By DONNA KARDOS
March 27, 2006 - The Wall Street Journal

Richard Rosenblatt, former chief executive of Intermix Media Inc. and chairman of Myspace.com, was named chairman of icrossing Inc., a digital media and advertising agency. He succeeds Jeffrey Herzog, who continues as chief executive and remains on the board.

Mr. Rosenblatt, 36 years old, joins icrossing after helping Intermix engineer a $580 million sale of Myspace.com to News Corp. in September -- an experience he feels helped to prepare him for his latest challenge.

"If you look at the story of Intermix, we went through a complete restructuring and rebuilding of a business," he said. "We took it from losing millions of dollars to a profit. Building a business from scratch really has helped me know how to take icrossing to the next level."

Mr. Rosenblatt also is the former chairman and CEO of iMALL, which was sold to Excite@Home for $565 million in July 1999. And he was the founding investor and vice chairman of GreatDomains, which was sold to Verisign Inc. for $100 million in October 2000.

"I'm hoping to use positioning, marketing and operational strategy to help take iCrossing to the next level," Mr. Rosenblatt said.

Mr. Herzog, 36, founded iCrossing in 1998, and he says it currently represents 25 of Fortune 500 companies. The company is built on Mr. Herzog's trademarked Reverse Direct Marketing method, which involves advertising at the point of interest where consumers seek businesses. iCrossing works to optimize Web sites so that they appear at the top of user-initiated internet searches, which Mr. Herzog said is the next big trend in advertising.

"We're breaking ground here," Mr. Herzog said, "and when you've broken ground, you want to be around people like Richard who've been there before."

The board stands at seven members, with Ken Kendrick, the founder, chairman and principal shareholder of Datatel Inc., stepping down as a director.