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To: Dr. Id who wrote (812)	11/12/1999 4:35:00 PM
From: NY Stew	Respond to of 6516

Interesting article on media brand recognition: Thursday November 11 02:30 PM EST AOL: You've got noticed Margaret Kane, ZDNet Which network would you rank highest? ABC, NBC, CBS? How about AOL? A new brand study from media research firm the Myers Group found that consumers ranked America Online Inc. (NYSE: AOL) ahead of all of the major television networks. Television consumers were asked to rank 70 media properties based on 26 attributes, including frequency, relevancy, and value. Among men, only the Discovery Channel and the Weather Channel beat AOL. AOL is so strong that "the company could successfully extend its brand into any number of offline ventures," Jack Myers, CEO of the Myers Group, said in a release. And it wasn't the only Internet brand to do well. Yahoo! Inc. (Nasdaq: YHOO) came in 16th, ahead of 17th-ranked ABC and 21st-ranked CBS. Of other online brands measured, the Microsoft Network came in at 36th and Sony Online was ranked 69th. The top ten brands ranked by the survey were the Discovery Channel, the Weather Channel, the Learning Channel, PBS, the History Channel, ESPN,. AOL, Fox-TV, TVGuide Channel and NBC. The study found that niche brands like the Learning Channel and the History Channel ranked higher with consumers, possibly because they have a much more focused message, Myers said. "In an overcrowded electronic media marketplace, brand equity is a new form of currency," he said. "With fragmentation of the media market, those brands with positive equity will be the ones that advertisers, distributors and investors will most value." Consumers certainly vaue online brands. AOL beat out CNN in terms of relevancy and value, and was more frequently viewed than ESPN or Fox.