How Bolt.com Is Trying to Catch Lightning

The teen portal gathers info on its desirable audience and sells it to big marketers. A promising model, but maybe hard to hold onto

Why do teenagers act the way they do? Bolt.com thinks it has a way to provide Corporate America with some insights. Its idea is simple: Youthful cybersurfers from around the globe visit Bolt.com, a community portal where Gen-Yers ages 15 to 24 discuss everything from sex to music. A registration process records basic demographic information from visitors. Bolt then monitors the teens' activity on the site, compares it to the mostly anonymous information gathered during registration, and creates market profiles tailored to the needs of its high-profile clients, including the likes of Procter & Gamble, Eastman Kodak, AOL Time Warner, and AT&T.

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