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To: tony di fatta who wrote (15210)	11/13/1998 6:07:00 PM
From: Glenn D. Rudolph	Read Replies (1) \| Respond to of 27307

********************************************** NetRatings ONLINE OBSERVER(TM) REPORT November 13, 1998 ********************************************** The data in this weekly report is derived from the Online Observer Service which is available to subscribers at netratings.com. Your questions and comments are encouraged. If you have specific questions about a site's demographics and Web activity or a banner advertising campaign, call or send an e-mail to the editor: Sally Blodgett, (408) 941-2932, sblodgett@netratings.com. If you'd like to find out more about our subscriber service, please contact Bob Hooven at (408) 941-2902. EDITOR'S NOTE: If you don't want to receive the ONLINE OBSERVER REPORT, reply to sender and type UNSUBSCRIBE and you'll be removed from the distribution list. Copyright (C) 1998 NetRatings(TM), Inc. All rights reserved: NetRatings, Inc. All rights reserved. Reproduce and distribute freely as long as source is cited. IN THIS WEEK'S ISSUE: This report contains Web usage statistics for the week of November 1, 1998. - Holiday Advertising gets underway on the Web - Top Ten Weekly Ad Banners - Top Ten Weekly Properties - Web Average Usage Stats -------------------------------------------------------------------- >>TOYS R US -- NO. 1 AD BANNER -- KICKS OFF HOLIDAY ADVERTISING ON THE WEB It's that time of year again and Toys R Us takes the lead in holiday advertising with the No. 1 slot this week, reaching 11.15% of the household Web audience advertising its new online store. During the week of November 1, 1998 over 20 million impressions* of the unique Toys R Us teletubbies ad were seen, appearing across a variety of sites including: Hotmail, MSNBC, Microsoft, Sony, Walgreens and the Monster Board. Other notable holiday campaigns that kicked off this week (not in the top ten) were Alta Vista's holiday shopping guide and Holt's Educational toy outlet campaign. NetRatings BannerTrack reports on ad banners that reach at minimum 2% of the household Web audience which means the total numbers of Toys R Us ad impressions seen by surfers may larger than reported. >>TOP 10 AD BANNERS VIEWED: Top Banners ranked according to unique audience are cited from BannerTrack (TM), NetRatings' syndicated ad research service. During the week of Oct.26-Nov 1, 1998 the average Web user viewed 120.20 banners and clicked on .63 banners for a .52% click rate. 1. Toys R Us: Teletubbies are here at the new online store. 2. Yoyodyne Entertainment: Shop EZspree. 3. Catalog Link: It's a whole new fashion season, don't fall behind. 4. Yoyodyne Entertainment: You could win a $100,000 online shopping spree. 5. Yoyodyne Entertainment: Win A $100,000 shopping spree. 6. Bid.com: Click here for your chance to score. 7. The Mining Company: We mine the net so you don't have to. 8. Yoyodyne Entertainment: Play EZspree today! Click Here 9. Yoyodyne Entertainment: EZspree no hassle shopping. 10. Catalog Link: Hundreds of FREE catalogs for stay at home shoppers. House ad banners which run predominantly on the advertiser's home site (90% of impressions or more) are not included in our banner rankings or advertising analysis. >>TOP TEN WEB PROPERTIES- Here are the top 10 Web properties ranked by unique audience, as reported by NetRatings Inc. for the weeks of Oct.26-Nov 1, 1998. A property is defined as a consolidation of multiple domains and URLs associated with a property. Property Reach Pages per person 1. MSN/Hot Mail/MSNBC 40.85% 49 2. Yahoo 39.21% 69 3. AOL Websites 35.60% 14 4. Microsoft 32.60% 16 5. Lycos/Tripod/WhoWhere/Wired 31.36% 24 6. Netscape 31.15% 34 7. The Excite Network 24.01% 26 8. GeoCities 23.70% 20 9. The Walt Disney Company Online 14.81% 23 10. Infoseek 14.75% 13 >>QUICK LOOKS - USAGE STATISTICS Statistics below represent average activity for a Web user during the week of Oct.26-Nov 1, 1998. Page Views per week 321 Time Spent per week 5:51:10 Number of sessions per week 10 Pages visited per surfing session 34 Time spent during session 35:07 Duration of a page viewed 01:02 Banners viewed 120.20 Banners clicked on .63 WRITENOW EDITORIAL SERVICE - Do you ever find yourself on deadline and needing information about a site's reach, demographics, or unique audience size? Or need data about an ad banner campaign? Just call our WriteNow Hotline at (408) 941-2929 or send an e-mail to writenow@netratings.com. You will receive a response within two hours. For more information about NetRatings, go to netratings.com ------------------------------------------------ NetRatings tracks America Online Web usage only but does not track Web usage of the AOL members who use AOL's 16-bit integrated browser." Rankings are based on measurement of World Wide Web activity by a representative panel of over 4,000 Internet users 18 years and older who access the Web from home.

To: tony di fatta who wrote (15210)	11/13/1998 10:12:00 PM
From: Roger A. Babb	Read Replies (2) \| Respond to of 27307

Tony, a boxed position contains the same number of shares both long and short, thus creating a neutral position. Often used by short sellers because a long position is easier to trade than a short position. For example, I have been short yhoo for months, but I balance it with an equal long position when it is going up. Sell the long position when it is going down. I am always either boxed or short, never long. Why? Because one day we will wake up and find yhoo to be worth a fraction of what it is now and I can not predict when that crash will happen. But it will happen.......