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> ERA Announces the Retirement of CEO Walter Tobin

ERA PRESS RELEASE
May 16, 2025
Contact: Clare Kluck / Communications Director / ckluck@era.org


The Electronics Representatives Association (ERA) announces that CEO Walter Tobin will retire from the association after 10 years.

“After a 10-year career as ERA CEO, with success that cannot be overstated, Walter Tobin has notified us of his intention to retire,” said Tom Griffin, CPMR, President of the ERA Executive Committee. “Whether we measure Walter’s success in membership, revenue growth, ERA Conference attendance, sponsorships, perception in our industry or anything else, Walter has performed beyond our wildest expectations. We are very grateful for his passion and leadership.”

“The ERA Executive Committee has formed a search committee and will work diligently to find a new CEO,” Griffin continued, “and Walter has agreed to continue to serve during this transition period.”

“I have had the distinct pleasure and honor of serving on the ERA Executive Committee for Walter’s entire 10 years as CEO,” said John O’Brien, CPMR, Chairman of the ERA Executive Committee. “His commitment to our Association and its membership has been unparalleled. I am fortunate to not only have had the opportunity to work with Walter, but can call him my friend.”

Throughout Tobin’s tenure as CEO of ERA, he has brought new life into the association, growing its membership and annual Conference attendance by three-fold. He has carried forth fully the association’s mission of advancing the rep function while joining together the “three legs of the stool” – manufacturers’ reps, distributors and manufacturers. He oversaw the implementation of the ERA HoverMap®, SearchLink.ai, the significant growth of ERA’s distributor membership category, the revival of many regional ERA chapters, an ERA podcast, ERA LIVE and the ERA/Edgewater partnership industry survey, among many other initiatives.

ERA’s annual Tobin Bridge award, created and presented for the first time in 2020, was named after Walter and refers to a famous bridge in Boston. It recognizes individuals who successfully “bridge” and unite people across the electronics components industry.

Before joining ERA as CEO, Tobin was an electronics industry veteran with more than 30 years of experience in sales, marketing and executive/corporate management positions. For nine years prior to joining ERA, he was the corporate vice president of Future Electronics, and prior management positions included 12 years at Pioneer-Standard (acquired in 2003 by Arrow Electronics) and 15 years at Arrow Electronics. He holds both a B.S. and MBA from Boston College and is a former U.S. Army Captain.

Walter looks forward to in retirement spending time at his second home in Cape Cod, golfing, spending time with his wife Janice, his three daughters and sons-in-law and eight grandchildren.


About ERA

The 90-year-old Electronics Representatives Association (ERA) is the international trade organization for professional field sales companies in the global electronics industries, manufacturers who go to market through representative firms and global distributors. It is the mission of ERA to support the professional field sales function through programs and activities that educate, inform and advocate for manufacturers’ representatives, the principals they represent and the distributors who are reps’ partners in local territories. For more information about ERA, visit era.org.

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> ERA Quick Connections – May 2025, Vol. 1

May 2025, Volume 1


MANUFACTURING DATA REPORTS

Manufacturing data reports from the Institute for Supply Management (ISM) are released at the beginning of every month and can be accessed at ISM. The latest report says economic activity in the manufacturing sector contracted in April for the second month in a row, following a two-month expansion preceded by 26 straight months of contraction.

However, both the electrical equipment, appliances & components sector and the computer and electronic products sector reported growth. Read the full report.


INDUSTRY NEWS

> Need some tips on managing conflict at work? Use a few tactics from Abraham Lincoln’s leadership style. Read more.

> KPMG, a tax advisory and accounting services firm, has unveiled an AI tool to help firms with mitigating tariff risksRead more.

> Forbes reports how new tariff policy hits small businesses hard, and how small firms can pivot and survive. Read more.


INDUSTRY TRENDS SURVEY

The May 2025 ERA Electronics Components Industry Trends survey is now closed. Check your inbox and fill out the survey today.

View results from 2024-2025.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

Join us TODAY at 4 p.m. EDT for ERA LIVE featuring the Outpace Rep Group, who will discuss the role development of regional sales managers. This discussion is based on a survey and resulting white paper. Read the white paper.

For more info and log-in details, click HERE. No registration required!


See you next week at the 2025 EDS Summit in Las Vegas! View pertinent information for exhibitors and attendees, including FAQscheduleregistration info and Resorts World info.

ERA members, be sure to visit the ERA business center in the Lily Ballroom (next to the Connections Cafe) to pick up your member ribbon, enjoy refreshments, use Wi-Fi and say hello to staff!

 


> You won’t want to miss the new Spring 2025 issue of The Representor, packed full of great content for the electronics industry. 

In this issue, don’t miss:


Advertise in this e-newsletter and reach more than 4,000 industry professionals!

Find out more.


 

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> In Memoriam: Ted Curtin


ERA mourns Ted Curtin, a longtime manufacturers’ rep and active ERA volunteer, who passed away in March 2025. 

Ted was inducted into the ERA White Pin Group in 2001. He served on the ERA Executive Committee as Sr. Vice President of Groups, Sr. Vice President of Education and Sr. Vice President of Membership, for a total of 14 years.

He served from 2003-2005 as national vice president in Electronics Systems Integrations Group (ESIG.) He was a certified CPMR and CPP (Certified Protections Professiona).

