This overview is driven by a search for workable applications of pncmg strategies across the entire electronic information spectrum. The underlying assumptions are that the industry is increasingly global in nature, propelled by the use of multiple media to multiple niche markets with multiple products. Since information distributors strive to carve unique markets, the idea is to beam information-based products to as many markets, and thus vendors, as have need for comprehensive data. One-stop shopping is key. Seventeen of the top 25 electronic information vendors have a transactional component at the heart of their service. Dun & Bradstreet's DunSprint and DunsVoice, the number one North American service with electronic revenues of $417 million in 1986, has loan decisions. Number two, Sabre from American Airlines ($383.6 million in 1986 information revenues) has ticketing with huge additional revenues for airline traveL OCLC's revenues of $78 million in 1986 as number 15, has interlibrary loans and the giving and taking of catalog cards as its chief ingredients for existence. The field is vast, although three super markets credit, traditionally number one now slotted to the number two position by vertical markets/ operational that monitors the operations of specific niche industries, and financial and economic information services have nearly 75% of the electronic information business. Far behind is marketing and media with 13.9%, legal and government with 5.6%, news at 5%, and scientific with 2.8%. All are growing nicely at a compounded annual growth rate of 13.9%, except credit and vertical markets/operational which are well-established and heavily saturated. Pricing the individual products within these lines of business is one of the most complex issues facing information providers/publishers and distributors today. Compounding the problem is the fact that products are generally nested within a line of multiple-media delivery systems: print, microfilm, magnetic tape, online interactive, voice/ audiotex/broadcast, and interactive offline media, including the newly-emerging CD-ROM.