Danvers, MA – Kevin Hunter, executive director, RISO, Inc., will present "Direct Marketing: Five Leads for the Price of Two" as part of the XPLOR Document University educational series at Graph Expo in Chicago. Hunter's presentation is scheduled for Wednesday, October 6 from 9-10 a.m.

Hunter, a 15-year RISO employee, will discuss the business of direct marketing and the importance of achieving the highest response rates at the most reasonable cost.

"Businesses using inkjet technology report equivalent response rates at 62 percent less cost than toner, achieving higher profit margins compared to toner or offset printing technologies," according to Hunter.

Citing a recent independent INTERQUEST study comparing the effectiveness and cost of producing direct marketing lead generation documents using full-color inkjet technology, Hunter will offer examples that prove out the numbers.

In addition, Hunter will present results of a poll that asked "when is offset look and feel required" and trends information about subjects such as image quality and the evolution of lead generation programs.

Hunter will also cover in detail the INTERQUEST study which analyzed results of a 10,000 postcard study, half of which were printed on a RISO full-color inkjet printer on matte-finish card stock and the other half printed on a full-color toner-based (EP) production color printer on high-gloss card stock.