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To: The Perfect Hedge who wrote (65759)	6/30/1999 8:33:00 PM
From: H James Morris	Respond to of 164684

Why buy Catt, when we all bought this. >>Pasadena, California, June 30 (Bloomberg) -- Shares of GoTo.com Inc., an Internet search service that lets companies bid for top listing in the search results that it displays, rose 21 percent as it added more users this month. GoTo rose 4 15/16 to 28. The company went public at $15 a share June 18. GoTo said it drew 10 million monthly users for the first time this month. It also offers its search service on 80,000 Web sites, and 10,000 advertisers pay the company each time a user clicks through to their site. The Pasadena, California-based company operates essentially ''as a toll-taking business, rather than a media-sales business,'' Chief Executive Jeffrey Brewer said. Clients are ''paying us for customer-acquisition opportunities.'' GoTo generates income from online companies that pay to get top billing in a category, such as Amazon.com Inc. popping up on a search for the word ''book.'' Amazon pays GoTo 54 cents when a Web user clicks on through to its site, and Barnesandnoble.com Inc. pays 53 cents. ''It's essentially an auction, they pay the price'' to be on top, Brewer said. GoTo makes money even if a customer doesn't make a purchase. GoTo also lists Web sites under a category that aren't paid advertisers. GoTo raised $90 million in selling 6 million shares, which represent a 14 percent stake. Jun/30/1999 16:44