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Contact: David Bassiouni Nina Pflumm
Kratz & Jensen Inc. for MyPrimeTime, Inc. Age Wave IMPACT
212-979-2700 ext. 282 510-923-2245

MyPrimeTime, Inc. and Leading Baby Boomer Web Site Select Age Wave IMPACT as Advertising Agency and Research Partner

$10 Million Ad Campaign Launches on January 24

SAN FRANCISCO, Jan. 25, 2000 - MyPrimeTime, Inc. an integrated media company that operates the baby boomer life empowerment Web site,, announced today it has selected of integrated marketing firm Age Wave IMPACT as its advertising agency of record.

A $10 million ad campaign with cable and broadcast television, radio and online components launched on January 24. Focused on building the MyPrimeTime brand identification among consumers, the campaign is intended to solidify's position as the online resource to help America's baby boomers achieve their individual financial, career, health and leisure goals.

In addition to the advertising campaign, Age Wave IMPACT will assist MyPrimeTime, Inc. with its Web site development and marketing program strategies. Age Wave IMPACT will also lead the research effort in developing's approach to consumer communications, as well as site content and navigation.

"As a resource for the 81 million members of the baby boom generation, we wanted an ad agency that understands how to communicate this group's desire to find real meaning in their lives," said MyPrimeTime, Inc. Co-Founder and CEO Craig Forman.

"At the same time, we needed a strategic partner able to move along with us at 'Internet speed,' not simply to create an ad campaign, but who could also provide us with a complete integrated marketing strategy to help us gain additional insight into our target audience. Age Wave IMPACT fits the bill perfectly on both counts," Forman added.

The campaign launched on January 24 with a series of national cable, spot local television and radio, and online advertisements. The campaign will be a hybrid brand-building effort and direct, one-on-one consumer outreach.

"By applying our extensive knowledge of the attitudes, purchasing behaviors, lifestyles and various life stages of baby boomers, we will craft a multimedia advertising approach that will capture the imaginations, mindshare, and Internet connections of's key constituents," said Bill Burkart, Age Wave IMPACT President and CEO.

"We are excited to debut an effective, engaging campaign built on the combined strength of's rich content and relevant tools and our mature marketing expertise," added Robin Raff, Senior Vice President of Age Wave IMPACT, Interactive Division.

"Age Wave IMPACT is the market leader on researching trends among baby boomers, and is the leading consultant to Fortune 500 companies on boomers' impact on commerce," noted Helen Whelan, MyPrimeTime, Inc. Co-Founder and President.

"There are 27 different life stages that have been identified for people between the ages of 35 and 54. Age Wave IMPACT's expertise in life stage research will be critical in communicating our message to our core audience, which is people who are technologically competent and who are interested in life improvement issues," Whelan added.

About Age Wave IMPACT
Age Wave IMPACT is the leading integrated marketing firm specializing in targeting maturing baby boomers and older adults. Based in Emeryville, CA, with offices in New York, Atlanta
and Louisville, the company applies its extensive knowledge of mature consumer segments and integrates print and broadcast advertising, direct mail, teleservices, Internet marketing and public relations services to build brand equity, relationships and sales with mature consumers. Clients represent a broad range of industries, including consumer products, financial services and health care. For more information on Age Wave IMPACT, visit

About MyPrimeTime, Inc. and
Empowering people between ages 35 to 54, is a Web site that provides 81 million Americans with a voice - as well as tips, tools and even a little inspiration to help them make positive changes in their lives. The four principal content areas on the site are Money, Work, Health and Play. Users get finely edited content to help them reach their goals, including how to accelerate a savings plan, slow the aging process, start a business and plan the vacation of a lifetime. According to MyPrimeTime, Inc. Co-Founder and Editorial Director Donald Van de Mark, the Web site is "a personal trainer for your life.", part of MyPrimeTime, Inc., an integrated media company, is based in San Francisco, CA.

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