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<!DOCTYPE html> <html lang="en" class=" story nytapp-vi-article " xmlns:og="http://opengraphprotocol.org/schema/"> <head> <meta charset="utf-8" /> <title data-rh="true">Retired Brands Bring Dollars and Memories-Advertising - The New York Times</title> <meta data-rh="true" name="robots" content="noarchive, max-image-preview:large"/><meta data-rh="true" name="description" content="At the Waldorf-Astoria, 170 product and corporate names that are no longer being used were put up for auction, and about two dozen were claimed."/><meta data-rh="true" property="twitter:url" content="https://www.nytimes.com/2010/12/09/business/media/09adco.html"/><meta data-rh="true" property="twitter:title" content="From Retired Brands, Dollars and Memories (Published 2010)"/><meta data-rh="true" property="twitter:description" content="At the Waldorf-Astoria, 170 product and corporate names that are no longer being used were put up for auction, and about two dozen were claimed."/><meta data-rh="true" 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</span><a href="https://www.nytimes.com/by/stuart-elliott" class="last-byline css-ojhyzr e1jsehar0" itemProp="name">Stuart Elliott</a></p><div class="css-1gqes1i epjyd6m0"></div></div></div><ul class="css-1cgskve epjyd6m4"><li class="css-ccw2r3 epjyd6m3"><time class="css-1uc6ajg e16638kd0" dateTime="2010-12-08T19:43:00-05:00">Dec. 8, 2010</time></li></ul></div></div></header><section name="articleBody" class="meteredContent css-1r7ky0e"><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-0"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">THERE are auctions of old paintings, old books and even old bottles of wine. Now, old brand names can be added to the list.</p><p class="css-at9mc1 evys1bk0">At the Waldorf-Astoria on Wednesday morning, Michael Reich, who owns a company called Brands USA Holdings, put up for auction 170 product and corporate names that are no longer being used. About two dozen were claimed at the auction, which lasted an hour and attracted 50 or so people to a room off the Park Avenue entrance of the hotel. (Additional bidders took part online.)</p><p class="css-at9mc1 evys1bk0"> The auction was conducted by Racebrook Marketing Concepts, known for real estate auctions. It featured names in categories like beverages (Meister Brau beer, Snow Crop frozen orange juice) financial services (the Kuhn Loeb and Shearson brokerage firms), packaged foods (Allsweet margarine, Lucky Whip dessert topping), personal care (Mum and Stopette deodorants), publishing (Collier’s, Saturday Review) and retail (Computer City, Phar-Mor). </p><p class="css-at9mc1 evys1bk0">The total of the winning bids was estimated at $132,000. The highest bid, $45,000, was submitted for Shearson, followed by $32,500, for Meister Brau; and $30,000, for Handi-Wrap plastic wrap. </p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="Dropzone-1"></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-1"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">Several names, including General Cinema, Homestake Mining and Victrola, went for $1,000 apiece, and some, like Allied Signal and American Petrofina, were sold at two for $1,000.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="ImageBlock-3"><div data-testid="imageblock-wrapper"><figure class="img-sz-medium css-1hs5yzu e1g7ppur0" aria-label="media" role="group"><div class="css-1xdhyk6 erfvjey0" data-testid="photoviewer-children-figure"><span class="css-1ly73wi e1tej78p0">Image</span><img alt="" class="css-r3fift" src="https://static01.nyt.com/images/2010/12/09/business/Adco1/Adco1-jumbo.jpg?quality=75&auto=webp&disable=upscale" srcSet="https://static01.nyt.com/images/2010/12/09/business/Adco1/Adco1-jumbo.jpg?quality=75&auto=webp 688w" sizes="((min-width: 600px) and (max-width: 1004px)) 84vw, (min-width: 1005px) 60vw, 100vw" uri="nyt://image/4bd72795-91b9-5507-b19a-9e7b688250f6" decoding="async" width="688" height="1024"/></div><figcaption data-testid="photoviewer-children-caption" class="css-gbc9ki ewdxa0s0"><span class="css-jevhma e13ogyst0">The name of the magazine Collier’s, a once-popular magazine that was last published more than 50 years ago, sold Wednesday at auction for $2,000.</span><span class="css-14fe1uy e1z0qqy90"><span class="css-1ly73wi e1tej78p0">Credit...