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R.R. DONNELLEY JAPAN K.K. SIGNS AGREEMENT WITH NIPPON SHINPAN, CO., LTD. TO MARKET 'AMERICAN SHOWCASE(TM)/JAPAN'

R.R. DONNELLEY JAPAN K.K. SIGNS AGREEMENT WITH NIPPON SHINPAN, CO., LTD.
 TO MARKET 'AMERICAN SHOWCASE(TM)/JAPAN'
 CHICAGO, Nov. 11 /PRNewswire/ -- R.R. Donnelley Japan, K.K., a subsidiary of Chicago-based R.R. Donnelley & Sons Company (NYSE: DNY), announced today that it has signed an agreement with Nippon Shinpan Co., Ltd., Japan's largest issuer of credit cards, to market R.R. Donnelley's American Showcase(TM)/Japan program, the direct mail "catalog-of- catalogs" featuring quality American merchandise.
 In a first-of-its-kind agreement, the two companies will share the cost of the direct marketing program and split a share of the merchandise sales with the catalogers selected to take part in the program.
 The agreement gives R.R. Donnelley access to Nippon Shinpan's list of more than 25 million Japanese credit card holders. This list, one of the largest and most well-qualified lists in Japan, affords R.R. Donnelley the highest-quality demographic information available for targeting merchandise to consumers.
 The program will target 30,000 Nippon Shinpan card holders in January 1993. The company has similar arrangements with catalogers in other countries.
 "This program enables U.S. direct marketers to test the Japanese market without having to make large, long-term financial commitments," said James Stewart, senior vice president of R.R. Donnelley's Catalog Group. "Our program utilizes a cooperative effort to determine the level of Japanese interest in specific product lines before U.S. catalogers undertake their own co-op or solo ventures."
 The original "American Showcase(TM)/Japan" prototype, tested in October 1991, consisted of a 24-page catalog-of-catalogs and did not offer merchandise to consumers.
 The new version of the "catalogs-of-catalogs" will feature the goods of six to eight U.S. catalogers on 100 pages -- and is intended to sell merchandise. Each participating cataloger will have 12 to 15 pages to display their products. Purchases from the catalog must be made with a Nippon Shinpan credit card. Consumers will place orders for goods via toll-free telephone number, fax or return mail.
 G. Jack Haney, vice president, International Direct Marketing at R.R. Donnelley, says this effort is the latest in R.R. Donnelley's ongoing testing of the Japanese market. "We began this program in October 1991 with the original 'American Showcase(TM)/Japan,'" said Haney. "Based on what we've learned, we're pleased that Nippon Shinpan is joining us as this program continues to develop."
 An announcement of the offer will be delivered in January to Nippon Shinpan customers via an insert in their monthly statement. The catalog will be offered to each for 4300 yen (approximately $2.50).
 Nippon Shinpan will handle order-taking. R.R. Donnelley will produce and deliver the catalog, and handle fulfillment -- usually within two weeks. Orders placed for the catalog will be processed by R.R. Donnelley and shipped directly to consumers' homes from U.S. fulfillment centers.
 Long-term plans call for a larger test of the program in September 1993, and subsequent test catalogs three times annually -- in spring, summer and autumn of following years.
 Through its Japanese subsidiary, R.R. Donnelley has spent five years developing its capabilities in Japan and creating solutions to barriers, such as language, culture, mailing lists, and order processing and fulfillment, that have discouraged most American catalogers from doing business there.
 R.R. Donnelley is the world's largest commercial printer of catalogs, newspaper advertising inserts, magazines, books, directories, financial printing and computer documentation. Headquartered in Chicago, the company operates printing plants, sales offices, service centers and subsidiaries in more than 100 locations in North America, the Caribbean, Europe and Asia.
 -0- 11/11/92
 /CONTACT: G. Jack Haney of R.R. Donnelley & Sons Co., 708-574-3885, or Dave Thompson or Ogilvy Adams & Rinehart, 312-988-2803, for R.R. Donnelley & Sons Company/
 (DNY) CO: R.R. Donnelley Japan, K.K.; R.R. Donnelley & Sons Company ST: Illinois IN: PUB SU:


TS -- NY038 -- 9738 11/11/92 12:38 EST
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Date:Nov 11, 1992
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