, Excite@Home begin courtship of teens

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Girls' teen site launches an estimated $7 million to $10 million online and print campaign May 8 from FCB Worldwide, San Francisco.

Kibu, which went live May 1, targets girls from ages 13 to 18. The campaign that runs through the end of the year is tagged "Girls who get it." Ads offers tips for teens to cut out and save on issues such as relationships, female health and travel. Print ads will appear in appear in CosmoGirl, Jump, Seventeen and Teen People.

The site is backed by Kleiner Perkins Caufield & Byers, Netscape Communications Corp. co-founder Jim Clark, Excite@Home Chairman Tom Jermoluk and others.

Separately, Excite@Home today dips into the teen category with the launch of a teen site for both sexes ages 13 to 19.

Excite said 85% of the site's content will be generated by users through chats with celebrities, debates on teen issues in an area called What Do You Think? and other community-based services.

ZinK.Excite will also add broadband content such as 3-D applications and video and audio, augmented through a recent content deal with MTV Networks' MTVi.

Copyright May 2000, Crain Communications Inc.

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