Boo.com, Pets.com and Living.com sit atop the list of 'flameouts'

SAN FRANCISCO: Internet companies that scored the best publicity during their heyday as media darlings also received the most negative press coverage when they shut their doors, according to a study released this week by San Francisco's Applied Communications.

SAN FRANCISCO: Internet companies that scored the best publicity during their heyday as media darlings also received the most negative press coverage when they shut their doors, according to a study released this week by San Francisco's Applied Communications.

SAN FRANCISCO: Internet companies that scored the best publicity during their heyday as media darlings also received the most negative press coverage when they shut their doors, according to a study released this week by San Francisco's Applied Communications.

Using the firm's proprietary 'MediaShare' methodology, Applied analyzed the role of company size, previous media coverage, type of company and date of closure in shaping press reports surrounding what it deemed the top 50 'Dot-Com Flameouts,' a list derived from The Industry Standard's layoff tracker. More than 6,000 English-language business, IT/trade and consumer publications, were trawled.

Not surprisingly, fashion e-tailer Boo.com, a one-time Connors client and one of the first high-profile b-to-c Internet companies to hit the skids in May 2000, was the number-one flameout. Pets.com and Living.com ranked second and third, respectively.

For the top ten, company size did not influence the amount of coverage it received at closure as much as the amount and prominence of previous hype the company had received. The same did not hold true for most of the other 40 companies, for which number of employees was correlated with a higher MediaShare score. In fact, for 33 of the 50 companies the shutdown was actually the biggest coverage they ever received.

Full contents of the study can be downloaded free at www.appliedcom.com.



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