Green Sheet Names Board Members

I n September 2001, The Green Sheet announced the formation of our Advisory Board with the following:

We believe that the strength of this industry is the Individual Sales Agent.

We are moving to enhance our ISO support in many new ways, the first of which is that we are forming a Green Sheet Advisory Board.

We are looking for a representative cross-section of the retail financial services industry.

We are now pleased to announce the members of that "representative cross- section."

Board members have agreed to answer industry-specific questions to broaden the scope of our publications with their expert opinions. For starters, each of our Advisory

Board members was asked the following two questions:

+ Why did you join the Advisory Board?

+ What would you like to see GS do differently?

We want to share some of their answers with you...

"I look forward to contributing to The Green Sheet. . I've been in the credit card business, in one shape or another, for 10 years. During that time I've learned a lot about the industry. If in any small part I can give some feedback that might help someone along the way - well then, that would be great. . The Green Sheet is widely read and respected."

Patti Murphy, President, The Takoma Grouo

".I respect what you ... are doing and the way you're doing it. I've worked for countless pubs over the years, and while publishers paid lip service to helping their respective industries, when it got down to it, it was just about filling pages. 'All the news that fits, we print,' I used to say. In answer to your second question, I can't think of anything in particular. I think what you're doing is quite beneficial. And, of course, it might help to provide more educational forums - online and conference type."

Jason Burgess, Vice President, Business Development, Artaban Solutions

"As a member of the financial services community, I feel that information contained in The Green Sheet is second to no one and provides rewarding information to its readers. By serving on the board, I believe that I can contribute my views on certain issues that are facing the financial services industry and have a positive impact on the future of the marketplace. The Green Sheet seems to have a primary goal of providing information to the ISO community with an emphasis on sales. I would like to see more information on products and services geared toward the 'back office' operations of the ISOs."

Ed Freedman, President, Total Merchant Services

"The Green Sheet has been the only publication that covers our industry - the merchant acquiring business. Over the past five years, I've been looking forward to every issue, and I've been reading every issue from cover to cover. . I look forward to working with The Green Sheet Advisory Board to contribute on the topics that are of interest to salespeople. . I think that The Green Sheet does a good job of making the ISO community aware of their options for merchant bankcard programs, leasing programs, terminal equipment providers, software providers and check service companies."

Russ Goebel, National Accounts Manager, Horizon Group-The Hypercom Co.

"Personally, I felt it imperative to be part of the leading publication's advisory board in our industry. This is an opportunity to be part of a team to learn how to better partner with ISOs and listen to their needs. . The Green Sheet is well known and easily the leading publication in our industry. One of the many strengths is the straightforward articles. Continuing this philosophy is a valuable tool for all ISOs and related partners. In addition, continue to perform extensive due diligence on new technologies and processes that benefit all."

Audrey Blackmon, Vice President of ISO Channel Sales, POS Portal Inc.

"As a reseller and service provider to the ISO channel, I feel it is imperative I keep abreast of what is going on in this arena. Things are constantly changing in the ISO channel and in order to properly service the channel, you need to be right in the mix. I have always found the GS to be a fantastic vehicle into the ISO market. If I had to choose anything, it would be to continue expanding your ISO education by including articles on all facets of the industry."

Alan Gitles, CEO, Merchant First Bankcard

"I chose to join the board because I have known Paul Green for years. . Paul is one of the most knowledgeable and respected persons in our business."

Holli L. Hobbs, Marketing Coordinator, Thales e-Transactions Inc.

"The Green Sheet as well as GSQ plays an important part in our marketing strategy. I have enjoyed doing ads for the GS/GSQ and would like to eventually participate with editorial contributions. I look forward to the growth of this relationship through my participation on the Advisory Board."

Steve Eazell, National Sales Director, Secure Payment Systems

"I have a passion for this industry and because I believe that The Green Sheet shares that passion and speaks to the industry to address its concerns, I thought this would be a way to contribute to the overall mix of both. I think that you guys are on the right track. I like the articles from the outside industry experts that are contributing. I would like to see: the comparisons or examples of the bankcard programs for the salespeople to see. . I would like to see a comparison of the different value-added services available for merchants and ISOs such as checks, smart cards, etc."

Stacy Bell, Vice President, Operations, Advanced Payment Technologies

"I thought it was important to hear from an organization that concentrates on the sales end of products/services as opposed to the processing end. Our organization reads The Green Sheet to learn about products/services, but it doesn't concentrate on how to best sell the particular product/service."

Tom DellaBadia, Regional Vice President, NOVA Information Systems

"I chose to join the advisory board to share some of my experiences in this industry with others. ."

Steve Norell, President, US Merchant Services

"I chose to join the advisory board because it is obvious to me that The Green Sheet is the most read and circulated publication in our industry. Therefore, I wanted to be able to impart my ideas and feelings on key issues to all ISOs through this venue."

Bill Pittman, President, RichSolutions Inc.

