TITLE

A fable for our fevered time, or is it too close to reality?

AUTHOR(S)
Rothenberg, Randall
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents a fictitious account of the business practices of Gumby Handwerker. The initial public offering (IPO) was set to go out and Gumby Handwerker was nervous. She had taken nothing but bad hits the last few weeks. But Goldman and Merrill told her to calm down. The IPO market for startups in her field was sizzling. And Gumby was sitting on a trendy content play, targeting women in a medium known as a man's domain. The underwriters were so confident they repriced the offering to $24 a share from $18. Gamby had a natural affinity for the game. As a child, she had been president of her local Gene Rayburn Fan Club. So she incorporated stickCity LLP and started selling and selling big. There were real advantages to matchbook cover as a communications medium and more significantly, as a device to facilitate transactions.
ACCESSION #
1702279

 

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