He founded Repworks, Inc. in 1987.

 

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> Leading Technology News Platform Ojo-Yoshida Report Rebrands as TechSplicit


WINCHESTER, MA, United States – May 8, 2025 — The Ojo-Yoshida Report, a respected voice in technology journalism today unveils a new name and sharpened mission: TechSplicit — a brand dedicated to delivering journalism with integrity by looking behind the curtain to understand the intended and unintended consequences of innovation and decisions that shape the global high-tech landscape.

Led by industry veteran Bolaji Ojo, founder, publisher, and TechSplicit’s Editor-in-Chief — the platform will unearth the stories behind the news and specs, digging beneath the surface to explore how technology impacts applications, markets, industries, economies, societies, and individuals. TechSplicit is more than a name — it’s a lens, a voice, and a challenge to the status quo. It speaks to a readership of executives, engineers, policymakers, and innovators who need more than just data; they need discernment, insight, and wisdom. Stepping into a new leadership role is Mike Markowitz, Editor-at-Large at TechSplicit.

Together, Ojo and Markowitz will head an editorial and content development team with more than 100 years of combined experience in semiconductors, technology, and international business. This depth of knowledge enables TechSplicit to deliver insight that is as contextual as it is critical — guiding decision-makers through an era of accelerated change and mounting uncertainty.

“TechSplicit represents a commitment to clarity in an era of complexity,” said Bolaji Ojo, Publisher and Editor-in-Chief of TechSplicit. “Understanding what technology does, requires understanding what it causes in markets, human behavior, and across our interconnected world. And with recent events in the geo-political environment, companies are operating in a brave new world that require new insights and expertise. Recent TechSplicit stories have shown a light
on Nvidia’s China Nightmare and the secondary and tertiary implications of the Trump Tariffs.”

TechSplicit will be unveiling new series of podcasts while also hosting a series of groundbreaking virtual summits exploring the most critical and high-growth areas of the industry including power, AI, semiconductors and electronics lifecycle management.

For media inquiries, interviews, or to learn more, contact: press@techsplicit.com


About TechSplicit

TechSplicit delivers rigorous, unflinching analysis of technology’s true impact — not just what it does, but what it means. From semiconductors to systems, from policy to perception, TechSplicit examines how technology shapes the future — and who gets to shape it. Led by founder Bolaji Ojo and a team of deeply experienced technology journalists, TechSplicit is where the high-tech community goes to uncover what lies beneath.

www.techsplicit.com

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> R.C. Merchant & Company, Inc. Names Mallerie Merchant as President

Mallerie and Brook Merchant

Farmington Hills, Mich., – May 12, 2025 — R.C. Merchant & Company, Inc., a family-owned and operated manufacturers’ representative firm headquartered in Farmington Hills, Mich. proudly announces that Mallerie Merchant has been appointed as company president, marking the fourth generation of family leadership. Her father, Brook Merchant, who has served as president since taking the reins from his father, John Merchant, will assume the role of Chairman.

Founded in 1924 by Roscoe (Ross) Merchant during the early days of the electronic components industry, R.C. Merchant is one of the longest continuously operating manufacturers’ rep firms in North America and has played a key role in shaping the independent sales representative model for nearly a century. The company has grown over four generations through deep product expertise, customer loyalty, and a commitment to enduring partnerships.

“Passing the torch to Mallerie is both a proud and natural transition,” said Brook Merchant, incoming Chairman. “Since joining the company in 2016, Mallerie has consistently demonstrated strategic vision, deep knowledge of our product lines, and a passion for building relationships that echo the legacy established by our founder. Her leadership reflects both the strength of our past and the promise of our future.”

Mallerie joined the firm after earning her degree in Management and Entrepreneurship from DePaul University in Chicago. She began her career in sales at a major industry distributor, cutting her teeth on small, overlooked accounts and building them into success stories. She returned to Michigan in 2016 to join R.C. Merchant with a strong foundation in field sales and a clear-eyed vision for the future of the business.

“To lead a company with a 100-year legacy is an extraordinary honor,” said Mallerie Merchant, newly named president. “I’m deeply grateful to follow in the footsteps of my father, grandfather, and great-grandfather. As technology continues transforming the electrical and electronics industries, I look forward to expanding our team, growing our regional footprint, and leading with the same integrity and resilience that have defined R.C. Merchant for a century.”

With regional operations across the Great Lakes—including Michigan, Indiana, Ohio, and Kentucky—the company maintains two focused divisions: one representing electrical manufacturers, and the other specializing in electronic components.

The succession marks the latest step in a well-defined, long-term transition plan that has guided leadership changes across each generation of the Merchant family.

Media Contacts:          Adrienne Lenhoff – Buzzphoria Public Relations

Cell: 313-580-5349 – alenhoff@buzzphoria.com

Julie Hennessey – Buzzphoria Public Relations

Cell: 248.891.7804 – julie@buzzphoria.com

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> READ: The Spring 2025 Representor Magazine!

You won’t want to miss the new Spring 2025 issue of The Representor, packed full of great content for the electronics industry. 

If you would like to receive a print copy of The Representor in addition to the digital version, subscribe here.

In this issue, don’t miss:

We welcome your comments, suggestions and ideas for future content in The Representor.

Enjoy this issue!

