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September 2010

Print in the Mix
Print Ads Top Source for Back-to-School Shopping

The National Retail Federation's "2010 Consumer Intentions and Actions Back to School" survey, conducted by BIGresearch, finds that the combined K-12 and college spending for 2010 will reach $55.12 billion, serving as the second biggest consumer spending event for retailers behind the winter holidays.

The average American family with school-aged children will spend $606.40 on clothes, shoes, supplies and electronics, compared to $548.72 last year, and close to the $594.24 in 2008. Total spending on children in grades K-12 is expected to reach $21.35 billion.

The average college student's family will spend $616.13 on new apparel, furniture for dorms or apartments, school supplies and electronics. Students and their families spent only slightly more last year ($618.12). Total spending on back-to-college merchandise is expected to reach $33.77 billion.

The economy continues to play a role in back-to-school preparations. Consumers are doing their homework—comparative shopping using coupons more, circulars and newspaper ads leads online for back-to-school and back-to-college purchase decisions.

To read this Print in the Mix Research Summary and other print market research studies, go to 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 (
Dayton, OH-based Industramark, a Standard Register business unit, has hired David Warns as vice president of sales. He most recently served as a zone sales leader for AutoZone's commercial (B-to-B) business.

Padgett Printing press operator Benito "Benny" Paredes recently celebrated his 30th anniversary with the company. A celebration was held to honor Paredes and recognize his commitment and hard work.

George Meding has joined the sales team at Hauppauge, NY-based Disc Graphics. Prior to joining Disc Graphics, he developed and managed packaging sales to Disney, Universal and Sony Pictures during a 30-year career.

Keller-Crescent Co., a Clondalkin Group Co., has selected Jim Franklin as vice president of operations at the corporate level overseeing six facilities. He most recently served as vice president of operations at the company's Greensboro, NC, facility.

John Woolverton is the new general manager at Maywood NJ-based Dolce Printing. Woolverton formerly worked for Earth Thebault as director of production and scheduling.



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