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Salon.com Sponsors Burt Wolf TV Program

Upscale publishing site Salon.com on Friday said it would sponsor the next thirteen episodes of a television series hosted by travel and food author and television personality Burt Wolf, which launches on public television in April.

As part of the deal, Salon.com will be able to sell advertising time around each TV episode to its clients.

"As the Internet begins to converge with traditional media such as television and radio, Salon.com is positioning itself in that new environment," says Michael O'Donnell, Salon.com CEO and president.

"Teaming up with Burt Wolf allows Salon.com to do just that, while at the same time offering multiple online and offline options to our advertisers."

Wolf's new program focuses on travel and cultural subjects around the world. At the end of each program, Wolf will direct viewers to the Salon.com network to read his new, weekly column and view segments of his archive of more than 100 television travel shows that originally appeared on PBS, CNN and the Discovery Travel Network.

This isn't Salon.com's first foray into television. In December, the company announced the development of its first television program with Bravo Networks.

Under the agreement, Rainbow acquires a ten percent equity stake in Salon.com and both companies will exchange content on each other's Web properties, cross-sell advertising and explore broadband distribution opportunities.

Salon.com also today re-launched its Travel site as Salon Travel & Food. The newly re-launched site features Burt Wolf's weekly column, a reader service designed to help travelers in distress, short news items from around the world, and weekly features by food writers.