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Non-Tech : E*Trade (NYSE:ET) -- Ignore unavailable to you. Want to Upgrade?

To: Spytrdr who wrote (10204)	12/27/1999 7:16:00 PM
From: ecommerceman	Read Replies (1) \| Respond to of 13953

Excellent article, Spy--thanks for posting it; Gardner is a very clear thinker (and writer) and he eviscerates the Times article with devastating logic. Thanks also to Sly for posting the article from the Washington Post on the OLB's advertising, which I also found of interest. I must admit to not being too wild about ETrade's television advertising--while it's mildly amusing, it largely makes the point that folks should feel comfortable using an OLB in general (this is true for most of the other OLB's advertising, for that matter), and does little to give a prospective client a reason to choose ETrade over another online broker other than pounding the name "ETrade" into their brains, over and over. I don't diminish that point--there is certainly a fair amount to be said for brand-recognition, of which ETrade kicks the other OLB's butts; my point, however, is that it's too bad that our advertising doesn't occasionally make a more serious point that separates us from other OLBs--something which, for instance, points to the fact ETrade has fairly consistently led the OLB field in Gomez and Lafferty's ratings, or interviews with customers who say that ETrade is significantly better than the other OLBs, etc. This would not only give us the additional brand-recognition that we need, but also give rational investors some real reason to choose E*Trade as opposed to some other OLB. While watching a beaver request his old spleen back, or the kept-man massaging the aged toes of his sugar-mommy is sort of funny, I'm not sure that it would make me rush right out and send my money to Cotsakos... The following is from The Web Report--more evidence that volume is still surging which, ultimately, is going to appear on our bottom line and lead to a nice surge... DECEMBER CHARGES AHEAD WITH 7 OF TOP 10 NASDAQ VOLUME DAYS November set a record for Nasdaq monthly volume, but December continues to set daily records. Seven of the top 10 record Nasdaq volume days occurred this month through the 17th, and Nasdaq's all-time high of 1.77 billion shares traded was set on the 9th. This quarter is well on its way to a new volume record, with 22 of Nasdaq's top 25 days occurring since November 1. Top 10 Nasdaq Volume Days (in billions) 1 December 9, 1999 1.77 2 December 8, 1999 1.63 3 November 17, 1999 1.61 4 December 10, 1999 1.59 5 December 15, 1999 1.58 6 December 13, 1999 1.58 7 December 3, 1999 1.53 8 November 18, 199 1.52 9 December 14, 1999 1.51 10 November 29, 1999 1.50 Source: FactSet