INTERACTIVE: BULLETIN BOARD: FIREFLY ACQUIRES NETANGELS FOR $10 MIL: SITE QUESTIONED AFTER POSTING SUPER BOWL ADS: RIDDLER CREATOR LOOKING FOR AGENCY: EXCITE REDIRECTS EDITORIAL OPERATIONS: BOOK RETAILING HEATS UP ONLINE: FOCALINK HITS THE WINDY CITY

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Intelligent agent company Firefly Network (http://www.firefly.net) acquired competitor NetAngels for an estimated $10 million. About 20 NetAngels employees were let go; only a few moved to Firefly. NetAngels founder Mark Goldstein is pursuing other opportunities. Firefly declined to comment on the acquisition, but a spokesman said: "We're finalizing a number of things right now relating to the next stage of Firefly Network's business."

Several marketers are considering taking legal action against Photoscape (http://www.photoscape.com), a Web site that taped and uploaded five Super Bowl spots. "We are investigating this apparent infringement of our copyright . . . and will take prompt and appropriate action," said a spokeswoman from Holiday Inn Worldwide, whose ad appeared online along with spots from Anheuser-Busch, Pepsi-Cola Co., Nissan Motor Corp. USA and Nike. Photoscape, which matches photographers with agency art directors, claims it posted the ads for review, which can be considered legal fair use.

Interactive Imaginations, developer of Riddler (http://www.riddler.com), is seeking an agency for its $3 million account, which includes a new Web product it plans to launch this spring. Gotham and Lieber Levett Koenig Fares & Babcock, both New York, are expected to pitch the business.

Excite (http://www.excite.com) is cutting its online Web reviews in favor of a new model that will incorporate "reviews to reflect the demands of users and the reality of the marketplace," said a spokesman. The search engine laid off 12 part-time editors but offered the same editors full-time positions to help launch the new service, which isn't expected to surface for some time.

Barnes & Noble signed a deal with America Online to become the exclusive bookseller in AOL's Marketplace. Borders Group is also said to be readying a book-retailing site of its own. Separately, Amazon.com added five VPs to its management team including Mark Breier to VP-marketing from the same title at Cinnabon World Famous Cinnamon Rolls, and Scott Lipsky to VP-business expansion from chief information officer of the superstore divisions of Barnes & Noble.

Ad software company FocaLink Communications (http://www.focalink.com) is opening a Chicago office headed by Midwest Sales Manager Kit Williams. FocaLink also formed a partnership with NetGuide Live to incorporate its site data and ratings

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