VerticalNet and BrandEra.com Sign Integration and Promotion


                         Agreement 
      Agreement Creates New Marketing Services Area for VerticalNet's Vert 
    Solution Zone and Delivers a Source of Potential New Buyers for 
    BrandEra.com 


  TORONTO, ON, and HORSHAM, PA, Sept. 25 /PRNewswire/ - BrandEra.com Inc. 
(NASDAQ: BRND), and VerticalNet, Inc. (NASDAQ: VERT) today announced an 
operational agreement to cross-promote and link each other's distinct Internet 
properties in both online and direct-marketing efforts. This announcement 
follows a September 1, 2000 announcement by BrandEra of a U.S. $5.0 million 
round of financing - a round whose investors included VerticalNet, among 
others.  
VerticalNet is the Internet's leading portfolio of business-to-business 
commerce communities. BrandEra.com, The Marketer's Marketplace(TM), is one of 
the industry's primary business-to-business portals and functional hubs for 
marketing communications services - a key, horizontal need of businesses in 
almost every industry.  
BrandEra is part of the new 'Marketing Services' area within the Vert 
Solutions Zone in each of VerticalNet's 57 communities. In addition, the terms 
of the agreement outline a wide range of direct marketing vehicles that will 
help promote BrandEra's marketplace and talent capabilities to VerticalNet 
users on a frequent basis, including co-branded direct e-mail and direct mail 
efforts.  
"In today's cluttered business climate the competition to vie for a 
buyer's mindshare is so intense that it elevates the importance of marketing 
and advertising solutions," said Dwayne Spradlin, vice president of Corporate 
Development for VerticalNet. "We selected BrandEra.com as a marketing and 
advertising solution for our small and medium-sized business customers because 
they offer everything from talent-for-hire to training and online productivity 
solutions. They also have a commitment to continue to expand their offering to 
meet the growing needs of our customers."  
BrandEra also expects its own community members to benefit considerably 
from this new relationship. "BrandEra.com is focused on bringing people who 
need marketing and creative services together with the right people to provide 
those services," said Marvin Igelman, president and CEO of BrandEra.com Inc. 
"With this in mind, our deal with VerticalNet has the potential to deliver a 
large and motivated group of business-to-business customers that are already 
transacting business online on a regular basis. This matches well with our 
strong base of creative, advertising and marketing solution providers, and our 
online promotion, matchmaking and collaboration solutions," added Igelman.  
  About VerticalNet, Inc.  
  VerticalNet, Inc. (www.verticalnet.com) provides end-to-end e-commerce 
solutions targeted at distinct business segments through three Strategic 
Business Units: VerticalNet Markets includes 57 industry-specific web sites 
designed as online vertical trading communities and provides hosted e-commerce 
and community capabilities for corporate divisions and mid-size businesses; 
VerticalNet Exchanges focuses on direct material open and spot markets; 
VerticalNet Solutions builds digital marketplaces for global 2000 customers, 
consortia and neutral Net market makers. VerticalNet International leverages 
the Company's three strategic business units to create global Internet B2B 
marketplaces, offering products and services internationally and partnering 
with companies that have strong local presence and domain expertise.  
VerticalNet and NECX are registered trademarks and/or trademarks of Vert 
Tech LLC in the United States and/or other countries.  
  About BrandEra.com Inc.  
  BrandEra.com (NASDAQ:BRND) is a leading business-to-business marketplace 
for creative, advertising and marketing professionals. The site, a functional 
hub for this vibrant and influential community, offers a cohesive environment 
in which to work, find one another, and conduct business. Benefits to users of 
the site include streamlined business practices, broader market and business 
opportunities, and lower costs of doing business. The market for creative 
services that BrandEra.com addresses with its suite of solutions is estimated 
to be worth more than US $30 Billion this year in the United States alone. 
(Source: The Parthenon Group Inc.)  
Specific Web properties of the BrandEra network include BrandEra.com, 
adsGallery.com, Portfolios.com, MediaLot.com, the BrandEra Times, BrandEra 
MarketPlace, and The Black Book, a leading publisher of creative source books 
used by 30,000 marketing professional worldwide, which BrandEra.com Inc. 
acquired in April 2000. For buyers and sellers of talent, BrandEra.com and its 
family of Web sites now extends through all levels of the creative 
marketplace, from the most successful artists to the emerging independent 
creative businesses. Creatives can start with a free exhibit on 
Portfolios.com, take advantage of Multifolio's additional features, and then, 
at the highest levels, upgrade to a page in The Black Book.  
The company's sophisticated digital asset management software is 
incorporated into its sites. As a functional hub, the site also aggregates 
relevant content from other related sites. The company's revenue model 
includes value-added service fees, multiple e-commerce applications, affiliate 
programs, advertising, and licensing.  
  This press release may contain forward-looking statements relating to 
BrandEra.com Inc. Among the important factors that could cause actual results 
to differ materially from those indicated by such forward-looking statements 
are delays in product development, undetected software errors and bugs, 
competitive pressures, technical difficulties, market acceptance, changes in 
customer requirements, and general economic conditions. All other companies 
and products listed herein may be trademarks or registered trademarks of their 
respective holders. As of September 25, 2000 there are 37,831,515 common 
shares of BrandEra.com Inc. outstanding. 
  

SOURCE BrandEra.com Inc.  
-0-              09/25/2000  
/CONTACT: BrandEra.com -- Richard Rotman, Director of 
Public Relations, BrandEra.com., (416) 226-2800 ext. 287; Christine 
Scandia-Stone, KCSA Inc., (212) 896-1270; Lois Whitman, Karen Gaynin, HWH PR 
Inc., (212) 355-5049; VerticalNet -- Jessica Cassady, Manager of Public 
Relations, (215) 315-3712; 
To request a free copy of this organization's annual report, please go to 
www.newswire.ca and click on reports@cnw./  
(BRND VERT)  
CO: BrandEra.com Inc.; VerticalNet, Inc. 
ST: Ontario, Pennsylvania 
IN: CPR MLM 
SU: JVN  
  -30- 
-0- Sep/25/2000 14:39 GMT 
EOS   (PRN)    Sep/25/2000    10:39       85 
â 
-0- (PRN) Sep/25/2000 14:54 GMT
 
 
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