In 10 years, shareholders have grown to about 6,000 from 50. We don't promote it anymore, but a lot of the time that's what people hear about first. The stock is so popular that Ms. Novak has a waiting list of 400 investors. When someone wants to sell, she puts the shareholder in contact with a potential buyer. The price is determined by the two investors and sometimes results in wide variations.
Some companies market their shares through their products.
Mendocino Brewing included notices of its offering with its six packs. Real Goods Trading promoted its shares in its catalogs. The Internet is proving an especially hot avenue for marketing of direct offerings.