RIVERSIDE, CA — Albert Lazarito is a man who takes the business of doing business seriously. With an MBA, a background in mainstream corporate retail management, and six years of experience within the adult online industry, Lazarito is determined to be part of the solution to the online adult industry problem of how to run a more profitable and professional business – something he believes Silvercash has done and continues to do by blending innovative thinking and solid business smarts.Lazarito – or Silvercash Albert, as the VP of business development for Silvercash and its boldest and most recent venture, Silver Sinema is also known, remembers the crazy days of the early adult internet when, as he delicately points out, “a lot of the entrepreneurs truly were not business people; they were internet savvy people who had a first mover advantage but didn’t understand the principals of running a profitable operation.”

Most of those businesses and individuals are gone from the scene, existing primarily in memories of fabulous excesses. They, unlike those who have survived them, were ill prepared for the realities of competitive business, including Visa’s frenzied responses to the initial confused glut of online dating and adult content money racing through its databases.

Silvercash Albert is passionate about keeping Silvercash from suffering the same fate, not that he has any real fear that anything like that could possibly happen.

While other companies reinvented the wheel, Silvercash Albert has quickly and efficiently employed the same market analysis and sales/marketing principals during his years within adult that he used while working in the mainstream. The results have been increased growth and profitability for Silvercash, where “everything is about retaining and attracting,” including the employee hiring process, which currently offers flex hours, 401k matching services, profit sharing, continuing education assistance, achievement incentives, and monthly employee social events in order to entice quality professionals seeking a company with a long term vision.

Part of that vision is shooting all content in High Definition, which “comes with a massive price tag,” as Lazarito observes. Because of this, innovative thinking on the subject of multiple revenue streams has been essential. After considerable research into the subject was conducted, Silvercash made the bold decision to cross over the virtual business boundary and enter the DVD market with Silver Sinema.

With the assistance of partner Pure Play Media, Silver Sinema has released nine HD and reality titles within the United States and Canada, with three titles per month planned during the foreseeable future. The DVDs will be available directly to the consumer both online, including through the SilverSinema.com site, and through brick-and-mortar shops.

“Because of the competition with the online world, this becomes another profit center for Silvercash, and to alleviate some of the cost to create the content, because now we can use it on a different platform and generate revenue,” Lazarito explains.

In order to prepare itself for this expansion, Silvercash first prepared its infrastructure for the inevitable changes. “We have a business plan in place with short and long-term goals,” he continues. “We consider this to be a real business and something not to just jump into without proper research.”

Once the four Silvercash managers are in agreement about a course of action, however, they are a decisive and cohesive force. According to Lazarito, he, president and CEO Mike Price, executive VP Richard Nash, and VP of marketing, Hugo Ohira, have “a unique synergy, great experience, intelligence – and we really, really work well together.”

In spite of the fact that their day-to-day work world is “not models wandering through the halls topless,” the four are delighted with the success of Silver Sinema so far. While waiting to see who wins the HD vs. Blu Ray wars, the company uses the tried and true standard DVD format to put its collection of the “hottest premium gonzo scenes that almost borderline glamour” ever shot by the company into the hands of fans, new and long-term.

The company’s exclusive content runs the range from tranny to squirting to ethnic, reality, and hardcore and will be showcased at the Silver Sinema booth during the January Adult Entertainment Expo in Las Vegas. Its online shop will be managed by Gamelink, which has agreed to carry Silver Sinema DVDs in its toy stores.

As far as Silvercash Albert is concerned, the future of Silvercash is bright. As much as he enjoys having been part of the adult internet’s beginnings, “Where I get the most rewarding experience now is that I was part of the evolution of the industry.” Part of that evolution is happening now; both seen in the Silvercash commitment to cross over into the DVD market and its belief that the industry needs strong leaders willing to work with the mainstream in order to help it better understand the mutual benefits of ethical partnership. “That’s the kind of thing that drives me today,” Lazarito confesses, imagining an increasingly accepted and professionally operated industry. “I think the top companies that exist in the next 10 years will be those that have the best people. If you don’t invest in your people, it’s going to be a slippery slope toward not being able to continue in the future. You can have all the money that you want, but if you don’t have people that you can trust and delegate to, then you will not only be over-worked, but unable to respond quickly enough to changes in the market.”

Being unable to respond quickly to the market is not something Silvercash Albert, Silvercash, or Silver Sinema care to be associated with. Given that representatives will be attending next week’s summer Internext, the company will have an opportunity to place its collective finger near one of the industry’s major pulse points and be perfectly poised for response.