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This story appears in the December 1997 issue of Entrepreneur. Subscribe »

If your direct-mail or publicity efforts could use a little juice, consider the power of video. Changes in the industry are prompting video producers to go after the corporate market more aggressively than ever. The upshot for entrepreneurs: lower prices and better service.

What makes video desirable? "Videos have a much higher perceived value [than printed materials]," says Sharron Ames of Technicolor, a Camarillo, California, packaged media company. "Videos are intriguing. They're able to convey information clearly. And we're such an entertainment-based culture that video simply does a better job of reaching people."

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