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Playboy.com files for initial public offering

Playboy.com lost $7.2 million on revenue of $6.7 million for the nine months ended Sept. 30, according to its initial public stock offering registration filed last week by parent Playboy Enterprises. Ads and sponsorships generated 53.7% of revenue; subscriptions, 26.6%; e-commerce, 19.7%. The Chicago-based site's Playboy Cyber Club had 37,379 subscribers as of Nov. 30. Playboy.com this year will start a subscription service on its Cyberspice.com sex site. Playboy.com filed for its IPO at a time when it has three key management openings: CEO, chief financial officer and head of sales. Playboy Chairman-CEO Christie Hefner is the site's acting CEO.

Jupiter: $7 billion in online holiday sales

The 1999 holiday season amounted to $7 billion in online consumer sales, according to a report released last week from consultancy Jupiter Communications. Jupiter also found that 90% of online buyers were "largely satisfied" with their holiday shopping experience, up from 74% in '98. The report surveyed 810 consumers who shopped online during November and December.

Super Bowl spot expected to be `the worst'

LifeMinders.com's last-minute decision last week to run a Super Bowl spot led its agency, Fallon McElligott, Minneapolis, to opt out of the creative process for that spot, concerned that the time constraints would hinder it from producing top-quality work. The online direct marketer instead will create the ad in-house, which,said VP-Marketing and Communications Tim Hanlon, will be quite apparent. "We believe it's probably going to be the worst one on the Super Bowl," Mr. Hanlon said. "It will be a very simple, very basic message." The 30-second spot, the dot-com's first foray into TV advertising, will run at the beginning of the fourth quarter and again during the post-game show, but will not run after game day.

Chat.. .. .

Woman's best friend? Pet supply merchants account for less than 1% of impressions on the Web, according to AdRelevance. But among ad-supported sites with the highest concentration of women, the researcher says, pet supplies account for 14.6% of impressions.. .. . . Generations on Line this week introduces an Internet program for seniors who are unfamiliar with computers. The free service will be available at senior centers, retirement homes, libraries and some apartment complexes. . . . Any hot pix in Playboy.com's IPO filing? Not in the version downloadable at sec.gov. Key to its business model: "Our sites contain pictures of beautiful women, some of which contain nudity which is clearly identified."

Ad Age Interactive 100 calls for submissions

Advertising Age is compiling data for the annual Interactive 100 roster of interactive marketing agencies. Data will come from the 2000 Agency Report Questionnaire, with responses due Jan. 31. See p. 48 for information on downloading a questionnaire.

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