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MILLARD HEADING FOR INTERNET;PUBLISHING EXEC HIRED BY DOUBLECLICK TO BOOST BRAND

By Published on .

Wenda Harris Millard, former president of Standard Rate & Data Service and publisher of Family Circle, is jumping into cyberspace as exec VP-marketing and programming at Internet ad network DoubleClick.

Ms. Millard, 42, will be charged with boosting the DoubleClick brand and expanding the number of content providers from 55 to about 100 by yearend.

DoubleClick will drop a 12,000-piece direct mailing next month and is breaking the second flight of a trade campaign from Poppe.com, New York, in October.

`MORE AGGRESSIVE'

Regarding new content areas, Ms. Millard said, "You'll probably see us move more aggressively into the travel category and we're also going after health sites."

The company is close to finalizing a pact with Physicians Online and talks are also underway with Monster Board, an Internet help-wanted site maintained by recruitment agency TMP Worldwide.

Ms. Millard, who left SRDS , in June, said she would "love to pick up some of the Rodale Press titles," a reference to the Men's Health and Prevention sites that split last week from a content partnership with AT&T (see story on Page 25).

DoubleClick was formed in January when Internet Advertising Network received an infusion of cash from Bozell Worldwide and the right to use the DoubleClick name, till then the property of Bozell's Poppe.com.

Charter advertisers include Nissan Motors, Microsoft Corp. and Nabisco. In the hunt for more national advertisers, plans call for the company to double its sales force to 90 people.

REAL TRACKING ABILITY

"It offers advertisers the ability to really track how an ad is performing while it is up and running," said Seth Goldstein, president-CEO of New York-based SiteSpecific, the agency for 3M Co. "If a particular ad is not getting the results we want, it can be pulled and changed."

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