Saturday, November 15, 2025

My Ad That Destroyed Ashton-Tate


 Oracle had a big problem. Ashton-Tate was about to come out with dBASE for Digital's VAX computer. VAX was Oracle's bread and butter. I asked Larry Ellison how many sales we had for the PC version of Oracle. He answered not many. So the answer was to deliver a pile of manuals and Oracle on the PC for $199. We lost money on each sale, but headed off disaster on the VAX.

Ashton-Tate's CEO, Ed Esber, told his people that he "wouldn't get into the gutter by answering Oracle's attack." That killed morale. I imagine many employees called him a gutless wimp as they passed him in the halls. This put a check in Ashton-Tate's swing and killed their VAX initiative. In another post, I'll tell you how I came up with the enduring headline THE LAST DBMS. Sincerely, Rick Bennett Ad Hit Man

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