BINGHAMTON, NY-Universal Instruments recently launched an online auction site. "We want to raise awareness of the fact that Universal Instruments not only has a new machine on the market, but one aimed squarely at midrange users. Traditionally, we are known for high-end flexible fine pitch systems," says Karen Moore-Watts, director of global marketing. "A conscious focus on the mid-range market is a new departure for us, and that was the topic of a management discussion about how to communicate this to the world. Then, a more lateral thinker in the group suggested using our new online auction site, pointing out that as the site will normally offer spare parts and extras, adding full machines would also be a radical departure for Universal."

A link to the new Universal Instruments auction site can be found on the company's home page at