</span><span><span aria-hidden="false">Harper & Row</span></span></span></figcaption></figure></div></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-2"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">John Elduff, a 20-year-old student from Philadelphia, submitted a winning bid of $2,000 for Collier’s the name of a magazine that stopped publishing more than 30 years before he was born. </p><p class="css-at9mc1 evys1bk0">In an interview, Mr. Elduff said he was attracted to the history of the name. When asked what purpose he had for it, he replied, “You’ll have to ask my father,” who, he said, is also named John Elduff and “owns a publishing firm in Philadelphia.”</p><p class="css-at9mc1 evys1bk0">For a bid of $1,000, Gregg Hamerschlag, chief executive at Primary Wave Media in New York, claimed two names, Computer City and Financial Corporation of America.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="Dropzone-5"></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-3"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">“I own a lot of I.P.,” he said, using the abbreviation for intellectual property, and “I see a lot of opportunities” for those names.</p><p class="css-at9mc1 evys1bk0"></p><p class="css-at9mc1 evys1bk0">There were about a dozen winning bidders, meaning many attendees left without anything or made no bids.</p><p class="css-at9mc1 evys1bk0">“The auction was disappointing,” said Michael Duda, a former executive at Deutsch who is now a managing partner at Consigliere, a marketing consultancy in New York, but “it was still fun to go and learn from.”</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="ImageBlock-7"><div data-testid="imageblock-wrapper"><figure class="img-sz-medium css-d754w4 e1g7ppur0" aria-label="media" role="group"><div class="css-1xdhyk6 erfvjey0" data-testid="photoviewer-children-figure"><span class="css-1ly73wi e1tej78p0">Image</span><div class="css-nwd8t8" data-testid="lazy-image"><div data-testid="lazyimage-container" style="height:175.28888888888886px"></div></div></div><figcaption data-testid="photoviewer-children-caption" class="css-gbc9ki ewdxa0s0"><span class="css-jevhma e13ogyst0">Victrola went for $1,000.</span></figcaption></figure></div></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-4"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">Mr. Reich does not own the names that were auctioned. Rather, he filed trademark applications for them with the federal Patent and Trademark Office on what is known as an intent-to-use basis that is, declaring an intention to use the trademarks to sell goods and services in interstate commerce. The auction was selling his rights in those applications.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="Dropzone-9"></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-5"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">“You’re paying for a license for an interim period till the trademark issues” from the trademark office, said Gabe Fried, founding principal at Streambank in Needham, Mass., which handled the sale of intellectual property for brands like Circuit City, Duck Head apparel and KB Toys.</p><p class="css-at9mc1 evys1bk0">Asked about the efficacy of Mr. Reich’s approach, Mr. Fried said, “I wish him luck.”</p><p class="css-at9mc1 evys1bk0">Employees of Racebrook said Mr. Reich was at the auction but did not want to speak to reporters.</p><p class="css-at9mc1 evys1bk0">Allen P. Adamson, managing director of the New York office of Landor Associates a corporate identity consulting group that is part of the Young & Rubicam Brands unit of WPP said, “There might have been a few needles in the haystack” at the auction, but he was skeptical over all.</p><p class="css-at9mc1 evys1bk0">“The reason old brands are relevant is that they provide some level of authenticity and trust,” Mr. Adamson said, but if any auctioned brands return to the marketplace, “the people delivering on the promise would not be the same” as those who produced and sold them originally.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="Dropzone-11"></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-6"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">Reviving old brands “is just Step 1,” he added. “Can you imbue the name with meaning that is relevant for today? Can you deliver an offer that people will now want?”