WHAT’S CLICKING

ON TIME: Time Inc.’s Time Digital monthly Internet magazine is changing its name, its look and its tone. It is being relaunched, starting with the April issue, as On Magazine, a monthly general interest Internet magazine targeted to consumers. The new format hits newsstands Monday, priced at $3.95 and with a guaranteed circulation of 1 million. Time Digital started six years ago as an insert in the weekly, and spun off as a separate title in 2000. The new format of On is meant to be a guide to the Internet, as well as a forum for examining its impact on culture, said deputy editor Elizabeth Gleick. “What people want is information — here’s how to buy your car online, for example, but also, ‘What’s it like to date online?”‘ On’s Web site is also undergoing a makeover to put it in sync with the magazine.

TOTALLY ONLINE: Drugstore.com and the skin care site TotalSkinCare.com have entered into a new marketing partnership. In the deal, drugstore.com will be the exclusive online vendor for the physician-grade products recommended or produced by TotalSkinCare.com, an informational Web site dedicated to skin care education and physician-grade antiaging, acne and sun-exposure skin care lines. As part of the deal, drugstore.com will add a “Clinical Skin Store” area to its Web site, where browsers can find the TotalSkinCare recommended products as well as try skin analysis, personalized product suggestions and general skin care advice.

SOLO VENTURE: With Wirtualstore.com, Italian entrepreneurs Andrea Greci and Carlo Ghielmetti are giving exclusivity a new twist. The year-old e-tail business sells a line of hip, contemporary-price sportswear designed by Greci, 31, that is only available on the ‘Net. “We can offer [our line] at the same price to the whole world and guarantee the high quality of the ‘Made in Italy’ label,” said Ghielmetti, 37.
Current looks on the Web site include a variety of trousers, cropped jackets, chunky sweaters and industrial boots. A leather motorcycle jacket sells for $275, while a hooded wool sweater costs around $70. The company expects sales to reach $700,000 in 2001, with Italy accounting for 60 percent of turnover. (Dollar figures are converted from lira at current exchange rates.)