To: H James Morris who wrote (109781 ) 10/8/2000 11:37:58 AM From: Glenn D. Rudolph Respond to of 164684 James, That is a good article. I just want to comment on a few things. "It has taken some time for the Old-Economy parent and its New-Economy offspring to figure out how to work together. ``For the first six months, it was like we spoke different languages,'' Goldstein said, explaining that Kmart at first did not understand how critical it is to move quickly on the Web. ``They spoke Midwest and we spoke Silicon Valley.'' " Goldstein is incorrect here in my opinion. There is no rush. "Unlike most other bricks-and-mortar chains, Kmart decided not to name its Internet arm after its offline stores. Danzig explained that this gives the company the flexibility to sell more than just the types of products and brands found in a typical Kmart store. Forrester Research analyst David Cooperstein speculated that the Web company also did not want to be saddled with Kmart's troubled image as a poorly run organization in the bricks-and-mortar world." This is a good move. "While BlueLight.com may go by a different name, it benefits immensely from Kmart's huge marketing muscle. Kmart, which spends about $100 million annually on advertising, promotes the BlueLight site in the 72 million Sunday circulars that it inserts into newspapers across the country as well as in Kmart's 2,100-plus retail stores, explained Christopher Lien, BlueLight's chief financial officer. The BlueLight.com Web address also appears on Kmart bags and receipts. As a result, Janet Ball, BlueLight's director of advertising, said she hardly needs an advertising budget. ``Kmart brings huge marketing prowess and we can piggyback on those efforts to create a significant presence with nominal spending,'' Ball said. ``They give us national exposure.''" This is why dual channel is so important and pure plays will never make it. I use the same concept on a much smaller scale. Glenn