Clare Kluck
Communications Director
Electronic Representatives Association
ckluck@era.org

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> Hope is not a strategy

FROM THE TOP

By Tom Griffin, CPMR – ERA President

As we enter our third year of hope that our businesses will begin recovery in Q4, we remember that “hope is not a strategy.” We wonder how much excess inventory could have been purchased in 2020 and 2021, and will it really all be consumed by Q4 2025?

We also remember that 2021 and 2022 were amazing sales years, as we enter the tariff economy and wonder what that will bring. The good news for the many manufacturers that were among nearly 700 attendees of this year’s ERA Conference in Austin is by virtue of their decision to outsource their sales force to manufacturers’ representatives, their cost-of-sales figures remain aligned with sales regardless of what happens. Speaking of the conference, the energy and enthusiasm were high, and the outlook encouraging.

The reviews were positive, and we are all looking forward to a new venue at the Hilton in downtown Austin in 2026. This year’s content continued to impress, and our commitment to an educational event with practical takeaways will continue in the new venue. The EDS Leadership Summit will again be at the wildly popular Resorts World on May 19-23, 2025.

After searching the country for an acceptable alternative to the week prior to Memorial Day, the EDS Board could find no alternative to Resorts World that could provide the number of suites at the budget we require. EDS will again offer the SPARK development program to help new, upand- coming professionals to grow their abilities and advance their careers in the electronic components industry. Remember, you must be a registered EDS attendee to attend any of the meetings at the EDS Leadership Summit.

Please visit edssummit.com for more information on EDS and Spark. Right now, the markets are tumbling, the excess customer inventory is extensive and the future is uncertain. The only remedy we have is to arm ourselves with preparation and education.

Thank you for attending the ERA Conference — we will see you at EDS!

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> Out of change and chaos comes opportunity

EXECUTIVE COMMENTARY

by Walter E. Tobin, ERA CEO

Walter Tobin, ERA CEO

Whew! So much to unpack as I sit down to pen this article. Our industry is facing so many challenges — some may say chaos — on so many fronts. Others may look at the glass being half full and adopt the motto: “Out of change and chaos comes opportunity.”

As I write this, we are in the early stages of tariff implementation by the U.S. – no politics here – but all of us are hopeful that this move may help drive more companies to move factories back to the U.S. Certainly, it will take many months for our industry to see a lot of movement here. Can the past thoughts of lower cost of manufacturing, lower wages, emphasis on low prices and PPV to maximize stock prices and shareholder value be reconciled by Wall Street? Can companies who chose to move manufacturing back to the U.S. and experience higher manufacturing costs and lower margins avoid having Wall Street punish their stock price? Only time will tell.

As we finish CYQ2, we are now at the doorstep of 2H2025. Haven’t we heard that the turnaround will happen in “second half?” What will be different on July 1, 2025 that differs from Q2?

All of us are weary and tired from relying on hoping that things will “turn around in six months.” So, what now? Do we all just sit around and hope that things get better? Who has the magic wand to wave and poof, the market is back? No one.

Do we just sit back and try to wait this out? To mark time, tread water, try and keep our companies together and employees motivated to “hang in there.” How long will we be able to financially subsidize both our company and our employees while we sit back and wait for things to improve? Many companies are losing employees to other industries as folks decide that they cannot wait this out any longer.

As we sit through the third year of waiting, many companies have decided to try and save their way to prosperity: cutting travel, entertainment, training, advertising, hiring new employees, investing in new tools, etc. They just want to hang in there just long enough to survive and be positioned for when the market finally turns around.

Yet… when the market signals that it is turning around, will it be too late for your company to react? Will you miss the initial 90 days of the turnaround because you saved your way to complacency?

Someone told me years ago that there are three kinds of people in this world: 1) Those that make it happen, 2) Those that watch it happen and 3) Those that wonder what happened.

I think all of us perceive that our companies are considered in the first category. But are we really? Do our actions and initiatives, today and now, reflect this “make it happen” mantra? Or are we just watching and then wondering what happened? And then we may wonder how we could have missed the turnaround after it happens.

I am not naïve about the real challenges that all of us are facing, trust me. The pressure on top line revenue growth, expense control and bottom-line profit are real. But what can any of us really do now to get into and stay into category #1 above?

Some thoughts and suggestions:

• New hires. Now is the time to restock the pond – to find, interview and train new employees who can hit the street running and beat your competition to the punch when the market turns. It takes at least 90 days to find, interview, hire and train new employees. The time to do this is before the market turns, not after. The competition on capturing new employees will be much more severe after the market begins to pick up.

• New training initiatives. When was the last time your sales teams received sales training? Have they ever had professional sales training? Oh, they may tell you they do not need it. “I have been doing this a long time”… “I do not not need any training.” Sound familiar? What if they have been doing it wrong for years? There are many great training programs out there. I will include here a shameless plug for the ERA STEP training program to be held October 7-9 in a live/virtual format.

• New productivity tools. Did you attend the ERA Conference? There were several new and exciting productivity tools that were presented. If you attended, the slide decks of all of the breakout sessions are available on the ERA Conference mobile app.

• Website and digital marketing refresh. What is your mar-comm plan? How do you look to the outside world? Get an agnostic look at your digital footprint…you may be horrified! If you are, now is the time to invest in your digital image. It is who you are to the outside world. Do not look like a fossil.

