TECHNOLOGY - Dec. 18, 1998

Netscape Communications Corp. said it will introduce its first national consumer advertising campaign in 1999 using a mix of television, print, radio and online ads. The campaign is part of a bid to expand the Netscape brand and its Netcenter site beyond marketing efforts aimed at computer technologists and users and to put flesh on the bone of the Internet pioneer’s near-mythical aura. The move follows Netscape’s $4.2-billion deal last month to be acquired by America Online Inc. The ad campaign was created by Kirshenbaum Bond & Partners, a firm with $250 million in annual billings based in New York and San Francisco whose clients include Coca-Cola, Rockport and Target Stores. Mountain View-based Netscape’s shares rose $1.50 to close at $42.44 on Nasdaq.