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

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 record labels sued Napster for its service, which provides what the companies say are illegal music downloads as fans swap files of recorded music.

Marketing executives...

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