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Short Take: MindSpring heads for TV

MindSpring Enterprises will kick off its first television advertising campaign Monday, with a feel-good set of ads running in an initial 12 markets around the country. The ISP, which is trying to nab the market's No. 2 slot behind America Online, will add $45 million to $55 million to its existing advertising budget over the next year, largely to fund the TV ads. The ads are focused on building a friendly, easy-to-use image.

MindSpring Enterprises will kick off its first television advertising campaign Monday, with a feel-good set of ads running in an initial 12 markets around the country. The ISP, which is trying to nab the market's No. 2 slot behind America Online, will add $45 million to $55 million to its existing advertising budget over the next year, largely to fund the TV ads. The ads are focused on building a friendly, easy-to-use image.