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Fishman Launches New Initiatives

United States
New Product Categories, Redefined Marketing & Sales Efforts, Expanded Online Presence & More As Company Reinvents Itself——

Wilmington, MA, 31 December 2007 ——Following another successful year for the company, Fishman is launching a multifaceted product, sales and marketing offensive to maximize growth for the future.

With 25 years worth of Fishman products in stringed instruments around the world, the company now moves into three distinct product areas: Fishman Pickups and Preamps, currently in over 64 branded acoustic guitars; Fishman Acoustic Amplification, spearheaded by the popular Loudbox 100 amplifier; and Fishman Tone Shaping with the new AURA® Acoustic Imaging Pedals to be introduced at Winter NAMM 2007.

In addition to expanding its product lines, Fishman is working with Catapult Thinking and Essential, strategic marketing and industrial design partners respectively, with a number of successful music and consumer audio brands, to completely redefine its marketing in terms of advertising, packaging, collateral, promotion and point of purchase materials.

Fishman will be developing these initiatives with the overarching theme “TRUE LIFE. TRUE LIVE.” which both defines the company’s extended demographic from the local coffee house to the largest arenas, and its reputation for innovation and excellence in the reproduction of acoustic instruments in performance and studio settings.

Using that theme, the company is developing a new micro-site, truelifetruelive.com, which will feature leading professionals and aspiring artists who use Fishman products. They are also redesigning the current website, fishman.com, to make it more informative and navigable as the company’s product resource.

With over 27 patents since its inception, Fishman continues to be the industry leader in value, innovation and quality. As founder Larry Fishman puts it, “Anything with strings on it is our specialty.”

Asked about his company’s new directions, Fishman added, “Our new products are designed to help professionals and working players to get more music from their instruments and inspire new players to develop their talent and craft. Electric players have been using tone shaping for years, so we’re happy to provide new creative tools for acoustic musicians as well.”
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