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Flycast Plans to Offer E-Mail Marketing Services

Flycast Communications Corp. launched new e-mail marketing division called Flycast eDispatch.

Operating in conjunction with the Flycast Network, the service will provide direct response and e-commerce marketers with an integrated suite of tools and services designed to maximize the effectiveness of online marketing initiatives, the company said.

Flycast co-founder Larry Braitman is heading the new division and has been named executive vice president of eDispatch.

The Flycast network includes more than 1,000 Web sites reaching 41 percent of the U.S. Web population each month, the company said.

"E-mail is the ultimate direct response medium and Flycast is uniquely positioned to leverage its potential," said George Garrick, chairman and CEO of Flycast. "Flycast eDispatch is a natural extension for the company. Our goal is to be the one-stop shop for interactive direct response solutions and e-mail is an integral part of our services going forward."

eDispatch will package and manage e-mail advertising campaigns across thousands of individual vehicles, the company said. It will centralize buying, trafficking and performance tracking, and support both text and graphical publications and advertising.

Flycast will serve as an aggregator of opt-in e-mail name lists, working with its current Flycast Network sites to drive consumer sign-ups.

"E-mail marketing will not achieve its explosive potential without a common platform for connecting publishers, marketers and audiences quickly, easily and efficiently," said Braitman. "With our broad email marketing initiatives, Flycast will provide the centralized infrastructure, standardized tools and expert service that will make email a core part of the marketer's arsenal."

Flycast eDispatch also will create new revenue streams for Flycast Network sites, which will be able to offer newsletter inventory in addition to Web site inventory to advertisers via Flycast, the company said. Launch is expected in the fourth quarter.