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In an effort to tie more of its advertisers directly to online commerce, Yahoo last week unveiled “Holiday Extravaganza ’97,” the first of two Christmas promotions, with a dozen participating sponsors including J. Crew, Clinique and FTD. A second, zanier holiday initiative, “Holiday Psychic Gift Guide” on Netscape Guide by Yahoo kicks off Dec. 2 to promote Prodigy Internet, Beneficial Bank and online retailer Z Auction.
The back-to-back promotions have the biggest advertiser participation of any Yahoo effort to date.
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