</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="ImageBlock-13"><div data-testid="imageblock-wrapper"><figure class="img-sz-medium css-d754w4 e1g7ppur0" aria-label="media" role="group"><div class="css-1xdhyk6 erfvjey0" data-testid="photoviewer-children-figure"><span class="css-1ly73wi e1tej78p0">Image</span><div class="css-nwd8t8" data-testid="lazy-image"><div data-testid="lazyimage-container" style="height:155.95555555555555px"></div></div></div><figcaption data-testid="photoviewer-children-caption" class="css-gbc9ki ewdxa0s0"><span class="css-jevhma e13ogyst0">Old Nick did not sell during the auction.</span></figcaption></figure></div></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-7"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">And many of the names that were auctioned represent products and companies that no longer exist for a reason, Mr. Adamson said. </p><p class="css-at9mc1 evys1bk0">For instance, one name, Infoseek, a once-popular search engine introduced in the 1990s, “was out-Googled by Google,” he added.</p><p class="css-at9mc1 evys1bk0">(Infoseek sold as part of a package that went for $2,000 and also included Big Yank, a clothing brand, and the Linen Closet, a retail brand.) </p><p class="css-at9mc1 evys1bk0">Mr. Duda alluded to that aspect of the auction. When asked why he attended, he replied, “I wanted to see the land of broken toys.”</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div><div data-testid="Dropzone-15"></div><div class="css-s99gbd StoryBodyCompanionColumn" data-testid="companionColumn-8"><div class="css-53u6y8"><p class="css-at9mc1 evys1bk0">Racebrook employees at the auction wore red carnations on their lapels. So did the fast-talking auctioneer, Bruce Sayre, who deftly wielded a gavel while trying to cajol attendees into bidding and bidders into raising their bids.</p><p class="css-at9mc1 evys1bk0">The tone was set from the outset when Mr. Sayre asked for an initial bid of $100,000, which was met with silence. After lowering his request to $75,000, then $50,000, he finally received an opening bid of $25,000. That ended with the highest bid of the morning, the $45,000 bid for Shearson.</p><p class="css-at9mc1 evys1bk0"></p><p class="css-at9mc1 evys1bk0">In keeping with the vintage of many of the brands, the music that played over the sound system in the room included golden oldies like “Copacabana,” by Barry Manilow; “The Third Man Theme”; “Tuxedo Junction,” by Glenn Miller; “Patricia,” by Perez Prado; and “Yakety Sax,” also known as the theme from the “Benny Hill” television series.</p></div><aside class="css-ew4tgv" aria-label="companion column"></aside></div></section><div class="bottom-of-article"><div class="css-lojhqv">A version of this article appears in print on <span class="css-1dmwf73"> </span>, Section <!-- -->B<!-- -->, Page <!-- -->3<!-- --> of the New York edition<!-- --> with the headline: <!-- -->From Retired Brands, Dollars and Memories<span>. <a href="https://www.parsintl.com/publication/the-new-york-times/">Order Reprints</a> | <a 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Now, old brand names can be added to the list."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":0},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"At the Waldorf-Astoria on Wednesday morning, Michael Reich, who owns a company called Brands USA Holdings, put up for auction 170 product and corporate names that are no longer being used. About two dozen were claimed at the auction, which lasted an hour and attracted 50 or so people to a room off the Park Avenue entrance of the hotel. (Additional bidders took part online.)"}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":1},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":" The auction was conducted by Racebrook Marketing Concepts, known for real estate auctions. It featured names in categories like beverages (Meister Brau beer, Snow Crop frozen orange juice) financial services (the Kuhn Loeb and Shearson brokerage firms), packaged foods (Allsweet margarine, Lucky Whip dessert topping), personal care (Mum and Stopette deodorants), publishing (Collier’s, Saturday Review) and retail (Computer City, Phar-Mor). "}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":true,"bad":false,"index":2},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"The total of the winning bids was estimated at $132,000. The highest bid, $45,000, was submitted for Shearson, followed by $32,500, for Meister Brau; and $30,000, for Handi-Wrap plastic wrap. "}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":true,"adsDesktopHoldout":true,"adsHybrid":true,"adsMobile":true,"adsMobileHoldout":false,"bad":false,"index":3},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Several names, including General Cinema, Homestake Mining and Victrola, went for $1,000 apiece, and some, like Allied Signal and American Petrofina, were sold at two for $1,000."