JUDGMENT CALL; WIRED INTO MARKET

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Contest #432: Covering the Juice is squeezing the pulp out of TV networks and stations, with live, nearly commercial-free broadcasts of the O.J. Simpson pretrial hearings displacing lucrative ad time. But when the case comes to trial in September, broadcasting might want to explore integrating advertisers into the telecast, a la World Cup coverage. Imagine in-court signage opportunities, like Pledge sponsoring the wood-paneled juror's box. T.N.T.ers: come up with the next advertiser to integrate into the commercial-free TV coverage of America's trial of the century.

And now for the results of Contest #428: we asked you for the next marketer to build a domain on the Internet and we interacted with these virtual responses:

First Prize: Recently canceled talk-show chattress and home-shopping hostess Joan Rivers combines both jobs and goes online for "Can We Talk?" where Internet users can interact with Ms. Rivers in a variety of chatrooms and shop with her in cyberspace home shopping malls. Monica Tower, sales and promotions manager, The Press Democrat, Santa Rosa, Calif.

Second Prize: Too poor to vacation in France this summer? Then why not visit via the Internet? France's Department of Tourism builds a domain on the Internet for all those ugly Americans who they would rather not have visited in person anyway. Stroll through a virtual Louvre, order escargot for second-day DHL Worldwide delivery or spend the day in the Jerry Lewis chat room, talking with the aging comedian or reviewing his old films. Trevor James, free-lance artist, New York.

Third Prize: Dale Carnegie prepares for a future with less human interaction with "How to meet friends and influence people without ever having to actually meet them in person." A new system for building self-esteem and success, and you can stay home by yourself while doing it! Jeff Walter, copywriter, Vital Communications, Lexington, Ky.

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