Better ideas. A page at a time.
Our Love Affair with Paper p.4
Seeing Green Without Wood, What Would Life Be Like? p.20 MARKET WITH Impact Your time is precious. Donâ€™t waste it on an ineffective marketing plan. p.3 Case Study Cutting-edge technologies help state governments thwart document fraud p.18
THE BEST STORIES LIVE ON GLATFELTER PAPER For almost 150 years, Glatfelter has been providing the highest quality book publishing papers to the world’s best publishing houses. We are proud that our paper graces the pages of millions of books in homes, libraries and academic institutions. The continued relevance of print even in a digital world is extremely important to Glatfelter – so important that it drives our daily commitment to manufacture exclusively free-sheet book publishing paper, the only way to guarantee the permanence of a book. Glatfelter Publishing Papers will not yellow over time like other publishing grades – books printed on our papers will look the same on your shelf even many years later. Glatfelter offers papers to meet any publishing needs. Whether you choose our classic Glatfelter Offset or need the environmental standards of our Natures Book with FSC ® certification and 30% PCW; whether you are doing a million copies or one copy print on demand – you can count on Glatfelter.
Go “Beyond Paper” and Move Your Business Ahead
n behalf of Glatfelter and our 4,200 employees worldwide, welcome to the inaugural issue of Beyond Paper magazine. From this issue I hope you take away the understanding that Glatfelter is much more than a paper company: We’re in the business of serving customers through supportive partnerships, innovative solutions, and ideas. Paper. For us, of course, it’s at the center of everything we do. But we’re hoping that through these pages we can provide some insight for you on how it can move your business ahead. Its many attributes can help you sell specific types of jobs. You can add value to a customer’s experience by raising awareness of paper’s sustainability. And paper used effectively increases return in your marketing initiatives. In “What’s Love Got to Do with It?” (page 4), you’ll learn about the emotional response from end-users to different stock choices: Texture, color, and weight all play a role in creating a visceral experience. Sustainability is something we all care about, and “Who Needs Paper?” (page 12) speaks to some of the ways print plays a crucial role in your business’ efforts—no matter the industry you’re in. And in “Market with Maximum Impact” (page 3), learn how to leverage your own marketing skills and return on investment to help stay ahead of the game. In today’s rapidly evolving business landscape, Glatfelter’s commitment never wavers from our total supply chain partnerships. For us, that means listening to your needs and your customers’ needs—and continually developing our knowledge to serve you better. We invite you to turn the page and join us in that pursuit.
Tom Wernoch Vice President of Sales, Printing and Carbonless Division, Glatfelter Tom.firstname.lastname@example.org Publisher
Senior Publications Advisor Courtney Enser
Cynthia J. Drake, Laurie Hileman, Katie Morin, Martha Spizziri, and Ilene Wolff
Art Director Alayna Partaka
Tara Amos, Brenda Bisharat, Mark Buckwalter, Amy Mears, Haymen Studio, and Zazoosh Media
Chipping In The “Paper Girls” Hit the Streets
Paperworks Market with Maximum Impact
Feature What’s Love Got to Do with It?
Human Capital Glatfelter Kind of People
Paper Trail Great Books Deserve Great Paper Feature Who Needs Paper?
Case Study Cutting-edge paper and print technologies Seeing Green Knock on Wood
Take Note New! Hopewell Offset Glatfelter introduced a new stock ideal for creating brochures, catalogs, flyers, and manuals. Hopewell Offset provides a smooth finish on a bright white sheet for crisp images that pop off the page.
Glatfelter acquires Dresden Papier GmbH Glatfelter completed acquisition of Dresden-based Dresden Papier earlier this year for $210 million. The company is the leading global supplier of nonwoven wallpaper base material, a popular choice for wallpaper installers and design professionals in Europe.
Save the date Join us in celebrating Glatfelter’s 150th anniversary celebration in 2014! Stay tuned for more details.
Beyond Paper, Volume 1, Issue 1, September 2013, is published by Great Lakes Bay Publishing, 1311 Straits Dr, Bay City MI 48706. Copyright© 2013 at Great Lakes Bay Publishing. All rights reserved. Reproduction in whole or in part without permission is prohibited.