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":true,"index":4},{"__typename":"ImageBlock","media":{"__typename":"Image","altText":"","caption":{"__typename":"TextOnlyDocumentBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"The name of the magazine Collier’s, a once-popular magazine that was last published more than 50 years ago, sold Wednesday at auction for $2,000."}]}],"text":"The name of the magazine Collier’s, a once-popular magazine that was last published more than 50 years ago, sold Wednesday at auction for $2,000."},"credit":"Harper & Row","crops":[{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":1024,"name":"jumbo","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco1\u002FAdco1-jumbo.jpg","width":688},{"__typename":"ImageRendition","height":500,"name":"popup","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco1\u002FAdco1-popup.jpg","width":336}]},{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":283,"name":"articleInline","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco1\u002FAdco1-articleInline.jpg","width":190}]}],"id":"SW1hZ2U6bnl0Oi8vaW1hZ2UvNGJkNzI3OTUtOTFiOS01NTA3LWIxOWEtOWU3YjY4ODI1MGY2","imageType":"photo","legacyHtmlCaption":"The name of the magazine Collier’s, a once-popular magazine that was last published more than 50 years ago, sold Wednesday at auction for $2,000.","timesTags":[],"uri":"nyt:\u002F\u002Fimage\u002F4bd72795-91b9-5507-b19a-9e7b688250f6","url":"https:\u002F\u002Fwww.nytimes.com\u002Fimagepages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco1.html"},"size":"MEDIUM"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":true,"index":5},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"John Elduff, a 20-year-old student from Philadelphia, submitted a winning bid of $2,000 for Collier’s the name of a magazine that stopped publishing more than 30 years before he was born. "}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":true,"bad":false,"index":6},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"In an interview, Mr. Elduff said he was attracted to the history of the name. When asked what purpose he had for it, he replied, “You’ll have to ask my father,” who, he said, is also named John Elduff and “owns a publishing firm in Philadelphia.”"}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":true,"adsMobile":true,"adsMobileHoldout":false,"bad":false,"index":7},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"For a bid of $1,000, Gregg Hamerschlag, chief executive at Primary Wave Media in New York, claimed two names, Computer City and Financial Corporation of America."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":true,"adsDesktopHoldout":true,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":8},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"“I own a lot of I.P.,” he said, using the abbreviation for intellectual property, and “I see a lot of opportunities” for those names."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":9},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":""}],"textAlign":"DEFAULT"},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"There were about a dozen winning bidders, meaning many attendees left without anything or made no bids."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":true,"adsMobile":true,"adsMobileHoldout":true,"bad":false,"index":10},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"“The auction was disappointing,” said Michael Duda, a former executive at Deutsch who is now a managing partner at Consigliere, a marketing consultancy in New York, but “it was still fun to go and learn from.”"}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":true,"index":11},{"__typename":"ImageBlock","media":{"__typename":"Image","altText":"","caption":{"__typename":"TextOnlyDocumentBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Victrola went for $1,000."}]}],"text":"Victrola went for $1,000."