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Non-Tech : Any info about Iomega (IOM)?
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To: sheila rothstein who wrote (48466)2/21/1998 2:30:00 PM
From: Senthil Sankarappan  Read Replies (1) of 58324
 
RE: 8/12 page advt. in WSJ

Shiela and all,
Lot of people are questioning about this big expense for IOM now. But i think IOM wanted to give a strong message to the corporate world. WSJ is highly respected and is read by almost all top level corporate people. These are the people who take high level decisions and set the path for their companies. So, i guess IOM just wanted to get into their minds. Whenever they see an IOM product, they will think about this 12 page advt and if this happens, i think IOM achieved its goal though they might have paid some big money for this. But may be this will get many times that money in return. I am always a supporter of heavy advertisement and brand name recognition. KO, INTC, AOL all did the same thing and it is no surprise that advertisement works. Remember, AOL was not profitable for a long time and are making profits only in the past 2 Qtrs while IOM has been profitable for 2 years. Like you said, they are not too bothered about share prices in short term and are looking at building an IOM empire for long term. I m sure short term traders will be very pissed off but if you are a long term holder, you will feel happy about yourselves few years from now. IOM sure will have the run up of DELL and AOL but nobody knows when it will happen. People will start to celebrate only *after* that happens.

Just my 2c
-senthil
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