Bookseller Dorling Kindersley is using traditional door-to-door sales people to get consumers to sign up to its free internet service DKnet.
Determined to grow as fast as the free internet access pioneer Freeserve, DK is employing 10,000 advisors to sell the service to consumers, offices and school.
Industry watchers believe the novel approach could work. Previously free ISPs have opted to distribute CD-Roms through high street shops.
DK is hoping to win over consumers who have been apprehensive about getting online. Part of the advisors jobs will be to demonstrate the internet to people in their homes.
DK hopes its internet service will encourage book buying as well as enable it to grow an online community.
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