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ACTIVE MEDIA: FOR MANY BUSINESSES, BARTER IS THE BETTER WAY

 PEARL RIVER, N.Y., Aug. 30 /PRNewswire/ -- While barter is the world's oldest way of doing business, today's start-of-the-art barter firm, Active Media Services, continues to create powerful new benefits for its clients.
 At its most basic, barter allows manufacturers and distributors to convert excess inventory into a variety of vital products and services. For example, many of the transactions initiated by Active Media Services, Inc., deliver much needed media -- TV, radio, and cable time, and magazine and newspaper space -- to clients in exchange for a mix of inventory and cash.
 Most clients who try barter once come back again and again. Ocean Spray is such a client. States Bob Fallon, director of marketing promotion and merchandising at Ocean Spray Cranberries, Inc.: "Ocean Spray repeatedly uses Active as a safety net for our excess and short- coded inventory. By purchasing much of our advertising using these assets, Ocean Spray has realized a significant financial benefit to our marketing efforts. Our media requirements are very exacting. Active has met or exceeded our expectation with their media performance, and therefore, has become an integral part of our marketing mix."
 In the past year Active has purchased from its clients excess footwear, wine, toys, oil, clothing and more. In exchange, it has provided advertising spots in all time segments on all broadcast and cable networks, in major independent markets, and in virtually every mass-audience publication.
 For many clients, of course, there is concern as to where the excess inventory will be sold. To allay these concerns, Active contractually obligates itself that the inventory is remarketed so as not to compete in the client's primary markets. Active's access to a wide range of international markets -- including Europe, Eastern Europe, and North and South America -- make this possible. In fact, this international access often produces an additional benefit. When manufacturers seek to explore new markets for their products, test marketing through Active offers the opportunity to evaluate the new markets prior to a full-blown introduction and to prepare the market for the product.
 For example, Maybelline is using Active's Budapest office to introduce its cosmetics into Hungary. Reports Eddie Edgar, vice president of sales at Maybelline: "Active's first-hand knowledge of the market and its payments in media time (in exchange for product) have substantially reduced the cost of introducing Maybelline products to this new market." Ocean Spray is also exploring using barter to develop new markets. At one time barter was just a way to empty warehouses. Now it has become a way to open doors.
 With offices in England, Hungary, Canada and Mexico, Active's home in New York is well positioned to remarket inventories around the world. If a retail store is interested in purchasing inventories from Active, please contact: Brian T. McMahon, Senior Vice President, Merchandise, Active Media Services, Inc., 1 Blue Hill Plaza, Pearl River, N.Y. 10965. Telephone 914-735-1700 or Fax 914-735-6479.
 -0- 8/30/93
 /CONTACT: Norma A. Lee, 212-221-0410, of Norma A. Lee Co./ CO: Active Media Services ST: New York IN: ADV SU:


TS-LG -- NY035 -- 7033 08/30/93 10:52 EDT
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Publication:PR Newswire
Date:Aug 30, 1993
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