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Day-Timers Inc. is broadening its approach to selling its time-management products.
The Lower Macungie Township-based company's planners and organizers, traditionally sold exclusively through direct-mail catalogs, now are available at retail office "superstores."
"We're opening other channels of distribution," says Loren Hulber, Day-Timers' president and CEO. "We've adopted the Coca-Cola philosophy -- have those products everywhere the customers want to buy them."
Day-Timers has placed advertisements in new venues, such as a full-page ad in USA Today. But the move to retail sales not only is ushering a new era of marketing for Day-Timers, but also is fostering an expansion of the company's operations.
Day-Timers, the Lehigh Valley's 12th-largest employer, with about 1,500 workers, has hired 100 additional employees in the past 18 months, Hulber says, with more to come.
The company is adding a new $2.5 million web printing press to facilitate the increase in production. And the broadening of the company's market helped lead Day-Timers to lease a large distribution center in the Iron Run industrial Park near Fogelsville.
"We continue to invest...