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To: Don Kleppinger who wrote (490)	12/1/1997 4:20:00 PM
From: Stoctrash	Respond to of 1394

Good point...but DISH doesn't have that kinda cash kicking around.

To: Don Kleppinger who wrote (490)	12/2/1997 12:41:00 PM
From: Noel	Respond to of 1394

Interesting thing is, all those ads add to DIRECTV's subscriber acquisition cost, pushing back their breakeven. You have to look at DISH on its own. They've gotten great results with their offer in the marketplace and a coop program that gets the word out through their primary distribution channel - satellite specialty stores. At the end of the day, it's SUBS that everybody wants. Name recognition is nice, but only as a means to an end. OJ Simpson is probably second only to Coke in terms of name recognition, but his revenues are way off... NOEL