By Emmet Pierce
American Technology Corp., a San Diego business that’s a leader in the field of directed sound products and technologies, may soon have a new name.
In March, its shareholders are scheduled to consider a proposal to change the company’s name to LRAD Corp. to take advantage of growing industry familiarity with its Long Range Acoustic Device, or LRAD.
“We have received a tremendous amount of publicity because of the effectiveness of the product,” said media and investor relations representative Robert Putnam. “We believe that it is indicative of the marketplace recognizing LRAD as the global leader of acoustic devices.”
Recently, the company announced that the U.S. military has begun deploying several LRAD systems in Haiti to assist in communications with earthquake survivors. The systems are used to send messages to survivors who gather at aid stations. Some devices are mounted on helicopters.
“LRAD’s exceptional capacity to address small and large gatherings of survivors from the air and over distance frees peacekeeping personnel and emergency responders from having to individually provide instructions and directions, allowing them to attend to other critical duties,” American Technology President and CEO Tom Brown said in a prepared statement.
Another use for LRAD is for wildlife preservation and control at airports, wind farms and mining operations. The goal is to keep animals out of harm’s way. In all applications, the chief purpose of LRAD is to preserve life, said Brown.
Formed in 1980, ATC has been in San Diego since 1986. It employs about 35 people. Although the main operation is in North County, south of Rancho Bernardo, there are sales offices in Maine and Washington state.
“Everything is manufactured in the states,” Putnam said. “Final assembly is done here.”
Record Revenues
The company reported record revenues of $15.8 million for the fiscal year that ended Sept. 30, an increase of 41 percent over fiscal 2008. The revenues were driven by a 57 percent increase in LRAD sales. It also said it reduced net loss by $5.4 million, or 84 percent, from the prior year to a net loss of $1 million.
