WEB REVIEW ANNOUNCES RESULTS OF COMPREHENSIVE I/PRO ANALYSIS OF WEB
ADVERTISING RESPONSE RATES

SEBASTOPOL, CA--Songline Studios' Web Review online magazine and I/PRO
(Internet Profiles Corp.), in partnership with Nielsen Media Research,
announced today the results of a comprehensive audit of Web Review's
response rates for all fifteen of the publication's advertisers. This
announcement, made at a press conference at the Interactive Marketing Expo
in New York City, marks the first time complete, comparative data has been
made available for a group of advertisers on one publication.

I/PRO analyzed two types of response rates--ad click and page click
rates--for all Web Review advertisers during the week of February 9-15,
1996. Ad click rate is the percentage of ad clicks (number of times people
actually click on an advertiser's ad) to ad views (number of times an ad
is fully downloaded). Page click rate is the percentage of ad clicks to
total Page views (the number of times the page containing the ad was
downloaded-doesn't note whether or not the ad itself was downloaded). Web
Review's average ad click rate was 7.9%. The highest ad click rate was
17.9% and the lowest was 2.4%.

"Ads on the Web are best viewed as signposts that point consumers to the
advertiser's own Web site. We welcomed this chance to work with Web Review
to track ad click rates in detail, comparing and averaging fifteen
advertisers' results," stated Robert Ivins, Vice President of Market
Research, I/PRO. "This project has furthered our mission to develop and
deliver standards that help people decide what media to buy. We believe
it's an important step in the maturation of Web advertising."

According to Web Review advertiser Bill Rollinson, Co-founder and Vice
President of Marketing, Internet Shopping Network, "It's not enough any
more for a Web site that sells advertising to tell me how many people will
see the page my ad's on. Sites need to be accountable to their customers
by taking a proactive approach that offers us more information, like ad
click rates. The Web is a new medium, and sites can't use old models to
justify their ad rates. The technology is there to track results, and both
advertisers and the sites that host their ads need to take advantage of
it."

Erik Lundberg, Director of Advertising, Songline Studios, stated, "The
results of I/PRO's study confirm our belief that the Web can be a powerful
means of reaching specific demographic and psychographic target markets.
The ads in Web Review are targeted to our core readership of Web
enthusiasts and Web workers, and we always look for synergy between the
ads and the editorial content. Our high ad click rate shows that our
readers respond to these very targeted ads. In many cases, advertisers pay
less to get one of our readers to click through to their Web site than
they would pay if they bought an ad at a lower cost per thousand on a
high-volume site with a lower ad click rate."

For more information on Web Review advertising, contact Erik Lundberg at
707-829-6540 or erik@songline.com. For more information about I/PRO,
contact Kathleen Burke at 415-975-5510 or kburke@ipro.com.

SONGLINE STUDIOS

Songline Studios specializes in developing innovative, interactive content
for online audiences. The company was founded in June 1995 by Dale
Dougherty, developer of the Global Network Navigator (GNN). Songlines'
first product, the online magazine Web Review (http://www.webreview.com),
was launched in September 1995. Other current projects include the
interactive multimedia soap opera Ferndale (http://www.ferndale.com) and
Songline Guides, a series of books that address different communities of
interest on the Internet. Songline Studios is affiliated with O'Reilly &
Associates and America Online.
 
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