INTERACTIVE: DOUBLECLICK REVAMPS IN GROWTH SPURT: AD NETWORK LOOKS TO HIRE 38 TO HANDLE INCREASED BUSINESS

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In a major growth and restructuring effort, DoubleClick is looking to fill 38 positions while shifting upper management personnel to adjust to the increases.

The New York-based ad network has about 150 employees, which includes 27 hires in the past month. The positions available range from all levels of sales to general manager of DoubleClick Direct to DoubleClick chief financial officer, a position that opened up when Kevin Ryan was named president.

Meanwhile, the company is restructuring with the move of Wenda Harris Millard from exec VP-marketing and programming to the newly created position of exec VP-marketing and sales; and the addition of four new regional sales VPs. The new sales executives are Robert Kadar, VP of sales, New York; Dave Gwozdz, VP of sales, San Francisco; Greg Koerner, VP of sales, Chicago; and Andy Jacobson, VP of inside sales, New York.

EVOLUTION OF THE MEDIUM

"This is the evolution of the medium right before your eyes," Ms. Millard said. "In the early days of cyberspace, those best equipped to sell were the real zealots of the technology. Now as the medium works its way toward a truly viable advertising channel . . . we're bringing in people who have overseen very large, complex sales organizations."

NINE NEW ADVERTISERS

The new hires and restructuring are fueled by the recent growth of DoubleClick's advertiser network. Those include nine new advertisers-Reader's Digest Association's Web directory LookSmart, Essence and Worth online magazines, SoftSeek, FilePile, TravelWeb, Borland, Silicon Graphics VRML and Quokka Sports for the Whitbread sailboat race.

But managers are quick to point out the additional hires are also an attempt to staff up for expected new business from DoubleClick Direct, DoubleClick International and the Dynamic Advertising Reporting and Targeting software. Those three areas and the network form the core of the expanded and re-launched Web site (www.

doubleclick.net) that went up Oct. 6.

"It's 'Carpe diem.' Seize the day. This is the beginning of a new market," said DoubleClick CEO Kevin O'Connor. "We've always been very bullish on the network, but we're even more bullish on the opportunities facing us now than we've ever been."

DOUBLECLICK DIRECT LAUNCHES

DoubleClick Direct, which was in beta testing for two months, officially launched at the Direct Marketing Association's trade show in Chicago. Direct is a separate network on which direct marketers can buy unused ad inventory on Web sites.

It's priced on a cost per action basis instead of a cost per impression model like the 70-plus DoubleClick advertiser network.

The other expected revenue generator, DART, was announced last year, but until now had no specifically dedicated sales force. Companies like the Wall Street Journal Interactive Edition, Real Networks and Excite Europe are among those using DART software in conjunction with their own sales forces.

"We have to get big very fast," Ms. Millard said. "This whole business is about scale, and I think DoubleClick has proven itself in the past to be very scalable

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