Western Resources of Topeka, KS, acquired a 40% interest innational direct marketer Paradigm Direct for $31.2 million. “Thisstrategic transaction provides an excellent opportunity to bridgeour customer bases. Over the past few years we set a course todramatically expand Western Resources’ national footprint. WithParadigm’s marketing expertise, we are positioned to increase theservices we provide these customers and do so efficiently,” saidDavid C. Wittig, Western Resources CEO.

The investment is in the form of a cash pay convertiblepreferred instrument. Western Resources will also haveparticipation in pre-tax earnings of Paradigm.

Based in Ft. Lee, NJ, Paradigm Direct assists clients withleading brands in diversified industries such astelecommunications, financial services and insurance, to acquirenew customers through direct mail, telemarketing, direct responsetelevision, and the Internet. Paradigm has sales in excess of $70million.

By 1999 Western Resources expects to have access to more than 6million customers nationwide through its electric utilityoperations; its 85% ownership of home security service ProtectionOne; and investment in ONEOK, the country’s eighth largest gasdistribution company.

Paradigm’s initial focus for Western Resources will be to rollout a new marketing plan for Protection One with the goal to createnew customers at a significantly lower cost.

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