AS/400 ads

["BORING, David" <dboring@xxxxxxx>]

Just got my News/400 Newswire E-mail and it had the following in it. I
thought it was rather interesting.


WEB FEATURE: AS/400 ADS REBORN
http://www.news400.com/nwn/StoryBuild.cfm?ID=860
AS/400 ads are back. The popular AS/400 "handwriting" ads that 
disappeared from the scene with IBM's June 30 launch of the Magic Box 
campaign have been magically resurrected -- this time clothed in the 
same trendy wrappings as the new Server Group ads.

This Friday, magazines and newspapers across the country will carry 
freshly minted AS/400 Magic Box ads touting the Dedicated Server for 
Domino and the AS/400's open architecture. (You can preview the ads 
at http://www.news400.com/nwn/nwnextras/lotusads .)

Even better for branding the AS/400 into the minds of business 
leaders, television commercials in five major markets -- Boston, 
Chicago, Los Angeles, New York, and San Francisco -- spotlight the 
AS/400 as a "Magic Box" for enterprise resource planning (ERP).

While IBM's timing of the launch -- days before the COMMON user 
conference in San Antonio -- may seem to be a last-ditch effort to 
forestall grousing during AS/400 Soundoff (where AS/400 marketing or 
lack thereof is always a hot topic), IBM says it's not just tossing 
AS/400 users a bone.

The AS/400 ads will continue through the end of 1999, and in coming 
months, other server brands will get a turn in the spotlight. The 
idea, IBM says, is to burn the names "IBM," "AS/400," "Netfinity," 
"RS/6000," and "S/390" indelibly into the minds of business 
executives who decide which servers their company should buy. For 
this reason, the bulk of the new AS/400 ads and forthcoming ads for 
other platforms will run in business publications such as Business 
Week and The Wall Street Journal rather than in IT magazines.
-- Cheryl Ross, NEWS/400 Industry Reporter

* This story has been adapted from its original version on the Web. 
For the full story, see 
http://www.news400.com/nwn/StoryBuild.cfm?ID=860 .


David Boring
Systems Engineer
EDS E.solutions consulting
Direct: (562) 809-5460
E-mail: dboring@shl.com

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