Guest guest Posted April 22, 2000 Report Share Posted April 22, 2000 Creakyjoints.com, a Humorous, Edgy, Reality-Immersed Arthritis Web Site, >Is Launched >UPPER NYACK, N.Y., April 19 /PRNewswire/ -- CreakyJoints.com, a sometimes >irreverent, often humorous, and always personal web site aimed at the 42 >million Americans with arthritis, was launched today by 18-year-old Seth >Ginsberg, a college freshman and a 12-pills-a-day arthritis sufferer. >Ginsberg, a former poster boy for the National Arthritis Foundation, >fund-raiser, and business major at Babson College in Wellesley, Mass., >said he created the edgy, humorous and supportive site, " For people of any >age who want to enjoy life despite arthritis. It's a participatory and >personal community where people come together and share deep-rooted >feelings about their common disease. " A 3 A.M. Idea >Ginsberg, the president, needed a place to go and someone to talk to one >night at 3 a.m. when the pain of his Spondyloarthropathy again prevented >sleep. A web site was the obvious answer. The next morning, he called >Louis Tharp, the president of Clay Marketing who had hired him as a summer >associate after he graduated from high school, and the two worked out a >business plan for CreakyJoints.com. Tharp became CEO, and provided >funding. The site is jointly maintained by Clay and Ginsberg. >CreakyJoints.com's objective is to be content-rich. It has stories written >by arthritis sufferers, black humor from Creak, an arthritic dog with a >foul mouth and a big heart, and several features which visitors to the >site contribute to, including drug side effects, sex with arthritis and >comments on over-the-counter drugs. >In addition, Ginsberg is one of a group of regular columnists. He writes > " Creaky Chronicles, " his diary, including entries written when he was >first diagnosed at age 13. Lee Hancock, a 30-year arthritis sufferer, >author, minister and philosopher, writes a column called " Ethereal Cereal, >Food for Thought, " a thought-provoking and poignant account of how she >deals with the disease which, she recently discovered, has been >misdiagnosed as Rheumatoid Arthritis for the past 30 years. >The site has its own illustration style by illustrator Lee , >who produces custom art for many of the stories. Sponsor Supported >The site generates revenue from sponsors, including K-Swiss, the athletic >shoe company. > " We are particular about our sponsors, " says Ginsberg. " We are not >interested in simple banner ads that often do little more than irritate >our members. We want our sponsors to appreciate the value of the strong >bond affinity group we are bringing them by being active participants in >the site. > " For example, K-Swiss has agreed to give away shoes in a special >introductory promotion, and they will continue to participate in future >site promotions, " says Ginsberg. He adds that he is negotiating with a >major drug company, a national clothing chain, and a soft drink company >for integrated advertising and special event sponsorship. > " We believe our members are better and more loyal customers than the >average consumer. When they see a company is interested in their disease >and is willing to reach out to them in special ways, they will be loyal >customers. We think the smart companies who know how to use sites like >CreakyJoints.com to build brand loyalty will see the value in sponsorship >here that far exceeds the typical impersonal web site advertising, " he adds. >Besides major sponsors, special sections of the site such as one currently >running called " computing with arthritis, " will take ads for products in >specific market segments. > " We will offer members an information data base of products that will make >their lives easier, and we will show them where to buy them online, " says >Ginsberg. " And in the future, " he adds, " we may handle our own e-commerce, >selling products on the site. " A Giving Back Philosophy >Both Ginsberg and Tharp are committed to using CreakyJoints.com as a >vehicle to help fund a cure for arthritis. " We'd love to go out of >business because there is a cure, " says Tharp, who notes that the business >plan calls for continuous donations to arthritis charities and >foundations. " We gave $500 to arthritis charities our first week even >though we had no income, " says Tharp, " because we want our members to know >that we are committed to helping them beat this disease whether that help >is emotional, financial, or political. (The site also includes a page >called " Yell At Em'! They'll Hear You " where visitors can send a message >to their elected officials.) Growth Comes Quickly > " The response to the site has been phenomenal, " says Ginsberg. " We are >expanding as quickly as possible both on the content side as well as new >services such as live chat rooms, email and other member services like an >online pharmacy and a spa. " >Members will also receive a weekly newsletter which highlights additions >to the site, new features, surveys, and special promotions. > " The best part of CreakyJoints.com, " says Ginsberg, " is being able to >immediately make people's lives a little better. Most people get into the >online world to make a million dollars. We want to make 43 million lives >better, and throw a huge going-out-of-business party when a cure is >found. " SOURCE CreakyJoints.com >-0- 04/19/2000 >/CONTACT: Lou Tharp or Seth Ginsberg of CreakyJoints.com, 914-348-0400/ >/Web site: http://www.creakyjoints.com/ CO: CreakyJoints.com ST: New York >IN: MLM HEA SU: PDT >© 2000 Cable News Network. . >Terms under which this service is provided to you. >Read our privacy guidelines. >myCNN.com is built on technology. Quote Link to comment Share on other sites More sharing options...
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