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By PETER H. LEWIS
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   In a move that is certain to increase the turmoil on global computer networks, two Arizona lawyers said yesterday that they had formed a company with the goal of making commercial advertising pervasive on the Internet.		 The pair's previous commercial, or 'spamming,' led to roars of protests.  
   In doing so, they shunned a plan, announced earlier this week by two other companies, to create specific advertising zones on Usenet News, a popular network that is connected to the Internet, a global web of computer networks.  The advertising zones, which would require advertisers to pay a fee to place their messages on the network, would theoretically allow the estimated 20 million Internet users to choose whether they viewed advertisements or not.
   The new advertising company, called Cybersell, was started by Laurence A. Canter and Martha S. Siegel, husband-and-wife partners in the immigration law firm of Canter & Siegel in Phoenix.

Focus of Criticism

   Mr. Canter and Ms. Siegel have been the focus of intense criticism on several computer networks since April 12, when they posted an advertisement offering their legal services on thousands of Usenet bulletin boards, called news groups.  The advertisements were deliberately placed without regard for the interests of the specific new groups.
   The first product Cybersell will advertise throughout the Internet is "a health product, super-oxygenated water," Ms. Siegel said yesterday.  "You drink it, and the fact that it has additional oxygen gives you additional energy and promotes the healing process," she claimed, adding that the company would be ready to post the ads "within days. certainly within two weeks."
   The Usenet is one of the largest networks within the Internet, read by an estimated 10 million people.  both the Internet and Usenet are self-governing, and most of the computers comprising the networks are privately owned.

 Violation of Tradition

   There are no laws prohibiting the posting of advertisements on Usenet or elsewhere on the Internet, but the act violated long-held traditions against random placement of any type of messages on news groups. Such scatter-shot messaging is known as "spamming."
   Each Usenet participant pays, either directly or indirectly, for the data he or she receives.  In contrast, the cost to spam an advertisement in thousands of news groups, where it is potentially read by hundreds of thousands of computer users, is typically less than $50.
   The first advertisement spamming by Mr. Canter and Ms. Siegel resulted in tens of thousands of complaints -- even death threats -- from Usenet readers.  Electronic vandals jammed the law firm's telephone, fax simile and computer systems for days afterward.
   But Ms. Siegel said the law firm made so much money from it's ad -- offering, for $95 per person, to help foreign nationals fill out free applications for United States Government "green card" work permits -- that it decided to continue with the ads.  Mr. Canter said he and his wife planned to write a book telling other companies how to advertise on the Internet.

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