Be Free, Inc. Partners With Jewelry.com to Launch Performance-Based Affiliate Marketing Program

Business Wire, May 8, 2000

Business/Technology Editors

MARLBOROUGH, Mass.--(BUSINESS WIRE)--May 8, 2000

Comprehensive Online Jewelry Source Expands Brand Reach, Drives

Sales & Cost Effectively Acquires New Customers

with Be Free-Enabled Program

Be Free, Inc. (Nasdaq: BFRE), the leader in performance marketing, today announced that it has partnered with Jewelry.com, the online source for exceptional jewelry at extraordinary prices. Through this partnership, Jewelry.com has launched the 24K Affiliate Program -- a performance-based affiliate marketing program enabled by Be Free. 24K Affiliates promote quality jewelry styles at great prices from Jewelry.com within the content of their own web sites, earning a commission for each sale generated by these promotional links.

"Jewelry.com recognizes Be Free's performance marketing leadership and the power of affiliate marketing by selecting Be Free as a partner to develop its affiliate sales channel," said Gordon Hoffstein, chairman and CEO of Be Free, Inc. "Performance marketing is the most effective means of online customer acquisition and Jewelry.com is poised to extend its brand reach and drive sales with its strategic, customized marketing program."

"Being able to bring the Jewelry.com shopping experience to our customers' favorite content and community sites is an incredible opportunity for us," said Scott Shlecter, vice president of Jewelry.com. "Be Free's best-of-breed performance marketing technology and services have enabled us to create a strategic affiliate program aimed at reaching our customers where they interact daily."

About Performance Marketing

Performance marketing allows online marketers like Jewelry.com to increase sales, drive traffic, generate qualified leads and extend brand reach, all while paying only for the performance of their promotions. By paying only for results, marketers lower their customer acquisition costs and increase the power of their marketing budget. Be Free offers the only truly customer-focused approach to performance marketing, producing superior overall results for its customers and enabling cross-promotions and cooperative marketing. In addition, Be Free offers a full-service suite of performance marketing services, from leading edge and scaleable infrastructure and tracking technology, to reliable reporting and channel management tools, to industry knowledge and value added services.

About Jewelry.com

Jewelry.com is a Southern California-based division of Miadora Inc., the Internet's leading source for jewelry. Jewelry.com offers a vast assortment of fine jewelry at affordable prices. Jewelry.com combines unique products, expert information on fine jewelry and gemstones, and the best technology to create a superior, convenient experience for fine jewelry shoppers. The Jewelry.com website debuted in November 1999 and can be found at www.jewelry.com.

About Be Free, Inc.

Be Free, Inc. (Nasdaq: BFRE) is a leader in performance marketing - the next generation of online marketing. Be Free helps its customers build and manage uniquely branded online sales channels, enabling these sites to capture revenue by driving site traffic, generating qualified leads and selling products in context on locations throughout the Web. Be Free's customers include some of the Internet's leading merchants, online services and portals such as IBM (NYSE: IBM), America Online, Inc. (NYSE: AOL), barnesandnoble.com (Nasdaq: BNBN), GoTo.com (Nasdaq: GOTO), Mercata, Reel.com (Nasdaq: HLYW), C|Net (Nasdaq: CNET), Garden.com (Nasdaq: GDEN), PC Connection (Nasdaq: PCCC), Lycos (Nasdaq: LCOS), About.com (Nasdaq: BOUT) and Yahoo!(R)GeoCities (Nasdaq: YHOO).

Collectively, Be Free's customers have more than 3.5 million affiliates in their sales channels. Affiliates can enroll in performance marketing programs using Be Free's technology with a streamlined application form called FastApp, located at http://www.reporting.net/networks/affiliates/bf_fast_app.> Founded in 1996, Be Free has offices in Marlborough, MA, Pittsburgh, PA, Atlanta, GA, Chicago, IL, Los Angeles, CA, Campbell, CA, Austin, TX and New York, NY. For more information, visit http://www.befree.com.

Statements in this news release about Be Free, Inc. may be considered forward-looking statements as defined by the Private Securities Litigation Reform Act of 1995. These statements are based on the Company's current expectations, hopes, beliefs and estimates. These statements involve risks and uncertainties that could cause actual results to differ materially from those anticipated or projected. Further information about the risk factors that could affect the Company's performance are contained in the Company's filings with the Securities Exchange Commission, including but not limited to its S-1 dated November 3, 1999 and March 29, 2000.