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Most Popular, a site that sells bath and beauty products, today closes a $4.5 million round of financing from Scripps Ventures and Primus Venture Partners. will use the money for marketing, product development, technology and staffing. The site also named its executive team: co-founders Katherine Legatos, formerly director of development and consumer public relations for women's site, and Amy Ryberg, formerly head of production at, will be co-CEOs., which makes a downloadable shopping application, inked a marketing agreement with Affinity Partners International, a business development company. Affinity picked as its e-commerce service through which to market existing affinity relationships. Using the downloadable shopping tool, members of non-profit organizations, alumnae/alumni associations and other groups can earn personal discounts for online purchases, as well as royalties for their affinity groups.

Copyright July 1999, Crain Communications Inc.

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