of 1999 where it remained through the disposition of the company in 2002. Hotjobs developed "Softshoe" a private label job board and applicant tracking system ("ATS") in 1997. Lucent Technologies was the first customer to purchase this product. Later customers for this "ASP" product included UBS, Merrill Lynch, UPS, and several other large companies. In September 1997, hotjobs shed the technology-only focus by adding job categories for "Finance/Accounting" and "Sales/Marketing." The first hotjobs newsletter followed in October 1997. During this time the name was also officially changed from "HotJobs, Inc." to "HotJobs.com, Ltd" on the suggestion of Peter Connors. The company startled the advertising world in 1999 when it bought a $1.6 million commercial during Super Bowl XXXIII, considering that its total revenues were approximately $2.5 million. McCann-Erickson Detroit was hired for the production. It proved to be a very savvy investment, as over $25 million in publicity was generated by Robert Liu, who joined the company from CNN. Immediately following the playing of the commercial, hotjobs' servers were overwhelmed with requests. The company went public in late 1999. In 1999, shortly after the first Super Bowl commercial, the company hired two senior executives to assist with the growth of the public offering: George J. Nassef Jr. as chief information officer and Steve Ellis as chief financial officer. In November 1999, the company hired its first chief marketing officer, Dean Harris, to oversee and manage the consumer image and marketing message. In 2000, the company moved its headquarters to 406 West 31st Street. The company purchased the leading client-server ATS software company, Resumix, Inc. of Sunnyvale, California in 2000. As part of this effort, the company hired Tim Villanueva, formerly a leading developer at Intuit, as its chief technology officer, and Chuck Price, formerly chief architect at Broadvision, as the company's senior VP of engineering for the Resumix product. Steve Ellis resigned as the CFO and was replaced by Lowell Robinson that same year. In March 2001, Richard Johnson resigned as chief executive officer and president. The board appointed COO Dimitri Boylan to fill those positions. Boylan quickly set about restructuring the company and expanding the customer base beyond its core market of start-ups and technology companies and deeper into health care, insurance, government, and financial services. Allen Murabayashi, Thomas Chin, and George Nassef left the company in 2001 to pursue new interests. In 2001 the company became profitable and