National Media, Mitsui Extend Distribution to Internet

National Media Corp., the infomercial marketing company in Encino, CA, extended its distribution agreement with Japanese trading giant Mitsui & Co. Ltd., Tokyo, to include Internet retailing. Its stock rose 36 percent to 10 15/16 a share in yesterday's trading, following the announcement.

National Media, which has launched several initiatives this year to reposition itself as an Internet marketer, recently restructured much of its operations in Asia that had dragged down sales. The company plans to launch its discount buying club site,, during the upcoming Thanksgiving weekend. Although Japan's economy has been in recession for most of this decade, National Media is optimistic about the potential to leverage its TV media spending into electronic commerce. The company did not return an interview request. Its stock rose 36 percent to 10 15/16 a share in yesterday's trading.

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