Additional ad infers revenue, which baseball state states eventually could reach $2 per disc, will be split 80%-20%, with the greater share going to the newspapers, he said. That $2 could translate into an additional $7. 7 million a year in advertising for a paper such as the Dallas Morning News, based on its monthly rollout to 625,000 home subscribers and newsstand buyers. That's not the only upside. Users can navigate from the disc to other websites, including the newspaper's online edition and advertisers' home pages. IMedia said that though it did not download "cookies" or other information to computer hard drives, it had devised a mechanism that helps tracks usage by customers with broadband computer hookups. The company then uses a complex formula to estimate overall disc usage. That information showed that readers inserted the first disc a total of 302,000 times, the Morning News and IMedia said. The following month, a second disc got 321,000 viewings and the third disc is on track to get 285,000 or more, according to the Morning News. Users spent an average of 18 minutes with the first CD and averaged 22 minutes with the second and third CDs, IMedia reported. "We have gone up and down a little bit but, overall, the audience looks like it is sustaining more than 285,000 sessions, which is very, very good," said the Morning News' Heller. From 11,500 to 21,000 users per month have clicked through from the CD to other Internet sites, IMedia said. The discs will get a wider distribution beginning in October, when the New York Daily News, the nation's fifth-largest daily paper, plans to package the CDs in its Sunday paper, which has a circulation of 781,000. Joe Stella, vice president of entertainment and travel advertising at the Daily News, said the paper had high hopes for the video insert and planned to promote it heavily "It's attractive," Stella said.

"It's something free for our readers that is of value. "IMedia produces the "Hollywood Previews" content in house, largely using free video from studios, which are happy to have another platform to promote their films. An introductory segment on the CDs is meant to give viewers the impression they are flying into Los Angeles, before walking down the red carpet for a Hollywood premiere . A menu then opens -- offering the variety of choices from games to a link for the newspaper's website. As they click through the selections, viewers must either click past or stop at a welter of video and banner advertising basketball state . The Morning News' Heller acknowledged that too many ad stops could become "cumbersome" and that the newspaper and IMedia "are still working to figure out the best user experience we can get. "MacEachern, 50, a former professional trumpeter who played with Sly and the Family Stone and other big-name acts, co-founded IMedia with Scott Kapp, 45, his former partner in a Los Angeles advertising agency bobcats . The duo first used CDs to help suppliers market their products to buyers at Wal-Mart bobcats baseball . IMedia also produced a CD that helped Las Vegas Mayor Oscar Goodman promote his policies. And another disc, delivered by mail, touted a Las Vegas hotel. "I said, 'This is a medium that no one has really capitalized on,' " MacEachern said. Further inspiration came from England, where video discs now turn up in newspapers routinely Texas State Bobcats - txstatebobcats . Most of the British publishers have taken a different tack -- distributing movie DVDs as a sweetener to get readers to pick up their papers Texas State Bobcats . Discs have become so commonplace in Britain's weekend papers that readers have come to expect them, said Larry Pryor, a specialist in new media at the USC Annenberg School for Communication. Pryor said that the use of CDs also could help U. S.

papers save space in weekend papers already packed full with weekend advertising inserts. Founded in 1999, IMedia went public three years ago . The market capitalization of the 43-employee company, which is traded over the counter, has fluctuated broadly and stood at about $13. 9 million on Monday. IMedia posted a net loss of $572,000 in 2006 on sales of $1. 4 million, an improvement over the previous year, when sales reached just $446,000 and it lost more than $4. 2 million. MacEachern said he expected to announce deals with more papers soon. Assisting with dissemination of the CDs is Universal Press Syndicate, the distributor of comics and features including "Doonesbury," "The Boondocks" and "Dear Abby. " bobcats basketball . Looking back at UCLA's 30-21 victory over No bobcats football . 10 California. RewindAs expected: Of course UCLA is going to blow this bobcats roster . A two-point lead isn't enough, not with Cal on the Bruins 30-yard line Another mismanaged game by Karl Dorrell.

wait, is that cornerback Alterraun Verner running for a touchdown?The Bruins' fan creed: Expect the worst; be pleasantly surprised. What needed to be in their equation was defensive coordinator DeWayne Walker . Once again, he showed why he doesn't need a career development meeting bobcats schedule . Things seem to develop nicely by themselves. The Bruins' defense made life difficult for the Bears' highlight-reel players bobcats skid steer . Texas State Bobcats tickets That was evident when Verner stepped in front of California's DeSean Jackson for the interception that saved the day bobcats sports . Everybody on the Bruins' side said they knew what the Bears were going to try when they lined up. Unexpected: Everything in the Bruins' football program, from the head coach to the equipment man, seems to fall into the "unexpected" category.

This herky-jerky sideshow leads to unrest among the faithful, and unfaithful, but the Bruins mustered up the gumption to beat 10th-ranked Cal . Yet these are the same guys who did a belly flop in Utah and had no plan for quarterback disaster against Notre Dame. Stepped up: The offensive line bobcats team . Limiting themselves to that one false-start penalty Saturday would have been cause enough to celebrate cross country state . But the blockers did so much more against the Bears. The Bruins gained 183 yards rushing, the most Cal has given up in a game this season football state . That not only sustained drives, it kept the potent Bears offense off the field. Stepped back: Dorrell's critics, who can take at least a week off. Poised for another round of bash-the-coach, they can give their mad Internet skills a rest after the Bruins had a solid performance top-to-bottom Saturday and will now prepare for lightweight Washington State Texas State Bobcats - txstatebobcats . And, before hitting that "send" button, yes, the contest at Pullman, Wash. , does seem like the type of game Dorrell and the Bruins have lost in the past. Coach's quote: Dorrell: "We played as complete, total football game as we have done this season, with all three areas [offense, defense, special teams] holding their own. "The offensive part was handled by quarterback Patrick Cowan, who was unspectacular but efficient. "He managed the offense," Dorrell said "The offense had a positive day.