ORLANDO SENTINEL

July 10, 2002 Wednesday, FINAL

SECTION: LIFE & TIMES; Pg. E5
LENGTH: 345 words
HEADLINE: POP DIVA BRITNEY SPEARS CALLING -- IT'S LIKE A FAN CLUB IN YOUR POCKET
BYLINE: Eric R. Danton, National Correspondent

BODY:
You've probably accepted by now that Britney Spears is never going to call, even if she actually had your number.

That doesn't mean, however, that she won't leave you voicemail -- for a price. For $19.99, you can purchase a three-month subscription to Britney's wireless fan club, which entitles you to "surprise" voice and text messages delivered right to a mailbox you can access from your mobile phone. It's the latest in the marketing of Brand Britney, this time under the guidance of WFX, a New York wireless network working to marry the latest technology and entertainment fads.

Available for the past two months exclusively at Best Buy stores, Britney WFX soon will be stocked by other retailers, says Jed Alpert, president and chief executive officer of WFX. Fans who buy the Britney kit get kitschy goodies, including a replica all-access backstage pass and a static cling decal.

They also get a phone card-size piece of plastic with a sultry picture of Britney on the front and an access code on the back that allows them to receive recorded voice and text messages from the packaged singer and her retinue.

A sample access code provided by WFX yielded a voice message from a woman who identified herself as Sonya, the head of wardrobe for Britney's tour. Sonya talked on the scratchy recording about shopping for new outfits for the performer and her dancers and mentioned that they'd go shopping again in a few days. Not exactly a peek into the wild backstage world of Britney Spears, but better than nothing.

Alpert and WFX aren't stopping with Britney. He says the company has plans to create wireless fan clubs for other entertainers and expand into the sports world too.

"It doesn't require a lot of technology or technological expertise. Your phone becomes, in the case of Britney Spears, kind of a fan club in your pocket where you have direct access to the artist," Alpert says. "That kind of commitment and loyalty from fans is rewarded, because in addition to information, you get first crack at tickets, first crack at merchandise."

LOAD-DATE: July 10, 2002