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With banner advertising from companies such as AT&T, Pemmican beef jerky and Disney-owned portal GO.com, ESPN.com–the online arm of the cable sports network–is targeting a decidedly mass-market audience.
But not all sports sites are created alike, even when they are linked together. Golfonline.com, ESPN and Golf Magazine’s niche site catering to golf enthusiasts, has advertising targeted to reach a more elite crowd.
“TV [advertising] is so expensive in golf this year,” says Julie Hansen, general manager of Golfonline.com,
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