},"credit":"","crops":[{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":272,"name":"articleLarge","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco2\u002FAdco2-articleLarge.jpg","width":600},{"__typename":"ImageRendition","height":464,"name":"jumbo","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco2\u002FAdco2-jumbo.jpg","width":1024},{"__typename":"ImageRendition","height":272,"name":"popup","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco2\u002FAdco2-articleLarge.jpg","width":600}]},{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":101,"name":"articleInline","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco2\u002FAdco2-articleInline-v2.jpg","width":190}]}],"id":"SW1hZ2U6bnl0Oi8vaW1hZ2UvZDI1ZWU4ZDYtNTA0Ny01YzEzLTljNDItMTMwYTQwNTQxZTA1","imageType":"photo","legacyHtmlCaption":"Victrola went for $1,000.","timesTags":[],"uri":"nyt:\u002F\u002Fimage\u002Fd25ee8d6-5047-5c13-9c42-130a40541e05","url":"https:\u002F\u002Fwww.nytimes.com\u002Fimagepages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco2.html"},"size":"MEDIUM"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":true,"index":12},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Mr. Reich does not own the names that were auctioned. Rather, he filed trademark applications for them with the federal Patent and Trademark Office on what is known as an intent-to-use basis that is, declaring an intention to use the trademarks to sell goods and services in interstate commerce. The auction was selling his rights in those applications."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":true,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":13},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"“You’re paying for a license for an interim period till the trademark issues” from the trademark office, said Gabe Fried, founding principal at Streambank in Needham, Mass., which handled the sale of intellectual property for brands like Circuit City, Duck Head apparel and KB Toys."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":true,"bad":false,"index":14},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Asked about the efficacy of Mr. Reich’s approach, Mr. Fried said, “I wish him luck.”"}],"textAlign":"DEFAULT"},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Employees of Racebrook said Mr. Reich was at the auction but did not want to speak to reporters."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":true,"adsDesktopHoldout":false,"adsHybrid":true,"adsMobile":true,"adsMobileHoldout":false,"bad":false,"index":15},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Allen P. Adamson, managing director of the New York office of Landor Associates a corporate identity consulting group that is part of the Young & Rubicam Brands unit of WPP said, “There might have been a few needles in the haystack” at the auction, but he was skeptical over all."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":16},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"“The reason old brands are relevant is that they provide some level of authenticity and trust,” Mr. Adamson said, but if any auctioned brands return to the marketplace, “the people delivering on the promise would not be the same” as those who produced and sold them originally."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":true,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":true,"bad":false,"index":17},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Reviving old brands “is just Step 1,” he added. “Can you imbue the name with meaning that is relevant for today? Can you deliver an offer that people will now want?”"}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":true,"index":18},{"__typename":"ImageBlock","media":{"__typename":"Image","altText":"","caption":{"__typename":"TextOnlyDocumentBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Old Nick did not sell during the auction."}]}],"text":"Old Nick did not sell during the auction."},"credit":"","crops":[{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":242,"name":"articleLarge","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco3\u002FAdco3-articleLarge.jpg","width":600},{"__typename":"ImageRendition","height":413,"name":"jumbo","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco3\u002FAdco3-jumbo.jpg","width":1024},{"__typename":"ImageRendition","height":242,"name":"popup","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco3\u002FAdco3-articleLarge.jpg","width":600}]},{"__typename":"ImageCrop","renditions":[{"__typename":"ImageRendition","height":80,"name":"articleInline","url":"https:\u002F\u002Fstatic01.nyt.com\u002Fimages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco3\u002FAdco3-articleInline.jpg","width":190}]}],"id":"SW1hZ2U6bnl0Oi8vaW1hZ2UvY2Y3ZjQ3NWEtMTIzZi01MTEzLTg2NmQtMTBhNDUyYmU4OWMz","imageType":"photo","legacyHtmlCaption":"Old Nick