Bureau of Electronic Publishing announces name change, branding strategy; New corporate headquarters, new rep & PR firms also announced.PRINCETON, N.J.--(BUSINESS WIRE)--April 11, 1996--Bureau of Electronic Publishing An umbrella term for non-paper publishing, which includes publishing online or on media such as CDs and DVDs. , Inc. (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : BEPI BEPI Budget Estimates Presentation Instruction ), a leading developer and publisher of CD-ROMs, has announced that, effective immediately, it plans to do business under the name "Thynx." When founded in 1988, Bureau of Electronic Publishing, Inc. was an appropriate vendor name for Bureau's products, which were sold exclusively into schools and libraries. Today, the company's distribution channel has shifted significantly to include the consumer audience. "The company name needs to reflect our entire customer base and our corporate vision: `to enrich, empower, and entertain through multimedia,'" said Larry Shiller, chairman and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. . The company will keep Bureau of Electronic Publishing, Inc. as its official name and BEPI remains the NASDAQ symbol. Bureau will file a d/b/a and used Thynx in its correspondence. The company has filed for a registered trademark for the name and the URL URL in full Uniform Resource Locator Address of a resource on the Internet. The resource can be any type of file stored on a server, such as a Web page, a text file, a graphics file, or an application program. (http://www.thynx.com). The name change coincides nicely with the company's recent move to 16,000-square-foot offices in Princeton. Branding Strategy The name change is a strategic part of the company's significant effort to brand its product line and create an exciting presence at retail. Forthcoming Thynx products will feature innovative packaging with matching shelf talkers and promotional tie-ins. "The package needs to reflect the same innovation and value that's in the box," said Shiller. The new packaging will debut with Thynx flagship product A primary product of a company, which is typically why the company was founded and/or what made it well known. For example, MS-DOS, Windows and the Microsoft Office suite have been flagship products of Microsoft. CorelDRAW is a flagship product of Corel Corporation. World History Interactive, which begins shipping May 15th. All subsequent releases will utilize the same packaging theme. Company signs on Strategic Marketing Partners and The Bohle Company Another cornerstone to the new positioning is the signing on of Strategic Marketing Partners ("SMP (Symmetric MultiProcessing) A multiprocessing architecture in which multiple CPUs, residing in one cabinet, share the same memory. SMP systems provide scalability. As business increases, additional CPUs can be added to absorb the increased transaction volume. "). Effective this month, SMP will represent Thynx products to the retail channel. SMP currently represents leading multimedia publishers including Lucas Arts, GT Interactive Software and Delorme. SMP President Bill Mitschrich said "as computers continue their penetration into the home, reference/educational software will become of greater importance. Thynx products, through their content, interactivity, and pricing, are positioned for leadership in this category. We're excited about working together." In addition, Thynx has hired The Bohle Company as its PR firm. The Bohle company is a full-service PR firm based in Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. whose client base includes Packard-Bell Interactive and Groliers. CONTACT: Bureau of Electronic Publishing, Inc. Marcelle M. Soviero, 609/514-1600 ext. 229 |
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