Hello Direct (HELO) - an overlooked internet beneficiary Message Board

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Technology Stocks : Hello Direct (HELO) - an overlooked internet beneficiary

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To: stockvalinvestor who wrote (19)	7/12/1998 8:10:00 PM
From: Sid Turtlman	Read Replies (4) of 153

Kenneth: Keep in mind that there is only one analyst listed as following the company, so those estimates are only as good as one person's guesses. I get a sense that the company thinks it should be able to do at least $0.50 per share, but we'll find out more soon, since the numbers for the quarter are due out Tuesday. I wouldn't expect that current internet sales are very large, but the point is, while Hello Direct is hardly a household name, enough telephone oriented customers are aware of its existence because of its years of catalog distribution that over time, as a matter of course, they will check the online catalog rather than looking around for the paper catalog when in the market for more telephone equipment and accessories. So while some of the money spent on catalog printing and distribution might get diverted to promotion of the website, there is still more than $2.00 per share annually of catalog expense that can get reduced substantially. Just knocking it down 10% per year relative to sales would create impressive earnings growth even if nothing else at the company improved.

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