Microsoft picks 'MSN' for portal

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Microsoft Corp., Redmond, Wash., said it will use "MSN.COM" as the name for its revamped portal site, borrowing the equity of its Microsoft Network brand. The consumer portal, which had been code-named Start, will compete with such sites as Yahoo! and Netscape Communications Corp.'s Netcenter as a home page for Web services. Microsoft in coming months will merge three existing consumer home pages, OnStage and an existing the new MSN portal. Anderson & Lembke, San Francisco, will handle the major relaunch campaign. Separately, Microsoft has signed a distribution deal with Redmond-based InfoSpace, a provider of Web phone directories and other Internet service sites, providing a link from InfoSpace sites to, Microsoft's travel agency.

Copyright July 1998, Crain Communications Inc.

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