did not sell during the auction.","timesTags":[],"uri":"nyt:\u002F\u002Fimage\u002Fcf7f475a-123f-5113-866d-10a452be89c3","url":"https:\u002F\u002Fwww.nytimes.com\u002Fimagepages\u002F2010\u002F12\u002F09\u002Fbusiness\u002FAdco3.html"},"size":"MEDIUM"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":true,"adsMobile":true,"adsMobileHoldout":false,"bad":true,"index":19},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"And many of the names that were auctioned represent products and companies that no longer exist for a reason, Mr. Adamson said. "}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":20},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"For instance, one name, Infoseek, a once-popular search engine introduced in the 1990s, “was out-Googled by Google,” he added."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":21},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"(Infoseek sold as part of a package that went for $2,000 and also included Big Yank, a clothing brand, and the Linen Closet, a retail brand.) "}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":true,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":true,"bad":false,"index":22},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Mr. Duda alluded to that aspect of the auction. When asked why he attended, he replied, “I wanted to see the land of broken toys.”"}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":true,"adsHybrid":false,"adsMobile":true,"adsMobileHoldout":false,"bad":false,"index":23},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"Racebrook employees at the auction wore red carnations on their lapels. So did the fast-talking auctioneer, Bruce Sayre, who deftly wielded a gavel while trying to cajol attendees into bidding and bidders into raising their bids."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":24},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"The tone was set from the outset when Mr. Sayre asked for an initial bid of $100,000, which was met with silence. After lowering his request to $75,000, then $50,000, he finally received an opening bid of $25,000. That ended with the highest bid of the morning, the $45,000 bid for Shearson."}],"textAlign":"DEFAULT"},{"__typename":"Dropzone","adsDesktop":false,"adsDesktopHoldout":false,"adsHybrid":false,"adsMobile":false,"adsMobileHoldout":false,"bad":false,"index":25},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":""}],"textAlign":"DEFAULT"},{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[],"text":"In keeping with the vintage of many of the brands, the music that played over the sound system in the room included golden oldies like “Copacabana,” by Barry Manilow; “The Third Man Theme”; “Tuxedo Junction,” by Glenn Miller; “Patricia,” by Perez Prado; and “Yakety Sax,” also known as the theme from the “Benny Hill” television series."}],"textAlign":"DEFAULT"}]},"storyFormat":null,"storylines":[{"__typename":"AssociatedStoryline","ruleName":"styln-media","storyline":{"__typename":"Storyline","context":null,"displayName":"Media","experimentalJsonBlob":"{\"data\":[{\"version\":1,\"type\":\"experimentalJsonBlob\",\"data\":[{\"version\":1,\"type\":\"guide\",\"data\":{\"title\":\"Inside the Media Industry\",\"leadIn\":\"\",\"sections\":[{\"section\":[{\"type\":\"bulletedList\",\"value\":[\"\u003Cstrong\u003EFox News:\u003C\u002Fstrong\u003E The network \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Ffox-red-seat-ventures.html\\\"\u003Ehas made frequent use of the phrase “common sense” to describe the policy actions\u003C\u002Fa\u003E pursued by President Trump to reshape the federal government, echoing the language of the administration.\",\"\u003Cstrong\u003ENBC:\u003C\u002Fstrong\u003E Sean Combs, who faces federal racketeering and sex trafficking charges, \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F12\u002Farts\u002Fmusic\u002Fsean-combs-defamation-lawsuit-nbc-peacock.html\\\"\u003Esued the company over a documentary\u003C\u002Fa\u003E that he said “shamelessly advances conspiracy theories” about him.\",\"\u003Cstrong\u003EComcast:\u003C\u002Fstrong\u003E The F.C.C. \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F12\u002Fbusiness\u002Fmedia\u002Ffcc-comcast-nbc-dei-discrimination.html\\\"\u003Eis investigating D.E.I. programs\u003C\u002Fa\u003E at the company, whose subsidiaries include NBC News and Universal Studios.