'Parade' readies new Web scanner for ads

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Parade struck a deal to offer DigitalConvergence.com's handheld scanning service to advertisers. Beginning in late summer or this fall, advertisers will be able to run a bar code in print ads, allowing consumers with the device to scan the code to link on a PC to a precise area of a Web site tied to the ad. Jack Griffin, exec VP of the 37 million-circulation Sunday supplement, said the rollout will depend on how many free scanners DigitalConvergence distributes. DigitalConvergence, which filed in late April for an initial public stock offering, plans to give away more than 50 million scanners and related software by the end of 2001, via media partners and RadioShack Corp. DigitalConvergence investors include RadioShack, Young & Rubicam, Coca-Cola Co. and Belo Corp. Forbes, Wired and NBC-owned stations also plan to use the service.

Copyright June 2000, Crain Communications Inc.

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