PMA Spring 2004 Show
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The following is an unedited press release, shown as received from the company represented. We've elected to present selected releases without editorial comment, as a way to provide our readers more information without further overtaxing our limited editorial resources. To avoid any possible confusion or conflict of interest, the Imaging Resource will always clearly distinguish between company-provided press releases and our own editorial views and content.

PRESS RELEASE: Lexar Media Announces Exclusive Retail Distribution Agreement For Camera Bits' Popular Photo Mechanic™ Software

Las Vegas, February 12, 2004 (PMA Booth H100 -- Lexar Media, Inc. (Nasdaq: LEXR), a leading manufacturer and marketer of high-performance digital media and accessories, today announced an exclusive distribution agreement with Camera Bits, Inc., maker of the popular image management software Photo Mechanic™. With shipments beginning next month, Lexar will be the exclusive retail distributor of Photo Mechanic and Photo Mechanic LE, offering the software to its extensive network of photographic retailers and distributors.

Photo Mechanic™ software is a digital camera image browser commonly used by professional photographers to easily view, organize and process digital images on a computer. The software offers batch captioning, image renaming, speedy browsing, and automatic collection of meta-data, with an easy-to-use interface that has made it the image management software of choice for thousands of photojournalists and professional photographers worldwide.

"Photo enthusiasts are learning today what professional digital photographers have known for some time - when large numbers of digital images are downloaded to a computer, the task of viewing, editing and managing them can become overwhelming," said John Omvik, Director of OEM and Professional Product Marketing, Lexar Media. "Photo Mechanic - the software already embraced by professional photographers, major newspapers and large photographic projects like the America 24/7 and Day in the Life of Africa books - makes the photo management aspect of digital photography easy and intuitive."

"Photo Mechanic is one of the most popular image management tools on the market for professional photographers, but until now the vast majority of our distribution has been online," said Dennis Walker, President of Camera Bits. "Lexar's established retail distribution into photo stores, mass consumer retailers, and major electronics stores - and its respected brand name among professional photographers - will serve to significantly expand our software presence worldwide, and we expect, our sales."

Beginning next month, Lexar Media will also include a free 30-day trial version of Photo Mechanic on its Professional Series CompactFlash memory cards, allowing Lexar's customers to experience first hand the software that many professional photographers use.

English versions of Photo Mechanic and Photo Mechanic LE will be available next month, with expected retail prices of $149.99 and $49.99, respectively. Photo Mechanic LE offers a subset of full Photo Mechanic functionality and is designed for the budget conscious digital photo enthusiasts and prosumer customers. Both versions of the software support Windows 2000/XP and Macintosh OS 10.2 or later.

About Lexar Media, Inc.
Lexar Media is a leading manufacturer and marketer of flash memory cards, USB flash drives, card readers and ATA controller technology for the digital photography, consumer electronics, industrial and communications markets. The company holds over 70 issued and allowed controller and system patents, and licenses its technology to companies including Olympus, Samsung Electronics and Sony. For more information, please call 1-800-789-9418 or visit

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