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April 2017 • The PCB Magazine 77 NASTY NEWS LELEASES typos are suddenly discovered. Abort launch! Although you've proofread the release a dozen times, it's always important to have another set of eyes review the news release for grammar, ty- pos, and overall comprehension. No matter how relevant, a news release with gross grammar, flawed formatting and other errors translates as being sloppy, rushed, and unprofessional. It reflects badly on your com- pany's brand. Don't let nasty news releases repel readers. Consider these best practices to com- pel customers and prospects to learn how your company creates value. PCB References 1. The Launch of a Lifetime: Catching up with Barry Lee Cohen. 2. Sumner Redstone, circa 1995. 3. Wikipedia, The Five Ws. Barry Lee Cohen is president and managing director of Launch Communications. To read past columns or to contact Cohen, click here. I-Connect007 is excited to announce the release of a new offering in our micro eB- ook series: The Printed Circuit Designer's Guide to…Flex and Rigid-Flex Fundamentals. The Printed Circuit Design- er's Guide to… is an ongoing series of micro eBooks specifi- cally dedicated to the educa- tion of PCB designers. This book series will become the gold standard for people seek- ing the most relevant informa- tion available. The latest title in this new line of eBooks, The Printed Cir- cuit Designer's Guide to… Flex and Rigid-Flex Fun- damentals, is authored by Anaya Vardya and Da- vid Lackey of American Standard Circuits. This micro eBook provides both new and seasoned circuit designers with valuable, important infor- mation that will help to assure first-pass success in getting their products to market. "We have found that when we are working with companies who need flex and rigid-flex PCBs, the best course of action is to work closely in partnership with them to make sure we give them the very best value in flex and rig- id-flex PCBs," said Lackey. "We want to make sure our custom- ers get exactly what they need for their end-products." Added Vardya, "This guide- book is based on the many con- versations we have had with our customer partners help- ing them to gain a better and more complete understand of this technology. We also con- sider this American Standard Circuits' gift to the industry. This unique guidebook will be available to everyone through a free download on our eBook website." This eBook has something for everyone; in addition to guidance on key callouts, design considerations and material sets for optimum manufacturability, there are plenty of dos and don'ts for fabricators, cost drivers for OEMs, and key information on data package requirements for contract manufacturers. To download this book for free, click here. I-Connect007 Launches New Micro eBook in Design Series for Flex and Rigid-Flex

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