Boston.com Unveils New Animated Ad Units; "Shoshkeles" Ads Provide Innovative, Beyond-the-Banner Promotions.

Business Editors

BOSTON--(BUSINESS WIRE)--April 26, 2001

United Virtualities, a company dedicated to developing and implementing technologies that enhance the impact of Web-based communications, announced today that it has developed a new advertising unit for Boston.com, New England's largest regional Web site.

Boston.com is rolling out two creative executions to promote Boston Globe newspaper subscriptions and @bat Insider, an exclusive email product featuring news about the Red Sox. The home delivery ad features a Globe delivery truck driving across the screen tossing newspapers. When the truck reaches the end of the Web page, it launches the message "50% off on home delivery." The @bat Insider execution features a clothesline of red socks blowing in the breeze. A baseball spins across the page, hitting the clothesline and launching an invitation to sign up for @bat Insider.

Boston.com developed the concepts and images for the ad units, called "Shoshkeles," which are platform-agnostic and do not require a plug-in to be viewed by users. Download times for Shoshkeles are imperceptible, and time-lapsed delivery ensures they will not last more than eight seconds. By rotating creatives and limiting exposure--users will see each ad only once over the course of a day--United Virtualities and Boston.com aim to preserve the Web browsing experience.

"Shoshkeles allow us to entertain our site visitors and pursue our campaign goals for subscription sales, without sacrificing the user's experience," said Lisa DeSisto, vice president and general manager of Boston.com. "We are excited that we can offer our advertisers another vehicle for targeting their audience while providing our visitors with a fun interactive visual."

"The time is right for Shoshkeles. They expand the role of online advertising to set a standard for branding and performance that moves beyond recent discussions about ad unit sizes," said United Virtualities CEO Debra Brown. "Shoshkeles provide effective brand advertising for clients like Boston.com, while transparently flowing over Web pages."

To see either of the Boston.com "Shoshkeles" ads mentioned above, visit http://www.boston.com/mediakit/shoshkele.shtml

About United Virtualities

United Virtualities is a company dedicated to developing and implementing technologies that enhance the impact of Web-based communications. Shoshkeles, named for the middle daughter of their creator, are just one of the many intelligent communications tools developed by United Virtualities. For more information on Shoshkeles or to view other potential applications, go to http://www.unitedvirtualities.com.

About Boston.com and New York Times Digital

Boston.com, one of the most visited regional portals in the U.S., is part of New York Times Digital, the Internet division of The New York Times Company (NYSE: NYT). New York Times Digital (NYTD) is a premier news and information network for individuals who want a unique perspective on their world. By bringing together the industry's most trusted editorial content, a high-quality, knowledge-hungry audience, and proprietary filtering technology, NYTD and its properties comprise one of the world's most powerful environments for news, information and interaction. By leveraging the vast and legendary resources of The New York Times Company, NYTD aims to redefine traditional notions of media and marketing by using digital channels to transform content into experience. New York Times Digital is comprised of NYTimes.com, Boston.com, newyorktoday.com, and a Digital Archive Distribution business.