INTERACTIVE: BULLETIN BOARD: WISEWIRE UNVEILS NEWS SERVICE: YAHOO! LAUNCHES GUIDE ON NETSCAPE: NUMBER OF BANNER SIZES IS INCREASING: GAP MAKES NOISE OVER ITS FRAGRANCES: OTHER NEWS:

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WiseWire (www.wisewire.com) on April 29 launches its intelligent agent news service with advertising from Ford Motor Co. and SmithKline Beecham. WiseWire uses content-based and collaborative filtering to gather information from newsgroups, Associated Press and other sources.

Yahoo! this week unveils its new Netscape Guide by Yahoo!, replacing Netscape's Destinations page. Advertisers include Lucent Technologies, American Express Co. and Pacific Bell. Yahoo! paid $5 million for the right to sell advertising on the area. Ad rates are undisclosed. Yahoo! on May 11 will break new TV advertising by Black Rocket, San Francisco.

In the months since two ad groups recommended nine banner ad sizes, the number of ad sizes on the Net has actually grown. According to Focalink Communications, there are 294 different banner sizes, up from 242 last October. Focalink adds, however, that the industry-recommended sizes are used more frequently than others.

The Gap last week launched a six-month online fragrance promotion in all 13 Digital City markets, including Denver, Boston, San Diego and Washington. The campaign promotes fragrance buys for Mother's Day, Father's Day, school graduations and back-to-school gifts. The promotion uses six different sound effects to represent the six Gap scents, like Earth, Dream and Heaven.

Cahners Publishing opened an area called "Don't Blink" on its Web site (www.cahners.com) targeted to corporate advertising and marketing executives who want to learn more about using the Web as a marketing medium. . . . Local online company CitySearch in June will begin offering visitors the ability to purchase tickets to events. Ticketmaster will provide the service for CitySearch (www.citysearch.com) via CitySearch's listings pages. . . . Hewlett-Packard Co.

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