Dot.Com Buys Target Women on Lifetime

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New York -- "Dot.com" companies, spending heavily
in various major media in recent months, have begun targeting women as a fast-growing
segment of Internet users. And Amazon.com Inc. and Medical Self Care Inc.'s
SelfCare.com are among those buying packages on Lifetime Television to do so.

Lifetime senior vice president of ad sales Lynn Picard said
last week that Amazon.com -- one of the few dot.coms in last summer's upfront
marketplace at Lifetime -- bought major billboard sponsorship of holiday-themed movies in
December primetime.

Amazon.com, which made other fourth-quarter Lifetime buys,
is also getting mentions in Lifetime's tagged tune-in promo spots for its
themed-movie week, due Dec. 6 through 10.

In addition, the online bookseller is plugging its Lifetime
buy in its multipage "Wish List" ad insert in the December issue of Good
Housekeeping
, touting gift suggestions in such categories as toys and consumer
electronics.

Many more dot.com marketers have bought on Lifetime since
the upfront, due in part to industry projections that women will account for perhaps 60
percent of online users by 2002, Picard said.

SelfCare.com, with commitments running through the first
quarter of 2000, joined Sears, Roebuck and Co. and Playtex Products Inc. in buying
Lifetime's multifaceted "millennium package," Picard said.

That package encompasses 100 Years of Women, a
one-hour special due Nov. 24, which features 100-year-old women and the changes
they've lived through; a package of vignettes; and "Women of the 20th
Century," an area on Lifetime's Web site where viewers are urged to cast votes
for outstanding women in entertainment, science, business and other fields.

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