Archive Corp. doesn't rank with IBM or Xerox in the household-name category, but the small Costa Mesa company is trying to change that. Since its founding in 1980, Archive has built its business on selling cartridge tape drives, used to store computer data, directly to equipment manufacturers. Archive's customers then sold the Archive equipment under their own brand names.
But Archive recently formed a new division to focus on selling its products directly to electronic distribution companies.
"The primary reason is to increase our channels of distribution and increase our market penetration," said M. Thomas Makmann, newly appointed vice president of Archive's data storage division. "To do that, we have to get our name well known."