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Non-Tech : Any info about Iomega (IOM)? -- Ignore unavailable to you. Want to Upgrade?

To: Gottfried who wrote (45459)	1/24/1998 10:25:00 PM
From: Michael Coley	Read Replies (1) \| Respond to of 58324

RE: $100 Million Advertising Blitz GM, Yes, it's in addition to the regular advertising budget. It's only in the US. I'm pretty sure that it's a specific target amount, as KE broke down the percent which they plan to spend each quarter (15/20/25/40 is what I plan on using in my models). - Michael Coley - wwol.com

To: Gottfried who wrote (45459)	1/24/1998 10:33:00 PM
From: RetiredNow	Read Replies (1) \| Respond to of 58324

You know what? The $100M ad campaign has been eating me alive. So I looked at their 3rd quarter 10Q. And what I found puts me at CONSIDERABLE ease. It says that SG&A increased $65M for the 9 months ended 9/97 when compared to the prior year. This means that conservatively, their advertising budget must have been close to $100M for 1997. THEREFORE, THE $100M BEING SPENT THIS YEAR IS ONLY A LITTLE MORE AT WORST THAN WHAT THEY DID LAST YEAR. Here's an excerpt from the 10Q for your perusal: "Selling, general and administrative expenses increased by ...65.2 million in the...first nine months of 1997, ...when compared to the corresponding periods of 1996...The increases were primarily the result of increases in headcount throughout the world, predominantly in the sales and marketing functions, advertising expenses incurred to increase market awareness of Zip, Jaz and Ditto products and variable selling expenses. Management expects selling, general and administrative expenses to increase further in the fourth quarter of 1997 in absolute dollars due primarily to increased advertising and promotional expenses throughout the world, including planned costs for a new "Zip built-in" campaign developed to generate greater consumer demand for OEM Zip drives, as well as increased variable selling expenses and increased fixed administrative expenses."