Mr. DeRose got the job in 1990 and soon found himself in New York with Jupiter's founder, Josh Harris.
RESEARCH DIRECTOR TO CEO
Mr. Harris (now at Pseudo Programs, New York, which he founded) hired Mr. DeRose as research director; nearly a decade later, Mr. DeRose heads one of the most prominent consultancies focused on Internet advertising and commerce.
Joining Jupiter was a bit of a stretch initially for the English major.
'CONSUMER MEDIA JUNKIE'
"I have a classic liberal arts background," Mr. DeRose says. "So everything I learned about the Internet industry I learned here."
But Mr. DeRose -- a self-described "consumer media junkie" -- says his unique perception of media's value has aided him in transforming Jupiter from a two-man shop to 70 research associates and analysts as well as a company that hosts 14 industry conferences and publishes 130 research reports each year.
Jupiter completed its initial public stock offering last month. The market early last week valued the company at $437 million. Gardner Group is the biggest owner with a 28% stake; Mr. DeRose owns about 17%.
"My media background was important in understanding that [the Internet] was an important medium that would cut right through to business, that it would cut right into the financial, media and advertising communities," says Mr. DeRose, whose father-in-law is Internet veteran Robert Kavner.
NOT ABOUT TECHNOLOGY
Mr. DeRose's philosophy that the Internet is transforming everyday business has rubbed off on all of Jupiter.
"We've invented a kind of research that is geared toward senior marketing and business executives," he says. "What we focus on is not technology or the Internet per se, but rather how it is changing media, commerce and advertising.
"We've been defining [interactive media and commerce] since it's been invented.