In general, the construction

$content =~ /foo(.*?)bar/;
$new_coverage = $1;
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Is cumbersome and error-prone -- if that match doesn't occur, $1 won't contain what you expect it to contain. So do it in one step -- capture the match into a variable, and see if it's defined (this version will grab each match and display it):

while (my ($new_coverage) = ($content =~ /$company(.*?)<\/tr>/ig ) ) {
    print "$new_coverage\n";
}
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update wrote that a little quickly. runrig pointed out, quite correctly, that this regex will produce an infinite loop. What will work is

if (my @new_coverage = ($content =~ /$company(.*?)<\/tr>/isg) ) {
     print "$_\n" foreach @new_coverage;
}
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props, of course, to runrig </update>

I'm guessing that you're snagging a web page with news about these companies, *and* that there may be more than one content item per company (otherwise the /g modifier and the while loop don't make sense). If this is what you're doing, there might be a need to add the /s to that regex as well (because you may want . to match a newline).

perl -e 'print "How sweet does a rose smell? "; chomp ($n = <STDIN>); 
+$rose = "smells sweet to degree $n"; *other_name = *rose; print "$oth
+er_name\n"'
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