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NFL LOOKS TO PUMP UP PR ON .COM TO COUNTER NBA SPINMEISTERS

          With NFL Commissioner Paul Tagliabue's visit to Silicon
     Valley last week, the NFL proved that it is "waging a full-
     throttle Internet offensive," according to Eric Fisher of
     the WASHINGTON TIMES.  The league is "advancing" NFL.com
     "far beyond 'brochureware' and taking firm aim at ESPN.com,
     Sportsline.com and other leading sports sites to become the
     dominant online source of football information."  Fisher
     called NFL.com's reach "surprising," as it draws more than 2
     million viewers per weekend.  NFL Senior VP/New Media Chris
     Russo: "We've become far and away the new leader (among
     sports league web sites).  Our traffic during the offseason
     was about four times what NBA.com does during their peak
     times."  But Fisher added that NFL.com's success "does not
     come without questions. ... Can NFL.com surpass ESPN.com and
     Sportsline.com (which produces Superbowl.com and
     NFLEurope.com for the league) in traffic or are we seeing a
     peak for the site already?" (WASHINGTON TIMES, 10/8).
     Jupiter Communications Dir of Online Advertising Patrick
     Keane said, "There's a generally ingrained perception at the
     NFL that the NBA is outdoing them in a pretty big way in the
     area of Internet promotion and strategy.  Actually, the NFL
     has done pretty wise things from day one, but the NBA has
     been more vociferous and has shown a real talent for spin." 
     Meanwhile, the SPORTSBUSINESS JOURNAL's Liberman & Lombardo
     report that the NFL "is working heavily on ad sales across"
     its new NFL.com network, and execs "have said they will have
     deals to announce soon."  Tagliabue said that the league
     "plans more tech tours in places like Washington, D.C., and
     Texas" (SPORTSBUSINESS JOURNAL, 10/9 issue). 
          NO LONGER A SAINT IN THEIR BOOK: USA TODAY's Chris
     Jenkins profiles former Saints exec Terry O'Neil's new Web
     site, Realnfl.com.  O'Neil is "bankrolling the start-up
     himself," and says that he "isn't concerned about the
     possible repercussions for airing the NFL's dirty laundry to
     the world."  Jenkins: "Besides, he isn't so sure he wants
     back in the league anyway" (USA TODAY, 10/10).

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