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As newcomers continue to flock to the online music publication business, one of the originals, New York-based SonicNet, is looking to extend its franchise the traditional Web way: through a distribution and marketing alliance with community site theglobe.com. The pact is the first of a series of deals that SonicNet expects to announce as it embarks on an affiliate partnership program, essentially syndicating its content to other sites.
“We want to extend our brand and we have to take an all-encompassing approach,” said SonicNet president Nicholas Butterworth in explaining the affiliate program strategy.
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