1. Media coverage report
For internal use
Information and Brand Management Division
•Customer Design and Innovation Center
•Opening Event, March 14, 2011

2. Information and Brand
Management Division
For Internal Use Only
2
Customer Design and Innovation Center
Opening Event
•.Objectives and Goals
•Leverage the opening of the Customer Design and Innovation Center to highlight
how Avery Dennison, through its Retail Branding and Information Services (RBIS)
group, drives solutions that accelerate performance and elevate brands within the
retail apparel industry
•Secure media attendance of event onsite and coverage highlighting the opening and
the solutions provided to customers by the Customer Design Innovation Center
•Seed interest for future coverage of Avery Dennison from a variety of media targets
and audiences, including local Dusseldorf media, trade and business focused outlets
in the European Union and beyond
•Convey larger corporate messages that position Avery Dennison as a company
focused on inspiring brands and making the world more intelligent through its myriad
information and packaging solutions

3. Information and Brand
Management Division
For Internal Use Only
3
Customer Design and Innovation Center
Opening Event
Event Detail and Flow
Journalists representing EU- and US-based media outlets had
the opportunity to mingle with Avery Dennison executives and
to tour the CDIC. The March 14 event was launched with a
ribbon scanning presentation and brief introductions by Graham
Diamond, Shawn Neville and the Mayor of Sprockhoevel. This
was followed by a short film, a presentation by Shawn, and a
presentation by Deon Stander in the Creative Room.
Media On site
• Leonie Barrie (Just-Style.com)
• Haydn Davis (EcoTextile News)
• Frauke Fechner (Westdeutsche Zeitung)
• Carol Houghton (Labels and Labeling)
• Judith Russel (Apparel Strategist)
• Josep Lluis Silva (Pinker Moda)
• Tana-Maria Schächtele (TM Fashion)
• Stefanie Vollmann (WAZ, der Westen)
• Rhea Wessel (RFID Journal)
“I personally loved the organization
of the event. Although I have a very
specific focus it was very interesting
to follow the whole supply chain.”
- Rhea Wessel, RFID Journal
“This has been an extremely helpful event
for me. I do now have a very good
understanding of what Avery Dennison
does and what happens along the supply
chain. It’s definitely more than just labeling.
The event has been perfectly organized,
the presentations have been fantastic and I
had great opportunities to get in touch for
Q&A sessions with the different experts.”
- Tana-Maria Schächtele, TM Fashion

4. Information and Brand
Management Division
For Internal Use Only
Just-style.com
just-style.com
just-style.com is a leading online
resource for the apparel and
textile industries.
Published: March 15, 2011,
March 16, 2011
Readership:100,000 unique
visitors per month (online)

5. Information and Brand
Management Division
For Internal Use Only
Pinker Moda
Pinker Moda
Magazine containing information concerning
the fashion industry in Spain.
Published: March 17, 2011
Readership: 5,506 (print)

6. Information and Brand
Management Division
For Internal Use Only
EcoTextileNews
EcoTextileNews
Ecotextile News magazine is the
environmental magazine for the global textile
and clothing supply chain and is published 10
times per year.
Published: March 14, 2011
Readership: N/A

7. Information and Brand
Management Division
For Internal Use Only
RFID Journal
RFID Journal
International magazine written for radio
frequency identification decision-makers and
influencers which includes senior executives
from areas such as IT, logistics,
manufacturing, operations, retail and supply
management. Focuses on strategy, analysis,
case studies, coverage of technology,
business and industry issues.
Published: March 14, 2011
Readership: 6,000 (print)

8. Information and Brand
Management Division
For Internal Use Only
EcoTextile News
EcoTextile News
Business-to-business magazine dedicated
to the production of sustainable and ethical
textiles and apparel.
Published: March 15, 2011
Readership:
3,000 (print)
22,000 unique visitors per month (online)

