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Non-Tech : E4L, Inc. (NYSE: ETV)

ETV 13.99

-0.9%

Nov 18 4:00 PM EST

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To: Trevor Quest who wrote (949)	2/25/1999 6:17:00 PM
From: out_of_the_loop	Read Replies (1) of 1080

I went to the shareholders' meeting today in LA (Encino). I thought it went well. This stock's descent amazes me. I would be happy to explain any questions people have about the concepts of Lehman's plan. It makes sense to me. 1. Simply, channel ETV customers into the E4L website, which is a branded version of Netmarket and get 1/2 the membership fee for company profit. Leverage TV time that is already owned by NM, 70% of which is prime time - on big network TV stations AS WELL AS (not just< /i>) cable stations. Netmarket is huge and isn't going out of business; ETV has no out of pocket expenses other than some software layovers that are now well-established. The argument that people won't pay to use netmarket is fallacious, especially in light of the recent announcements concerning people who accept the trial memberships. We will see how many people ultimately join permanently, but their decision will be aided by merchandise offers and discounts that make this membership cheaper than free and cheaper than entering into a "normal" netmarket membership. 2. Establish the brand of E4L. Prepare for the merging of PC's and TV and use radio as well. Combine this brand association with E4L to increase the customer base. 3. Barter with other companies so that things given to the E4L customers cost the company virtually nothing because consideration is given with advertising - on time the company already owns. Netmarket is a successful PAY/membership site run by Cendant; NM/ETV gets 50% of the membership fees. They leverage their customers on one end to Cendant and on the other end with their infomercial products. People who buy from them buy all sorts of products; the customers who buy expensive exercise machines are different demographically than the customers who buy motivational materials. In other words, it is a heterogeneous demographic. NM/E4L has no costs of the website; they are Cendant's costs. Wake up, Wall Street...

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