Ab Rocker No. 1 in Television Sales On e4L; No. 1 in Internet Sales On BuyItNow.com; 150,000 Ab Rockers Sold; Selling 10,000 per Week; Ab Rocker Proving the e4L Model.

LOS ANGELES--(BUSINESS WIRE)--Aug. 2, 1999--

e4L, Inc. (NYSE:ETV) announced today that the "Body by Jake" Ab Rocker is the No. 1 product sold by e4L over television.

At the same time, the Ab Rocker has become the No. 1 product sold over the Internet for BuyItNow.com.

Since the television campaign began, e4L has sold more than 150,000 Ab Rockers and is selling Ab Rockers at the rate of almost 10,000 each week. The exercise machine, which focuses on abdominal muscles through a rocking chair motion, is marketed through a direct response television program hosted by fitness expert and television celebrity Jake Steinfeld.

The success of the Ab Rocker program illustrates the e4L business model and e4L's ability to leverage its television advertising to drive e-commerce and membership shopping:

E-Commerce

In the program, fitness expert Jake Steinfeld, explains that the Ab Rocker is available via a toll-free telephone number and via the Internet exclusively through BuyitNow.com at www.buyitnow.com. Additionally, the BuyitNow.com Internet address appears in the bottom corner during almost one-half the Program.

As a result, the Ab Rocker program has driven thousands of customers to BuyItNow.com, making it the top-selling product for the e-tailing company. In just the first few weeks that e4L began its television promotions, BuyItNow.com's sales increased 600%. (BuyItNow.com, a web plaza of product-focused Internet stores, is 48.7% owned by e4L.)

Membership Services

In the program, the Ab Rocker is sold along with a "3-for-free" premium of two video tapes and a free trial membership in Everything4Less -- e4L's membership shopping service, which will soon expand into a service featuring numerous benefits in addition to discount online and offline shopping. As a result, e4L programs have been generating 10,000 trial members each week.

Retail and Other Leveraged Opportunities

Each program gives e4L's operators the opportunity to offer the Ab Rocker customer additional products. For example, more than 1/3 of its customers also order a "deluxe upgrade kit" for $79.92.

e4L's heavy television advertising not only builds sales in a very short time, it also establishes a product category and a brand that allows sequels and complimentary products which can be sold through the same distribution channels. For example, as a result of the tremendous success and brand awareness of the Ab Rocker, the product will soon launch in retail.

Stephen C. Lehman, chairman and chief executive officer of e4L, Inc. stated, "We are extremely pleased with the success of the "Body By Jake" Ab Rocker. But, most of all, we are delighted that the Ab Rocker campaign perfectly validates the new 'e4L model'.

"The same television media that we are using to sell the Ab Rocker is driving our e-commerce program (BuyItNow.com) and our membership services program (Everything4Less) -- at absolutely no additional cost. This is an enormously efficient model and is particularly effective at building the brand identity and consumer awareness of Everything4Less and BuyItNow.com.

"The fact that the Ab Rocker is the top seller through both a direct response television company and an e-commerce Website confirms the theory that customers who like to shop directly over television also like to shop over the Internet."

e4L, Inc. is the world's largest publicly held direct response television and radio company, selling consumer products via television, radio and the Internet. The company leverages this multimedia infrastructure to drive its e-commerce and membership programs.

e4L broadcasts more than 6,000 half hours of television programming each month throughout the world, reaches 100% of television homes in the United States, brings its programming to more than 270 million television households in more than 70 countries worldwide, and provides television and radio programming and shopping over the Internet.

It broadcasts the Everything4Less Show each week over network radio and simultaneously cybercasts the Show through broadcast.com over the Internet. e4L also sells its "As Seen on TV" products via www.buyitnow.com, the e-tailing company it formed with BuyItNow, Inc., Clear Channel Communications, Snap.com, and Xoom.com. e4L offers membership-based discount products and services via Everything4Less.

The Private Securities Litigation Reform Act of 1995 provides a "safe harbor" for forward-looking statements. Certain information included in this press release (as well as information included in oral statements or other written statements made or to be made by the company) contains statements that are forward-looking, such as statements relating to anticipated future revenues of the company and success of current product offerings. Such forward-looking information involves important risks and uncertainties that could significantly affect anticipated results in the future and, accordingly, such results may differ materially from those expressed in any forward-looking statements made by or on behalf of the company. For a description of additional risks and uncertainties, please refer to the company's filings with the Securities and Exchange Commissions, including Forms 10-K and 10-Q.

Note to Editors: To request previous press releases on e4L, Inc. or an investors package, please contact Suzanne Flaig at 818/461-6461.