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Technology Stocks : PROGRAMMER'S PARADISE (PROG) -- Ignore unavailable to you. Want to Upgrade?

To: Bosco who wrote (878)	3/2/1999 11:41:00 AM
From: William T. Katz	Read Replies (1) \| Respond to of 2383

Should PROG do better branding? Well, one case for just the opposite was voiced during the LYCOS/USA Networks/Ticketron merger debate. Yahoo! has great branding and is trying to move into all kinds of areas. The question is whether all those new areas should have the Yahoo! brand or whether they should use more niche-oriented brands. I remember some comments made by LYCOS management that each of their major acquisitions would retain separate identities. PROG, in many ways, has their tentacles spreading through the developer community, and in ways that aren't very visible. Is that good or bad? On the bad side, it makes it more difficult to hype the stock because visibility isn't as good as if PROG had been well-known. On the other hand, if the quality of all their personas is excellent and comparable, it means they establish loyalty under a number of guises. At least PROG seems to be moving aggressively (and prudently) into the internet commerce arena.