BRANDWISE.com GOES BUST

Posted Friday, May 26, 2000 12:00 am

By: Staff reports Comparison Shopping Site Was Backed By Hearst

Comparison shopping site Brandwise.com closed its doors this week, according to a
report in Silicon Alley Daily, a New York e-mail newsletter that covers new media.
The Hearst Corp. of New York was involved in the startup of the privately held
company.

Brandwise.com aimed to provide objective reviews of appliances and personal electronic
devices, with links to dealers. Hearst's Good Housekeeping Institute provided these
reviews.

Consumers could also post their own comments about products. Brandwise.com linked
directly to manufacturers and received a commission for each customer who visited a
product site.

'The cost of customer acquisition was just too high,' Brandwise.com CEO Kathy Misunas
told the Daily. The company recently laid off employees as it struggled to secure new
financing.

Brandwise was a core investment for Hearst Interactive Media.

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BRANDWISE.com GOES BUST

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