Onsale bets on Egghead

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Egghead.com (egghead.com), a Vancouver, Wash., computer e-tailer, vote Nov. 4 to sell the company to Onsale Inc. (onsale.com), a Menlo Park, Calif., computer sales and auction site. Assuming the sale goes through, Onsale will change its name to Egghead.com and stage an $18 million fourth-quarter ad campaign, with most of the money to be spent in the last six weeks of the quarter. The campaign, including cable TV, radio and print, will use the tag "The computer store inside your computer." The effort is part of a $30 million annualized ad budget via USWeb/CKS, San Francisco, for offline, and Lot21, San Francisco, for online. The name change marks the third chapter for the Egghead brand; Egghead began as a chain of software stores before restaging itself as a Web-only retailer.

Copyright November 1999, Crain Communications Inc.

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