Abril to mount campaign for Vortal service

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SAO PAULO--Brazilian publishing giant Abril Group is investing an initial $40 million to launch a company dedicated to creating vertical portals called Idealyze Participacoes. About $10 million of the total budget will be spent on marketing. Ogilvy & Mather Worldwide, Sao Paulo, will launch a campaign in the second half of May.

The company will employ 110 people, including 45 journalists, to develop site content. The president of the company is Fernando Gonzalez, formerly director of strategic planning and new businessdevelopment at Abril Group.

The company has already established advertising partnerships with Nestle, Procter & Gamble Co., El Sitio, investment site InvestShop and Latinstocks. The company's target for ad revenue this year is $4 million.

Abril's next step is to expand Idealyze into Argentina and Mexico.

The first two sites to launch in June include a women's site(paralela.com.br) and a technology site (tcinet.com.br).

Copyright May 2000, Crain Communications Inc.

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