Macromedia Launches Site to Pull in Ad Revenue

Macromedia Inc. is launching an ad-backed entertainment Web site featuring online games, interactive comic strips, and animated shorts.

The new site is called ShockRave. Initial advertisers include United Media’s Snoopy Shop, LifeSavers candy, Symantec, and the GetSmart Mortgage site. The ads appeared to be served by DoubleClick.

Macromedia Chief Executive Robert Burgess told Reuters, however, he could not estimate when the Web site would become a major revenue generator for the company.

Macromedia is best known for computer programs that let graphic artists create computer-generated illustrations and short animated sequences. It also offers Shockwave, a popular utility that allows Web browsing software, like Netscape Navigator, to display animated figures and play music.

Burgess said people visit Macromedia’s Web site about 5 million times a month to get a free copy of Shockwave, making Macromedia’s existing site one of the most popular destinations on the Internet.

In the most recent quarter, Macromedia’s revenue declined 5% to $26.6 million.

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