Backwire.com, Ask.com, BlueMountainArts.com, WomenConnect.com

eMarketingToWomen.com
Practical News & Tips for
Marketing to Women on the Internet
May 18, 2000 - Vol. I, Issue 3

IN THIS ISSUE: Backwire.com, Ask.com, WomenConnect.com

Please forward to your friends & colleagues. We depend
on you to grow our circulation!

1. NEWS: Backwire.com, Ask.com (Jeeves Goes Bananas),
BlueMoutainArts.com

2. CASE STUDY: WomenConnect.com & Websurveyor

3. PRACTICAL KNOW-HOW: Marketing to Teenyboppers

4. JOBS: Women’s Consumer Network, Oxygen.com

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subscription today by going to our Web site today:
http://www.emarketingtowomen.com

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NEWS: Backwire.com, Ask.com, BlueMoutainArts.com
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* Women’s Health & Fitness Makes a Splash
Holy Gabrielle Reece! Alexandria, VA-based Backwire.com,
which syndicates headlines across the Web from major news
providers, has positioned the "Women's Health & Fitness"
category at the top of its list. It ranks far above
"Internet news" or other stuff that used to be the first
thing you'd see when services of this type launched a year
or two ago. Looks like someone’s paying attention.
http://www.backwire.com

* Yea/Nay: No Monkeying Around at Ask.com
Who says bananas are just a good source of potassium? For
the savvy marketers at Ask Jeeves and DOLE, they seem to be
a pretty sweet marketing ploy. Instead of the usual
Chiquita Banana stickers, some bananas are now sporting
little "Ask Jeeves" stickers all over them. Each includes
banana-related questions such as "How do I make banana
cream pie?" or "Where do bananas grow?” The campaign, a
joint effort between Ask Jeeves and Dole (a definite Yea!),
has labeled 100 million banana bunches with stickers
featuring Jeeves, the world's first Internet butler, the
Ask.com URL, and questions related to bananas.

The fruit label campaign launched last November when Ask
Jeeves partnered with the Fruit Label Company and
California Apple Commission to label 15 million apples with
such as "Why is New York called the Big Apple?" The company
extended the campaign in March to include oranges, teaming
again with Fruit Label Company and the California Citrus
Mutual to label over 60 million navel oranges with
questions like "How much vitamin C is in a California navel
orange?" During the period of the apple campaign, Ask.com
saw roughly a 15% increase in apple-related questions.
Orange-related questions increased by nearly 30% on Ask.com
during the run of the orange campaign, says Abby Berens, PR
Specialist at Ask Jeeves, Inc. No word yet on the results
of the banana campaign, but we find it quite appealing.
http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=askj&script=410&layou
t=9&item_id=86109

* Media Buy of the Week: BlueMountainArts.com
When you care to advertise with the very best, head to
BlueMountainArts.com. The site comes in at #10 as the most
frequented e-commerce site for women according to Ernst &
Young and IDC. Now it’s time to leverage that knowledge by
making a smart media buy. To learn about ad and marketing
opportunities at the site, we went to Excite.com because
BMA is now a part of the Excite.com network. Banners and
sponsorship boxes are available in each card category.
Sponsorships include sponsored content, co-branded pages,
and co-sponsored events. Banner options include category
rotation, general rotation, and keyword rotation.
Contact the ad team at Excite Network for more info:
1.888.311.8555 or check out Excite’s online media kit:
http://www.excite.com/corp/media_kit

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CASE STUDY: WomenConnect.com
----------
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* Use Polls to Direct clickthroughs: WomenConnect.com

CAMPAIGN
A weekly poll on WomenConnect.com that addresses
such topics as using instant messaging, how you connect to
the Internet, and tax preparation. Jane Ribadeneyra,
Associate Editor, Content & Community at WomenConnect,
spoke to us about the strategy behind the polls and what
they are used for. “We use the polls as a way to gauge
people’s interest in different questions and issues,” says
Ribadeneyra. “We can also use it as a way to drive people
to articles of interest. For example, the current poll is
about attending financial seminars. Once a person takes it,
they are directed to a “Thank You” page that lists related
articles. If it’s a product-related poll, they put a link
to the relevant product on that page,” she explains.

WomenConnect currently uses an older version of WebSurveyor
software, which is no longer available. The upgraded
version costs $199.

