TRACK DATA SELECTS THE LORD GROUP
AS ITS MARKETING COMMUNICATIONS AGENCY
New York, New York - April 30, 1999 - Track Data Corporation
(Nasdaq NMS: TRAC) announced today that it has selected The
Lord Group, an affiliate of Young & Rubicam, as its marketing
communications agency to support its myTrack market data and
online trading services. First year advertising billings are
estimated at $10 million.
"We were looking for a marketing communications partner that
had a proven track record in building brands, and doing so at
all levels of communications," said Barry Hertz, Track Data's
Chairman and CEO. "The Lord Group's experience with such brands
as Bell Atlantic, KeyCorp and others convinced us that they
could help us build the myTrack brand in the highly competitive
category of on-line trading." The Company competes against such
other on-line trading services as E*Trade (Nasdaq: EGRP), Schwab
(NYSE: SCH) and Ameritrade (Nasdaq: AMTD).
"We're ecstatic about the opportunity to develop an integrated
campaign for an emerging brand like myTrack that has a true
point of difference from its competitors," notes Jim Hood, The
Lord Group's CEO.
myTrack is an Internet-based software application that is not
restricted by the limitations of an HTML browser-based static
system offered by virtually all of its competitors. Further,
myTrack delivers a continuous dynamic stream of live market
data and investors' real-time online trading activity. The
system, found on the Internet at mytrack.com, is
always connected and is an order of magnitude faster than
competing browser-based systems.
Track Data provides real-time financial market data, news,
fundamental research, charting and analytical services to
institutional and individual investors through dedicated
telecommunication lines and the Internet. On April 12, 1999,
the Company began to offer on-line trading through its myTrack
Internet-based personal investment service. Download myTrack
software at mytrack.com or call 1.800.myTrack.
Additional information may be obtained by visiting Track Data's
website at tdc.com.
The Lord Group, a joint venture between Young & Rubicam Inc.
and Dentsu (of Japan), is a fully integrated, New York-based
marketing communications consultancy. With approximately $350
million in billings, its client partners include Bell Atlantic,
Kraft Foods, Siemens AG, KeyCorp, Mita, Chock Full o'Nuts, The
Sports Authority, The Wiz and USAA. Further information may be
obtained by contacting Roger Chiocchi at 212.708.5270 or by
email: roger_chiocchi@yr.com. |
