Thursday November 21

Ronald S. Laura Enterprises Finds the Missing Link to their Direct Marketing Value Chain

CHAPEL HILL, NC, November 20, 2002 - Ronald S. Laura Enterprises, Inc. (OTC.PK: BFIT) has chosen Temtec's Executive Viewer(R) to provide a dynamic, web-based interface to their Direct Response TV (DRTV) campaign management system. Executives and campaign analysts alike can now access and analyze large amounts of complex information to instantaneously identify profitability trends and infomercial campaign success.

The problem facing the DRTV industry, and direct marketing professionals in general, is the lack of ability to gain timely analysis of go-to-market results and profitability. Significant amounts of media expenses are allocated to new products and media ratios are closely watched throughout the product release lifecycle. Real-time access to dynamically calculated media effectivity ratios provide a clear competitive advantage, as negative trends can be immediately identified and the necessary corrective measures can be implemented.

Ronald S. Laura's proprietary DRTV campaign management system uses Microsoft's Analysis Services online analytical processing (OLAP) technology to consolidate the massive sets of data coming from telemarketing centers, fulfillment houses and media buying agencies. By moving the detailed transactional data into a multidimensional format, extensive amounts of information can be updated dynamically and viewed from multiple perspectives for additional insight. Executive Viewer, a front-end analysis and reporting solution specifically designed to optimize OLAP databases, was selected for its ease of use, powerful analytical functionality and immediate response times. Now internal users, as well as the large external supplier network, can easily access and dynamically analyze the information to identify which media buys and campaign tactics are truly performing.

"We chose Executive Viewer for its proven ability to deliver interactive, real-time information over an Internet-based infrastructure while maintaining powerful analytic capabilities such as drill-up, drill down and exception reporting," said Doug Blattner, Chairman and CEO of Ronald S. Laura. "We are now able to fully utilize our proprietary systems to more precisely manage campaign performance."

"We are enthusiastic to work with Ronald S. Laura on such an innovative application that can deliver measurable results," commented Danielle Proctor, Temtec USA's VP Sales and Marketing. "With the winning combination of Microsoft Analysis Services and Executive Viewer, speed of thought information capabilities are now available to key decision makers, a clear competitive advantage for any organization."

About Ronald S. Laura Enterprises, Inc.

Ronald S. Laura Enterprises, Inc. is a direct response marketing company that launches consumer products through long-form television advertising and the Internet, and then moves successful products to retail distribution. The Company specializes in fitness and health products, and will be launching it's next product, the EatWize Weight-Loss Lifestyle System, in early 2003. The EatWize program is a personalized weight-loss program that aligns the consumer's lifestyle with a unique 40% protein, 20% fat and 40% carbohydrate weight-loss plan and has been successfully administered in private practice for more than five years. The weight-loss industry is a $34.7 billion market. For more information please visit www.ronlaura.com.

About Temtec

Founded in 1993, Temtec provides analytical software that empowers end users with the ability to analyze information at the speed of management thinking, leading to better-informed decision-making. From its conception, this software was designed to optimize user access to OLAP engines and includes connectivity to Hyperion Essbase, IBM DB2 OLAP Server, and Microsoft Analysis Services. Executive Viewer was the first analytical tool to be awarded Essbase-Ready Gold and is one of only four Hyperion Technology Partner products to be granted the highest level Platinum status. Temtec has achieved worldwide recognition for its software with over 10,000 users diversified across multiple industries and representing more than 150 organizations in 50 countries. Temtec's offices are located in The Netherlands, USA, United Kingdom, and France and provide personalized support in English, Dutch, French, German, and Spanish. Further information, as well as a live demonstration of Executive Viewer, is available at www.temtec.com.

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Editorial Contact:

Julie Waite
Temtec USA, Inc.
Phone: 919 932 1486
Email: julie.waite@temtec.com