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Article: E-Trade Reinvention About Fun and Gains.(Brief Article)
- Article from:
- American Banker
- Article date:
- May 8, 2000
- Author:
CopyrightCOPYRIGHT 2000 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Online Broker Becomes Media Firm as Sideline Becomes Core Business
Eighteen months ago, E-Trade Group Inc. began an effort to become more fun.
Convinced that it was not enough just to offer discount stock trades and other routine financial services, chairman and chief executive officer Christos M. Cotsakos decided new features were needed to make people feel more connected to the Internet company and to give it a warmer, fuzzier image.
Last month, for example, a newsletter sent to the Web site's 2.6 million account holders was replaced by E-Trade, the Magazine, a quarterly glossy stocked with money management tips. The Menlo Park, Calif., ...