Press Release:

HP Enables Customized Digital Printing for Marketrend; Customer Response Rates Expected to Rise by up to 30 Percent

MISSISSAUGA, Ontario, Oct. 28, 2004

Using two digital presses from HP, Marketrend Interactive, a full-service automotive marketing and consulting company, is expected to dramatically increase response rates to its customers' marketing campaigns.

The installation of the HP Indigo 3050 digital presses enables Marketrend to increase customer response rates by up to 30 percent by allowing staff to integrate database information with high-quality, customized marketing materials tailored to an individual customer - all produced on a high-speed digital HP printing press.

Personalized direct mail is at the forefront of customer communications due to its proven success in increasing customer response rates, compared to traditional mail campaigns. When it is paired with print-on-demand capabilities, businesses also are able to decrease operational costs while delivering materials that speak directly to end customers.

Through the production of customized communications, Marketrend helps manufacturers and dealerships build and maintain lifelong relationships with vehicle buyers. The HP Indigo digital presses enable Marketrend to reduce its production costs and timelines while offering high-quality, sharp, vibrant color images to its clients, which include American Honda Motor Co., Toyota Motor Sales Inc. and Lexus.

"We work with data from a variety of systems to create customized and personalized letters, mailers, brochures and booklets," said Chris Killarney, president and chief executive officer, Marketrend. "Previously, we needed to print client letterhead and brochure shells offsite and store them for use on our old colour printers, or we would send the entire job to a traditional offset shop. With the HP Indigo 3050, we can bring all that work in-house, and eliminate the need to store vast quantities of materials."

Marketrend began its search for improved production facilities about a year ago, looking at a variety of offerings before selecting the two HP Indigo 3050 digital presses. In addition to the press' speed and technical reliability, a deciding feature was the 3050's ability to print spot colors, which allowed Marketrend to conform precisely to an automaker's or dealer's branding standards.

"With products such as the HP Indigo 3050, HP is helping to usher in the new age of real-time targeted marketing by offering collateral on demand and personalized direct marketing solutions that directly impact the bottom line," said Peter Grady, director, Marketing, Imaging and Printing Group, HP Canada. "Whether through software, press features, finishing methods, third-party support or partnerships, HP's digital publishing solutions help businesses like Marketrend streamline their printing requirements and establish themselves as leaders in their field."

HP helps companies worldwide reduce marketing costs, improve efficiencies and increase return on investment using its powerful digital publishing solutions, enterprise system expertise and advanced printing technologies. More information on these solutions and other customer successes is available at

About HP

HP is a technology solutions provider to consumers, businesses and institutions globally. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing. For the four fiscal quarters ended July 31, 2004, HP revenue totaled $78.4 billion. More information about HP (NYSE, Nasdaq: HPQ) is available at

This news release contains forward-looking statements that involve risks and uncertainties, as well as assumptions that, if they ever materialize or prove incorrect, could cause the results of HP and its consolidated subsidiaries to 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 the expected development, performance or rankings of products or services; statements of expectation or belief; and any statement of assumptions underlying any of the foregoing. Risks, uncertainties and assumptions include the development, performance and market acceptance of products and services and other risks that are described from time to time in HP's Securities and Exchange Commission reports, including but not limited to HP's Quarterly Report on Form 10-Q for the period ended July 31, 2004 and other reports filed after HP's Annual Report on Form 10-K for the fiscal year ended Oct. 31, 2003. HP assumes no obligation and does not intend to update these forward-looking statements.

About HP

HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at