TEEN SITE A STUDY IN MARKETING

By Published on .

A new site is reaching out to teens with information ranging from condoms to concerts to college planning.

Bolt (www.bolt.com), launching April 30, will get marketing oomph from college test preparation company Princeton Review.

Princeton Review and the site's creator, Concrete Media, sent 700,000 posters to 22,000 high schools this month. Information packets went to editors at 18,000 high school newspapers. Bolt will run ads in books distributed to students who take Princeton Review SAT courses and offer a link to the site from 1 million Princeton Review CD-ROMs.

SOFTER SELL

Princeton Review already maintains a home page (www.

review.com), but Bolt provides a softer sell for the company.

Bolt has an atypical interface, built on windows. One window offers chat opportunities, while others showcase content. Sony PlayStation is the first sponsor.

The site asks visitors to submit their e-mail address and fill out a profile. It also will use what Concrete founder Dan Pelson and Executive Producer Lee Morgen-roth described as "tripwires" to add behavioral data to users' profiles.M Bolt features an atypical Web interface, built on windows. One window offers chat opportunities, while others showcase content.

The site is striving to build a marketing database from teen visitors. It frequently asks them to submit their e-mail address for marketer or editorial information, and invites them to create profiles that other teens visiting the site can read.

But Bolt will also use what Mr. Pelson and Executive Producer Lee Morgenroth described as "tripwires" in the site architecture to add behavioral data to

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