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Clarant Worldwide Corp. last week changed its name to Luminant Worldwide Corp. -- the sixth name for the instant Web shop roll-up even before it wrapped up its initial public offering of stock. With the IPO, Luminant will buy and merge eight shops with a '98 loss of $99.2 million on revenue of $54.8 million. At an expected price of $11 to $13 a share, Luminant, LUMT on Nasdaq, would have an initial stock market worth of $450 million to $532 million, making it one of the higher-valued Web marketing agencies.

Young & Rubicam, which is selling the New York operations of Brand Dialogue to Luminant, agreed to ask Brand Dialogue clients AT&T Corp., Citigroup, Dr Pepper/7-Up, Pfizer, Philip Morris Cos., Showtime Networks, Sony Corp. and the U.S. Postal Service to stick with Luminant. AT&T was Brand Dialogue's largest customer last year, accounting for 29% of its $7.2 million in revenue.

Luminant's previous names? WebOne, Integrated Interactive, Clarant, Radiant Worldwide Corp. and Clarant Worldwide. The latest name at least won't be confused with Clarent Corp., an Internet phone outfit that went public last month.

USA.Net, Xoom enter deals with MyPoints

USA.Net ( struck a deal with incentive marketer ( to offer incentives to users of [email protected], USA.Net's Web-based e-mail service. MyPoints by [email protected], billed by USA.Net as the first incentive program for a free e-mail service, will allow [email protected] users to earn loyalty points for sending and receiving e-mail, adding to their address book, buying premium services, and reading and responding to e-mail and Web-based ad offers from sponsors. Points can be used for frequent-flier miles, gift certificates and prepaid phone cards.

Separately, and MyPoints will develop XoomPoints, a buyer loyalty program that will reward Xoom users for Web shopping, responding to e-mail ads, clicking on banners and filling out surveys. Xoom is a consumer site that's merging with and NBC sites to form NBC Internet.

Personal video recorder pulls in more investors

ABC owner Walt Disney Co. invested $7.5 million in personal video recorder start-up TiVo, and CBS Corp. kicked in $2.5 million, joining six other new investors including Discovery Communications and AT&T Corp.-aligned Liberty DMX. NBC invested $7.5 million in TiVo in April. Investor Philips Electronics, which will make and sell the $499 digital devices, will get a subsidy from TiVo and a

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