11.   Even Morningstar, however, cautions that its one-year star ratings mean little, especially compared with the three-year and five-year ratings.

12.   Higher ratings mean higher advertising revenue, and Jordan was money, television money.

13.   High bond ratings mean lower interest rates for the short-term notes that we sell every year at this time.

14.   Higher ratings mean more TV advertising dollars.

15.   Just like in TV sweeps weeks, ratings mean everything.

16.   Lower ratings mean borrowers have to pay higher interest rates on new bonds to compensate investors for the increased risk of buying their debt.

17.   Lower bond ratings mean states must pay more in interest.

18.   Of course, lower ratings mean lower resale values and higher risk, too.

19.   Q. What does an S.P.F. rating mean on my suntan lotion?

20.   The higher ratings mean the state will have to pay investors less interest when it borrows money.