9. Information and Brand
Management Division
For Internal Use Only
The Street
The Street
Offers the latest on what’s happening on Wall
Street and in the financial industry.
Published: March 14, 2011
Readership: 2,220,191 unique visitors per
month (online)

10. Information and Brand
Management Division
For Internal Use Only
The Apparel Strategist
The Apparel Strategist
Apparel industry publication that serves
professionals including strategic planners,
marketers, company librarians, industry
lenders, and institutional investors of the
apparel and textile industries, ranging from
boardrooms to Wall Street to the Far East.
Provides timely, pertinent information to help
run businesses more effectively and
profitably. Designed to reveal all the current
trends in the industry at a glance.
Published: April 2011
Readership: 1,000 (print)

11. Information and Brand
Management Division
For Internal Use Only
WAZ Newspaper
WAZ Newspaper
N/A
Published: March 14, 2011
Readership: N/A

12. Information and Brand
Management Division
For Internal Use Only
World Textile Information Network
World Textile Information
Network
Online service that provides news and
analysis from and for the entire global textile
industry.
Published: March 15, 2011
Readership: N/A

13. Information and Brand
Management Division
For Internal Use Only
RFID Journal
RFID Journal
A key resource for early adopters
providing information on the latest
business case for RFID, deployment
strategies and adoption trends.
Published: March 15, 2011
Readership:
12,000 (print)
200,000 unique visitors per month
(online)

14. Information and Brand
Management Division
For Internal Use Only
14
Reactive Press Release Pick-Up
Pending Media Opportunities
Outlet Readership
RFID im Blick 6,000 (print)
Der Westen 8,316,034 unique visitors per month (online)
Westdeutsche Zeitung 117,771 (print)
Bloomberg Businessweek 4,078,540 unique visitors per month (online)
Breitbart 1,211,780 unique visitors per month (online)
ConsumerElectronicsNet 14,996 unique visitors per month (online)
Generation-NT N/A
HazMat Management 753
iStockAnalyst 209,917
TM Fashion 36,300 (print)
MorningStar N/A
MRO Magazine N/A
News Blaze 224,712 unique visitors per month (online)
Presse Box N/A
RISI N/A

15. Information and Brand
Management Division
For Internal Use Only
15
Reactive Press Release Pick-Up
Pending Media Opportunities
Outlet Readership
Solid Waste Magazine 10,000 unique visitors per month (online)
SunHerald.com 127,718 unique visitors per month (online)
Maschinen Markt/MM Logistik N/A
Trading Markets 282,547 unique visitors per month (online)
WBP Online N/A
Welt Online N/A
4-Traders N/A
WhatTheyThink? 16,232 unique visitors per month (online)
World Market Media 22,564 unique visitors per month (online)
Yahoo! News 40,365,541 unique visitors per month (online)
Popsop.com 150,000 unique visitors each month (online)
Retail Focus N/A
Labels & Labeling 25,000 (print)
TOTAL CIRCULATION 55,216,405

16. Information and Brand
Management Division
For Internal Use Only
RFID im Blick
RFID im Blick
The only German monthly trade
publication covering exclusively and
comprehensively all RFID topics,
serving the German trade industry.
Published: March 15, 2011
Readership: 6,000 (print)

17. Information and Brand
Management Division
For Internal Use Only
Der Westen
Der Westen
Online network of Westdeutsche
Allgemeine Zeitung, the largest
regional daily outlet in Germany.
Published: March 15, 2011
Readership:
8,316,034 unique visitors per
month (online)

18. Information and Brand
Management Division
For Internal Use Only
Westdeutsche Zeitung
Westdeutsche Zeitung
Regional, daily subscription
newspaper with quarters in
Dusseldorf and the second largest
daily news publication in the
Dusseldorf area.
Published: March 15, 2011
Readership: 117,771 (print)

