Online fallout gets ugly

Published on .

Beyond pet cemetery: After spending freely and frightfully on flashy branding and advertising campaigns, many dot-coms have depleted cash and are slashing spending while others have shut down. There's more to come.

Toysmart.com

1999 measured media: $11.9 million

1st quarter 2000 media: $18 million

Comment/status on company: Sold majority stake to Walt Disney Co. in

August 1999. Closed its doors May 22.

Agency/advertising status: Arnold Communications, Boston, held the account until the e-tailer shut down. KBkids.com

1999 measured media: $31.4 million

1st quarter 2000 media: $114,000

Comment/status on company: Fired one third of staff in May and then canceled IPO. Parent Consolidated Stores Corp. plans to divest its K*B Toys business.

Agency/advertising status: Severed ties with GMO/Hill, Holliday, San Francisco. KBkids.com no longer has a separate ad budget for online operation. HomeWareHouse.com

1999 measured media: $1.7 million

1st quarter 2000 media: N/A

Comment/status on company: Sold online assets to Wal-Mart Stores' WalMart.com, which shut HomeWareHouse.com's doors July 5.

Agency/advertising status: Butler, Shine & Stern, Sausalito, Calif., held the account until the company went out of business.Salon.com

1999 measured media: $1.4 million

1st quarter 2000 media: N/A

Comment/status on company: Cut sales/

marketing spending 43% in second quarter. Traffic dropped 26% and revenue fell 32% from first quarter.

Agency/advertising status: Advertising is on hiatus, according to agency Odiorne, Wilde, Narraway & Partners, San Francisco.Petstore.com

1999 measured media: $3.3 million

1st quarter 2000 media: $1.2 million

Comment/status on company: Fired its 200 staff members June 13 after Pets.com announced it would acquire the rival pets site.

agency/advertising status: Black Rocket, San Francisco, held the account until the site closed its doors.

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