Be Free Recruits Expert Management Team.

MARLBOROUGH, Mass.--(BUSINESS WIRE)--Nov. 10, 1998--

Fast Growing Affiliate Marketing Company Packs One-Two

Punch with Talent & Funding

Be Free, Inc., the web's leading provider of affiliate marketing services, today announced it has made further additions of proven industry talent to its existing management team. Five senior executives have been named to fill the positions of chief financial officer as well as vice presidents of sales, marketing communications, client services and product planning. These management additions follow the recent appointments of Gordon Hoffstein as president and chief executive officer and the infusion of $17.6 million in venture capital funding. Co-founders Thomas and Samuel Gerace are serving as executive vice presidents of business development and technology, respectively.

The new management team includes: Stephen Joseph, chief financial officer, W. Blair Heavey, vice president-sales, Ellen M. Brezniak, vice president-product planning, Joseph N. Lorenc, vice president-client services and Patricia L. Travaline, vice president-marketing communications.

According to Hoffstein, "Be Free has built a world-class management team with the experience and knowledge to define the future of affiliate marketing. Our new associates and our recent funding give us the additional talent and resources to rapidly expand our capabilities as a service provider." He added, "We can now more effectively capitalize on our superior technology and provide our customers with enhanced direct marketing tools and services to build custom branded affiliate networks."

Be Free's technology enables clients, such as barnesandnoble.com, to build "virtual storefronts" on potentially thousands of affiliate websites, allowing the clients to sell products "in-context" on websites with similar target consumers. In addition to barnesandnoble.com (NYSE:BKS), clients include Travelocity (NYSE:TSG), R.R. Donnelly & Sons Co. (NYSE:DNY), Network Solutions (NASDAQ:NSOL), Lending Tree, Electronic Newsstand, Inc., and Fogdog Sports.

Stephen Joseph, Chief Financial Officer. As former chief financial officer at PCs Compleat, a super direct reseller of personal computer products and services, Mr. Joseph directed the financial operations of the company and was instrumental in raising three rounds of venture capital funding amounting to $19 million. At Be Free, he will be responsible for overseeing all financial operations for the company.

H. Blair Heavey, Vice President of Sales. In his former position at Open Market, Inc., a leading provider of Internet commerce solutions, Mr. Heavey was the sales founder who designed and implemented Open market's first worldwide channel and sales strategy enabling the company's successful IPO. Mr. Heavey also helped design and implement Open Market's commerce service providers strategy, establishing relationships with some of the world's leading telecommunications companies, financial institutions and Web developers to deliver commerce solutions to a variety of businesses. At Be Free, Mr. Heavey will be responsible for developing and implementing a comprehensive national sales infrastructure.

Ellen Brezniak, Vice President of Product Planning. As vice president of the Business-to-Business Market and then the Information Publishing Market at Open Market, Inc., Ms. Brezniak led marketing and engineering teams focused on delivering Internet commerce solutions to these specific market segments. Her responsibilities at Be Free will include internal product management, external product marketing as well as helping to set industry standards for affiliate marketing services.

Joseph Lorenc, Vice President of Client Services. Former vice president of sales at PCs Compleat, Mr. Lorenc is a veteran of over 15 years of sales and management in both large and small corporate environments. In his position at Be Free, he will focus on enabling clients to maximize the effectiveness of their affiliate networks.

Patricia Travaline, Vice President of Marketing Communications. As former head of marketing communications at PCs Compleat, Ms. Travaline developed a communications strategy that successfully positioned the company as a pioneer and leader in the direct selling of brand-name personal computer products. With more than 17 years of agency and corporate experience, Ms. Travaline will develop and oversee Be Free's marketing and public relations programs to solidify the company's position as the leader in affiliate marketing.

The following analysts have expressed a willingness to comment on Be Free:

- Melissa Bane of Yankee Group - Kenneth Cassar of Jupiter Communications - James McQuivey and Shonta Puhtler of Forrester Research - Roy Satterthwaite of Gartner Group

Be Free, Inc., is the Web's leading provider of affiliate marketing services. The company specializes in marketing information services, including its BFAST(TM) technology for affiliate management and BFIT(TM) technology for targeted advertising delivery. Both BFAST and BFIT are available through the Be Free service bureau. For more information, visit the company's website at http://www.befree.com.