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Icon CMT Corp., Weehawken, N.J., is selling the literary and pop culture zine Word and sports zine Charged to Zapata Corp. of Houston. Under the agreement, Icon CMT will continue to host the online magazines on its servers for Zapata, which is changing its name to Zap Corp. This is the first Internet foray for Zap, which said it plans to buy and more Internet content and e-commerce businesses.

Neural Applications has launched its new intelligent real-time Web targeting tool to improve advertising placement. Called OptiMatch, the tool considers key factors such as time of day, page performance and user profile information to determine ad placement effectiveness and improve site navigation. OptiMatch is supported by Microsoft Site Server 3.0 Commerce Edition, and has already been implemented on Neural Applications' Stockpoint and resulted in a doubling of click-through rates since October.

Spiral Media has gained eight new clients in the first quarter of 1998, including advertisers such as Xerox Corp.'s Docuworld, Unilever and NEC USA, in its ongoing effort to move from a database development specialist to a full-service interactive media provider. Other new clients are Guggenheim Museum, Billboard magazine, Oppenheimer Funds and Gavin Anderson & Co.

Millward Brown Interactive has launched Voyager, a new service to evaluate online communications, develop media plans and evaluate the effectiveness of online marketing programs. Voyager's research tools are based on survey and behavioral information from a panel of 30,000 users tracked in real time.

24/7 Media, New York, named Andrew Johns chief financial officer, from co-founder and managing director of Manufacturers Renaissance Network. Mark Moran was also named 24/7's general counsel, from the New York firm Proskauer Rose LLP where Mr. Moran was the 24/7 external adviser.

Stein Rogan & Partners, New York, is partnering with BitFlip Interactive group in a new strategic partnership. BitFlip is a new marketing design and production company launched by former executives of Foote, Cone & Belding and Tumble Interactive, both New York. Under the agreement, Stein Rogan will work with BitFlip to expand its interactive capabilities and pursue co-marketing opportunities.

Copyright April 1998, Crain Communications Inc.

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