\",\"\u003Cstrong\u003ERed Seat Ventures\u003C\u002Fstrong\u003E\u003Cstrong\u003E:\u003C\u002Fstrong\u003E The Fox Corporation has \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Ffox-red-seat-ventures.html\\\"\u003Eacquired the growing digital media company\u003C\u002Fa\u003E that has become a go-to partner for old-media stars like Megyn Kelly, Tucker Carlson and Piers Morgan.\",\"\u003Cstrong\u003ENetflix:\u003C\u002Fstrong\u003E The streaming giant had thought “Emilia Pérez” could deliver the company its first best picture award. But comments from its star have \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Fnetflix-oscars-emilia-perez.html\\\"\u003Eput it on the defense\u003C\u002Fa\u003E.\"]}]}]}}]}]}","guide":{"__typename":"StorylineGuide","displayName":"Inside the Media Industry","leadIn":null,"sections":[{"__typename":"StorylineGuideSection","items":[{"__typename":"StorylineGuideItem","content":{"__typename":"ListBlock","content":[{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Fox News:"},{"__typename":"TextInline","formats":[],"text":" The network "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002F1b7afc5d-110c-5ac0-b8d2-ca2315b82b01","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Ffox-red-seat-ventures.html"}],"text":"has made frequent use of the phrase “common sense” to describe the policy actions"},{"__typename":"TextInline","formats":[],"text":" pursued by President Trump to reshape the federal government, echoing the language of the administration."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"NBC:"},{"__typename":"TextInline","formats":[],"text":" Sean Combs, who faces federal racketeering and sex trafficking charges, "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002Fc20731db-70f3-5da9-9717-cfbafac12608","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F12\u002Farts\u002Fmusic\u002Fsean-combs-defamation-lawsuit-nbc-peacock.html"}],"text":"sued the company over a documentary"},{"__typename":"TextInline","formats":[],"text":" that he said “shamelessly advances conspiracy theories” about him."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Comcast:"},{"__typename":"TextInline","formats":[],"text":" The F.C.C. "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002Fa9d9175b-20a4-57c4-817e-62dbf4535c09","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F12\u002Fbusiness\u002Fmedia\u002Ffcc-comcast-nbc-dei-discrimination.html"}],"text":"is investigating D.E.I. programs"},{"__typename":"TextInline","formats":[],"text":" at the company, whose subsidiaries include NBC News and Universal Studios."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Red Seat Ventures"},{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":":"},{"__typename":"TextInline","formats":[],"text":" The Fox Corporation has "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002F1b7afc5d-110c-5ac0-b8d2-ca2315b82b01","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Ffox-red-seat-ventures.html"}],"text":"acquired the growing digital media company"},{"__typename":"TextInline","formats":[],"text":" that has become a go-to partner for old-media stars like Megyn Kelly, Tucker Carlson and Piers Morgan."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Netflix:"},{"__typename":"TextInline","formats":[],"text":" The streaming giant had thought “Emilia Pérez” could deliver the company its first best picture award. But comments from its star have "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002Fe8a47b2d-c1c2-5cbb-85a8-8cbd4b745e7a","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F10\u002Fbusiness\u002Fmedia\u002Fnetflix-oscars-emilia-perez.html"}],"text":"put it on the defense"},{"__typename":"TextInline","formats":[],"text":"."}]}]}]}}]}]},"hubAssets":[],"primaryAssets":[],"promotedLiveAssets":[],"tone":"NEWS","topLinks":null,"uri":"nyt:\u002F\u002Fstoryline\u002F403b31f6-7d33-4eb2-b45c-a1a8aff288ac","url":"https:\u002F\u002Fwww.nytimes.com\u002Fstoryline\u002F403b31f6-7d33-4eb2-b45c-a1a8aff288ac"},"testName":""},{"__typename":"AssociatedStoryline","ruleName":"styln-business-general","storyline":{"__typename":"Storyline","context":null,"displayName":"Best of Business","experimentalJsonBlob":"{\"data\":[{\"version\":1,\"type\":\"experimentalJsonBlob\",\"data\":[{\"version\":1,\"type\":\"guide\",\"data\":{\"title\":\"Explore Our Business and Tech Coverage\",\"leadIn\":\"Dive deeper into the people, issues and trends shaping the worlds of business and technology.