19. Information and Brand
Management Division
For Internal Use Only
Bloomberg Businessweek
Bloomberg Businessweek
Online magazine website designed to keep
readers informed of important news that
affects the business community in the U.S.
and abroad.
Published: March 14, 2011
Readership:
4,078,540 unique visitors per month (online)

20. Information and Brand
Management Division
For Internal Use Only
Breitbart
Breitbart
Offers aggregated content from top news and
analysis sources. Features feeds from wires,
newspapers, networks, key blogs and more.
Channels include Politics, Business, Sports,
Entertainment, Sci/Tech and Health. The site
can be reached via the online contact form.
Published: March 14, 2011
Readership:
1,211,780 unique visitors per month (online)

21. Information and Brand
Management Division
For Internal Use Only
ConsumerElectronicsNet
ConsumerElectronicsNet
National online publications written for
consumer electronics enthusiasts and offers
product reviews and tutorials on a variety of
consumer electronics.
Published: March 14, 2011
Readership:
14,996 unique visitors per month (online)

22. Information and Brand
Management Division
For Internal Use Only
Generation-NT
Generation-NT
Generation-NT, standing for Generation New
Technologies (GNT) is an information site
dedicated to the world of information
technology, taking into account software,
hardware, mobile devices, enterprise aspects
and video games.
Published: March 14, 2011
Readership: N/A

23. Information and Brand
Management Division
For Internal Use Only
HazMat Management
HazMat Management
Online national site geared toward those
interested and involved in Canadian
environmental science and engineering and
for corporations with a continuing need to
monitor developments in hazardous
materials management.
Published: March 14, 2011
Readership: 753

24. Information and Brand
Management Division
For Internal Use Only
iStockAnalyst
iStockAnalyst
National social networking site offeings
United States stock market investing options,
investment articles, stock ranking and market
news. Enables members to join a blogger
network that addresses the aforementioned
topics.
Published: March 14, 2011
Readership: 209,917

25. Information and Brand
Management Division
For Internal Use Only
TM Fashion
TM Fashion
Publication targeting
wholesalers and retailers in
fashion and clothing, industry
and producers, sales agents
and other sectors in Dusseldorf.
Published: March 15, 2011
Readership: 36,300 (print)

26. Information and Brand
Management Division
For Internal Use Only
MorningStar
MorningStar
Online site that provides stock market
analysis; equity, mutual fund, and ETF
research, ratings, and picks; portfolio tools;
and option, hedge fund, IRA, 401k, and 529
plan research.
Published: March 14, 2011
Readership: N/A

27. Information and Brand
Management Division
For Internal Use Only
MRO Magazine
MRO Magazine
Online magazine created to provide
engaging content that helps readers to be
more knowledgeable, informed and
productive. It’s the only magazine in Canada
that concentrates specifically on machinery
and equipment MRO topics.
Published: March 14, 2011
Readership: N/A

28. Information and Brand
Management Division
For Internal Use Only
MRO Magazine
News Blaze
An online site dedicated to national and
international news. Topics covered include
world news, politics, business, technology,
sports, health, entertainment, home and
garden, environment and more.
Published: March 14, 2011
Readership: 224,712 unique visitors per
month (online)

29. Information and Brand
Management Division
For Internal Use Only
Presse Box
Presse Box
N/A
Published: March 14, 2011
Readership: N/A

30. Information and Brand
Management Division
For Internal Use Only
RISI
RISI
RISI's mission is to create the highest quality
information for and about the global forest
products industry and deliver it to customers
as part of value-added solutions.
Published: March 14, 2011
Readership: N/A

31. Information and Brand
Management Division
For Internal Use Only
Solid Waste Magazine
Solid Waste Magazine
This trade publication provides information to
the waste collection, hauling, processing and
disposal industries.
Published: March 14, 2011
Readership: 10,000 unique visitors per
month (online)

32. Information and Brand
Management Division
For Internal Use Only
SunHerald.com
SunHerald.com
Online publication focusing on local and
regional news for Southeastern Mississippi.
Published: March 14, 2011
Readership: 127,718 unique visitors per
month (online)

