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Print in the Mix

Small Business Owners Surveyed Say Print Ads Are the Most Effective

FedEx Office (formerly FedEx Kinko’s), an operating company of FedEx Corp., has released the results of its third annual small business “Signs of the Times” national survey.

The study found that:

• Small business owners are optimistic—almost three-quarters (72 percent) of small business owners say they will be the driving force behind the U.S. economic recovery. One-half (51 percent) of the small business owners polled say their businesses have already or will fully recover by the end of 2010.

• Examining the marketing and advertising tools available to small business owners, 87 percent of respondents report that printed marketing and advertising tools are somewhat to very effective at driving customers to businesses, and 61 percent believe traditional marketing and advertising methods are more effective than Web-based counterparts at bringing in clients.

• 44 percent of small business owners plan to grow business by increasing communication with existing and potential customers via printed materials like newsletters and direct mailings. These entrepreneurs are also actively leveraging other traditional marketing/advertising tools such as brochures (43 percent), Yellow Pages listings (39 percent), flyers and signs/banners/posters (37 percent each), and newspaper advertisements (32 percent).

To read this Print in the Mix Research Summary and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).

The Gamma Chapter of Gamma Epsilon Tau, the national graphic arts honor society, named Michael Cunningham, former chairman of Diversified Global Graphics Group (DG3), Jersey City, NJ, as one of its 2010 Gold Key Award recipients. Cunningham was recognized for his industry contributions, particularly in education and professional development.

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