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Ad strategies differ in IPO quiet period;Suppliermarket.com continues ad campaign; others scale...

By CALLAHAN, SEAN
Publication: B to B
Date: Monday, April 24 2000

Shhhhhhhhhh.

Last month, SupplierMarket.com, Burlington, Mass., filed with the Securities and Exchange Commission for an initial public offering. Since then, the b-to-b online trading exchange, which processes requests for quotes for items such as 250,000 stainless steel o-rings, has been in what's known as a "quiet period."

Most companies curtail outside external communications during the period. For instance, SupplierMarket.com declined to speak on the record for this story. But unlike many companies, it has continued its advertising program, even launchin

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