WEST CALDWELL , NJ, - Ricoh Corporation, a leader in digital imaging systems, has launched its new national advertising campaign: Dependable Digital* to broadcast and print outlets nationwide in a strategic effort to build greater mind share on the Ricoh brand by focusing on what corporate customers are really demanding - dependable, quality output. Created by Gigante Vaz Partners, Ricoh's advertising agency since 1989, the ads are designed to be bold and compelling, but with a light and humorous side as well. Toward that end, the radio broadcast ads feature the voice of Dennis Miller, a TV personality and color commentator for ABC's Monday Night Football, made famous by his straight-talk and 'in your face' observations on everyday life. Similarly, the print ads speak to the needs of corporate customers by concentrating on the quality and dependability of Ricoh's products. This new approach to the company's advertising was born out of comprehensive research and end-user surveys that prove customers are far more concerned with output, image quality and appearance of the document, rather than the internal process of a printer or copier itself. "We are listening to our customers, who are undeniably telling us that they care more about what's coming out of the system, than what's inside the product," said Jim Ivy, President, Office Products Group, Ricoh Corporation. "These ads will support our product line as we evolve to a more printer-centric company. Our business is strong and we're enjoying record revenues and profits. These ads reflect our aggressive commitment to being a leader in this category." Ricoh is confident in its approach to fulfilling end-user demands that it is investing 80% of this year's advertising budget toward this single campaign. The company also believes that market confusion among its main competitors, such as Xerox, make it an ideal time to begin new, aggressive advertising outreach. "We're attempting to leapfrog many competitors - who are spending a lot of time and money talking to themselves, about themselves, instead of to their customers and their needs," Ivy continued. "Our customers seeking digital solutions simply want a tangible benefit for choosing Ricoh, which our ads clearly depict. This is a whole new campaign to support a whole new Ricoh." The national network radio campaign begins October 2 with a variety of 30 and 60-second spots airing throughout major US markets. The print campaign rolls out Oct. 5 with distinctive, bright red, double-page spreads in USA Today, Time Magazine and Newsweek, among other popular business journals. The ads convey the message of offering Dependable Digital Output through the bold, hard-to-miss ads with minimal text. The campaign will run through October 2001.