Prime VP Discusses Internet Issues in Identity Marketing Magazine

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BRIDGEPORT, CT - July 21, 2000- In his article in the July issue of Identity Marketing magazine, Jeff Lederer, Prime's VP of Business Development explains his thoughts on the future the industry as we go into the Internet age and the resulting needs of the present.

"The Internet is the perfect vehicle to 'bypass the middle man,' especially in the promotional products industry," said Lederer. He went on to explain, "There I said it - the taboo mind-set of 'selling direct.' It's on the minds of every industry professional. I do not subscribe to the concept of selling direct and really don't feel that the disintermediation of the industry due to the Internet will happen as many of us fear."

Prime views its distributors as partners. Distributors do the heavy selling for the industry. Most suppliers don't have the infrastructure to support themselves without distributors. It's the face-to-face relationship-building distributors provide that cannot be replaced-selling direct isn't the wave of the future.

In Lederer's article, he discusses how business was done years ago, how it is done now, and how the Internet can only help to improve the way we'll do business in the future. The promotional products industry is in its infancy as it applies to the Internet. Soon, the use of online tools and communication will help to improve the efficiencies the PP business. Lederer writes, "E-commerce technologies make it more feasible to interact and conduct business in the promotional products industry. Middleware (ASP) transaction companies have begun to infiltrate the industry - offering services that will reduce the transaction rate of conducting business together…" He goes on to explain that technology will reduce the number of steps in the process--from choosing products to shipping the order. Lederer summarizes, "…somehow it will all come together and those that provide the most value, service, price and open-mindedness, will ultimately survive the exciting battle of change."

Jeff Lederer's article appeared on page 36 in the July issue of Identity Marketing.

Prime Resources Corporation is a Counselor Top 25 Supplier and a PPAI Star Award of Merit winner. Prime strives to provide the best service and product offering in the industry and is "Your E-Source for Products That Promote."