Canon Named Number One in Office Equipment Industry

Business Wire, July 2, 1997

LAKE SUCCESS, N.Y.--(BUSINESS WIRE)--July 2, 1997--

National Ad Campaign Highlights Company's Leadership in Digital Office Solutions, Black and White and Full-Color Copiers, Plain Paper Laser Facsimile

According to industry analysts, Canon U.S.A., Inc., has just been named the leading provider of digital office solutions, the leader in plain paper laser facsimile (eight years running), number one in color laser copiers (11 consecutive years) and the number one copier company for placements in the United States (15th consecutive years).

To highlight the significance of these milestones, the company recently broke a multi-million dollar national print advertising campaign. "We are building upon our 'Canon Connects' charter by demonstrating that for virtually every office imaging need you have, regardless of how your office network is set up, Canon has the enabling technologies to provide the solution," said Mr. Robert Bryson, executive vice president and general manager, Canon Imaging Systems Group.

"We understand the workflow process and the needs of today's knowledge workers -- how work works. In doing so, we enable people to turn their individual ideas into images, which in turn becomes the currency of the workplace."

Campaign Details

In the "number one" ad, a progressive sequence of four black and white placements creates a reveal. First, a one-third column ad announces Canon's number one position in copiers for fifteen straight years. A two-thirds column ad builds on the first, and announces the company's leadership positioning in color laser copiers. A full page ad follows which includes its number one position in laser plain paper facsimile for eight years. A final full page ad heralds the company's leadership position in digital networked document management systems.

The "number one" campaign is currently breaking and is running in The New York Times, The Wall Street Journal, USA Today, Business Week, Forbes, Fortune, Newsweek, Time and U.S. News & World Report. The campaign was created by DCA Advertising, Inc., New York, NY.

Canon U.S.A., Inc., headquartered in Lake Success, New York, is an industry leader in professional and consumer imaging equipment and information systems. Canon's extensive product line enables businesses and consumers worldwide to capture, store and distribute visual information. Canon products include black and white as well as full-color copiers; facsimile machines; networked office systems; printers; micrographics and optical disk filing systems; word processors, typewriters and calculators; camcorders, cameras and lenses; semiconductor, broadcast and optical equipment; and other specialized industrial products. Canon U.S.A., Inc. employs more than 9,800 people at more than 30 facilities throughout North, Central and South America and the Caribbean.

As a concerned corporate citizen, Canon instituted the Clean Earth Campaign in 1990, which supports various environmental and recycling initiatives. The Campaign has collected millions of toner cartridges for recycling and reuse as part of its "recycling in the workplace" effort. The Clean Earth Campaign has also also supported leading environmental organizations and initiatives to help achieve its other goals of supporting programs that help preserve and protect the environment, and educate people as to its importance. Among organizations supported by Canon U.S.A. are The Nature Conservancy, the National Park Foundation and the National Wildlife Federation. -0- Sources: International Data Corporation, March 1997; Dataquest, A Gartner Group Company; International Data Corporation/LINK Resources, 1997

Canon Web Site http://www.usa.canon.com

CONTACT: Canon U.S.A., Inc.

Russell Marchetta

516/328-5145

rmarchetta@cusa.canon.com

or

The Rowland Company

Ron Tomczyk

212/527-8819

rontomczyk@compuserve.com