February 22, 2001
Article

eAgents Seeks Partnerships with Major Consumer Publishers

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Although eAgents, a subsidiary of American Greetings, have been
self-admittedly "flying under the radar," they've already lined
up content deals with some impressive brand names including
Rolling Stone, CBS SportsLine, The New York Times and MSNBC.
eAgents offers consumers a free, personalized, daily email
containing summaries of news items matched to their individual
interest profile. eAgents relies on publishers to provide the
content free of charge in exchange for hotlinks directing readers
to each publisher's Web site for the complete story.

How is this different from Backwire's similar service? eAgents
VP Business Development Michael Waxman-Lenz explains that "You
can see 5, 10, 20 interests at once. We want to unclutter the
email box." Backwire currently makes users to sign up for
separate newsletters for each of their interests. Also eAgents
allows publishers complete control over their content, while
Backwire controls content selection and writes their own
summaries. So each side has its strengths and weaknesses from a
user-perspective. It remains to be seen which will win with
advertisers.

Waxman-Lenz is definitely interested in talking to publishers
with "good compelling content" in the consumer category,
particularly in entertainment, health, sports and personal
finance. Contact him at michael@eagents.com.


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