MEMTEK VIDEOTAPE LINE GROWS
By Adnews Staff
After 25 years of offering one videotape in a package that has remained unchanged through the years, Memtek Canada recently unleashed a new six-pack under the Memorex name. In addition to the venerable Standard 120 tape, which records two hours at normal speed, the Markham, Ont.-based Company is also selling High Standard 60; High Grade 90, 120 and 160; and Extra High Grade 120. The numbers refer to the number of minutes the tapes record at normal speed. High Grade tapes would be used for archival material and Extra High Grade for continual re-use, as in the taping of a weekly soap opera. Each tape has a different package color. Besides showing clearly the lengths of time a tape will play at the three different recording speeds, the package also prominently displays the longest playing time - obtained by recording in the ELP mode. "We've designed all our packaging to help eliminate consumer confusion at the point of purchase over tape grades and lengths," says Memtek president Paul Weber in a release. "When we put ourselves in the consumers' shoes and looked at how confusing the competitor package descriptions must be to them, we knew we could produce and additional competitive advantage by simply being understandable." Weber said in an interview yesterday that while the market for audio tapes (which Memtek makes as well) is sliding, it is growing for videotapes. He said the new line of videotapes will be promoted initially through co-op advertising with retailers. The company is also deciding on a strategy for corporate advertising for the tapes, as well as a budget. Memtek has a number of agencies it uses on a project basis for its Dysan computer disks and its Memorex Computer Supplies division.