AT&T and iVillage plan to launch a national
advertising campaign for their new partnership to develop the first national
Internet access service tailored specifically to women.
The campaign will include television spots and direct mailing of diskettes
featuring a co-branded dial-up interface. Spending specifics on the campaign
were not disclosed, but the overall agreement between the two companies was
valued in the millions.
The initiative, which will start in January, is to be called “iVillage Online
Powered by AT&T WorldNet Service.” It will tap the expertise of both companies to
bring new female users to the Internet by providing women with content and
resources geared toward their needs.
As part of the two-year agreement, AT&T also will become the exclusive provider of
traditional and enhanced communications services to members of iVillage.com,
which receives more than 75 million page views per month.
“Today’s landmark agreement between AT&T and iVillage recognizes women as one
of the prime online categories and iVillage.com as the leader of that space,”
said Candice Carpenter, CEO and co-founder of iVillage.com. “We are
exceedingly proud to partner with one of the world’s best-known brands.
Together, AT&T and iVillage will use the Web to help millions of women
successfully navigate their lives.”
Through a co-branded personal communications center, iVillage.com members will
have access to a range of offers, including prepaid cards, wireless service,
and AT&T One Rate Online, AT&T’s cost-saving, long-distance service for consumers who
want to manage their phone bills online. One Rate Online will be available to
iVillage.com members at 9 cents/minute, with no monthly fee.
To sign up for iVillage Online Powered by AT&T WorldNet Service, members can
go to an iVillage.com sign-up page and request a start-up disk, or call a
toll-free telephone number to order the service, which will be available in
January. All registered iVillage Online subscribers receive 150 hours of
Internet access per month for an introductory price of $14.95 per month, for
the first six months. AT&T Long Distance customers retain the $14.95 pricing
for an additional six months.
