(EMAILWIRE.COM, February 27, 2002 ) Maxim Online, the number one site among 18-34-year-old males, and adiamondisforever.com, the Internet's preeminent source for information about diamonds, have partnered to create a new, interactive online cartoon that will help educate young men about the process of buying a diamond engagement ring. The cartoon serial, "Buck's Diamond Dilemma," launches on February 27th on www.maximonline.com, and follows the title character at pivotal junctures as his relationship with his girlfriend progresses. For J. Walter Thompson, which produces the award-winning adiamondisforever.com web site on behalf of the Diamond Trading Company, the online cartoon marks a creative departure from their traditional "A Diamond is Forever" print and television communication campaigns. "As the digital medium evolves, communications strategies are being propelled to new heights. Our partnership with Maxim Online represents the perfect 'marriage' of entertainment, technology and marketing. What's more, it allows us to deliver our strategic message within the context of Maxim's bold offline character," says Anne Valentzas, account director at J. Walter Thompson for adiamondisforever.com. Each month, visitors to Maxim Online will vote to determine Buck's next move as he encounters a new romantic quandary in his relationship with his girlfriend, Shannon. At the conclusion of "Buck's Diamond Dilemma," adiamondisforever.com will award a Grand Prize of a diamond engagement ring ($5,000 retail value) to one lucky site visitor. Additionally, throughout the eight-month serial, visitors to the site will become eligible to win courtship-themed prizes, including gifts of flowers, chocolates and lingerie. For men seeking advice on their own "diamond dilemma," the cartoon will also provide a link to a diamond education microsite, sponsored by adiamondisforever.com, that offers diamond purchasing how-to's in Maxim's signature "guy to guy" style. "Through the character of Buck, young men will address their own inhibitions toward diamond purchasing in a familiar, pressure-free setting," adds Valentzas. "We are very excited to further enhance our adiamondisforever.com sponsorship with a fun, interactive feature that's sure to engage our online audience on an ongoing basis. Figuring out the best way to pop the question is a serious matter -- but that's no reason why it can't be dealt with in a way that leverages the Maxim brand style we're famous for," says Roger Munford, general manager of Maxim Online. Maxim Online (www.maximonline.com) -- the premier destination Web site for men -- was launched on February 14, 2000 and currently receives 1.3 million unique visits and 35 million page views per month. Maxim Online General Manager: Roger Munford. Maxim Online Advertising Director: Jason Wagenheim. Online Marketing Manager: Pam Sturchio. Maxim is the men's lifestyle magazine published 12 times a year by Dennis Publishing. Editor-in-Chief: Keith Blanchard. General Manager: Andy Clerkson. Group Publisher: Carolyn Kremins. Maxim and Maxim Online are registered trademarks of Felix Dennis. Adiamondisforever.com is an award-winning consumer web site that, by combining promotion with education, helps to build interest and desire in diamonds among consumers, as well as build their confidence in the diamond buying process. The foundation of adiamondisforever.com is the interactive programs on the site, which include the all new Design Gallery, a dynamic 4Cs educational feature and the award-winning Design Your Own Engagement Ring program. --------------- Produced for J. Walter Thompson Contact:Amanda PattersonJ. Walter Thompson212-210-7571amanda.patterson@jwt.comPhil DiIanniMaxim Online212-849-8259phil@four-corners.com ---------------

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