Today's "Online Drive" profiles the Mariners Web site,
located at www.mariners.org. The site is powered by
Seattle-based Verio Northwest and maintained by Seattle-
based Digital Sherpas, both of which have worked with the
team since '98. The Mariners were the first pro team to
have a Web site when it launched on November 30, 1994.
NORTH BY NORTHWEST: The team's corporate sales division
handles the sale of online ads, with inventory offered as
part of a team package. Among online advertisers are AT&T
and the Boeing Company. There are also Web sponsor tie-ins,
with Microsoft and Compaq sponsoring the team's listserve
and newsletter, respectively. Online ticket sales are
handled by Ticketmaster. The site averaged 450,000 unique
visitors during the month of July.
BOOSTED BY SAFECO: Mariners Dir of Broadcasting &
Communications Dave Aust says that the site saw a traffic
increase with the team moving into Safeco Field. Aust adds
that the site's live cam, which took periodic shots of the
field and posted them online, was "extremely popular" during
the ballpark's construction. On opening day, 40,000 users
accessed the live cam. The site features a weekly screen
saver, with past screen savers archived for users to
download. There is also a live Game Center, with the team
supplying a game reporter who provides live play-by-play and
"special notes" on the site. This past July, 45,000 unique
visitors accessed the Game Center. Another site highlight
is a ticket exchange center, where season-ticket holders can
post ads to swap tickets with other season-ticket holders.
Mariners.org also provides a five-day weather forecast.
WEB WRAP-UP: Aust says the team does not plan to offer
a premium service on the site. Aust: "Our main goal is to
try to communicate with the fans. We are trying to get our
message out." Aust says the team's "first intent is to
provide information and communication." After that, the
team will "try to provide more advertising opportunities
that associate with the team." Aust: "We see the site
continuing to evolve, as far as how we communicate,
especially with our e-mail list." While Aust says the site
is currently "covering expenses," he adds that building
revenue is "definitely" a long-term goal (THE DAILY).
