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San Jose Mercury News, Calif., Stocks.comment Column.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, October, 2000 by Herhold, Scott
Oct. 2--LOW-TECH STORY HAS LESSONS: The notion of hiring a celebrity to push a corporate product has never been more popular in America than now. Tiger Woods pitches Nike. William Shatner pushes Priceline.com. And ex-49ers quarterback Steve Young promotes Toyota, Wheaties, milk, power bars and garbage disposals.
Wait a minute. Did someone say garbage disposals? Well, yes. And therein lies a tale. Young's wonderfully self-deprecating ads ("I'm a lawyer") have arguably helped Toyota. But he hasn't been able to reverse the fortunes of Hydromaid Inc., (HYII), a tiny Utah company that he's joined as a director in exchange for a big chunk of stock.
Bear with me, then, for a low-tech story that offers lessons for both high-tech investors and celebrities. It...
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