January 28, 2002, 12:00 AM

Alloy deal pays off with higher traffic, says Ellegirl.com

A marketing agreement between Ellegirl.com and teen marketer Alloy has resulted in 27.6% growth in traffic and 13.2% growth in unique visitors, says Ellegirl.com.

Kurt Peters

Executive Editor

Ellegirl.com, a web site featuring style and beauty trends for teens, today reports that its traffic numbers grew 27.6% while its number of unique users grew 13.2% during the fourth quarter. The web site credits the surge in traffic in part to its strategic partnership with Alloy Inc., a direct marketer to the teen and young adult segment that provides media content and sells clothing and accessories through its web site and catalog. Ellegirl.com partnered with Alloy in May 2001 to help promote special events online and to provide ongoing counsel on Ellegirl.com’s editorial, design and technology development.

The two companies supported a $25,000 sweepstakes on Ellegirl.com in September. In October the two promoted a new Win Big section at Ellegirl.com that hosts four monthly contests. Both companies cited Alloy`s convergent media model with helping boost traffic at Ellegirl.com. The model uses a wide range of media, such as direct mail catalogs, web site, magazines, college and high school newspapers, on-campus media boards and college guides to reach the more than 25 million teen and young adult market each month.

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