The Web gives small businesses access to global customers, but market access doesn’t automatically mean sales. Even online, advertising is critical to gain broad exposure. LinkExchange is the Web’s largest advertising network with over 200,000 members participating in a cooperative advertising network.

Members of LinkExchange swap ad space on one another’s sites. For every two times a LinkExchange member’s advertising banner is displayed to a visitor on another member’s site, the second company is given one "hit" on another member’s site. This gives LinkExchange surplus advertising inventory which is sold to member companies as well as heavyweights such as ABC TV, Microsoft, Universal Studios and Yahoo.

The Wall Street Journal reports, "LinkExchange is one of the few examples of an Internet company that has developed a business model based on how the Net works instead of imposing an old-line model on cyberspace."

Name: iVillage Description: Company that creates themed virtual communities URL: www.iVillage.com Founded: 1995

iVillage provides current, useful and free information in addition to online discussion groups about parenting, work and health. iVillage Web sites include ParentSoup (www.parentsoup.com), AboutWork (www.aboutwork.com), Better Health and Medical Network (www.betterhealth.com), and available in November 1997, the Women’s Network (www.ivillage.com).

iVillage generates the majority of its income from advertising revenues. Over the past year and a half, iVillage has worked with over 40 blue-chip sponsors such as Toyota, American Express, Polaroid and Novartis to create specialized advertising campaigns that meet their exact needs. "iVillage helped us find a new way to bring Triaminic® into new families’ lives and forge relationships with parents when they first learn to care for their children," said Novartis Marketing Director Barry Cohen.

According to iVillage, "Through the Internet, we are able to bring diverse people to our communities and facilitate the exchange of information, advice and support on the subjects in life that matter most: parenting, work and health."