Marisa Horak Belotti, President email@example.com
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The “Paper Girls” Hit the Streets Glatfelter employees lace up their sneakers to raise funds to stomp out breast cancer
by Cynthia J. Drake hey walked in New York. They walked in San Francisco. They walked in Boston. And there is no indication the “Paper Girls” will stop hoofing it anytime soon. That is, at least, until there’s a cure. For four years, employees from Glatfelter have dug deep into their pockets and laced up their walking shoes to raise more than $32,000 for the Avon Walk for Breast Cancer, a two-day, 39mile walk. This year, the team, dubbing itself Mindy Wright, IPS manager; Melissa Klug, product manager; Laura Brown, S&OP director; Paper Girls Wear Pink, included Laura Cara DePugh, pricing manager; and Jennifer Valentine, customer service manager, are Brown, Jennifer Valentine, Melissa Klug, decked out in event-specific attire and ready to walk their way to fund-raising success. Mindy Wright, and Cara DePugh. Team members say their company has been supportive “We have a lot of employees or family members of of the numerous fund-raising activities. employees who are battling this disease,” says Valentine, the Besides supporting the Paper Girls Wear Pink initiative, customer service manager who joined the team for the first Glatfelter also raises money for various local charities, such as time this year. Stuff the Bus initiatives to equip disadvantaged children with The months of training and fundraising led each team school supplies, and backs local support groups for cancer member to connect with the cause in a personal way. patients. To raise money, the company auctions off 13 premium “I remember in 2010 when we were in New York City, parking spots every six months at its Chillicothe, Ohio, office. I was walking a side street late in the day,” says Brown, “It’s nice to know if I were ever in need of that kind of the S&OP director. “The crowd was thin. A woman came support, my company would be there,” says Valentine. running out of a building. In tears, she approached me. She asked that I wear a pin with a picture of her sister, who had recently passed away after a long battle with breast cancer. She thanked me and our team for walking so that others may not find the same end—and to honor the life of her sister who had fought so bravely. I still have that pin and will forever have the memory. This is why we walk.” For this year’s walk in Boston, the Glatfelter team raised $10,000 through a variety of work fundraisers: bake sales, cake auctions, dunk tanks, and lunches.
“She thanked me and our team for walking so that others may not find the same end.”
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Market with Maximum Impact
None of us has “extra time” to devote to marketing. Here’s how to fit it into your schedule.
by Martha Spizziri
f your job title includes the word “marketing,” you help clients market themselves every day. But, often, you don’t do the same for yourself or for your company. An example? Perhaps a customer regularly buys one of your products, but you forget to tell him about the others. It’s understandable. “We’re busy, doing more with less, trying to help customers,” says Courtney Enser, marketing programs manager at Glatfelter, whose www.GLTworks.com offers customers free marketing tools. Luckily, there are ways to work marketing into your schedule. One of the simplest: Mention key products or services in regular communications, such as invoices and email signatures. When it comes to more active marketing efforts, the key is making and committing to a plan. Enser suggests doing that in the months of December or January, to plan for the upcoming year. Choose one part of your business that you want to grow and focus on it. Start with specific customers—those with whom you most enjoy working, or who are in good credit standing— and introduce them to additional products and services by communicating the features and/or the offer, multiple times.
10 More Results-tested Tips Set a budget. Figure out how many jobs you’d have to land to pay for the promotional campaign. Make that the starting point. Define the scope. For instance: “I’ll target market to X number of customers for three months.” Make it realistic.
Use multiple touch points. If budget allows, use both print and email. Sending a mail piece first captures people’s attention. Five touch points is a good target to shoot for. Send one thing every 10 days.
Grab customers’ attention. People are more likely to act on your promotion if they have to open it, and they’ll more likely open something that stands out: a foldout mailer, a puffy envelope, or a bulky enclosure such as a key chain. Keep the design consistent, whether email or print. The customer will start to remember the design—and the offer.
Use one call to action—two at most. For instance, send a mailer promoting your website, then an email asking customers to take a specific action online. Offer a dollar discount. When you offer “$50 off” versus “15-percent off,” you will always see higher return. Common statistics show a 30 - 50 percent higher conversion. Set time limits. “Purchase by September 30 and get $25 off,” for example, introduces a sense of urgency.
Put the offer in the subject line and main header. That way your targets get your message even before they open the email or read the rest of the printed piece.
Send email midweek. You can increase response rate by 10 percent versus a Monday or Friday email send.
