Short Takes: Ameritrade Marketing Its Web Site on Yahoo!

Deep discounter Ameritrade Inc. has teamed up with Yahoo! Inc. to market its Web site on Yahoo!'s finance page.

The alliance, formed this month, lets Yahoo! users link up to a site designed for them at Ameritrade's on-line location, said Joseph A. Konen, president and chief operating officer of Ameritrade Holding Corp.

"In that regard, it's a little deeper than strictly being a hotlink," said Mr. Konen.

Users can retrieve stock quotes, and if they already hold an Ameritrade account, can trade, said a spokeswoman.

The Omaha-based firm already has similar agreements with Microsoft Investor, America Online, and Intuit's Quicken, among others, and is looking at other ways to reach on-line investors, said Mr. Konen.

Ameritrade has about 100,000 on-line investors out of roughly 2.5 million people nationwide who use the Internet to trade their brokerage accounts.

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