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READER'S DIGEST TACKLES THE WEB

PUBLISHED IN 47 EDITIONS and read by 100 million people, Reader's Digest is the world's most popular magazine. On Oct. 28, Reader's Digest Assn., the publisher and direct-marketing giant, plans to launch LookSmart, a directory service on the World Wide Web that it hopes will become just as popular.

Reader's Digest is counting on its marketing savvy and some technical innovations for success. Its partner, an Australian startup called LookSmart Ltd., has developed a graphical interface that dispenses with long lists of Web-site addresses. Instead, viewers will click their way through a horizontal hierarchy of subject categories that branch out to--initially-- some 85,000 preselected Web sites. Plus, viewers will peruse those sites through the LookSmart interface's central window, which means Reader's Digest can guarantee advertisers that their LookSmart ads will be visible for more than a few seconds.

EDITED BY PAUL M. ENG
By John Verity


Updated June 14, 1997 by bwwebmaster
Copyright 1996, Bloomberg L.P.
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