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Published on ., [email protected] begin courtship of teens

Girls' teen site launches an estimated $7 million to $10 million online and print campaign today from FCB Worldwide, San Francisco.

Kibu, which went live May 1, targets girls from ages 13 to 18. The campaign that runs through the end of the year is tagged "Girls who get it." Ads offers tips for teens to cut out and save on issues such as relationships, female health and travel. Print ads will appear in appear in CosmoGirl, Jump, Seventeen and Teen People.

The site is backed by Kleiner Perkins Caufield & Byers, Netscape Communications Corp. co-founder Jim Clark, [email protected] Chairman Tom Jermoluk and others.

Separately, [email protected] today dips into the teen category with the launch of a teen site for both sexes ages 13 to 19.

Excite said 85% of the site's content will be generated by users through chats with celebrities, debates on teen issues in an area called What Do You Think? and other community-based services.

ZinK.Excite will also add broadband content such as 3-D applications and video and audio, augmented through a recent content deal with MTV Networks' MTVi. to roll $7 million inaugural ad campaign, New York, May 18 breaks its first ads, along with a redesign and new logo. The radio and online campaign is tagged, "The Internet program guide."

The anticipated $7 million campaign, created by Butler Shine & Stern, Sausalito, Calif., plays on popular colloquial terms such as "booyah" for sports programs and "schwing" from "Saturday Night Live" and "Wayne's World." Print ads will follow.

DoubleClick enhances targeting software

DoubleClick today unveils AdServer 4.0, an updated version of its ad management software. The new version features an enhanced inventory management system and a user interface that helps streamline ad management, including order handling, trafficking and invoicing.

The software also features enhanced targeting, enabling clients to know where users are on a site, what browser they use, the size of the company for which they work and where it's located. Also, any information users volunteer, such as gender or Zip code, can be processed into the AdServer system and used for targeting.

More than 20 online businesses have tested AdServer 4.0 during the past year including and Talk City (

Shopping site DealTime tests commercials

Online comparison shopping site begins testing new TV ads May 10. Margeotes/Fertitta & Partners, New York, handles the estimated $25 million account. Two :30s promote DealTime's ability to do the legwork for consumers and pose the question, "What will you do with your DealTime?" One spot features a woman enjoying the free time she can spend with her children thanks to DealTime's help in purchasing a digital camera. The TV spots are supported by spot radio and print ads plus direct marketing initiatives in New York and San Francisco.

Survey: Half of college students buy online

Eighty percent of college students go online more than once a day, according to a study from FuturePages, a college media, planning and buying company. The study, which surveyed 1,500 college students, is being released May 10 at the @d:tech conference in San Francisco. Fifty-two percent spend more than 12 hours a week online and 30%, more than 20 hours. More than 48% said they purchased an item online in the past month.

E-Trade Group publishes magazine for customers

E-Trade Group is sending 1.3 million issues of E-Trade, a 24-page magazine, to its customers. Imagination Publishing produced the free, quarterly publication. The custom magazine is designed to retain customers and to cross sell them to E-Trade's various services, said Jim Meyers, president of Imagination Publishing. E-Trade partners, including, and Morningstar, received free ads.


Mo' dough for MODO: Scout Electromedia, preparing for the summer launch of its MODO wireless city guide, snared $18 million from Idealab and other investors. . . . Coca-Cola Co. agreed to a two-year, $64 million strategic alliance with America Online that focuses on movies, sports, holidays and community. This marks Coca-Cola's first major interactive marketing partnership after rival Pepsi-Cola Co. in March struck a marketing deal with Yahoo! Coca-Cola will pay an estimated $24 million to AOL to market its soft-drink brands to AOL's members and visitors through its Internet brands. Each will pay an estimated $20 million in marketing support over two years. The soft-drink giant will market AOL services through ads, merchandising, packaging and retail promotions, including Coke's Olympic sponsorship. . . . L90 today unveils L90/Togo, technology that helps marketers send personalized services and content to wireless device users.

Chat. . .

Show and tell: We asked one of the most prominent Internet ad execs what hot news would come out of @d:tech, the big conference opening today in San Francisco. The e-mail response: "Nothing that I'm aware of is hot @ @d:tech." . . . Pay for play: Start-up online ad services venture AdExchange sent invitations to its hospitality suite at @d:tech with a special offer -- "Each invitee will receive an American Express Gift Cheque upon arrival." . . . Not another half-baked dot-com: treated its two review finalists to gourmet treats served up by its executive chef when the shops made their pitches. Suissa Miller, Los Angeles, bested McCann-Erickson Worldwide, Seattle, for the account with announced calendar 2000 billings of $8 million to $10 million. . . . Pedaling a dot-com:, Marina del Rey, Calif., will alleviate parking lot overcrowding by offering to buy bikes and pay for lunch for employees who pedal to work. CEO Chuck Davis isn't committing to trading his Ford Expedition (from for his two-wheeler (from, but says he may at least park on side streets to free up space. . . . Best posting on a job site: EXCITING DOT-COM EXECUTIVE ASSITANT (sic)- 75K + OPTIONS: Dream job for an experienced Executive Assistant with exposure to the High Society Social Scene. Support this famous Executive in all aspects of his professional and social life. Coordinate several households, plan events and put together corporate meetings. Must have pro-active attitude and the ability to choose the best wine, gifts and restaurants. This position is perfect for someone who enjoys the high life." So nice to see famous executives focused on the business.

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