Execute the plan. Pick the customers, determine your budget, create the schedule, execute—and stick to it!
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Got to Do with It? When it comes to choosing paper, surprisingly, a lot. The emotions a stock evokes can be a powerful persuader. by Ilene Wolff
he next time a new acquaintance hands you his business card, take a moment to notice its “hand”—the way it feels—and the way you feel when you touch the paper stock it’s printed on. A flimsier stock may make you view the person and his company as lightweight, expendable, unimportant. Conversely, a heavyweight stock—165pound cover, say—may elicit feelings of reliability, credibility, or value. All that and you haven’t even looked at it yet! “It’s something you feel before you see,” says Crystal Bryant, paper specification sales representative for Clampitt Paper, which is headquartered in Dallas. “Your message is more than the content printed on the page. The paper itself is a powerful, non-verbal element in the overall communication.”
4 | Beyond Paper
But paper also accounts for a significant portion of a project’s budget—up to 35 percent of total printing costs. No wonder people like Bryant advise putting paper selection near the top of any checklist for a print job and including a “paper person” on a project’s team along with designers and printers. In addition to engaging a paper expert on the team for a print project, users can tap into paper companies industry-wide that are educating their clients on what a powerful influencer paper stock can be in the effectiveness of any print campaign. So, savvy marketing, advertising, and public relations professionals are ratcheting up their paper IQ through educational programs sponsored by the people who know paper best—the companies that make it.
â€œThe paper itself is a powerful, non-verbal element in the overall communication.â€? For example, Clampitt Paper tries to make it easier for communications pros to consider the emotional aspects of paper. Like any good supplier, the company keeps reams of paper samples in its sample room and countless shelves displaying the latest promotions from its customers in the Creative Center at its headquarters. It also offers its complimentary Paper School four times throughout the year for working professionals in the graphic design, printing, and corporate purchasing areas.
Hey, look me over
The way paper looks, Bryant adds, can be just as important as the way it feels, when it comes to evoking emotion. For example, she points to two different pieces designed to promote a luxury-brand convertible. The piece produced for the American market uses glossy paper for a fast, glitzy feel. The second piece, for the Australian consumer, is printed on uncoated paper
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6 | Beyond Paper
FEATURE that creates a softer look. Same product, different approach, for separate markets. “You want the best marriage of product and paper for your audience,” she says. In fact, Bryant’s years as a paper maven have led her to a lot of handy, informal guidelines that she often uses when working with clients. Pick an uncoated paper for annual reports, Bryant suggests, to get a warm, welcoming, inviting look that evokes feelings of partnership. She recommends a linen finish for a solid, buttoned-down look. Linen finish is also good for clothing catalogs or a piece for a custom tailor, for example, because it shows off the texture of clothes best. If the clothing is rugged or made of denim, switch to the more 3-D felt finish. Felt finish is also great for showing off a rugged mountain scene, Bryant says. Want to sell expensive jewelry made of pearls, diamonds, and other gemstones, and luxury metals? Go for a glossy finish to make them shine. Coatings—and lack of them—also help move the emotion meter: dolphin skin and soft-touch have a luxurious feel; suede is rugged and rustic, suggestive of a down-to-earth lodge; metallic coating suggests glamour and luxury, and is suitable for perfume packaging, haute couture fashion, and gala invitations; hard edges, metal, and glass images work well on a coated sheet, says Bryant. So, if your client is a lakeside resort, pick a coated, glossy paper for a cool and refreshing look. If your client happens to be a beer company, show off an alefilled glass or a sweating can of brew with a pearlized or metallic coated paper, Bryant recommends. Forgo coating on paper for an inviting look to sell a top-of-the-line cruise experience; to promote an environmentally friendly message; or to sell a fuelefficient car.
Rules? What rules?
Or, perhaps not. Despite her commonly accepted paper preferences, Bryant adds that she’s witnessing a countertrend among young designers: Some of those out of school fewer than 10 years, for example, tend to break the rules.
