Spectrum Marketing Services merges with Range Inc. of Brainerd

No change in services; expansion is the goal

by Jennie Zeitler, Staff Writer


Spectrum Marketing Services in Little Falls has completed a merger with Range Inc. of Brainerd.

“For the time being, we are operating under both names,” said Range Chief Financial Officer Tom Cotton, “but later in 2013 the transition from Spectrum to Range will be complete.”

The acquisition/merger was effective Dec. 31, 2012. Cotton was the primary owner and chief executive officer of Spectrum Marketing.

Spectrum was formed in 1994 after Tom and Molly Cotton and Roger and Kelly Deterding had bought out Blaine Printing. The Deterdings had purchased the former Little Falls Printing two years before that.

“This opportunity came up,” Cotton said. “Both Range and we were doing really well. Range wanted apparel decoration and our paper printing was a natural fit with them.”

“We looked at the two companies together, and considering their sizes and various enhanced services, it just made sense,” he said.

There has been no change in employees in Little Falls and Range plans to add employees in both Little Falls and Brainerd.

With the merger comes the addition of a multimedia service provider, a full-fledged marketing program and cross-media services with billboards, banners, Web services, large-format printing and online product stores.

“We are doing variable data printing using a new HP Indigo 5600 digital press,” Cotton said.

The company now includes fulfillment services in a 40,000 square-foot facility at the old Northern Pacific Railroad center in Brainerd.

“Our specialty will be in marketing and fulfillment with direct-selling markets,” said Cotton. “We are currently working with Tastefully Simple and LPL Financial as well as with the health industries such as St. Gabriel’s and Essentia.”

There are several people who work between both the Little Falls and Brainerd plants, including Cotton.

Range plans to convert the entire Little Falls facility to apparel decoration.

“Currently we have one shift, but our goal is to have three shifts, operating around the clock,” Cotton said. “That’s what we really see happening.”

Enhanced services and job opportunities will be available in the coming months. “We will be looking for qualified lead people,” he said.

Cotton characterized Range as a nationwide company, whereas Spectrum was more of a regional and local business.

“Range has a greater national presence,” he said. “All four owners live in Minnesota: Paul Niccum and Shawn Sundquist in Brainerd, Kim Wood in Minneapolis and I in Little Falls.”