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Marketing Hype: The Boo.Com 'Boo-Boo'

By Jason Finch, Director of the Port80 Web development and strategy agency. Perplexed by the startling anachronism that found its way to the pages of the October 1999 issue of "Men's Health", Jason Finch, Director of port80, goes in search of the truth.Pictured surrounded by sports clothing and bright boxes branded "boo.com" is David Whitlow, a 41 year old marketing manager. In the editorial of the five page feature titled "Male Order", he claims that he found the graphics at the sportswear site to be "fun and colourful", that all the gear he orders arrives "within 48 hours" in boxes that are "great for storing things in". He says that he feels "the choice on offer is more for the fashion wearer than the real sportswear enthusiast", but that it's great that you "can turn garments around so you can see everything from different angles and in close-up too".Strange then that the site isn't yet available, having been dogged by various problems that have consistently pushed back the proposed launch date of mid-June.


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