By Vincent Safuto staff writer
May 15, 2004
One of the joys of being interested in business news is seeing companies succeed, grow and prosper.
Conversely, watching a company die is the saddest of events, especially since it happens in "journalism time," which means over the course of months or years.
I've been feeling the pain of watching a computer company die of late, and all I can feel is sadness for the company, its workers present, former and soon-to-be-former and those who invested in the company's stock.
Gateway seemed to be the kind of company that would live forever. It was more than a computer company, in my view, but an attitude. Sure, it sold computers and sought to make a profit, like all good companies must do, but it was something else that attracted me to it as a customer.
Back in the early 1990s, it was called Gateway 2000, a forward-looking name when the millennium was years away. Its ads featured something you'd hardly associate with fast computing machines: cows. Its founder and CEO, Ted Waitt, appeared in the magazine advertisements looking less like a businessman and more like someone who founded his company in a barn, which is where Gateway 2000 was born.
The ads were clever and creative, such as the one showing Waitt riding a cow at a race track. "You have a friend in the business," the ads said, and even someone as cynical as me believed it.
I finally broke down and bought a Gateway PC in late 1992. Back then, there was no Web ordering. I picked up the phone, dialed the 800 number and talked to a fellow who typed my order into a computer. Soon I had a number and an estimated delivery date, which was sometime after the beginning of 1993.
Gateway was booming then, and was having a hard time keeping up with the orders flowing in. I was willing to wait.
Weeks passed. Then, on Christmas Eve 1992, the UPS person rang the bell. There were three big cow-spotted boxes for me. What a Christmas gift! I set up and started the computer before leaving for work at the post office that day.
More computers followed, all Gateways, and all very satisfying.
But the company was changing, and not for the better. At its peak, Gateway had 25,000 employees. After the most recently announced round of layoffs, it will have 2,000. Beyond that, who knows?
I'm writing this at home on a Gateway computer (the 2000 was dropped after the millennium). It came in a cow-spotted box, but the cows in the print ads were put out to pasture a few years ago.
Still, it's a great computer that performs well, and I like it, as I like the other three Gateway computers two desktops and a laptop in my little home office, and the one in the garage.
But I will miss Gateway's passing, if that ever happens. I hope that it'll be around when it's time to buy my next computer. If not, though, I can always turn on one of the old machines and remember Gateway's glory days.
Vincent F. Safuto is a copy editor for the Press Journal. Reach him at (Vincent.Safuto@scripps.com).
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