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To: mike machi who wrote (10288)	6/16/1999 6:53:00 PM
From: Jenne	Respond to of 19700

Furniture.com Launches Multi-Million-Dollar National Advertising Campaign; Ads Kick Off Major Branding Initiative To Expand Firm's Position As Furniture Industry's Leading e-tailer BUSINESS WIRE - June 16, 1999 15:24 WORCESTER, Mass., Jun 16, 1999 (BUSINESS WIRE via COMTEX) -- Furniture.com,the e-commerce leader revolutionizing the way people buy furniture, has launched a national advertising campaign totaling more than $5 million. In the campaign, Furniture.com invites consumers "to love their rooms" with help from "the best way to shop for furniture." The ad launch is the first element in a major branding program by Furniture.com to grow its position as the leading e-tailer in the $178 billion U.S. furniture and home furnishings industry, said Kirsten von Hassel, VP Marketing, Furniture.com, Inc. (Note to news media: Print and radio ads are available at donovangroup.com The new advertising campaign consists of three ads airing on major radio stations and in leading daily newspapers in more than a dozen of the largest metro markets in the U.S., von Hassel said. "As a clear leader in the furniture and home furnishing category, we have a deep understanding of how important furniture is to people's quality of life, and we make it easy for our customers to create rooms they love," von Hassel said. "By boldly stating 'If a room is a place to love, Furniture.com is the way to love it,' the campaign establishes Furniture.com as the solution to a core consumer need, in a way that appeals to our target audience and establishes an emotional link between that audience and Furniture.com." "The imagery of the ads reflects the style and the sensibilities of our target audience while the message delivers differentiating benefits over competing alternatives. The ads really jump out - from the clutter of typical furniture ads, which tend to be price-, product- and discount-focused, and from other e-shopping ads, which shout about the big savings and convenience associated with more typical, commodity purchases," she said. Donovan Group of Northborough, Mass., developed and executed the ad strategy and creative. Neil Faber Media Inc. of New York City planned and placed the media. "Traditional furniture shopping - dragging from store to store, one weekend after another, while trying to find just what you're looking for and figure out how it will look in your home - can be downright frustrating," von Hassel said. "Furniture.com has created an entirely new consumer shopping experience, complete with the largest selection of home furnishings on the Internet, free Red Carpet Delivery and in-home set-up, live Design Consultant assistance, a unique Personal Shopper service and unconditional customer satisfaction programs." von Hassel said the new ads kick off a major brand-building program in which Furniture.com will invest tens of millions of dollars in additional offline and online advertising, strategic partnerships and other marketing initiatives to aggressively position the Furniture.com brand top-of-mind among consumers. "We're encouraged by the momentum we've already generated for the Furniture.com brand and are continuing to build on our position - offline and online - as the furniture and home furnishings industry e-commerce leader," she said. About Furniture.com Furniture.com, at furniture.com, is the e-commerce leader in the growing $178 billion U.S. furniture and home furnishings market. Backed by a "Who's Who" of Internet/e-commerce venture capital firms - including @Ventures, the affiliated venture capital arm of CMGI; Bessemer Venture Partners; and Brand Equity Ventures - Furniture.com is revolutionizing the way consumers shop for furniture by delivering the world's best furniture shopping experience. On Furniture.com, consumers create their own personal showroom by selecting their favorite items from the broadest selection of furniture online. Furniture.com is a Lycos Top 5% website and is a member of BBBOnline, TRUSTe, and VeriSign.

To: mike machi who wrote (10288)	6/16/1999 6:56:00 PM
From: Jenne	Respond to of 19700

Finishing the Switch By James J. Cramer 6/16/99 6:37 PM ET Go back to the article I wrote this morning about everyone being out of position. That turned out to be totally true. The shorts were leaning the wrong way on the Net. Oracle (ORCL:Nasdaq) had lowered expectations to where nobody was recommending it. (You don't get all of those upgrades because the analysts are stupid. You get them because they were bagged by management into using lowball numbers. It is a brilliant tactic, but it makes analysts look pretty stupid.) Plus, the Street expected a quiet nonevent expiration, one where there was nothing to do. As the bond market didn't really get moving, people didn't expect this rally to have much follow-through. When everyone is leaning the wrong way you get a really explosive, explosive move. That's when you get the biggest switch. Usually it does not get settled in one day. People cannot position themselves correctly in one day. If they are short, they have to cover (unless they really believe nothing has changed.). If they are on the fence, they will have to get in, and are right now hoping that Greenspan really lets loose against this market. Unlikely. And if they are partially long, the market never came in enough to give them a chance to buy today. I know I waited all day to buy Intel (INTC:Nasdaq) hoping for a single quarter-point downtick to make my move. I didn't get it. I missed it. Lots of people didn't "get it in" today. If Greenspan doesn't give these people a chance tomorrow, I believe they will have to come in anyway. Which is why I like it here.