HP Partners With Hearst Magazines for Personalized Advertising Campaign


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and Hearst Magazines today announced the publishing
company’s first venture in fully personalized advertising content in
a magazine, representing a new approach to creating more effective
and measurable marketing campaigns.

Developed exclusively for Hearst, the high-volume marketing campaign
used HP digital printing technology and was managed by Strategic
Content Imaging Inc. Launched as part of the November issue of
Popular Mechanics, the campaign included:

        --  Personalized "onserts" produced on HP digital presses advertising HP
            consumer inkjet printers. The onserts featured full-color name and
            address variable-data imaging with photography of regional landmarks,
            such as San Francisco's Golden Gate Bridge and a New York brownstone.
            Brown Printing bundled the onserts, which were delivered to 300,000
            subscribers in the nation's 12 largest metropolitan areas.
        --  Sixteen-page regionally customized inserts featured information about
            HP technology and product innovation, and provided subscribers with
            details on where to buy HP products locally.
        --  Text links and QR codes throughout the two advertising pieces to drive
            readers to an online sweepstakes and additional web content.

The customized content was produced on HP Inkjet Web Presses, which
made it possible to combine one-to-one personalization with localized
content and online information.

“HP’s technology allows us to offer another level of personal
engagement, and we’re thrilled with the results we’ve seen from this
first phase of the partnership,” said Michael Clinton, president,
Marketing, and director, Publishing, Hearst Magazines. “It places a
new premium on the value of print advertising.”

By delivering relevant content to specific users, the campaign drew
strong reader interest, generating more than 15,000 sweepstakes site
visits and more than 10,000 unique sweepstakes entries within the
first 28 days of the campaign. That level of response to magazine
advertising — 3 percent of the total recipient base — exceeded than
the typical 1- or 2-percent rate for direct mail.

The program also had exceptional conversion rates for sweepstakes
entries, with 86 percent of visitors entering additional information
and completing an entry.

“Unlike more generic campaigns, this type of personalized advertising
delivers specific metrics, so companies know what return they’re
receiving on their campaign spend,” said Vyomesh Joshi, executive
vice president, Imaging and Printing Group, HP. “HP has invested in
digital printing assets such as the Inkjet Web Press to transform
direct marketing, effectively bridge online and offline media, and
help companies engage with their customers in a more meaningful way.”

The campaign in Popular Mechanics is HP’s first significant
application for Inkjet Web Press magazine publishing. The HP Inkjet
Web Press serves as a popular digital printing solution for the book
publishing industry. Companies in the insurance, finance and other
industries also use the technology for transactional statements,
personalized direct mail and commercial printing applications.

HP digital printing systems — including HP Inkjet Web Presses, HP
Indigo digital presses and HP Print Module inkjet imprinting
solutions — enable magazine publishers to create high-response,
data-driven marketing, including:

        --  Customer- and channel-specific coupon promotions.
        --  Integration of mobile offers with geo-coded content.
        --  Integration of social strategies based on past ad responsiveness.
        --  Inclusion of broader drive-to-web content extension programs.

These techniques can increase the value of print advertising and offer
magazine publishers new ways to capitalize on their content and
subscriber relationships.

More information about HP graphic arts technologies is available at

www.hp.com/go/gsb , through the HP Graphic Arts YouTube channel at

www.youtube.com/hpgraphicarts and through the HP Graphic Arts Twitter
Feed at
www.twitter.com/hpgraphicarts .

About Popular Mechanics
Popular Mechanics empowers readers to
navigate the increasingly complex, technological world around us. The
magazine, published monthly by Hearst Magazines, inspires, instructs
and influences 9 million curious readers. Their mindset — the hunger
to know, the desire to investigate and learn — drives them to
explore, experiment and experience a wide range of interests. Issues
engage readers with breakthroughs in the latest innovations in
science and technology; educates with informative “how-to” stories on
automotive, the home and digital technology; and motivates action
with product reviews and comparison tests of the newest equipment and
products. Popular Mechanics is also the No. 1-ranked men’s monthly
magazine when it comes to reaching an environmentally conscious
audience. The brand is a 21st-century must-read, with a robust
website (popularmechanics.com) and an award-winning tablet edition.

About Hearst Magazines
Hearst Magazines is a unit of Hearst
Corporation (
www.hearst.com ), one of the nation’s largest diversified
communications companies. Hearst Magazines is the largest publisher
of monthly magazines in the United States (ABC 2011), reaching 87
million adults (Spring 2011 MRI) with its 20 titles. In addition, the
company publishes more than 300 editions around the world. Hearst
Magazines Digital Media, dedicated to creating and implementing
Hearst Magazines’ digital strategy, has more than 28 websites and 14
mobile sites for brands such as Cosmopolitan, ELLE, ELLE DECOR,
Esquire, Good Housekeeping, Marie Claire and Seventeen, as well as
digital-only sites such as Delish.com, a food site in partnership
with MSN; MisQuinceMag.com; and RealBeauty.com. Hearst Magazines has
published more than 150 applications and digital editions for the
iPad, iPhone and iPod Touch, as well as the Droid platform. In
addition, the company includes iCrossing, a global digital marketing

About HP
HP creates new possibilities for technology to have a
meaningful impact on people, businesses, governments and society. The
world’s largest technology company, HP brings together a portfolio
that spans printing, personal computing, software, services and IT
infrastructure to solve customer problems. More information about HP
is available at
http://www.hp.com .

This news release contains forward-looking statements that involve
risks, uncertainties and assumptions. If such risks or uncertainties
materialize or such assumptions prove incorrect, the results of HP
and its consolidated subsidiaries could differ materially from those
expressed or implied by such forward-looking statements and
assumptions. All statements other than statements of historical fact
are statements that could be deemed forward-looking statements,
including but not limited to statements of the plans, strategies and
objectives of management for future operations, including execution
of restructuring and integration plans; any statements concerning
expected development, performance or market share relating to
products and services; any statements regarding anticipated
operational and financial results; any statements of expectation or
belief; and any statements of assumptions underlying any of the
foregoing. Risks, uncertainties and assumptions include macroeconomic
and geopolitical trends and events; the competitive pressures faced
by HP’s businesses; the development and transition of new products
and services (and the enhancement of existing products and services)
to meet customer needs and respond to emerging technological trends;
the execution and performance of contracts by HP and its customers,
suppliers and partners; the protection of HP’s intellectual property
assets, including intellectual property licensed from third parties;
integration and other risks associated with business combination and
investment transactions; the hiring and retention of key employees;
expectations and assumptions relating to the execution and timing of
restructuring and integration plans; the resolution of pending
investigations, claims and disputes; and other risks that are
described in HP’s Annual Report on Form 10-K for the fiscal year
ended October 31, 2011 and HP’s other filings with the Securities and
Exchange Commission. HP assumes no obligation and does not intend to
update these forward-looking statements.

Copyright 2011 Hewlett-Packard Development Company, L.P. The
information contained herein is subject to change without notice. The
only warranties for HP products and services are set forth in the
express warranty statements accompanying such products and services.
Nothing herein should be construed as constituting an additional
warranty. HP shall not be liable for technical or editorial errors or
omissions contained herein.


Copyright 2011 Marketwire, Inc., All rights reserved.


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