Through December 1999, MotherNature.com’s marketing efforts had taken several forms. First, the company had tried a range of off-line (traditional) advertising through print, radio, and television. Specifically, the company targeted major urban centers such as Boston, New York, and San Francisco through each of the previously mentioned media. Radio ads featured and voice of actress Blythe Danner as “MotherNature.” Television advertising for MotherNature.com aired during traditionally highly rated events, such as the Emmy Awards and the U.S. Open tennis tournament.