E-mail 'guest list' service adds Yahoo, Outlook integration

Because 'one person's spam is another person's sausage'

Loder admitted that "not very much" money had changed hands between Boxbe users and marketers so far. He said the company was focusing on adding features -- and, it hopes, users -- before knocking on Madison Avenue's doors again.

"We have to attract a large number of members in order to get the scale for advertisers to give us greater consideration," he said.

In the future, users could register their personal demographic data with Boxbe to make them better leads for marketers, thus also raising the rate they could charge certain advertisers.

That could help users someday to charge even marketers hawking porn Web sites or Viagra and get paid, Loder said.

"Almost any kind of message could be paid by a marketer for delivery, as long as they get the assurance that it's to an audience that cares," he said.

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Eric Lai

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