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To: rbotik who wrote (19344)	6/2/1999 4:16:00 AM
From: David Tyree	Read Replies (2) \| Respond to of 40688

rbotik, While I generally agree with you, in this case, I hold a different view >No company in its right mind would ever pre-release its spot schedule for the public and competitors to see.< Sure they would, if it is in their best interest to do so. Why are they running ads in the first place? I think it's to gain awareness. Remember, we're talking about a tiny company with zero awareness outside of a very small universe of people (us, for instance). >Media buying is a combination of science, art, and calling in past favors. Competitors pay thousands of dollars for clipping and monitoring services to help them determine a competitors media approach.< As long as you can accurately identify your demographic target and determine which programing will reach them most effectively, which in this case isn't all that tough, you buy what you can afford. That will be their media approach and their competitors (whoever they are) already know that. I'm willing to bet that there is no clipping service out there that has been hired by anybody but PNL to track PNL's advertising. Companies track their own ads to make sure they got the time slots they purchased. >At the most, I would only expect PNLK to release random times and places.< I agree. I don't think PNL will be able to give very specific times because they hardly wield enough media weight to be able to demand specific placements. As PNL is a small company running a limited amount of advertising, they will probably go to a media buying service that will bundle their spots with spots of other companies to, in effect, put together a larger media buy that will provide cost benefits. In a situation like this, even PNL won't know exactly when, within the programs purchased, the spots will air. I will not be at all surprised if PNL were to issue a press release prior to the media campaign which gives as much information as they themselves can determine regarding the scheduling of their spots. Just don't expect it to be too specific. IMO, Glenn is running advertising to get exposure so that when PNL's SEC filing becomes public, it will get some attention and add to the momentum that the company is building. He knows that PNL's most enthusiastic audience is right here and that if we all tell everyone we know about PNL and their new ad(s)... it can't hurt. All IMHO, Dave