• Funnel review and scrubbing — a.k.a “Fish where the fish are” and turn open quotes into orders. Your manufacturers ask you to review the backlog—review it on your own and try and convert open quotes into orders. Many of us never ask for the order. Get professionally aggressive with your customers. They will respect you for asking.

• Deeper dive into existing customers. Do you really know all of the key people? Have you looked at your customer’s website? Recent press releases? New contracts? There is a treasure trove of great information out there that knowing it gives you a huge advantage over your competition.

• New customer and market developments. Who competes against your customer? What do they buy? Who are your customers’ customers? Do you know who your customer’s VP of Sales is? VP of Marketing? What are they working on?

• AI tools. Seriously, why are we still trying to convince so many of us to get into AI? I ask folks if they are using AI: they tell me, “Of course.” I ask them how they are using it…if they pause, it means that that they are not using AI! Give your AI strategy to someone who owns it—a fractional AI single point of contact who can teach all of your employees the latest tools. What are you waiting for? AI has been out for four years. Do you use it? If not, you will miss the boat near and long term. Here is another shameless plug for ERA SearchLink.ai—take a look at the tutorials at era.org/era-searchlink-ai-resources. Sam Richter walks you through how to use AI. Get on board now or get left in the dust.

So, take a deep breath. Decide what your plan is and what category you are in now and what category you want to be in. Make the tough decisions now. Your competition and manufacturers will take notice, trust me.

Do not miss the opportunity now while the market is sleeping. Once the giant wakes up, you will miss the upside and have to play catch-up while your competitors take market share, lines and customers away from you.

Get your game face on and elbows up as you skate into the corners. Skate where the puck is going … not where it is today!

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> Lou Copley is Named Senior Vice President of Distribution on ERA’s Executive Committee

The Electronics Representatives Association (ERA) announces that Lou Copley, Vice President of Sales for the Americas, Avnet, has joined the ERA Executive Committee as the Senior Vice President of Distribution.

“The ERA Executive Committee is grateful for Gary Zullo’s generous service as vice president of distribution and congratulates him on his retirement from Arrow,” said Tom Griffin, ERA Board President. “We are honored to welcome Lou Copley to the Executive Committee. Lou’s experience as an executive with Avnet will be a tremendous asset to ERA.”

“I am so pleased to have Lou Copley join ERA’s Executive Committee. Lou will bring a unique perspective in his role as senior vice president of distribution,” said John O’Brien, ERA Chairman of the Board. “His years of experience will be extremely valuable as we continue to navigate the intricacies and challenges of our industry.”

Copley has built a long and diverse career in the electronics distribution industry. He began in 1988 as an inside sales representative at Tri-Com, Inc. in Philadelphia, Pa., before joining Avnet’s Time Electronics division in 1996. Over the years, he has held various leadership roles in sales, sales management, supply chain management, branch management and as an area sales director.

Copley currently serves as Avnet’s Vice President of Sales for the Americas, overseeing field sales, sales management, application engineers, inside sales, customer service and Avnet’s quoting & product management team. His responsibilities include driving customer and supplier value through demand creation, supply chain solutions and overall sales strategy.

“I’m honored to join the ERA Board and contribute to an industry that thrives on connection, innovation and collaboration,” said Copley. “I’m excited to represent the distribution perspective and help drive meaningful progress across an ever-changing landscape. I look forward to working with the Board to strengthen the vital relationships that move our industry forward and helping to accentuate the unique value brought to the market by manufacturers, manufacturers’ reps and distributors alike.”

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> ERA Quick Connections – April 2025, Vol. 2

April 2025, Volume 2


MONTHLY POS REPORTS

The month of February is always a lower POS month, and February 2025 followed that trend. However, when comparing it to Februarys of previous years, it was slightly better than the last two years. This February was about 4 percent better than last year — not a significant difference; however, an upward trend. We expect March to bounce back significantly if we continue to compare year-over-year POS activity. We will be able to do a first quarter comparison next month to get a better picture of what the industry trend is going to be moving forward.

Read the full report.


INDUSTRY NEWS

> How the newest shifts in U.S. trade policies will affect electronics components supply chains, from the Institute of Supply Management. Read more.

> As an entrepreneur or small business owner, you may have to make what feels like 30,000 decisions each day. Here are some tips for how to manage decision fatigue, and avoid burnoutRead more.

Entrepreneur reports on five tech trends that are reshaping the way small business operateRead more.


INDUSTRY TRENDS SURVEY

The April 2025 ERA Electronics Components Industry Trends survey is now closed. Check your inbox and fill out the survey today.

View results from 2024-2025.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

> Save the date: ERA’s STEP (Sales Training for Electronics Professionals) will return this fall for its fourth year. It will take place Oct. 7-9, 2025, and will offer electronics professionals a chance to take a “step” up in their careers and sharpen their skills. This live, virtual training, sponsored by TTI Family of Specialists, will include an array of useful topics and be conducted by a mix of professional sales trainers and electronics industry experts. Stay tuned for information throughout the summer regarding registration information and a program agenda.

 


The ERA Manufacturers’ Rep Toolkit is new and improved for 2025, with the latest resources added!

