KATE EVERETT-THORP, LOT21

Dream Jobs Keep Interactive Exec Hopping

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Kate Everett-Thorp jokes that she makes her parents "nauseous" for having climbed the corporate ladder so quickly.

At 28, she's starting her own interactive agency in San Francisco, Lot21 (www.lot21.com), where she'll be president-CEO. Before that, she held the unusual title of VP-crusader and advertising programs at CNET (www.cnet.com).

"The job offer was like nothing I'd ever heard, but it seemed like a dream job -- you get to help create a medium and then tell everyone about it," she recalls.

Ms. Everett-Thorp's evangelism paid off. Not just in her role at CNET, where she educated advertisers and developed new ways of sponsoring Web content, but she played a similar role as chairman of Internet Advertising Bureau's media measurement task force.

At IAB, she worked to attract advertisers by standardizing measurement of Web traffic, defining terms such as "ad request" and "click."

However, a career in advertising wasn't clear to Ms. Everett-Thorp as she entered the working world. A 1991 journalism grad of San Diego State, she held jobs as a TV reporter and a U.S. congressional aide before she landed her first job in advertising, as a media planner at J. Walter Thompson USA, San Francisco.

Works at local shops
After working at a handful of local agencies, she ended up back at JWT. It was there she met Halsey Minor, founder and CEO of CNET, who lured her to the Internet media company.

Last month, Ms. Everett-Thorp packed up three years of CNET experience and left to start Lot21.

"Last year was still a year of exploration" for many advertisers, she says. "This year will be a year to prove it. Advertising is going to adjust to reflect that."

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