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Musician's Friend has launched a new program to generate more traffic on its Web site,

The company, based in Medford but owned by Guitar Center Inc., is recruiting other companies to be affiliated sites, the company announced Thursday. Other companies would post a link to Musician's Friend's page and receive a referral fee for any orders that originated from their sites.

We believe this new affiliate program will drive more traffic to our Web site and will contribute to the growth we are already seeing in our Internet orders, said Rob Eastman, Musician's Friend's chief executive.

The Web site was launched in October 1996 and has been lauded by industry groups for its interface, service and looks.