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GuruNet Can't Make It with Consumers, Changing Name to Atomica

A few weeks ago, Julie Aiello endorsed GuruNet as a on-line useful research tool. Today, Forbes is reporting that GuruNet has decided it cannot make it as an advertising-supported consumer focused research tool. To this end, it is changing it's name to Atomica.

When we first heard about this product, we questioned the revenue model. After all, any Internet-based product that depends solely upon advertising for revenue is unlikely to generate enough cash flow to survive as an independent entity.

Will Atomica make it as a corporate research tool? How does something like the existing GuruNet stack up against things like Bloomberg and Lexis/Nexis? Your guess is as good as ours.

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