Growing paeans: Interactive players size up opportunities

Gilbert, Jennifer
July 1999
Advertising Age;7/26/1999, Vol. 70 Issue 31, ps18
Trade Publication
This article presents ways interactive shops can bolster their revenue and diversify their businesses in the process. One way is through additional business, either from current or new clients. Another is to spend venture capital, cash from initial public offering of stock or using stock to make purchases for instant gratification. One of the most curious i-agency evolutions involves Rare Medium Group, which went public in April 1998 through a reverse merger with ICC Technologies, a company formerly in the air conditioner business. A dozen Web acquisitions and an additional $75 million in venture capital later, the company is making its play.


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