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Microsoft Makes Big Deal With Commercial Printer

Washington-based software giant Microsoft has reached a multi-million pound deal with the British printing firm Alderson Print Group to create a range of direct mail, marketing and point-of-sale materials, reports Print Week.

Insiders pointed out that the strategy to print in Alderson's Surrey, England, location, will allow for production safeguards and a degree of consistency across all the print products.

"Microsoft uses such a vast range of printed collateral and POS material and brand consistency is of the essence, not just across different printed products but also when reprints are concerned," Mark Vincent, business development director at Alderson, told the source.

As a massive corporation, Microsoft's continued investment in print marketing and direct mail reflects a number of recent studies that show continued focus on print marketing initiatives.

In a recent BtoB magazine survey, more than half of surveyed businesses claimed they plan to boost their marketing budgets this year, with 36.6 percent focusing on direct mail and 19.2 percent focusing on print. Even so, top marketing campaigns will incorporate a range of media in order to maximize exposure.

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