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SiteSpecific's Goldstein exits for service startup

By Published on .

A year ago, Seth Goldstein was preparing to sell the interactive agency he founded, SiteSpecific, New York, to CKS Group, and join the CKS team.

Effective immediately, Mr. Goldstein is leaving CKS SiteSpecific to become president-CEO of a startup called root.net. CKS Group is behind Mr. Goldstein's efforts and will hold a minority stake in root.net.

The new company, which will operate offline and online, will be service-oriented and aimed at professionals with time constraints. Root is like a digital valet that assists its clients. Details of the venture are still emerging.


Joining Mr. Goldstein will be Dan Stoller, one of the original members of the SiteSpecific team, and until now the director of media at CKS, New York. Mr. Stoller will join root.net as exec VP to manage day-to-day operations.

The root.net office is expected to open in New York later this month.

Mr. Goldstein founded SiteSpecific in August 1995 after working for online publishers Michael Wolff & Co. and CondeNet. SiteSpecific was sold last May to CKS for an estimated $6.5 million.

Copyright May 1998, Crain Communications Inc.

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