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Women's wire, hoping to boost its already sizable ad sales effort, is setting up its own sales force under the direction of a former Discovery Communications executive.

The women-oriented Web site (http://www.women.com) tapped Gina Garrubbo, divisional VP-eastern ad sales at Discovery, as exec VP in charge of sales and marketing.

Under Ms. Garrubbo, Wom-en's Wire will staff up sales offices in New York and San Francisco. It also plans to add new sites to its network.

"I wanted to get in on the bottom floor of a growing brand," Ms. Garrubbo said. She leaves behind a 40-person staff that handled ad sales for Discovery Channel, Learning Channel, Discovery Channel Online and Animal Planet.

Women's Wire had used rep firm Petry Media for the past year to generate advertising.

It now has advertisers including Ford Motor Co., J.C. Penney Co. and Wells Fargo Bank, and claims 400,000 unique users per month.


Ad rates start at a $50 cost per thousand for run-of-site and go up to a $100 CPM for custom or integrated content deals, something the site has developed with Levi Strauss & Co., which sponsors its careers area.

Women's Wire has been on a roll recently, generating about $265,000 in ad revenue through the first seven months of the year, $100,000 of that in July alone, according to Jupiter Communications' WebTrack AdSpend report.

The company also is preparing to launch a site with Yahoo!, dubbed Beatrice's Internet Cafe.

The new site will be a "hub for women on the Web . . . where we'll be reviewing Web sites and editorializing a bit," said Marlene McDaniel, Women's Wire's president-CEO.

The site will offer Yahoo!'s search directory, Women's Wire content, a chat area and Web tours. It goes live in January. Both Yahoo! and Women's Wire will sell advertising.

On the marketing front, Ms. Garrubbo said Women's Wire, which has not yet marketed itself offline, is searching for an ad agency to handle a $2 million to $4 million campaign in online, print and outdoor media next year.

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