NET COMPANIES PLAY CHUTES AND LADDERS, EXECUTIVE STYLE

Time to update that Rolodex… ARTISTdirect Network has named former SonicNet bigwig Michael Goldberg Editor-in-Chief. Goldberg will develop and oversee the editorial department, providing news, reviews, features and columns on the ARTISTdirect Network, as well as pen a weekly column for the site. Many consider Goldberg a pioneer in bringing together the Internet and music; in 1994, he created Addicted to Noise, the first professional Internet music site. In fact, Goldberg created the entire World Wide Web, but is happy to let Vice-President Al Gore take all the credit.

Another body jumping ship from Viacom is former MTVi Chief Technology Officer Alex Maghen, who moves to the same position with LAUNCH Media. Maghen will oversee all technology operations, leading new directives in product development and technology partnerships. Said Launch President Bob Roback: "We are very excited to have Alex as part of our senior management team. Plus, we're hoping he can hook us up with one of the hot chicks from the Real World."

Digital rights clearing service Reciprocal has appointed Nancy Cooper as the company's Chief Financial Officer. Cooper will oversee all current and future financial needs for the company. Cooper, who served as CFO of Pintey Bowes' Financial Services and Internet Products Divisions and IBM, was tapped for her ability to pad an expense account as well as her knack of always having exact change for the soda machine.