After hoarding more than 100 Internet domain names, Procter & Gamble has finally begun availing itself of its Net assets, which range from diarrhea.com to pimples.com, by launching a Web site that pitches--what else?--Pampers.
Last year, the consumer product behemoth's zeal for registering domain names, the cyberspace equivalent of a mailing address, illustrated the growing interest of large corporations in using the Net to hawk their wares.
The company also helped contribute to a significant shift in the way domain names are doled out by the InterNIC, the business that handles name registration. In September of 1995, not long after Procter & Gamble registered most of its addresses for free, the InterNIC began charging users $50 per year for owning the rights to a domain name.
Since then, the company appears to have virtually mothballed most of its domain names instead of launching Web sites.
This week, however, Procter & Gamble's Pampers Parenting Institute unveiled Total Baby Care, a site that finally exploits at least two of the company's bevy of domain names. According to the company, the site is designed to provide parents with a kind of digital house call, dispensing advice from qualified doctors on caring for the Pamper-wearing set.