NOVEMBER LAUNCH SET FOR BET.COM

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BET.com will begin reviewing agencies this month in anticipation of an aggressive ad campaign to reach African-American Internet users as well as non-users, said Scott Mills, head of the new portal set to launch in November. Mr. Mills said the effort will include substantial TV. In addition, BET.com is seeking partners for content and sponsorships. "We have identified potential providers of content who would be of value to African-Americans online," he said. BET.com is the new venture from BET Holdings, Liberty Media Corp., Microsoft Corp., News America Digital Publishing and USA Networks. BET has 50.1% ownership and control of the venture.

Kraft plans insert in 'Ebony'

Kraft Foods plans to run an eight-page insert in the December issue of Ebony. The insert includes two corporate ads and six pages touting its brands Kool-Aid, Deluxe Macaroni & Cheese, Deluxe Slices, Miracle Whip, Stove Top Stuffing and Velveeta. Separately, Kraft confirms that a multicultural Internet site it plans to investigate and certainly a future option.

Sina.com hires Admerasia for first brand campaign

Sina.com, a Chinese-language Internet portal, hired Admerasia, New York, to create a $1 million-plus branding campaign. Sina.com, founded in 1994 by two Stanford University graduate students as a way to sell Chinese food, has grown to include a network of four sites serving the U.S., China, Hong Kong and Taiwan. This year it merged with Stone Rich Sight Information Technology Co. and serves 1 million registered users. Previous advertising, was handled in-house.

Gerber Life revamps direct mail effort

Novartis' Gerber Life Insurance Co. is revamping its African-American focused direct mail campaign for its children's life insurance product. The new effort via InterMixx, Philadelphia, takes an educational approach by defining life insurance, underscoring the importance of financial security and emphasizing the Gerber brand. Conchita Burpee, president of Intermixx, notes that the Gerber brand is significant to African-American consumers because they "spend more on baby food than the general population." According to Target Market News,

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