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Eight-year CompuServe veteran Paulette White joined the online service's marketing department this summer, from its international unit. This month, she oversaw its first race car sponsorship, with Indy car Team Rahal.

Age: 44

Title: VP-marketing and communications, CompuServe, Columbus, Ohio

Goal: Electrifying online users through promotions and sponsorships.

Challenge: Identifying sponsorships with very broad international reach to diverse audiences

Prediction: Sponsorships are a marketing frontier for the online world.

Tip: Demographics are crucial for all promotions.

Pet peeve: Viewing computers as end, not means.

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