COST: *
Single survey, WebSurveyor Now: $199
* Longer-term survey that can be used multiple times: $299
(quarterly).
* Server version service. For “industrial-strength” survey
users and customers that want to conduct surveys behind
firewall. Starts at $1500.
Get all the details here:
http://www.websurveyor.com/prod_intro.asp
Call Tom Leuker at (703) 729-5621 for more information.

DEMOGRAPHIC: WomenConnect.com’s community includes
* 15% women business owners
* 46% professional women
* Age range 35-50
* Average household income is $60K+
* More than 50% are married
* 50% have children
* 90% are college educated

RESULTS
The polls run for about a week and get roughly
400-500 responses.

NOTES: WomenConnect.com occasionally runs joint polls with
“To The Contrary”, a PBS show. The polls tie in to the
show’s topics.

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PRACTICAL KNOW-HOW: Catch the Teenybopper Market
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* Get in Touch With Your Inner 16-year-old

If you’re, like, ignoring the teenage girl market, you
could be, um, missing out on a totally awesome marketing
opportunity. After all, who do you think helped the Back
Street Boys and Britney Spears rocket to super-stardom (and
make loads of cash)? Yes, that’s right: teenage girls.
Cater to the tank-top wearing, Dawson’s Creek-watching,
‘NSYNC-listening masses, and you could hit it big.
(Buzzword Alert from SiliconSalley.com: “Chicks & Mortar.”)

Jupiter Communications forecasts the number of teens online
will reach more than 16 million by 2002 and these teens
will start spending more of their allowances online as
well. The firm forecasts Net shopping by teens will grow
19-fold and reach $1.2 billion by 2002. Researcher
Northstar Interactive says music is their most popular buy.

Sites that target teens:

* ChickClick.com: Accepts banner ads, offers contests with
partner merchants such as an Esprit-sponsored shopping
spree and a give-away from Gloss.com. Banner rates are $30
(CPM), weekly e-mail blasts and sponsor buttons are $35.
Contact: Caroline Frye, Marketing Director, 415.508.2056,
caroline@chickclick.com or Betsy Morgan, Eastern Sales
Director, 212.601.2207, betsy@chickclick.com.

* Alloy.com. This ecommerce and community site accepts
banners and partnerships. For general advertising
information, contact giuliob@alloy.com. To learn more about
partnership opportunities, contact busdev@alloy.com.

* Bolt.com: Rated the #1 stickiest site on the Internet for
people ages 12-17 (Media Metrix March 2000). Marketing
opportunities include Customized rich media ad units and
integrated content sponsorships; targeted banner
advertising by age, gender and geography; and customized
events and promotions online and offline. For more info,
call Jeanne Sachs, VP Sales 212.620.5900 x291, Jason
Schneider, West Coast Sales Director 310. 207.0533, or Bob
Zander, Midwest Sales Director 312.444.2940. Or visit:
http://www.bolt.com

* Delias.com: This publicly traded uber-shopping site for
teens is a notable media buy. The problem is finding
advertising and contact information on the site. We
eventually found the main corporate headquarters phone
number: 212.807.9060.

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JOBS: Women’s Consumer Network, Oxygen.com
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* Women’s Consumer Network: Marketing Associate

Responsibilities will include assisting in creation,
implementation and maintenance of promotional marketing
strategy and tactics, coordinating and performing work
related to marketing projects, and assisting in public
relation activities. Qualifications: Energy and passion for
consumer marketing, especially online, High level of
initiative and creativity, Teamwork, Professional poise and
presence, Bachelor’s Degree; MBA preferred, Related work
experience in marketing, preferably online, Fluency in
Microsoft Word and Excel. To submit resume, visit:
http://www.womensconsumernetwork.com/careers/resumeSubmit.cfm?position=Marke
ting%20Associate

* Oxygen.com’s Breakup Girl:
Associate Producer/Advice Coordinator

The AC will manage incoming advice queries on a daily basis
and devise ways to handle the increasing traffic. Our new
team member will develop new methods to reach more people
and make the most of BG's burgeoning Advice Archive. S/he
will also help the rest of Team BG in range of tasks from
administrative to creative. Experience in marketing,
content design, project management, and/or basic HTML a
plus. All candidates must either live in or be willing to
relocate to New York City. Please e-mail your resume,
references, and the name of your favorite superhero
(besides BG) to friday@breakupgirl.com. We may not be able
to acknowledge all resumes received. No phone calls please.

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eMarketingToWomen INFO
----------
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editor@eMarketingToWomen.com

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202.256.1472

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202.232.6830

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