CompuServe to Unleash Ad Assault

"Enter CompuServe" theme highlights major new advertising, marketing
effort

COLUMBUS, Ohio, Oct. 12, 1995 --CompuServe Incorporated, the oldest and
most financially successful online information service in the world, is
set to launch the largest, most aggressive advertising blitz in its
history. The new initiative will include national television and print
ads, direct mail, inserts and special promotional campaigns. The first
CompuServe campaign is set to kick off on Oct. 15.

"We offer the best value, the most content and the deepest resources in the
online world," said Tom Cullivan, CompuServe's director of advertising.
"We have what the others lack. The new campaigns will create a level of
national exposure, excitement and `mind-share' that we have never before
generated."

"This is just the beginning," Cullivan said. "We will have a series of
unique campaigns that will evolve as the market changes, but we will build
a consistent, aggressive and highly visible brand vision as the undisputed
leader in this industry."

The campaign will include the "Enter CompuServe" slogan, a new image and a
new look for global information service. "Our new slogan indicates that if
you need answers, if you want information, if you desire the best, come to
us. It also has a dual meaning, that if you need help or information, we
can come to the rescue," Cullivan said.

"These campaigns will focus on our overwhelming competitive advantages,
such as content, service, reliability, international reach," Cullivan
added. "They will appeal to the desire of consumers to get the best value
for their money--and that's CompuServe."

According to Cullivan, CompuServe will deliver its message with a
commitment of resources unmatched in company history. This includes:

 * Increasing direct mail (diskettes, promotional materials) by nearly
   600 percent over the year-to-date numbers
 * Distributing millions of CompuServe CD-ROMs (a multi-media
   supplement to the CompuServe online service)
 * Spending four times more than last year on national TV advertising
 * Focusing print campaigns on high-circulation consumer publications
 * Increasing the number of ad insertions by approximately 150 percent
   over last year
 * Adding new sponsorships, celebrity endorsements and special promotions

"We want to add a million new members as a direct result of these efforts,"
Cullivan said. "The time is right to launch this initiative -- the market
is ready and so are we."

CompuServe is an H&R Block company.

Founded in 1955, H&R Block, a diversified services company, is the world's
leading tax preparation and online information services company.
CompuServe operates the most comprehensive network in the world, providing
online services to more than 3.6 million members in more than 140
countries and network services to more than 850 corporate customers
worldwide. H&R Block Tax Services provided tax-related services for almost
one in every seven returns filed with the IRS in 1995, and served 17.1
million taxpayers in more than 9,500 offices worldwide.
 
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