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Technology Stocks : Amazon.com, Inc. (AMZN)

AMZN 229.60

+1.5%

Nov 25 3:59 PM EST

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To: cellhigh who wrote (31328)	12/28/1998 12:23:00 AM
From: Rob S.	Read Replies (2) of 164684

The development of branding as a major economic influence in our society happened as a result of BROADACST technologies - radio and TV. Even newspapers have much of the characteristics of broadcast media - centralized authoring of content and a single point to the masses delivery paradigm. WAKE UP!!! THE INTERNET IS NOT BROADCAST TECHNOLOGY!!! The Internet is more similar to the telephone or mail system than it is to broadcast technology: multiple points of origination to multiple points of delivery. I know it is not as simple as black and white but I belive the fundamental system that was the modus operandi for the development of branding is not inherent in the Internet. Of course you can argue that society doesn't instantly adapt to new technology but can take decades to be molded by it. While it's true that people will react initially in similar to the habits learned from growing up watching the boob tube, it is already becoming apparent that habits are changing rapidly: 1] Microsoft and Netscapes attempts to make the PC web browser into a "channel" broadcast mechanism have failed miserably. 2] While Internet usage is soaring, recent surveys as reported in Internet Week and other trade journals have shown that ad click throughs have dropped by half per page view in just six months. The fact is that people are largely ignoring Internet ads and most branding strategies (ask yourself how many ads you now click on and how that compares to when you first saw ads on the Internet). Amazon continues to benefit from widespread recognition and is a highly recognized name among experienced Internet users. Yet, consumer surveys of the "average" citizen on the street have shown widespread ignorance of the Amazing one's "brand name". The average consumer still thinks that Amazon is a river somewhere, maybe in Africa. Amazon is now priced for perfection. Any rumor or newss that things aren't quite as perfect as the $17+ billion prior to reality price tag needs to be justified can send this stock reeling into a "long buyers squeeze".

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