How Do "NEW" Internet Millionaires Waste Investment Dollars?

6 July 2000
You take other peoples' hard earned money that they, in good faith, invested in your company, and make stupid advertising decisions!
    
    Yes, the above is my personal editorial comment.  The story below was sent 
to us this morning.  It relates how a publicly traded 'dot com' company has 
chosen to use at least part of a recent round of newly acquired funding to 
promote itself.  The company is a referral network service for physicians that 
specialize in performing elective, cosmetic procedures.

    While I have no problem with either NASCAR or TNN as valuable advertising 
media/venues, after being in the ad biz for 25 years, I seriously question the
validity of the advertising campaign suggested in the story.  To me, it smacks 
of just another dopey decision made by Internet executives who can't spend their
money fast enough, and then can't figure out why the company fails.

    Read and decide for yourself.  Heck, you may even want to buy some stock!

Marc J. Rauch
Exec. Vice President/Co-Founder
THE AUTO CHANNEL   


    STROUDSBURG, Pa. - thatlook.com (OTC Bulletin Board: THAT) and New 
Hampshire International Speedway announced a marketing partnership today that 
will include sponsorship of the track's NASCAR racing events for the upcoming 
July 7 - 9, 2000 weekend.

    Included in the title sponsorship are the featured "thatlook.com
300 Winston Cup" race on Sunday, July 9th that will be broadcast live on TNN,
and the "thatlook.com 200 Craftsman Truck" race on Saturday, July 8th that
will be broadcast live on CBS.  The media broadcasting these events estimate
that a combined total of 10 million people will watch these broadcasts over
the weekend.


    Gerard Powell, President and CEO of thatlook.com commented:

    "This is the first major event to come of our recently completed media
venture capital funding, and represents just the beginning of our efforts to
launch our activities to a new and much higher level.  We are particularly
pleased to be associated with such a highly visible and well-respected
organization as NASCAR for this series.  The expected demographics of the TNN
and CBS viewers for these races are very much in line with the audiences we
seek to reach on behalf of our physician network.  As a result, I expect to
see substantial benefits from this sponsorship in the coming months.

    "As we set our company onto a rapid growth track, I anticipate that this
type of high visibility advertising will play a strong and complimentary role
to our typical, product-specific and highly targeted advertising.  In each
case, all of our activities will remain focused on our mission of serving our
network of doctors."


    About thatlook.com:

    thatlook.com is a direct response, marketing services company serving a
network of physicians that specialize in performing elective, cosmetic
procedures.

    Using a combined, multi-media approach, including the Internet, television, 
radio, print and direct mail, thatlook.com generates financially qualified, 
and purchase-minded patient traffic to its network of member
physicians.

    thatlook.com's (OTC Bulletin Board: THAT) Internet web site is:
http://www.thatlook.com

    Investor relations information is at
http://www.4-you.com/clients/thatlook/index.html