LAST CALL: Name is the game in dot-com fallout

First agencies wanted to be a dot-com. Then they wanted to help dot-coms. Now it would seem the once e-obsessed PR world is sprinting in the opposite direction.

Case in point: Incubate PR, a San Francisco boutique that focuses on promoting new online ventures, this week announced its second name change in two years. After shedding Davis-comm for Incubate, the agency is reinventing itself again - this time as the neutral Davis Communications.

The press release states '... the time has come to reposition ourselves to take advantage of additional opportunities.' But president Jeff Davis assured that his agency would not abandon Internet clients completely. Rumors that staff are using manual typewriters and growing handlebar moustaches are entirely unfounded.

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