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Kmart creates Web company

Published on .

Kmart Corp., Troy, Mich., will move onto the Web with its creation of BlueLight.com, San Francisco, which will offer free Internet service. Softbank Venture Capital and Martha Stewart Living Omnimedia also have made investments in the site. Yahoo! will provide customers with free e-mail and other services, as well as an expanding list of online specials. Frances Maier, VP-marketing at BlueLight, said the company will be promoted in-store and through Kmart's weekly circulars. She also plans to hire an agency by the end of the first quarter. BlueLight launched with newspaper ads prepared by Kmart's agencies, Campbell Mithun Esty, Minneapolis,

Copyright December 1999, Crain Communications Inc.

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