Today's "Online Drive" profiles the Cubs' Web site at
www.cubs.com. The site has been powered for the past three
years by the Cubs' parent company, the Tribune Company.
CUBS SELL, CUBS SELL! Cubs.com is averaging 24,000-
30,000 unique visitors per day and 250,000-300,000 page
views this season. The team's marketing department sells
site advertising as part of a comprehensive team package,
but Cubs Manager of Information Systems Carl Rice told THE
DAILY that "most of the ads are sold on their own, rather
than as a package." Current advertisers include MBNA, Blue
Cross/Blue Shield and Discover. Rice said online
merchandise sales have been strong and noted the "popular"
area devoted exclusively to Sammy Sosa merchandise. Tickets
are sold online through a direct link to Ticketmaster.
FEATURES: Cubs.com is a completely free site, with no
premium services, and Rice adds that the team has "no plans
at this moment" to charge for any of its content. Cubs.com
is easily navigable and features: Message boards for fans,
real time play-by-play scoring, updated comprehensive MLB
stats from Stats Inc. and an e-mail listserve with over
30,000 registered users. Users can also create their own e-
mail address with the ending of gocubs.com.
ANALYSIS: Rice says that the Tribune Company has tried
to help the team view the Web site as a "community in the
sense that a Cubs fan in Jamaica can talk with a Cubs fan in
Canada, who can talk with a Cubs fan in Chicago." Rice:
"We're trying to get a spot for Cubs fans from around the
world where they can come together." Rice envisions that e-
commerce will "continue to grow," boosted by new product
offerings and partnerships to spur sales. As one example,
Rice noted that in conjunction with Mattel, the Cubs are
offering the Barbie Cubs doll online (THE DAILY).
