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Non-Tech : Enamelon (ENML) - Does anyone follow this? -- Ignore unavailable to you. Want to Upgrade?

To: Q. who wrote (696)	8/3/1998 5:37:00 PM
From: Peder E. Angvall	Read Replies (1) \| Respond to of 863

From reading through the press release, a couple of things stick out in my mind: 1. $13+ million over 6 months and $9+ million last quarter on advertising. Where exactly are they advertising?? The only ad I have seen is the coupon in the Sunday paper, and the only reason I saw that is that it was on the front page (of the coupons). Maybe they should just save up all their ad money and spend it on the World Series or the Super Bowl. I don't think TV ads @ 3AM during Perry Mason reruns are going to help the company. They need primetime ads that target parents. This is definitely negative. 2. I think 2%+ penetration is excellent considering their poor advertising, late start and the fact that they still do not have great market penetration (I still see a lot of stores that don't sell it). Hopefully, more dentists will recommend it and that will offset the poor advertising. This is a positive. 3. The fact that they beat their sales estimate by 15% (2.3 v 2.0) is good, but the market didn't seem to even notice the "pre-announcement" Friday. Maybe, like me, nobody saw it. I searched biz.yahoo.com and it is not in the news for ENML. If they can accelerate their growth over the next 2 Q's, I think they will be OK, but as John pointed out, they are burning cash VERY quickly. PA