❓What is the Manufacturers’ Rep Toolkit? It is a centralized hub of podcasts, conference presentations, webinars, videos, magazine articles and white papers. For industry veterans and newcomers alike, this invaluable resource can help answer questions such as: “Manufacturers’ rep v. direct sales?“ or “What is the ROI when using the rep model?”

Reps can use the slides selectively or collectively as a support reference depending on the project or problem they are addressing.

View it today! (You must be an ERA member to view it!)


> There are just about four weeks until the 2025 EDS Summit in Las Vegas! View pertinent information for exhibitors and attendees, including FAQScheduleRegistration info and Resorts World info.

ERA members, be sure to visit the ERA business center in the Lily Ballroom to enjoy refreshments, use Wi-Fi and say hello to staff!

 

 


Advertise in this e-newsletter and reach more than 4,000 industry professionals!

Find out more.

 


 

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> ERA Quick Connections – April 2025, Vol. 1

April 2025, Volume 1


MANUFACTURING DATA REPORTS

Manufacturing data reports from the Institute for Supply Management (ISM) are released at the beginning of every month and can be accessed at ISM. The latest report says economic activity in the manufacturing sector contracted in March after two consecutive months of expansion.

However, both the electrical equipment, appliances & components sector and the computer and electronic products sector reported growth. Read the full report.


INDUSTRY NEWS

> The latest in the Trump tariffs situation, which caused Wall Street to take the worst freefall in five years last week. Read more.

> Independent distributor Fusion Worldwide reports that the global electronics components supply chain is expected to transition from excess inventory to a more balanced demand environment in 2025. Read more.

> More specifics on the how new tariff policies will affect the electronics components supply chain, from EE Times. Read more.

 


INDUSTRY TRENDS SURVEY

The April 2025 ERA Electronics Components Industry Trends survey is now in your inbox! Check your inbox and fill out the survey today.

View results from 2024-2025.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

ERA LIVE is back in 2025! We begin with the hot button issue of new tariff policies, and their affect on the electronics components industry and supply chain. Moderated by Walter Tobin, ERA CEO, the session will include presenters Dave Foster, president of Ohmite Manufacturing, and John Orso, vice president of operations at Ohmite Manufacturing. Join us on Tues., Apr. 22 at 4 p.m. EDT! Get log-in info and read more details.


Be sure to book your meeting space at the EDS Summit in Las Vegas from May 19-23! Be sure to also visit ERA at the ERA/EDS Business Center in the Lily Ballroom. Members can relax, find a place to sit, enjoy refreshments and chat with the ERA staff. For more info: edssummit.com.

 

 


ERA offers a few benefits to its members you may not know about, including a bulletin board for open job positions and acquisitions and mergers; an industry dictionary of acronyms, abbreviations and terminology; sales training video archives for purchase; industry survey results; and a white paper library! Take advantage today.

 

 


Advertise in this e-newsletter and reach more than 4,000 industry professionals!

Find out more.

 


 

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> View the new and improved ERA Manufacturers’ Rep Toolkit!

The ERA Manufacturers’ Rep Toolkit has been updated for 2025 with the latest resources and has a brand new look!

The Manufacturer’s Rep Toolkit is a centralized hub of podcasts, conference presentations, webinars, videos,  magazine articles and white papers. For industry veterans and newcomers alike, this invaluable resource can help answer questions such as: “Manufacturers’ rep v. direct sales?“ or “What is the ROI when using the rep model?”

Reps can use the slides selectively or collectively as a support reference depending on the project or problem they are addressing.

Please note: This is an ERA members-only tool. View it today in PDF or PPT format.

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> ERA’s Board Elects New Officers for 2025-2027 Term

The Electronics Representatives Association’s (ERA) Board of Directors are proud to announce it has elected new national officers for the 2025-2027 term during its Board meeting on February 26, 2025.

They are:

Chairman of the Board – John O’Brien, CPMR
President – Tom Griffin, CPMR
Sr. Vice President Fiscal & Legal – John Hutson, CPMR
Sr. Vice President Industry – Cameron English, CPMR
Sr. Vice President Education – Ellen Coan, CPMR
Sr. Vice President Membership — Lori Bruno, CPMR*
Sr. Vice President at Large – Kingsland Coombs, CPMR
Sr. Vice President at Large — Ken Bellero
Sr. Vice President Manufacturers – John Guetens*
Sr. Vice President Distributors – Gary Zullo

*Denotes new members

Lori Bruno, CPMR, vice president of distribution and channel manager for LuscomBridge, and John Guetens, North American sales manager at E-T-A Engineering Technology, are new members of the ERA’s executive committee. Bruno succeeds John Hutson, CPMR, who is now senior vice president of fiscal and legal. Guetens succeeds Bellero, who is now senior vice president at large.

“As Chairman of the ERA Board, I couldn’t be more excited to announce the additions of Lori and John to our group,” said John O’Brien, CPMR. “John’s role as manufacturing liaison to the Board is crucial, as his insight and ideas from the manufacturing ‘leg of the stool’ will help propel ERA forward. Lori’s energy, dedication and passion will be vital in continuing to drive new and current membership at ERA. Thanks to them both for their commitment to ERA, and we look forward to all of the work we’ll do together.”

