Online Exchange Launches Surplus Machinery Catalog

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Buyers, sellers and dealers who are not Internet savvy will soon have another venue from which to buy or sell industrial equipment.


The Online Asset Exchange, San Diego, a marketplace for industrial equipment, will launch a surplus machinery catalog next month. The free, bimonthly catalog is tentatively named The Metalworking Exchange.


The 1-year-old company provides an online exchange for used and corporate assets, focusing on the metalworking and machine tool industries, said Julie Branco, the company's marketing and communications manager. The catalog will have between 250 and 300 pages of industrial equipment, and 175,000 catalogs will be mailed in mid-October.


Branco did not provide information regarding the catalog's production costs or the conversion rate that will be needed to make the campaign a success.


"We're doing this catalog because a lot of our research shows that a lot of our target market are used to finding this equipment through these catalogs," Branco said. "Fifty-two percent of our target demographics [don't] have Internet access. This number is [decreasing because] a lot more people are logging on."


The company's prospects include Fortune 500 companies and small machine shops that cannot afford to purchase new equipment.


"The market is very localized and fragmented and is controlled by [the] local market," Branco said. "We've got really big machines that were on factory assembly lines from major companies, to smaller machines for mom-and-pop [operations]."
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