“All these different textures don’t need to pigeonhole themselves,” she explains. “A designer can connect them to any image they want because feelings are open to interpretation.” She’s seen a linen sheet used by artists to promote their work because it looks similar to canvas. But she’s also seen it used effectively to illustrate men’s clothing and in a piece to recruit salespeople for car dealerships. New finishes also open the door for new rules, Bryant says. For example, a stipple finish that resembles the texture of an orange peel came out less than two years ago. It’s used primarily for stationery systems (business cards, letterhead, envelopes), but Bryant has seen it used effectively for images of artwork on museum invitations, posters in music stores, and illustrations for a clothing designer. Follow the rules or break them, just be aware that paper’s tactile and visual qualities—its weight, color, and texture— reinforce a brand, convey a message, and have the ability to evoke emotions in the recipient.
It’s not just about the paper
Emotions can come into play in other ways in other kinds of efforts—such as health campaigns or environmental causes—when persuading gives clients a reason to open their checkbooks. Kyrsa Severson, senior territory manager for Glatfelter, describes one successful campaign that used health to promote carbonless paper. Glatfelter’s client, 5 Day Business Forms, appealed to its customers by promising to donate a portion of its proceeds from orders for carbonless forms to fight breast cancer. The campaign started on Mother’s Day, and within two weeks the company had $35,000 in new orders. “That’s a lot of new business for the first two weeks of a campaign,” says Severson. New business for carbonless forms is notable, she explains. That’s because she has seen typical run size get smaller or move to different papers and communication methods as businesses increasingly adopt digital formats. With Glatfelter’s help—the breast cancer campaign suggestion is just the most
Beyond Paper | 7
Companies can also motivate customers by offering them a direct connection to their desire to align with sustainability efforts.
recent and was preceded by other campaigns offering a wide array of prizes and trips—5 Day’s business has remained steady. “But this time we said why don’t we tie it in to something that gives back,” Severson says. So, with each new signup, the customer wins, too, getting a complimentary pink insulated travel coffee mug and an entry into monthly and grand prize drawings. The campaign runs through the end of November. “It should drive sales for the entire five and a half months,” Severson predicts. The breast cancer campaign made a big impression on at least one 5 Day customer, who took the time to send an email to the company. “... just received my new pink travel mug!” the customer wrote. “Being a 19-year breast cancer
Paper 101 What emotions are you trying to elicit from the person who touches your paper? Follow these tips so your print project gets the desired results. by Ilene Wolff Crystal Bryant, paper specifications sales representative for Clampitt Paper, headquartered in Dallas, has extensive experience working with advertising and design firms as well as end users, and has scrutinized their decisions to buy paper. She also teaches in Clampitt’s Paper School, a five-hour, complimentary session offered four times yearly for working professionals in the graphic design, printing, and corporate purchasing areas at its headquarters. One of its printed materials, a ring-bound book distributed in Paper School, promises Clampitt, can “quickly produce even the most complex sample dummies in any grade of paper, so you can experience just how your finished piece will look and feel.” Bryant provides the following checklist of important considerations when buying paper.
8 | Beyond Paper
Cost. Since paper can represent 35 percent of a project’s cost, price considerations should be made at the start of a job to get the desired results.
Your printer’s capabilities. It’s much easier to print on glossy paper, but that may not be the right choice for your project. Not every printer can do everything, so get your printer’s input early.
Paper merchant input. Most advertising and marketing pros depend on their printer for paper advice, but a printer’s knowledge and capabilities may be limited. Why not expand your possibilities by enlisting the aid of a paper merchant?
Open communication. Create and encourage dialog between your printer and a paper merchant or paper expert to keep the ideas coming.
Feelings. Think of the emotions you’re trying to elicit from the end users who will handle and view your printed piece.
FEATURE survivor myself, I can appreciate what it stands for! Thank you to 5 Day Business Forms.” Companies can also motivate customers by offering them a direct connection to their desire to align with sustainability efforts. Clients focused on the environment may be willing to open their wallets wider for paper made with sustainable technologies, says Bryant. That includes the trees, and the ingredients used in paper manufacturing, and the formula for the ink. Modern manufacturing methods have made sustainable paper and printing mainstream.
Feeling before seeing Recall that new acquaintance who’s just handed you his business card. In the few moments you first held
it in your hand, subliminal messages raced to your brain. The stock it’s printed on elicited your emotional response, reinforced his company’s brand, and spoke volumes about him. And you received all of those messages just by touching the paper. How does that make you feel? Tom Umenhofer is the east regional manager for the printing and carbonless division of Glatfelter. With extensive paper knowledge and overall industry expertise, he provides solutions for diverse clients, creating new ways to increase return for a wide array of end uses. Contact Tom at 888-415-6741, or by emailing Thomas.firstname.lastname@example.org.