33. Information and Brand
Management Division
For Internal Use Only
Maschinen Markt/MM Logistik
Maschinen Markt/MM
Logistik
Magazines for management in
industry and the entire
production.
Published: March 15, 2011
Readership: N/A

34. Information and Brand
Management Division
For Internal Use Only
Trading Markets
Trading Markets
Serves as an information source on stock,
option and futures trading.
Published: March 14, 2011
Readership: 282,547 unique visitors per
month (online)

35. Information and Brand
Management Division
For Internal Use Only
WBP online
WBP online
WBP online is a global provider of data, news
and analytics. The WBP online is a modern
information medium based on an
independent news agency. The WBP online
is concentrating on the business and
financial related news, data and analytics.
Published: March 14, 2011
Readership: N/A

36. Information and Brand
Management Division
For Internal Use Only
Welt Online
Welt Online
N/A
Published: March 14, 2011
Readership: N/A

37. Information and Brand
Management Division
For Internal Use Only
4-Traders
4-Traders
Online website with stock trade information.
Published: March 14, 2011
Readership: N/A

38. Information and Brand
Management Division
For Internal Use Only
WhatTheyThink?
WhatTheyThink?
Provides news and market intelligence
information to the graphic arts community in
the print publishing industry.
Published: March 15, 2011
Readership: 16,232 unique visitors per
month (online)

39. Information and Brand
Management Division
For Internal Use Only
World Market Media
World Market Media
Focuses on financial markets and investing.
Published: March 15, 2011
Readership: 22,564 unique visitors per
month (online)

40. Information and Brand
Management Division
For Internal Use Only
Yahoo! News
Yahoo! News
Focuses on national news, current affairs,
government, politics and entertainment.
Published: March 15, 2011
Readership: 40,365,541 unique visitors per
month (online)

41. Information and Brand
Management Division
For Internal Use Only
Popsop.com
Popsop.com
Founded in 2008, Popsop.com is an online
news site covering brands and design news.
Published: March 16, 2011
Readership: 150,000 unique visitors each
month (online)

42. Information and Brand
Management Division
For Internal Use Only
Retail Focus
Retail Focus
Magazine covering retail design aimed at
retailers, brands, services and design
agencies.
Published: March 15, 2011
Readership: N/A

43. Information and Brand
Management Division
For Internal Use Only
Labels & Labeling
Labels & Labeling
Outlet is the world’s leading bi-monthly
journal for the label industry and distributes
to over 100 countries.
Published: March 21, 2011
Readership: 25,000 (print)

44. Information and Brand
Management Division
For Internal Use Only
44
Customer Design and Innovation Center
Opening Publicity Report
Follow Up
• Distributed “thank you” e-mails to reporters with direction on who to contact for follow-up
information on the event
• Provided follow-up background and materials to targeted media
• Coordinated additional tour and interviews for media unable to attend event onsite on the 14th
o Scheduled interview with RFID im Blick on March 16
o Arranged interview and tour with TextilWirtschaft for March 25
• Monitored and shared coverage resulting from event and outreach
Next Steps
• Coordinate interviews and follow-up for media unable to attend the event onsite
• Monitor for additional pending media coverage on the event and CDIC

45. Information and Brand
Management Division
For Internal Use Only
45
Customer Design and Innovation Center
Opening, Media Coverage Report
Pending Media Opportunities
Outlet/Reporter Update
Apparel/Jordan Speer Team following up to schedule interview with S. Neville following his return
from traveling.
California Apparel News/Andrew Asch Outlet plans on covering the launch in coming weeks. Team following up for
definite timing.
TextilWirtschaft/Christoph Lippok CDIC tour and interview scheduled for March 25.
Women’s Wear Daily/Melissa Drier Team provided additional materials to reporter and monitoring for piece.

46. Information and Brand
Management Division
For Internal Use Only
English Press Release