\",\"sections\":[{\"section\":[{\"type\":\"bulletedList\",\"value\":[\"\u003Cstrong\u003EHow Altman Won Over Trump: \u003C\u002Fstrong\u003EAfter helping President Trump get elected, Elon Musk was poised to dominate America’s A.I. policies. Then Sam Altman, the chief executive of OpenAI, \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F08\u002Ftechnology\u002Fsam-altman-elon-musk-trump.html\\\"\u003Esneaked into the White House\u003C\u002Fa\u003E.\",\"\u003Cstrong\u003EWhere to Find the Gossip: \u003C\u002Fstrong\u003EEmily Sundberg’s business newsletter, Feed Me, is read by dealmakers and strivers alike and \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F07\u002Fbusiness\u002Femily-sundberg-feed-me.html\\\"\u003Ehas made her a rising Substack star\u003C\u002Fa\u003E.\",\"\u003Cstrong\u003EWhat Happens to Emerging Black Sellers?: \u003C\u002Fstrong\u003EBlack-owned brands got a foot in the door through D.E.I. programs at big retailers like Target and Amazon. Now amid a sudden pullback, \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F05\u002Fbusiness\u002Fdei-target-black-sellers.html\\\"\u003Ethey worry the door might be closing\u003C\u002Fa\u003E.\",\"\u003Cstrong\u003ESilicon Valley Workers Quietly Protest: \u003C\u002Fstrong\u003EAs Mark Zuckerberg and other tech titans have embraced Trump and muffled internal dissent at their companies, their mostly left-leaning employees have objected with \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F01\u002F29\u002Ftechnology\u002Ftampons-silicon-valley-workers-protest.html\\\"\u003Esubtle acts of defiance\u003C\u002Fa\u003E.\",\"\u003Cstrong\u003EBill Gates Isn’t Like Those Other Tech Billionaires:\u003C\u002Fstrong\u003E The Microsoft co-founder and philanthropist is taking a break from the future to examine his past — and \u003Ca href=\\\"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F01\u002F30\u002Ftechnology\u002Fbill-gates-tech-billionaires-memoir.html\\\"\u003Emulling where the billionaires now fit in\u003C\u002Fa\u003E.\"]}]}]}}]}]}","guide":{"__typename":"StorylineGuide","displayName":"Explore Our Business and Tech Coverage","leadIn":"Dive deeper into the people, issues and trends shaping the worlds of business and technology.","sections":[{"__typename":"StorylineGuideSection","items":[{"__typename":"StorylineGuideItem","content":{"__typename":"ListBlock","content":[{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"How Altman Won Over Trump: "},{"__typename":"TextInline","formats":[],"text":"After helping President Trump get elected, Elon Musk was poised to dominate America’s A.I. policies. Then Sam Altman, the chief executive of OpenAI, "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002Ffa5d0071-24b5-57d6-9e68-6c592806380e","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F08\u002Ftechnology\u002Fsam-altman-elon-musk-trump.html"}],"text":"sneaked into the White House"},{"__typename":"TextInline","formats":[],"text":"."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Where to Find the Gossip: "},{"__typename":"TextInline","formats":[],"text":"Emily Sundberg’s business newsletter, Feed Me, is read by dealmakers and strivers alike and "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002F942a2fdd-62c8-563e-a76c-a33e475c82cb","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F07\u002Fbusiness\u002Femily-sundberg-feed-me.html"}],"text":"has made her a rising Substack star"},{"__typename":"TextInline","formats":[],"text":"."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"What Happens to Emerging Black Sellers?: "},{"__typename":"TextInline","formats":[],"text":"Black-owned brands got a foot in the door through D.E.I. programs at big retailers like Target and Amazon. Now amid a sudden pullback, "},{"__typename":"TextInline","formats":[{"__typename":"LinkFormat","uri":"nyt:\u002F\u002Farticle\u002F01195438-338a-5fcc-930b-3aa95114c1c0","url":"https:\u002F\u002Fwww.nytimes.com\u002F2025\u002F02\u002F05\u002Fbusiness\u002Fdei-target-black-sellers.html"}],"text":"they worry the door might be closing"},{"__typename":"TextInline","formats":[],"text":"."}]}]},{"__typename":"ListItemBlock","content":[{"__typename":"ParagraphBlock","content":[{"__typename":"TextInline","formats":[{"__typename":"BoldFormat"}],"text":"Silicon Valley Workers Quietly Protest: "},{"__typename":"TextInline","formats":[],"text":"As Mark Zuckerberg and other tech titans have embraced Trump and muffled internal dissent at their companies, their mostly left-leaning employees have objected with 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