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They’re Glatfelter Kind of People Put a name to a face and a face to a name by Katie Morin
John DeMarco Job Title: West regional sales manager Years at Glatfelter: 17 Years in present role: 5 True passion: Cycling (for a cause) Though cycling started as a way to get back into shape after years of business travel (and the not-so-healthy eating that goes along with it), it quickly turned into a lifelong passion for John DeMarco. He started out casually, riding with coworkers, and now logs about 300 miles per month on his dual-suspension Cannondale Scalpel. “It’s good exercise and it keeps me out of trouble,” he says. On his next ride—a 100-mile ride up, up, up through the Colorado Rockies— DeMarco will work to raise a $6,000 balance to make a $10,000 match to a $10,000 gift his wife, Michelle, who suffers from Aplastic anemia, received from a charity so she could get a bone marrow transplant. He raised the first $4,000 of his charity match on a previous ride, garnering support mostly from Facebook and word of mouth, he says. “We raised more than expected the first time, so, hopefully, we’ll see that again,” DeMarco says.
Alphons Harrell Job Title: Customer service team leader, Chillicothe, Ohio - Facility Years at Glatfelter: 7 Time in present role: 3 months True passion: Family Alphons Harrell and his wife, Janet Rose, had been wanting to have children for a while, but never expected to have three overnight. In May 2012, the couple became foster parents to two girls and a boy, all younger than the age of 5, and Harrell says he’s cherished every minute since. “It’s exactly what we wanted,” says Harrell. From watching the youngest take her first steps, to seeing the kids’ faces on a trip to Disney World, Harrell says he and his wife, who are affectionately called Buddy and Mom by the kids, have benefited just as much, if not more than the children have. They went from zero to three kids in a day, but Harrell says he doesn’t see it as hard work, especially with his wife leading the team. “She is the Michael Jordan of this family. I’m the Pippen.” They are hoping to adopt the children. 10 | Beyond Paper
Great Books Deserve Great Paper High-quality stock gives readers lasting value
by Martha Spizziri
n the middle of the last century, the technology came about to produce better paper. Publishers began to adopt it for all books but (the cheapest) mass-market paperbacks. Unfortunately, that’s not what’s happening in the book-publishing industry right now. There’s a trend toward publishers trying to keep costs down by using cheaper, groundwood papers to print more types of books. Not just the mass-market paperbacks traditionally printed on those papers, but also hardcover first editions, literary fiction, and textbooks—items readers are likely to want to keep in their libraries for years. In fact, more than half of New York Times bestsellers are printed on groundwood paper. The problem is, books printed on groundwood paper start to degrade within two or three years, yellowing and turning brittle. In fact, the process can begin after a single reading; sun exposure speeds up the decay. These books just won’t last, not the way booklovers want and expect them to. And using the cheaper papers may save as little as 10 cents per book compared to acid-free, permanent paper (also called free-sheet paper), which is designed to last 200 to 300 years. Ironically, lower-quality paper can make books more, rather than less, expensive for book buyers. Consider this: The Library of Congress acquires about a million new titles each year that are printed on groundwood. As those books degrade, they’ll have to be replaced—a huge expense. Add in books purchased by libraries nationwide, and the problem mushrooms. And that’s not even taking into account the problem of books that go out of print, becoming irreplaceable. Penguin and Random House use free-sheet papers for bestselling hardcovers such as Justice Sonia Sotomayor’s My Beloved World and Ken Follett’s Winter of the World: Book Two of the Century Trilogy; paperbacks like comedian Demetri Martin’s cartoon collection Point Your Face at This; fiction blockbusters (including John Grisham’s The Racketeer); nonfiction books (including Neil Young’s memoir Waging Heavy Peace and Sheryl Sandberg’s Lean In); and children’s books, such as Grisham’s Theodore Boone: The Activist.
Worth the Paper It’s Printed On Look for these qualities in a paper to produce a high-quality, long-lasting book: • Compliance with American National Standards Institute/National Information Standards Organization standards for permanence. (All Glatfelter trade book papers meet ANSI permanence standards.) • An extra-bulk surface (or “finish”) that reduces book weight without sacrificing size (such as Glatfelter Offset). • High opacity, to avoid print show-through. (Glatfelter Offset, Conserve 15% PCW.) • End papers that meet ANSI/SIMRA (State Instructional Materials Review Association) standards (such as Glatfelter End Leaf). Beyond Paper | 11
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Who Needs Paper?
