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Kristen McEntire
Margit Wennmachers
OutCast Communications
415/392-8282 Appoints Melissa Barritt Felder Vice President, Consumer Marketing

Massive Consumer Branding Effort In the Works for Free End to End Photo Service

SAN FRANCISCO - April 19, 2000 -, the only end-to-end photo service offering free developing, free printing, free digitizing, and free online storing and sharing, today announced it has appointed Melissa Barritt Felder vice president of consumer marketing. Barritt Felder contributes more than 12 years of strategic marketing leadership and business management experience in branding products for the family target market, having previously worked for such consumer brand leaders as Kraft, Nabisco, Tropicana/Dole and Del Monte.

In her new role at, Barritt Felder will apply her extensive experience in mass consumer branding and her knowledge of the family target market to establish as the world's most trusted, affordable and fun online photo destination. She will oversee all marketing functions, hire agencies of record, leverage key strategic partnerships and continue to build the company's talented marketing team.

"Melissa's leadership and outstanding track record with major consumer brands are invaluable as we build into the premier destination for storing and sharing memories," said Raj Kapoor, CEO and co-founder of "We know that families are our best customers, so we searched for a marketing leader who understands that audience."

Most recently, Melissa was one of the youngest vice presidents in the history of the Del Monte Foods Corporation and the company's only female officer. Under her leadership as vice president of marketing, the $500 million retail fruit division's sales and profits rose significantly through consumer driven product innovation. Over the last two years alone, she has developed, launched and nurtured new products and sub-brands that will generate $150 million in annual sales.

About is positioned to dramatically redefine the consumer photography market by providing the first complete photo service that offers film developing, printing, storing and sharing online, all for free. will provide both film-based and digital camera users with the ability to seamlessly and effortlessly share, store and order reprints with unsurpassed security.

Privately held and backed by @Ventures, the affiliated venture capital arm of CMGI, Mayfield Fund and private investors, was founded by a team of seasoned, second-generation Internet leaders from companies including Excite@Home and Cisco Systems. recently earned the coveted award for Most Innovative Business Model from a Startup in 1999 from Internet World Magazine. The magazine noted that, because serves customers with 35mm film, it "has access to the vast majority of picture-takers today, who will also presumably be the digital camera wielders of tomorrow." has a strategic partnership with District Photo, the nation's largest mail order photo finishing lab, with more than 50 years of experience in the market. uses Kodak paper and materials for all of its processing.

With consumer photography representing a $14.20 billion market in the U.S. alone, is poised to provide consumers with breakthrough benefits in online photography and reinvent an enormous consumer category in the process. The company is based in San Francisco, California. Additional information is available at the company's Web site at

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