For Immediate Release

5th Business Finds Recessionary Marketers Outperform Competitors By 256%
Study Findings Part of Inaugural Issue of New "Perspective 5" Publication

Mississauga, Canada – March 2, 2009 - 5th Business Inc., one of Canada’s leading marketing strategy and communications companies, released the inaugural issue of Perspective 5 today. The 16-page publication titled “Recession Marketing: A Historically Positive Pursuit” discusses the advantages and opportunities afforded companies who choose to continue marketing efforts during an economic downturn.

5th Business’ premise, based on research findings from past recessions, is that maintaining or increasing corporate marketing investments during the current economic conditions will statistically yield increased long-term mind and market share, in addition to increased profits. Amongst its findings, the publication highlights the results of aggressive marketers from the 1981-1982 recession. Companies that increased marketing investments during that time generated a 256% higher sales level during the following three-year period versus those who decreased their marketing investments.

 “There are companies who sit on the sidelines and hope they can weather the current economic storm. And, there are companies who see the storm as the perfect opportunity to grow market share while their competitors sit out and wait for market correction. Our hope is that the premier issue of Perspective 5 will motivate corporate leaders, who are afraid to market, to rethink their position.” says Stuart Lewis, President and CEO of 5th Business. 

“With the market in brand-switch mode, our clients have the advantage of being able to reinforce their value with existing customers. They also have the open mind of prospective customers who are looking for value alternatives. An opportunity like this may not come again for some time”, adds Lewis.

Perspective 5 is planned as a bi-annual publication and complements the company’s monthly e-newsletter 5th Insight, which has been published regularly for almost ten years. 5th Business will soon release a blog, which will provide and solicit content from business leaders looking for the latest marketing and communications strategies to help them identify, attract and retain customers.

To obtain a PDF or printed copy of Perspective 5, requests can be directed to Clementia Mok at 905.275.2220 x330 or by email at mok@5thbusiness.com.

About 5th Business
5th Business is a full-service marketing and communications company that provides strategy development, market intelligence, tactical marketing and communications, online programs and direct response marketing. 5th Business supports its clients in varied industries across North America, with particular focus on B2B and not-for-profit marketing.

For more information, please visit www.5thbusiness.com, or contact:

Stephanie Eldred
Senior Communications Advisor
5th Business Inc.
T: 905.275.2220 x353
Email: eldred@5thbusiness.com