AmeriTrade Inc. Launches $20+ Million Ad Campaign and Breakthrough Pricing Strategy.

OMAHA, Neb.--(BUSINESS WIRE)--Oct. 6, 1997--

CEO Ricketts said, "Ameritrade's Advanced Technology Enables it

to Provide '8-Bucks' Pricing to Customers"

AmeriTrade Holding Corp. (NASDAQ:AMTD) today launched Ameritrade(R) Inc. with an aggressive $20+ million advertising campaign and breakthrough pricing strategy to attract new customers and build lasting market share.

Ameritrade's "8-Bucks" campaign is part of its continuing strategy to stake out a leadership position in the deep discount brokerage market.

Ameritrade introduced the "8-Bucks" campaign with national television, cable, radio and print advertising, which begin today. The "8-Bucks" commission for online trading is the lowest price among deep discount and traditional discount brokerage firms. Ameritrade customers can choose to trade over the Internet for $8, via touch-tone phone for $12, or with a broker's assistance for $18.

AmeriTrade Holding Corp. Chairman and Chief Executive Officer J. Joe Ricketts, said, "Ameritrade is taking the gloves off with this announcement. Our advanced technology enables us to provide '8-Bucks' pricing to customers and reinforces our reputation as a leader in deep discount. We know Ameritrade is the smartest way to trade. Now our customers and prospective customers will know it, too."

Michael J. Anderson, president of Ameritrade, said, "We're leading with technology and price to create a window of opportunity to capture customers. Over the long-term, Ameritrade is creating a lasting advantage. We're leading the deep discount industry through innovation."

The creation of Ameritrade provides customers with more ways to trade, leverages its marketing and advertising dollars behind one brand versus three and continues to stake out Ameritrade's leadership position in the deep discount market. In addition, Ameritrade customers may retrieve stock quotes and research, link account information via Quicken software, and trade on margin at or below the prime rate.

Ameritrade's parent company has long been a leader in trading technology. AmeriTrade Holding Corp. was the first to offer trading by touch-tone phone in 1988 and the first to offer trading over the Internet in 1994.

Anderson discussed customers' needs: "Deep discount customers are active traders who want a brokerage that can provide the best technology, lowest cost per trade, and reliable execution." Anderson continued, " Ameritrade's new '8-Bucks' ad campaign shows we understand what customers want -- our electronic trading and clearing systems provide efficient execution for each trade -- and our 22 years of experience in discount brokerage shows that we are a credible, long-term player."

Outlook for Deep Discount Market

Steady growth of the $120 billion deep discount market, particularly online trading, is defining the playing field. Ameritrade believes the deep discount brokerage firms that prosper will lead with technology, capture market share, achieve economies of scale and provide competitive pricing.

Ricketts added, "Attracting customers is the name of the game. As more and more investors become comfortable making their own investment decisions, the deep discount category will increase significantly. Our '8-Bucks' pricing will help us pursue a dominant position in deep discount."

Ricketts continued, "Individual investors want power, control, ease and convenience. Deep discount firms allow investors to make their own investment decisions, execute their trades and take control of their financial futures. By providing the best price and more ways to trade, we believe customers will want to trade with Ameritrade."

Advertising and Marketing

Ameritrade's $20+ million advertising campaign includes national television, cable, radio and print advertising, as well as direct mail and Internet banner advertising. Ameritrade will advertise during prime time and national television programs including Monday Night Football, Nightline, NYPD Blue, and Seinfeld. The television ads, which feature a series of independent-minded investors, are aimed at a cross section of price-conscious, individual investors.

The "8-Bucks" campaign was developed by OgilvyOne Worldwide, a division of The Ogilvy Group Inc. Ricketts said, "Ameritrade compliments OgilvyOne on this campaign. We're really pleased with the theme and believe Ogilvy understands our customers as well as we do."

The new Ameritrade was formed by the combination of three AmeriTrade Holding Corp. units: Ceres Securities Inc.(R), eBroker(R), and K. Aufhauser & Co., Inc.(TM). AmeriTrade Holding Corporation first announced its intention to form the new Ameritrade Inc. on Sept. 3, 1997.

Ameritrade Inc. is a leading U.S. deep discount brokerage firm and a wholly owned subsidiary of AmeriTrade Holding Corp. AmeriTrade Holding Corp. provides discount brokerage and financial services to the independent investing public and to financial institutions.

AmeriTrade offers discount brokerage, securities clearing and other financial services through subsidiary firms, Ameritrade(R) Inc., Accutrade(R), Inc. and AmeriTrade Clearing, Inc. AmeriTrade Clearing provides safekeeping for over $6.3 billion in customer cash and securities. AmeriTrade Holding Corp. is publicly traded on the Nasdaq exchange under the symbol AMTD. -0-

Note To Editors: Advertising artwork and photos of J. Joe Ricketts and Michael J. Anderson are available through AP/Photo Bank. A color slide of Ameritrade's new logo is available through AP/Broadcast Services. A two-page fact sheet is attached.

CONTACT: AmeriTrade Holding Corp.

Susan W. Gregory, 402/597-7755

or

Ogilvy Adams & Rinehart

Maria R. Gonzalez, 212/880-5200

or cellular, 312/810-7459

Al Smedley, 312/397-3733