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SPORTSLINE WORKS WITH YOUNG JEDIS ON ITS REWARD PROGRAM

          SportsLine USA has found a way to "create loyalty" and
     "grow" its database through its "ambitious" loyalty program
     on the Internet, according to Debra Aho Williamson of AD
     AGE, who profiles SportsLine's strategy behind its recently
     created Rewards program.  The four-month old program, which
     rewards users points based upon page views, which can be
     redeemed for sports merchandise (See THE DAILY, 1/20), has
     resulted in "nearly 200,000 people" signing up.  Williamson
     noted that total membership "represents just 4%" of
     SportsLine's 4.6 million unique visitors in March, and the
     company has "shifted its focus to signing up people who are
     already on the site."  SportsLine will devote 20% of its '99
     promotional budget to the program, but specific figures were
     not released (AD AGE, 5/18 issue).   
          SERVE IT UP: IBM and the French Federation of Tennis
     have launched the official Web site of the '99 French Open.
     The site is located at www.frenchopen.org (IBM). 
          HAMMING IT UP: Athlete Direct has launched Mia Hamm's
     official Web site at www.athletedirect.com, which includes a
     personal journal kept by Hamm, which highlights her
     preparation for the '99 Women's World Cup (Athlete Direct). 
      

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