After launching the Spiv Web site earlier this year to communicate with 15- to 24-year-olds, Turner Broadcasting System thinks it has found a way to keep in closer touch with this demographic.

The Atlanta-based company kicked off Spiv (http://www.spiv.com) in January to acquaint itself with ‘an audience that Turner d’esn’t reach right now,’ says Scott Arenson, marketing manager for Turner Broadcasting System.

Now, Turner is publishing RELOAD, a weekly e-mail newsletter that highlights what’s new to Spiv’s movie, sports, indie music, fashion and other areas.

‘On the Internet, there’s so many sites out there that you need to build a relationship with your audience in order to keep them coming back,’ says Arenson, who also edits RELOAD. The first issue went out in early April, and Turner is pleased with the five to 10 new subscribers a day who are signing on.