Go Shopping Online With Joan Lunden.

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Author: O'Loughlin, Sandra soloughlin@brandweek.com

Television personality Joan Lunden, an admitted fan of www.personalshopper.com, has partnered with the Internet retail site for a holiday promotion. "Joan Lunden's Holidays Made Simple Tips," offers a column with consumer suggestions such as: Buy a small journal or notebook to keep track of lists (Tip No. 7); or, schedule a well-planned lunch break weekly (Tip No. 10).

Lunden's tips also are featured in a radio campaign for the site in nine markets: Miami, Chicago, Boston, Washington, Philadelphia, Detroit, San Francisco, Atlanta and Dallas.

"When we found out Joan was a fan, we approached her about working together," said personalshopper.com rep Christine Shaw. "Who is a better partner than the quintessential working woman, as TV anchor, producer, author and mother of seven."

Personalshopper.com is a free service founded by former Hewlett-Packard exec Laura Silsby. Based in Boise, Idaho, the site is geared toward working women and busy mothers who fill out profiles indicating favorite colors, brands, hobbies and more. Based on preferences, the site searches more than a million brand-name products and gift ideas tailored to individual interests and needs.

The site also tracks gift-giving occasions, then delivers gift ideas tailored to a recipient's profile. Retail partners include Wal-Mart, Overstock.com, Sharper Image and Macy's. Brands involved include Calvin Klein, Gucci, Cuisinart, Compaq, Disney and DKNY. So far, personalshopper.com is averaging 45,000 visitors a day, with visits expected to rise throughout December.

Program: Joan Lunden's holiday tips

Marketer: Personalshopper.com, Boise, Idaho

Key players: PS: Laura Silsby, founder/CEO;

Medelia Communications: Delia Passi, CEO

PHOTO (COLOR): Simple tips: Web site fan Lunden offers holiday shopping counsel to online consumers.

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By Sandra O'Loughlin