POINT THE WAY: SERVICE CONNECTS MAGAZINES, MERCHANDISING IN BID FOR EXTENDING SUBSCRIBER LOYALTY

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Clique.com wants to make it easy for a magazine to become an e-commerce player.

Clique.com gives publishers the ability to sell the products and services advertised in their magazines by coordinating the complicated back-end fulfillment and distribution services.

BRING PROPERTIES TOGETHER

"What we do enables magazines to bring their online and off-line properties together and enables the magazines themselves to really participate in a retail environment," says Mark Lundstrom, president-CEO.

That creates an added revenue stream for magazines. Clique.com is negotiating with 12 publishers. Already on board are Forbes and Times Mirror's Ski. Most are publications in the lifestyle and enthusiast categories.

Clique.com places its own icons next to print ads that run in magazines; the icons indicate that the reader can visit a URL, also specified in the ad, to purchase the product advertised.

"The relationships with magazines' advertisers are on a supplier basis," says Mr. Lundstrom. "Magazines introduce us to advertisers and we coordinate with advertisers for fulfillment and distribution. Or if the magazine wants us to deal with the advertisers directly, we'll do that."

RETAINING READERS

The added benefit of online shopping attracts -- and retains -- readers, he says.

"Customers will be a lot more loyal because people can use magazines for action rather than just inspiration . . . A publisher wants to maximize value of content. You do that by trying to draw more and more people into your content."

Clique.com's deal with Forbes "allows us to leverage assets we have to drive e-commerce such as pages in our magazine and the ability to speak to our subscribers," says Greg Zorthian, VP-business development at Forbes Inc. and chief operating officer of Forbes.com. "They are absolutely fulfilling a need;

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