Middleshift LLC helps Internet companies build revenue by creating advertising solutions and scaling sales and business development efforts. Middleshift has helped launch advertising businesses for Napster, Break.com, StreetFire.net and Total Beauty as well as several early stage startups. It also provides strategic consultation to TVGuide.com and Spark Networks. In the realm of original online programming Middleshift was involved in the launch of My Damn Channel and represents to marketers the original content for the web created by Michael Eisner's Vuguru. After the success of Prom Queen, Vuguru and Middleshift are following up this spring with The-All-For-Nots.