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> ERA Announces the Recipients of the 2025 Mark Motsinger White Pin Internships


ERA awards a record six internships in 2025

The ERA White Pin group is proud to announce the recipients of the 2025 Mark Motsinger White Pin Internships:

  • Seamus Carey, Arizona State University — Spectrum Marketing Associates
  • Liam Gordon, Baylor University — Logix Sales and Marketing
  • Nicolas Ramirez, ITESO, Universidad Jesuita de Guadalajara — Insight Demand Creation
  • Adam Pankow, Winona State University — Josco Melius, Inc.
  • Tommy Giudicianni, University of Rhode Island — MacInnis Company
  • Lauren Lurie, Indiana University — Cain-Forlaw Co.

This is the fourth year that the ERA White Pin Group and ERA National have partnered to award internships to manufacturers’ representative firms in various regions of North America to help hire and onboard college students as interns during the summer or academic year. ERA announces a record six internship recipients this year!

“It’s exciting for the White Pin Group to welcome this new group of interns for the summer of 2025, said Kingsland Coombs, CPMR, CSP, senior vice president at large for the ERA Executive Committee and chair of the White Pin Group. “These interns will bring a variety of fresh perspectives and raw talent, helping these rep firms with innovative ideas and new energy. I’m certain both the interns and rep firms will learn a lot from this experience.”

“ERA promotes the manufacturers’ representative business model through the local chapters’ affinity with local colleges and universities in order to find the next generation of reps for the electronics industry,” said Ellen Coan, senior vice president of education for the ERA Executive Committee. “We do this with job fairs, Handshake.com, and of course, this remarkable internship program. It is a cool industry where we are all promoting products for everyone’s future. Support for this internship program is critical to our success in the world to come.”

ERA launched the Mark Motsinger White Pin Internship program in 2022 as a way to help the rep community introduce the rep model to college students and attract, hire and retain young people to keep the electronics industry fresh and relevant. The program allows rising college juniors or seniors to work for a manufacturers’ representative firm over the summer months to gain a better understanding and hands-on experience of the electronic components industry.

The internship program was named after Mark Motsinger, president of Wallace Electronic Sales, who served as executive director of the ERA White Pin group for more than 16 years. Motsinger helped to define the educational role of the White Pin group and helped promote the hiring and onboarding of new college graduates into our industry.

Please join ERA in congratulating all the rep companies and interns!

Read more information about the ERA Mark Motsinger White Pin Internship program.

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> ERA Quick Connections – Feb. 2025, Vol. 2

February 2025, Volume 2


MONTHLY POS REPORTS

As we close out 2024 POS index numbers, we see that December was basically flat when compared to November’s index, with December being up just over 1 percent from November’s index. The total year’s POS Index was down about 1 percent from 2023 numbers. Q4 index number were 6 percent below 2023 4th quarter results.

All in all, 2024 POS activity was down slightly. With changes coming to the economy with the new administration taking over, 2025 appears to be something that will be extremely difficult to predict. We will be starting a new year of indexing next month and will be changing some of the parameters as we’ve done for several years. We will also provide the details as to how we will determine the index activity moving forward for 2025.

See the full POS report from BuddeMarketing.com.


INDUSTRY NEWS

Changes to the CHIPS Act could have a negative impact on the tech sector and consumersreports the Associated Press. Read more.

Social media trends to watch in 2025. Read more.

> Communication is a 360-degree dynamic—it’s not just about what you say as a leader, but how it’s delivered and how it’s received. Forbes gives tips to communicating intentionally as a leaderRead more.


INDUSTRY TRENDS SURVEY

The February 2024 ERA Electronic Components Industry Trend Survey is now closed.

View results from 2024-2025.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

Attention 2025 ERA Conference attendees: Less than 1 week until the Conference begins!

Please view our important Conference details and reminders page that includes details on attendee badges, parking, Monday night party, attire, the mobile app and more. See you there!

 


The Winter 2025 Representor magazine is now in mailboxes and online!

Be sure to read the cover story that discusses a 2025 economic forecast, a 2025 ERA Conference preview, the Someone You Should Know Q&ARising Stars Q&A2024/2025 member survey resultschapter news…and more!

Read the digital edition or interactive PDF today.

 


> Place your company name and brand in front of ERA’s 4,000+ industry contacts by advertising with ERA in 2025!

Read more about options, sizes and prices in the new 2025 ERA Media Kit. View the digital flipbook or view PDF version.

 

 


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> READ: The Winter 2025 Representor magazine!

The Winter 2025 Representor magazine is here! 


In this issue, don’t miss:

▪️ The cover story: “A 2025 Forecast: Setting the Stage for Future Growth,” by Dennis Reed

▪️ The 2024/2025 Annual Member Survey Results

▪️ The Someone You Should Know Q&A, featuring Damien Croft, MBA, of NorComp.

▪️ The Rising Stars Q&A, featuring Heather Heath of Pinnacle Marketing.

▪️“Caveat emptor…Buyer beware!” — executive commentary from Walter Tobin

▪️ ERA’s XCOM Digest

▪️ A 2025 ERA Conference Preview, by Jeff May, ERA Conference Chair

▪️ Chapter News, from ERA’s 22 active chapters around the country

— Read the digital flipbook
— View/download the interactive PDF

Enjoy!

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> Caveat emptor…Buyer beware!

EXECUTIVE COMMENTARY

Caveat emptor…Buyer beware!