"I love technology and the payment industry. I think if you have a good understanding of both you can create true value-added application that offers businesses a competitive advantage. I am hoping that by being part of the Advisory Board I will be in a position where I can help make a difference. I think The Great Sheet is doing a great job. I am impressed with your new Web site Forum and I have a lot of respect for Paul Green. The only thing I think you could expand on is helping merchant service providers become more technical and expand the partnership opportunities between the merchant service providers and other industries selling to the same customers. For example, point-of-sale, time and attendance, telephone services, etc."

W. Ross Federgreen, EVP, CSRSI

"The reasons that I asked to join the GS Advisory Board are: greater participation in the industry, contribution of our experience, (and a) desire to help increase the level of education of the participants in our industry. Clearly, the recent changes in the format of the GS have increased the information flow. GS has evolved as the industry has over the years. I believe it is a continuing process of development. GS should continue to reflect the industry and be a beacon of unbiased information. The only suggestion at this juncture for a specific addition would be to develop a detailed demographic of who an ISO is. This would include training, experience, income range, etc."

Brian Rogers, Manager/Group leader, PurchasingPower

"The Green Sheet is the only publication in the terminal merchant account field that I know of that deals mainly in ISO sales issues and development. . I would like to give something back ."

Dan Lewis, VP National Sales & Marketing, Electro-Check

"Why did I choose to join the Green Sheet Advisory Board? .Who wouldn't want to be a part of the Advisory Board of the only publication that deals with the real issues that concern us and informs us of new products and services in our industry! What can The Green Sheet do differently to better serve the ISO? You just did it by forming this Advisory Board and by increasing the number of pages of The Green Sheet."

Mike English, Director, Marketing & Communications, Ingenico

"First, may I state that I perceive it to be an honor. Second, The Green Sheet is viewed by the ISO community as the Wall Street Journal is to investors and business people. The opportunity to both contribute to the magazine's direction and content is a commitment to the industry itself. .What it may lack is a fresh format that cries out to the reader to pick it up and read from cover to cover."

Tom Haleas, Chairman, Bridgeview Payment Solutions Inc.

"I chose to join the Advisory Board to offer information and advice to the ISO community from the perspective of a financial institution (and principal member of the card sponsors). Things the Green Sheet can do differently to better serve ISOs: Change the appearance. Sometimes change is good. Although I like the "no-nonsense" look of the Green Sheet, I think a slicker-looking publication will stir up more interest. I know a lot of people that now just skim through the contents because each issue looks so similar and everything just begins to blend together. .I like a "point/counter-point" analysis of issues, rather than articles written by industry insiders who often write solely from the perspective of their own industry. I think it would be good for The Green Sheet to obtain different perspectives on some issues."

Lee Ladd, President, LADCO Leasing

". I feel I may have something to contribute to the industry from a lessor's perspective. I have been in the POS business from the very beginning and have witnessed some great as well as horrid situations that could be reflected upon. I am certain many of the newer ISO groups have no idea the role leasing has played in the POS/ISO success story. We have all known the good times of recent years, but few of the current POS people know what it can be like when money dries up and the prime goes to 21% and what was the normal, easy, everyday transaction becomes an impossibility. Regarding question No. 2: I don't want to blow Paul's horn too much, but I don't know of a thing I would change."

John Beebe, Chairman & CEO, Global eTelecom

". I like what you are doing with the publication - new changes, the recent evolution, the wide-ranging content that is provided, the visibility level that The Green Sheet has with ISOs, and the wisdom and unique perspective that Paul brings to the table, which I admire and respect (even though I do not exactly agree with all of his viewpoints). Many ISOs look at the Green Sheet as their 'industry bible'."

"Since The Green Sheet is considered the bible of the industry, I felt IRN had everything to gain by joining the advisory board, while the committee would gain 14 years of knowledge from IRN."

Robert Carr, President, Heartland Bank

"I agreed to give some time to The Green Sheet Advisory Board because I admire Paul Green so much for his commitment to the entrepreneurs in our industry and his long and consistent efforts to communicate and build the knowledge of all of us. Did I mention his incredible (manic?) energy level?"

Jon Frankel, President and CEO, Certified Merchant Services

"I wanted to take the opportunity to become a more active participant in the electronic transaction processing industry. I believe that by sharing my experiences over the past 11 years with others, I may be able to provide some benefit to those who are less familiar with the industry. I also wanted to have the opportunity to voice my opinions regarding the direction of the industry, current events and business in general. The Green Sheet has truly become an excellent publication, and I like being affiliated with companies like The Green Sheet. I believe The Green Sheet has improved its outlook, its audience and its effect on the industry over the past several years. This trend should not stop. I would encourage The Green Sheet to continue on this course."

We believe that with the inception of the Advisory Board, we have moved into the next chapter in our life as a publishing company. This naturally corresponds to many personal and professional changes that I am making, allowing me to focus more of my time and energy on this publishing company and the community of ISOs that it serves.