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NO CAP ON SALES POTENTIAL FOR THIS NEW ERA OF NET ACTIVITY?

          NY-based New Era Cap Co. has "kicked-off" online sales
     through its Web site neweracap.com, according to Sharon
     Linstedt of the BUFFALO NEWS.  New Era President Christopher
     Koch: "I'd expect online sales will be 2 to 3 percent of
     total revenues in 2000, and somewhere around 6 to 8 percent,
     going forward.  We see online as a new distribution arm that
     is a nice supplement to our traditional sales."  At this
     point, New Era is "not doing any" advertising to attract
     customers to the site.  Those who are buying online are
     "mainly people who have found their way" to the company's
     site.  The company's Web address and the site's new sales
     capability will be incorporated in TV, print and in-stadium
     ads "over the next several months" (BUFFALO NEWS, 4/8).

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