 

Walter Tobin, ERA CEO

by Walter E. Tobin, ERA CEO

Look at the main ballroom here at the 2025 ERA Conference, packed full: 650 of our manufacturers’ reps, manufacturers and distribution partners, all working together to introduce the latest technologies to our customers and to keep them up to speed and ahead of their own competition in the race to win that coveted socket on the new project’s bill of materials.

None of this happens by magic, does it? It starts with the manufacturers who invest thousands of hours in both time and treasure introducing their latest products to keep their customers moving ahead in our great electronics world.

The manufacturers then train their rep network who in turn trains the local distribution branch sales offices on how best to introduce this technology to their local customer base – hopefully by making joint buddy calls to show the strong alignment in the field. When this happens, it is pure magic!

All of this up-front product development and sales training does not come free. Hundreds of hours and thousands of dollars are invested by all “three legs of the stool” to get the products both introduced and designed in.

However, all of this effort is for naught if a socket is not won and an order is not booked by one of the manufacturer’s authorized distributors whose POS report is then used to calculate the appropriate commissions to the corresponding territory rep and revenue to the local distributor branch office.

The distributor, rep and manufacturer all lose when one or more of the “three legs of the stool” is weakened or cut off. The stool simply falls over.

The end customer also loses by buying from a non-authorized source by giving up the protections afforded by an authorized distributor: pass-through warranty protection and indemnification from patent infringement, as well as the danger of buying a counterfeit or out-of-date code product. What will happen to them if their customers introduce defective product into their end-products? Their reputation could be shattered, perhaps forever—all in the name of cost savings and PPV achievement.

So what brought this on, are you asking? Why is Tobin suddenly talking about the brokers who have been around for years? Why now? What has changed?

The brokers are on major marketing campaigns rebranding themselves as independents. Brokers have been around forever, often used to find hard-to-get product when the buyers have exhausted the authorized channel and are forced to the broker world. The customer used to buy only what they needed to get their product built, no more and no less.

But something has changed! Perhaps it was the dreaded pandemic that caused the supply chain to go haywire with panic buying and shortages in all product categories. Perhaps it was the emphasis on the procurement world to focus on PPV and piece price versus total cost of ownership. The old world of TCOO, the Deming Quality ratings, etc. has long been dormant—perhaps it’s time for a rebirth.

During electronica in Munich this past November, I had the chance to walk the floor a bit to visit many ERA Members stands – manufacturers and distributors alike. I was stunned to see the size and scope of many of the independent distributor stands with a huge floor footprint (and some with second-story restaurants and bars) that cost hundreds of thousands of dollars or more. Since we have all been swimming in inventory over the past 18 months or more, how could the broker world afford such a huge expense? What could their sales have been over the last 18 months when the authorized channel has found itself in an over-inventoried situation with softer sales than forecasted? The authorized channel had everything in stock…and then some!

In the September 2024 issue of Electronics Sourcing North America magazine, it was reported that the top global independent distributors had revenue of $13.3 billion in 2023. Say what? How much did you say?

When I read this article and saw this number, I was stunned! Why did the global customer base find it necessary to procure from the independent channel versus the authorized channel when the authorized channel was in an over-inventory situation? Where did the independent channel get all of this product to sell? What would the financial benefit have been for the authorized channel if they had realized this revenue? Could consolidation and layoffs have been avoided?

What about the impact on the manufacturers’ reps? None of the reps got any commission on this revenue! I can bet that there were a lot of sockets that were won by the hard work of the local distributor branch and the local rep who ended up doing all of the design work and received no financial compensation. How long can the distributors and reps continue to do this demand creation and receive no compensation? Not long, I can guarantee you.

The independent channel has become more sophisticated in their marketing and sales strategies. They are touting their global sourcing capabilities and their many software programs to catch counterfeit products and keep it out of their supply chain.

However, they cannot provide the pass-through warranty protection and indemnification from patent infringement that the authorized channel can provide—and if the authorized channel only buys from their authorized manufacturers, there is zero concern about counterfeit product in their inventory.

All of us here at the ERA Conference need to remain united against the independent channel. It only drags business away from the authorized channel using short-term PPV benefits and is fraught with many long-term negative consequences.

Any dollar that goes to the independent channel erodes the ability of our manufacturers, manufacturers’ reps and distributors to continue to provide the demand creation and supply chain management via authorized product that our customers expect and deserve.

I was honored to give a presentation at the recent Electronics Lifecycle and Supply Chain Summit in which I give more color to this topic.

View this presentation if you are interested in seeing my comments on this subject.

Caveat emptor…

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> ERA Quick Connections — February 2025, Vol. 1

February 2025, Volume 1


MANUFACTURING DATA REPORTS

Manufacturing data reports from the Institute for Supply Management (ISM) are released at the beginning of every month and can be accessed at ISM. The latest report says economic activity in the manufacturing sector expanded in January after 26 months of contraction.

The electrical equipment, appliances & components sector reported growth in January; the computer end electronic products sector reported contraction. Read the full report.


INDUSTRY NEWS

> The Trump administration announced this past weekend it would enact 25% tariffs on Canadian and Mexican goods and a 10% additional tariff on Chinese goods. Then on Monday, the White House announced it was pausing the tariff on Mexico and Canada for one month. Read more.

