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Canon Computer Systems will put its entire $10 million holiday ad budget for printers into magazines, a turnabout from last year's reliance on TV.

The campaign from Hajjar/

Kaufman, Marina del Rey, Calif., begins rolling this week in more than 20 titles.

Canon last year pumped more than 80% of its $10 million fourth-quarter budget into TV, with its inaugural spots joining a cacophony of holiday computer campaigns.

TV "was absolutely right at the time," said VP-Marketing Peter Bergman.


But Scott Daly, the agency's VP-media director, acknowledged Canon's TV budget, though decent by tech standards, was limited next to the immense broadcast campaigns of other consumer product marketers.

Canon Computer Systems, primarily a printer marketer that's No. 2 in popular inkjet printers to Hewlett-Packard Co., bets it can make more noise this fall with a print blitz.

It's putting more than 30 million copies of an eight-page insert and three spreads into newsweeklies, Time Inc.'s People, Entertainment Weekly and Life, special-interest consumer titles and computer magazines.

One title is Sesame Street Parents.

"That's sort of our anti-Disney book," Mr. Daly joked. Disney and HP have aligned on projects, including an expected HP tie-in with the "101 Dalmatians" holiday film.

The campaign is product-focused, showing all the things-greeting cards, T-shirt iron-ons, photos-that can be printed.


In stressing "photo-realistic" color, Canon draws on the equity of its sister camera division.

"They've got 40 years on Canon branding behind that," Mr. Daly said. "It's probably one of the greatest assets in our war chest."

The campaign was overseen by Exec VP-Creative Director Adam Kaufman, whose surprise resignation was announced last month. The agency, expected to be renamed Hajjar & Partners after President Norman Hajjar, is searching for a creative director.

"The relationship with the agency is really strong," Mr. Bergman said.

Contributing: Alice Z. Cuneo.

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