Napster alliance could open door for advertisers; Bertelsmann pact leaves rivals to compete or follow its lead.(Brief Article)

Advertising Age,  November, 2000  by Friedman, Wayne

Tags: advertiser, alliance, Bertelsmann AG, music business, Napster Inc.

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Bertelsmann's surprise decision last week to deal with the perceived enemy of the music business -- Napster, the music-sharing Web site -- could result in a powerful marketing tool for advertisers: an ad-supported Internet site with a massive and lucrative audience.

While the two companies have revealed few details about the proposed alliance, analysts believe the deal between Bertelsmann's new eCommerce Group and Napster could result in an ad-supported venture -- one that would move Napster to a sustainable legal business.

Bertelsmann's BMG Entertainment and four other major ...

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