> The U.S. Commerce Department is looking into whether Chinese company DeepSeek has been using U.S. chips that are not allowed to be shipped to China, reported Reuters. Read more.

> In late January, the Supreme Court lifted a recent injunction related to the Corporate Transparency Act. However, there is another court case still pending and the FinCEN agency recently clarified that registration is still voluntary. Read more.


INDUSTRY TRENDS SURVEY

The February ERA Electronics Components Industry Trends survey is now in your inbox! Check your inbox and fill out the survey today.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

> The 2025 ERA Conference is in 20 short days! We can’t wait to see all of our ERA colleagues and friends in Austin.

-View the Conference brochure.
-Download the official Conference app.
-Register for the Monday night party, if you haven’t already!
-Choose your breakout sessions.


Did you know that all STEP (Sales Training for Electronics Professionals) programming and ERA LIVE programming is archived and available to all?

STEP years 2021-2024 can be found here and each year’s program can be purchased for a small fee by members and non-members. ERA LIVE archives can be found on the ERA LIVE YouTube channel — free to all!

Enjoy ERA content… right at your fingertips!


ERA offers a few benefits to its members you may not know about, including a bulletin board for open job positions and acquisitions and mergers; an industry dictionary of acronyms, abbreviations and terminology; sales training video archives for purchase; industry survey results; and a white paper library! Take advantage today.

 

 


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> The 2025 ERA Conference Brochure is Out!

Read the 2025 ERA Conference Brochure!

We are excited to share the 2025 ERA Conference Digital Brochure, an interactive resource designed to provide you the latest program, session and speaker updates on the 2024 ERA Conference.

This interactive brochure previews the latest highlights from the upcoming conference, including general session and breakout session topics, the Conference schedule and a roster of all of our generous sponsors.

 


Conference Updates:


Thank you, 2025 ERA Conference Committee!

Adam Anderson, CPMR, Norris & Associates Inc. – Conference Committee Chair
Jeff May, Logix Sales & Marketing – Conference Committee Vice Chair
Ryan Baldinelli, Anderson Power Products
Julie Carr, MacInnis Group
Ellen Coan, CPMR, C C Electro Sales Inc.
Zach DeVillers, CPMR, CSP, Brainard-Nielsen Marketing
Adam Grigor, Tech-Trek Ltd.
Maryellen Stack, Sager Electronics
Mike Swenson, CPMR, Mel Foster Co.

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> ERA Quick Connections — January 2025, Vol. 2

January 2025, Volume 2


MONTHLY POS REPORTS

November 2024 dipped from October numbers by over 12 percent; however, October is traditionally an exceptionally strong month. When comparing November of this year vs. last year, November 2024 is actually up about 2 percent from 2023. December should probably run about the same as November if history repeats itself. We believe that the presidential election may have a significant impact on 2025.

See the full POS report from BuddeMarketing.com.


INDUSTRY NEWS

> The governor of New York has unveiled a state budget proposal that offers free tuition to students seeking community college degrees to work in the semiconductor industry. This effort is an attempt to boost the supply of trained workers for Micron Technology’s new facilities in the state. Read more.

> A recent hiring report from the small business sector found that 35 percent of small businesses reported unfilled job openings in December, yet 49 percent of small business owners reported few or no applicants for open positions. Read more.

These are the top small business challenges — including growing your customer base, growing a great company culture, customer satisfaction and supply chain disruption — and some tips for overcoming them. Read more.


INDUSTRY TRENDS SURVEY

The January ERA Electronics Components Industry Trends survey is now closed.

Please note: ERA sends this survey monthly to one contact from each ERA member firm via email. Please be on the lookout for this survey in your email inbox. Help us make this survey a valuable resource for you and the rest of our members by taking 5 minutes to complete this each month. The results are visible only to ERA members and gives us a great cross-section of what our members see on the horizon for the near and long term.

VIEW SURVEY RESULTS


ERA NEWS

>REMINDER: The deadline is January 31 to apply for a ERA Mark Motsinger White Pin Internship award! ERA recommends searching for interns on Handshake.com. (It is free to create an account and post!)

This internship program offers a manufacturers’ rep (who is an ERA member) a chance to hire a college student as an intern, with ERA and the White Pin group subsidizing a substantial portion of the anticipated internship cost. ERA aims to give out FIVE monetary awards in 2025. Awarded rep firms will be announced mid-February! Read more and apply.


Attention 2025 ERA Conference attendees: It is time to register for your breakout sessions! This advance registration assists us with making room assignments and ensures adequate seating for each session. Your prompt response is most appreciated.

There are multiple breakout session time slots on Monday, Feb. 24 and Tuesday, Feb. 25. You may choose one session in each time slot.

Read more details about all of the breakouts sessions, and register here! (Note: When registering, please enter the same e-mail address used when you registered for the Conference!)

View Conference schedulesponsor listlist of attendees, and more at the ERA Conference webpage.


> Have you looked at the ERA HoverMap® lately? New DTAM data is now updated through Q3 of 2024 for all of the territories/regions!

The ERA HoverMap® allows manufacturers and suppliers to find reps by territory and zip code and identify ERA chapters! You must be an ERA member to view the HoverMap®.

 


Advertise in this e-newsletter and reach 3,500 industry professionals!

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