To: GBT who wrote (138 ) 4/16/1999 6:44:00 AM From: LTK007 Respond to of 4443
And more:) ONLINE BROKERAGES SPONSOR GOMEZ CONTENT. 03/15/99 Financial Net News Copyright 1999 Information Access Company. All rights reserved. E*Trade Securities and Mr. Stock are sponsoring editorial content on the Gomez Advisors Web site. E*Trade is sponsoring Gomez's IPO and Options Jump Start sections, which provide articles written by Gomez staff, tools and links to Web sites about IPOs and options. Mr. Stock's sponsorship involves Gomez's Broker Selection 101 page, which provides Web surfers with suggestions on how to choose an online brokerage. Both firms are seeking to tap the sophisticated visitors to the Gomez site (www. gomez . com ). Gomez is known for its high-profile quarterly rankings of both online brokerages and banks, which are posted on its site. E*Trade and Mr. Stock are ranked third and 12th, respectively, in Gomez's latest Internet brokerage rankings, which judge online firms on ease of use, customer confidence, on-site resources, overall costs and relationship services. Gomez analyst Alan Alper said the marketing relationships do not jeopardize the objectivity of the rankings. "Clearly it is a great way to bring in revenue--when companies want to buy sponsorships we make it clear that they will be given a nice position on the page but they will not influence what we write and how we evaluate business," he said. The firms only have a say over the marketing message, Alper added. E*Trade has a button on the Gomez home page touting its sponsorships as well as banner ads on both sections promoting Power E*Trade, its new suite of services that includes free real-time quotes and streaming charts. E*Trade is sponsoring the sections as a way to attract the fairly sophisticated investors who tend to gravitate to the Gomez site and have a pre-existing interest in Internet trading, according to a firm spokeswoman. E*Trade also decided to advertise on Gomez's IPO and options sections to complement the IPO center on its own site. Mr. Stock also touts its sponsorship with a button on the Gomez home page, and a banner ad on the broker page invites visitors to open an account with Mr. Stock (www.mrstock.com). The firm made the move to align itself with a Web site that agrees with its own philosophy of educating investors as much as possible, according to Brent Houston, managing director.