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R2 Trade (R2), part of advertising, marketing, media and communications company Reciprocal Results Inc's portfolio of companies, profitably and discreetly exchanges excess, surplus and obsolete merchandise as well as other underperforming assets in exchange for media time and space, merchandise or other services. This process is called corporate barter or reciprocal trade. It also is known as structured finance.

 Roy Moskowitz founded Reciprocal Results in 1997 as the independently owned corporate media barter division of $500+ million media service organization KSL Media.   KSL was owned by multi-billion dollar publicly traded international advertising and marketing services holding company, True North, which was later purchased by even larger advertising industry giant the Interpublic Group (IPG). KSL eventually bought itself back from the IPG empire.

The Reciprocal Results/KSL alliance ended in 2001. Since then, Reciprocal Results first evolved from being a corporate barter specialist to a media service company providing media planning, buying and research and advising on marketing and communications strategy.  Reciprocal Results further evolved into a full service advertising, media, marketing, PR and communications company, and eventually expanded into political consulting, creating a need to re-brand its barter practice as R2 Trade.

R2's clients include Virgin, Lea and Perrins, Nutra Systems, Duane Reade, Amerifit, Payless and  We are dedicated to giving your organization the best results possible in every area we are involved with. 

Barter is the world’s oldest and most universally accepted currency. Cave dwellers exchanged skins for food and Native Americans traded Manhattan Island for trinkets. Today, countries trade commodities, weapons and industrial equipment with each other.                                     

Corporate barter and club exchanges are the United States’ dominant barter systems.  R2 is a corporate barter company. Most people are more familiar with the club exchange paradigm than with corporate barter. The differences between the types of barter are comparable to Little League and the Major Leagues and city hall and the federal government.

 The clubs recruit small businesses to offer their wares to other members in exchange for access to their goods and services. Exchange members pay individual transaction and membership fees. The club exchanges do not take title to any of its clients’ merchandise or services and are usually unable to handle corporate barter caliber deals.

Corporate barter involves the buying of large inventories from substantial organizations in exchange for advertising, various services and merchandise. Corporate barter companies take title to the inventory purchased and the media and other goods and services they provide.


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