IR LOOK: YOUNGEST INVESTORS RATE CORPORATE COOL

Richie Rich, meet the financially and brand savvy kids of the '90s. Boston-based Liberty Financial Companies [L], an integrated asset management firm, has had a long-standing interest in teaching kids about investing and corporate America through its Young Investor Program, including its Web site (http://www.younginvestor.com) and its Stein Roe Young Investor Fund.

The company recently held its first "Young Investor Cool Annual Report Awards." It asked 40 young shareholders ages 7 to 16 to select their favorites among 200 annual reports (U.S. companies only) from 1996.