38,400 pages-double the prior number-primarily due to the fact that 8,500 of GM's dealers now have a home page. Also coming next week: an investor information area and a feature where users can apply for loans online.Travelocity (http://www.travelocity) narrowed the review for its estimated $5 million to $7 million account to three: SiteSpecific, New York; DDB Needham Interactive and incumbent Meyer & Johnson, both Dallas. Out are Saatchi & Saatchi Interactive and Foote, Cone & Belding Technology Group, both San Francisco. A decision had not been made at press time last week.

Dell Computer Corp., Austin, Texas, named Grey Interactive, New York, as its first interactive agency, as expected... Netscape Communications Corp. has decided against a print campaign targeting the ad community (AA, June 17), allocating money instead for a major study this fall of Netscape Web site users.... Lee Nadler, 29, to director of marketing at DoubleClick, New York, from account supervisor, Kirshenbaum Bond & Partners, also New York. ... U S West and Golf Digest have become equity partners in Golf.Com (http://www.golf.com), a golf site owned by NBC and GolfData Corp.

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