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               Magnify, Inc. Becomes Founding Member of
Newly-Formed Consortium Advocating Responsible Use of Personalization
  Technology; Magnify's Fienberg Named Vice President of Consortium

    CHICAGO--April 5, 2000--Magnify, Inc., a leading
provider of real-time, one-to-one personalization solutions for
e-businesses, today announced it is a founding member of the
Personalization Consortium, an international advocacy group recently
formed to promote the responsible and beneficial use of technology for
personalizing consumer and business relationships. Magnify's Vice
President of Marketing Marc Fienberg was elected vice president of the
group.
    Twenty-six companies, including Magnify, founded the Mass.-based
Personalization Consortium, which was launched at Spring Internet
World in Los Angeles today. The consortium will provide a forum for
discussion of personalization technology and privacy issues, develop
guidelines for personalized online marketing practices, sponsor
research, work with other industry and consumer groups to shape public
policy, and educate the marketplace about benefits of the enabling
technology. The consortium has formed six working committees which are
developing the consortium's operating plans: Privacy, Education,
Public Policy, Technology, Research and Membership.
    The consortium today released the results of its first project, a
survey of more than 4,500 Web users about consumer attitudes regarding
online privacy and retailers' use of customer information on the
Internet. The survey found that privacy issues are important to
consumers but do not outweigh convenience.

    Magnify's Marc Fienberg was elected vice president of the new
consortium. Other officers of the new consortium include: Don Peppers and
Martha Rogers, PhD., of Peppers and Rogers Group, co-chairs and
spokespersons for the group; Scott Martin of NextClick, president;
Bonnie Lowell of Younology, chief technology officer; and Gayle
Crowell of E.piphany, secretary-treasurer.

    About the Personalization Consortium

    Launched in April 2000, the Personalization Consortium is an
advocacy group, formed by businesses, to promote the responsible and
beneficial use of technology for personalizing consumer and business
relationships.
    The founding members of the Personalization Consortium include
American Airlines (NYSE: AMR), BroadVision (NASDAQ: BVSN), Chell.com,
DoubleClick (NASDAQ: DCLK), eCustomers.com, Elity Systems, E.piphany
(NASDAQ: EPNY), eSupplies.com, Exactis.com (NASDAQ: XACT), Frequency
Marketing, !hey software, I-Behavior, icontact, Individualize.com,
KPMG, Magnify, Inc., Nexgenix, NextClick, Peppers and Rogers Group,
PricewaterhouseCoopers, PrivaSeek, Servicesoft, SneakerLabs, u1.Net,
Wheelhouse and Younology.
    Information on the Personalization Consortium is available on the
World Wide Web at www.personalization.org, by sending email to
info@personalization.org, or by contacting consortium headquarters at
401 Edgewater Place, Suite 500, Wakefield, Mass. 01880; Tel:
781-246-0500.

For more information about Magnify see http://www.magnify.com/.

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