THE SPORTING NEWS ONLINE REPORTEDLY SEEKING MEDIA PARTNER

          A recent study by Jupiter Communications found that
     "more than 50% of respondents visited a sports Web site as a
     direct result of the mention of a URL during a sports
     broadcast," according to Beth Snyder of AD AGE.  In
     addition, 33% said they visited a sports site "while
     watching a sporting event on TV."  Jupiter analysts said
     that the "benefit to sites with TV connections is that even
     advertisers that are reluctant to go online may be persuaded
     by the fact they can reach the same targeted crossover
     audience with much less expensive online advertising." 
     Snyder adds that one of the largest sports sites without a
     TV partner is The Sporting News Online (TSNO).  TSNO GM Mark
     Newman: "It is our goal to have some visibility in the TV
     arena."  Snyder reports that TSNO "has cut a deal" with
     sports syndicator Raycom for six "special-event TV shows"
     this year that will reach 80% of households, but Newman said
     that TSNO "wants a more permanent deal" (AD AGE, 5/11).