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U.S. west this week launches online and print campaigns for its DiveIn regional online service and Internet Yellow Pages.

DiveIn, introduced by U S West Interactive last month, will break Web advertising on sites including Epicurious, Big Book, Excite, Yahoo! and HotMail. The banners, created by Kirshenbaum Bond & Partners, New York, position DiveIn (http://www.divein.com) as a service built by and for residents of its markets, which include Chicago, Atlanta, Los Angeles and Denver.


Print ads in local newspapers and magazines in the 10 initial DiveIn markets will support the launch. Total billings are estimated at between $3 million and $5 million.

"Unlike the giants who are imposing themselves in the local space, DiveIn is about creating a place for everyone," said Steve Klein, managing partner at Kirshenbaum. "We don't think large companies hiring big-name editors to review cities is the way to go."

Microsoft Corp.'s Sidewalk, America Online's Digital City, NBC Interactive Neighborhood and Warner Bros.' CityWeb are among U S West's competitors in the regional service market.

U S West Dex Internet Yellow Pages, meanwhile, has awarded its $1 million-plus interactive account to Eagle River Interactive, which is moving its headquarters from Avon, Colo., to Chicago. Grey Advertising, Los Angeles, previously handled.

Although the account was never in review, U S West decided it wanted to "mesh print efforts with Internet expertise and go with a more interactive-oriented shop," said Gwen Nail, marketing manager for U S West Dex.

The service provides national telephone listings for businesses and consumers in addition to e-mail addresses.


Eagle River will create a new interface for the Dex service (http://yp.uswest.com) to launch in mid-May. It will also handle a banner campaign and create collateral materials.

"The campaign will hone in on key needs of Internet users like completeness, accuracy and ease of use," said Ms. Nail.

In addition, U S West is considering giving some traditional advertising assignments to Eagle River.

N.W. Ayer & Partners, New York, is U S West's agency. Yellow Pages billings are

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