SBD/29/Sports Media

MULTIMEDIA UPDATE: NFL RELAUNCHES WEB SITE

     The NFL has created a "new" Internet site -- Team NFL,
formerly known as NFL Sidelines -- on the World Wide Web.  The
site can be found at http://nflhome.com.  The six sections:
Reports on all 30 teams, NFL Newswire, a library of records and
statistics, an area for kids, team-oriented bulletin boards and
chat rooms, and schedules of events and broadcast listings (NFL).
The site will incorporate advertising sponsorships.  Last year's
NFL online effort, designed to cover the NFL draft, was sponsored
by Coca-Cola, Visa and Reebok.  Team NFL will be cross-promoted
with the NFL's "Pledge Allegiance" campaign (AD AGE, 8/28 issue).
     MORE FOOTBALL ON THE WEB:  Directions on how to link up to
the Internet coverage of the Oregon Ducks' September 9 game
against the Fighting Illini can be found at http:// goducks.com.
The game will be simultaneously "cybercast" on the Internet, as
well as on TV and radio.  The title sponsor is Sierra On-Line,
with Bank of America and Gatorade also involved (UO's Warsaw
Center).  The Portland OREGONIAN writes that UO "clearly is at
the forefront of a powerful movement" and that other schools are
"sure to follow suit" (Jeff Manning, Portland OREGONIAN, 8/28).
USA TODAY's Michael Hiestand notes that UO is planning two other
Internet games this fall, with getting the online sponsors
mentioned on the TV and radio broadcasts a key issue that needs
to be addressed (USA TODAY, 8/29).
     HOW "NOT TO DO IT"?  USA Today Online was launched in  April
at $14.95 per month, but now the majority of the service is free
with the expanded sports coverage available at $12.95 per month.
USA Today Information Services VP & GM Lorraine Cichowski:  "We
are trying to get our price down and know that it's high."  Adam
Schoenfeld, an analyst at Jupiter Communications:  "USA Today is
now the model of how not to do it.  Their philosophy was flawed
at the outset ... and that may necessitate a reconfiguration.
Most of the revenue on the Web is coming through ads, not
subscriptions" (Jane Hodges, ADVERTISING AGE, 8/28 issue).
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Related Topics:

Bank of America, Coca-Cola, NFL, Reebok, Media, Visa

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