To: H James Morris who wrote (57992 ) 5/24/1999 8:42:00 AM From: Glenn D. Rudolph Respond to of 164684
IPO VIEW-Familiar names to stand out from the crowd By Reshma Kapadia NEW YORK, May 23 (Reuters) - The deluge of initial public offerings will continue this week, and investors will likely be drawn to names they recognize, such as barnesandnoble.com and DLJdirect, among the Internet contenders, analysts said. "I think the market is looking a bit more cautiously at the '.coms,'" said Barbara Bradley, managing director of syndicate at Laidlaw Equities Inc. of the richly-valued Internet stocks. "And the companies that aren't as strong fundamentally or without history or futures are not performing as well." This week is expected to be among the busiest in terms of quantity of deals, but investors will be choosy, analysts said. The influx of deals is having a visible impact on the market. Each week, there are more "broken" IPOs, deals that fall below their offering price, and others that just trade flat. Those performances are especially disappointing in new Internet stocks, which until recently crackled after launch in a frenzy for online issues. "The number of Internet deals that are at or down from IPO prices (reflects) the saturation," said Alan Lowenstein, assistant portfolio manager at John Hancock Funds. "Investors are becoming more selective and the better companies that come through will get the money." Companies expected to draw the money this week include online book retailer barnesandnoble.com, Internet broker DLJdirect and Latin American cyber-link StarMedia Network. Barnesandnoble.com plans to offer 25.0 million shares in a range of $11 to $13 through Goldman Sachs. After the offering, German media giant Bertelsmann AG <BTGGg.F> will own about 48.9 percent of the company and Barnes & Noble will own 48.9 percent. "Investors may be kicking themselves for not buying into Amazon.com Inc. <AMZN.O>, and they may use barnesandnoble.com as a proxy. Investors are so familiar with Barnes & Noble Inc. retail bookstores that they will be comfortable with it," said Steven Tuen, an analyst at IPO Value Monitor. The Internet is well-suited to sales of books and music, as the acceptance of Amazon.com and CDnow <CDNW.O> has proven. "It will be tough competition with Amazon.com. On the whole, it will be tough for them because anyone who has a brick-and-mortar store loses out because of the cost, but Amazon.com and barnesandnoble.com's sites will be very similar in terms of offerings and brand recognition," Lowenstein said. And these days, it is all about brand recognition. The larger the name, the more likely the stock's debut will shine, according to analysts. Investment bank Donaldson Lufkin & Jenrette recently increased the size and price of the stock offering of its online brokerage DLJdirect, valuing the unit at $2 billion, reflecting strong demand for the deal. It expects to offer 16.0 million shares at $18 to $20. StarMedia Networks Inc. is also expected to be a hot deal. "It is South America's answer to America Online Inc. <AOL.N>," said John Fitzgibbon of Redherring.com. StarMedia targets the largely untapped Latin American market. The number of Latin American Internet users is expected to increase to 34 million by the end of 2000 from 7 million in 1997, according to Nazca Saatchi & Saatchi. The group is seen as attractive demographically as well, with 90 percent of its users from upper- and middle-income brackets. The network will offer 17 interest-specific channels covering news, sports, business and chat rooms in Spanish and Portuguese and will derive revenues from ad sales and sponsorships. Its monthly page views have grown to 60 million in March 1999 from 7 million in December 1997. StarMedia has made an aggressive push to get its name recognized, including an advertising campaign on New York City's subways. It plans to offer 7.0 million shares in an expected price range of $10 to $12 through lead underwriter Goldman Sachs. EDGAR Online, whi..