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Non-Tech : Borders Group (BGP) -- Ignore unavailable to you. Want to Upgrade?

To: Jacques Tootight who wrote (158)	2/7/1999 10:16:00 PM
From: Big Dog	Read Replies (2) \| Respond to of 411

Dear R.C.: Intelligent conversation. It's nice to know that these boards can sometimes fulfill their intended purpose. You stated that: "What's troubling to me is that I haven't seen any changes or new key appointments in the marketing, PR, or advertising areas." Don't you think that the go.com connection is the kind of affiliated marketing connection that bodes well for Borders? ABC, ESPN and ESPN2 (given the Disney connection) liberally advertise this e-commerce destination. Borders has an exclusive book-seller arrangement. That has to be very beneficial given the growing popularity of this e-commerce destination. What better, cheaper and cost-efficient way to develop "brand recognition?" You also pointed out that: "Actually, BKS and AMZN, have been rewarded handsomely for losing that money." True enough. But do you think that Wall Street's patience is eternal? AMZN's spectacular stock appreciation has only been 52 weeks. Can it really continue? Does it make any sense? Market share gains resulting in concomitant loses per sale in a business with 3% profit margins? This isn't a Microsoft or Intel situation. In your opinion: "I think Borders has the better product and I support it, but that noble thought hasn't been very fiscally rewarding." No, it hasn't. Not since July 1998. With a price-to-sales ratio of 0.51, IMHO the upside reward certainly outweighs any downside risk. Good investing!