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THE ROVING EYE.


CALL it the 21st century version of the pet rock -- you can't hold it in your hand.

There's no need for a litter box A litter box, sometimes called a "sandbox", "sand box", "litter tray", "litter pan", "catbox", or "cat box" is an indoor feces and urine disposal box for cats (as well as rabbits and other pets that naturally or through training will make use of such a repository) that are  either at Glendale-based NeoPets
This article uses the word "Neopets" to refer to three different things: the website, the creatures and many pets, and the company.
For the creatures, see List of Neopets. For the company, see Neopets, Inc.
.com, a free Web site that allows users to adopt and care for up to four "virtual pets."

They live in Neopia, a fictional world filled with games, contests and other activities. There are more than 40 species to choose from and pet owners can customize the look and personality of their creatures.

Why such a Web site?

People liked Furby dolls.

NeoPets gets its revenues through the use of "immersive advertising," a practice that promotes an advertiser's product by imbedding the brand into the site's content. Trailers for the movie "Spy Kids" were shown at a virtual movie theater in Neopia.

Doug Dohring Doug Dohring is owner of the Dohring Company, a marketing research firm based in Glendale, California.

Some of the websites owned by the Dohring Company include:
  • MarketSurveys.com
  • RestaurantSurveys.com
  • SatisfactionSurveys.
 chairman and chief executive of NeoPets, claims the site, launched in April 2000, has grown to include nearly 20 million members. It targets users 17 and younger but also attracts adults.

The concept, created by two students in England, was discovered by Dohring in 1999. He and others formed the privately owned NeoPets in 2000.

"We saw early on that the site was very 'sticky,'" Dohring said. "People would spend a lot of time on the site, as well as come back often."

Other features: A chance to accumulate Accumulate

Broker/analyst recommendation that could mean slightly different things depending on the broker/analyst. In general, it means to increase the number of shares of a particular security over the near term, but not to liquidate other parts of the portfolio to buy a security
 points so pet owners can buy food and toys for their animals at Neopia stores.

There's also a NeoPets Stock Market with 30 publicly traded companies publicly traded company

A company whose shares of common stock are held by the public and are available for purchase by investors. The shares of publicly traded firms are bought and sold on the organized exchanges or in the over-the-counter market.
 bearing names such as Yippee yip·pee  
interj. Informal
Used to express joy or elation.


yippee
interj

an exclamation of joy, pleasure, or anticipation
 and Fish Pops.
COPYRIGHT 2001 CBJ, L.P.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Article Details
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Author:Peschiutta, Claudia
Publication:Los Angeles Business Journal
Date:Nov 5, 2001
Words:255
Previous Article:Aquatic Act.
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