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R.R. DONNELLEY OPENS JAPANESE MARKET TO U.S. CATALOGERS

 R.R. DONNELLEY OPENS JAPANESE MARKET TO U.S. CATALOGERS
 BOSTON, Nov. 4 /PRNewswire/ -- R.R. Donnelley & Sons Company today announced the launch in Japan of the first in a new series of major customer-driven programs designed to help Donnelley customers grow their business globally. The intent is to help create ways for customers to access significant new market opportunities.
 The door to the world's second-largest consumer economy is swinging open,'' said Jim Stewart, senior vice president of R.R. Donnelley's Catalog
Group. Market studies have shown that Japanese consumers want to buy more U.S. products, and we want our customers to be first in line with an offer.''
 Called the American Showcase(R)/Japan,'' this first-of-its-kind program will be comprised of a continuing series of catalogs, mailed from the United States and offering the products and catalogs of U.S. marketers directly to Japanese consumers.
 By consolidating order responses in Tokyo, R.R. Donnelley plans to build a
database of Japanese consumers interested in buying American. Our goal is not simply to sell a lot of American Showcase(R)' catalogs, but to open the Japanese market to U.S. merchants whose prices, selection and fulfillment capabilities will make them valuable suppliers to Japanese consumers,'' said Stewart.
 This is a co-operative prospecting tool for the U.S. direct marketing industry,'' said Stewart. ''It is one of the most exciting and ambitious programs we have ever undertaken for a single industry.''
 Through its subsidiary in Japan, 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 in Japan. Mailing lists generally are not shared in Japan, unlike in the United States.
 The American Showcase/Japan'' program is a product of three R.R. Donnelley businesses, including its Catalog Group, its Information Services Group, which manages operations in Japan and Mobium design services, and Donnelley's Metromail subsidiary, which manages the largest mailing list database in the United States.
 The first American Showcase/Japan'' catalogs are arriving this week in 50,000 Japanese households. They include merchandise and catalogs from 12 U.S. direct marketers, including Lands' End, L.L. Bean, Austad's, Hearth Song, Orvis, Sheplers, International Male, Tweed's, Premiere Editions, Deerskin, Comfortably Yours and Gander Mountain.
 The benefits for our customers are significant. This program, for the first time, enables direct marketers to test the Japanese market without having to make large, long-term financial commitments,'' said Jack Haney, R.R. Donnelley program manager for the American Showcase/Japan' program.
 Additionally, our program utilizes cooperative catalogs to generate Japanese prospects for the entire U.S. direct mail industry, while providing participants with a cost-effective way to judge and predict the potential response to their products in Japan either in co-op or solo ventures.''
 Under the program, R.R. Donnelley will:
 --Design and print the co-op catalogs. R.R. Donnelley has developed a staff of Japanese direct marketing professionals to assist customers in developing and translating their catalog offerings.
 --Coordinate distribution, with mailings from the United States. The first


American Showcase/Japan'' catalog featuring two-page spreads from a dozen U.S. catalogers costs 24 cents to mail from Chicago -- over a dollar less per piece than postage within Japan.
 --Process orders for fulfillment through its R.R. Donnelley Tokyo office. Convert orders to English and transmit order information daily for easy order fulfillment. R.R. Donnelley utilizes an extraordinary system that merges and purges names and addresses in English and Japanese.
 --Develop and manage a consumer list for customers who wish to develop solo marketing programs for Japan.
 The American Showcase/Japan'' program was formally announced at the Direct Marketing Association's annual convention in Boston.
 R.R. Donnelley is the world's largest printer of directories, catalogs, newspaper advertising inserts, magazines, books, financial printing and computer documentation. The company serves more than 3,000 customers at printing plants, service centers, sales offices and subsidiaries in more than 100 locations in the United States, the United Kingdom, Ireland, Mexico, Canada, the Caribbean and the Far East.
 -0- 11/4/91
 /CONTACT: Jack Haney, 617-236-5800 (Boston) or 708-574-3885 (Chicago), or Dave Thompson 617-262-9600 (Boston) or 312-988-2684 (Chicago), both for R.R. Donnelley/ CO: R.R. Donnelley & Sons Company ST: Massachusetts IN: SU: CH -- LA013 -- 0747 11/04/91 12:42 EST
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Date:Nov 4, 1991
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