We all do. Paper helps us do business, learn better—and it’s a renewable resource.
by Martha Spizziri
ith concern about the environment, people often want to reduce their use of paper. You’ll frequently hear people say things like, “Oh, don’t print that out. Let’s save a tree.” We can be almost neurotic about it. “Everyone just thinks about the paper that’s in their home printer, or at their office, but what about the lumber that was used to build your house? You wouldn’t even think twice about going to build a new deck. Those are all forest products as well, and somehow we don’t have any guilt about using those materials,” observes Melissa Klug, Glatfelter’s product manager for publishing and converting papers. In fact, not only can paper be more useful than alternatives such as electronic media, it is manufactured within an industry that uses practices that protect and enhance our environmental, social, and economic resources.
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Renewable and recyclable
What people tend to forget is that trees are a renewable resource. In fact, paper companies typically plant three trees for each one they harvest, according to the American Forest & Paper Association (AF&PA). Recent U.S. Forest Service data show that the amount of forest in the United States is about the same as it was in 1907. In addition, paper is one of the most recycled products in the United States. “People in general are very responsible now about recycling,” says Klug. In fact, about 60 percent of paper in the United States is recovered for recycling, according to AF&PA reports. And there is a demand for the recycled product. “We’re definitely seeing an increase in the number of customers that want recycled products of postconsumer waste content,” says Klug. But even if you’re not using post-consumer-waste (PCW) paper, that doesn’t necessarily mean you should feel guilty. While, undoubtedly, PCW paper keeps material out of a landfill or trash dump, virgin paper can have a lower carbon footprint. “What customers often don’t realize is they want PCW content in their paper, but they want the physical characteristics for that paper to still be pristine. You have to bleach those fibers,” Klug points out. “It has to be de-inked.” In addition, waste may have to be transported from far away, whereas new materials might be sourced closer to the mill. “In some cases, virgin fiber is the better choice from a carbon-footprint standpoint,” says Klug. Higher PCW content is most likely to be the best environmental choice when it’s in a dark paper stock, or cardboard. (And if you’re still feeling guilty, remember that virgin paper can be recycled.)
Land management and habitat
“We’re definitely seeing an increase in the amount of people that want some sort of certification for their paper, whether it’s FSC or SFI certification,” notes Klug. Groups such as the Forest Stewardship Council (FSC) and the Sustainable Forestry Initiative (SFI) 14 | Beyond Paper
provide certification to forest owners that meet certain environmental standards for management. Some groups include social concerns, such as the rights of workers and indigenous people, among the criteria, too. These groups also provide what’s called chain-of-custody certification, which shows that an end product was made with responsible practices throughout the production process. The paper industry is working to source more of its materials from certified forests. The AF&PA reports that its members obtained roughly 24 percent of their wood fiber from certified forests. Well-managed forests provide a habitat for endangered species and can help store carbon dioxide. They also preserve natural spaces so people can enjoy them. Some paper manufacturers allow scouting and recreational groups to use their land.
Sometimes paper is the best option
There are many occasions in life when nothing works quite as well as paper. Useful as they are, computers are vulnerable to mishap. “Servers can crash, even if you have redundancy,” notes Klug. A couple of years ago, it actually rained indoors at Facebook’s data center. There wasn’t a leak in the roof; high humidity actually caused a rain cloud
Direct mail response rates are about 30 times those of email.
The Truth about Paper to form indoors. Some of the servers were destroyed. Creating a dual backup—electronic and paper—is the best insurance against data loss, Klug says. Paper holds its own against electronics in the ecological arena, too. Consumers often assume that e-books or electronic documents have a lighter ecological footprint than printed matter, but that’s not necessarily so. “Nothing we consume in modern-day life is free of some sort of footprint,” Klug points out. “Servers are in server farms that have to be cooled to 67 degrees, and that requires a tremendous amount of energy.” Computers contain materials that must be mined and are not easily replenished. We, as consumers, tend to like to ditch older devices and upgrade to the latest model. Even if we are inclined to hang onto a device, it generally has a life of only a few years. Not surprisingly, electronics are the fastest-growing category of waste. Although there’s a perception that today’s computer-oriented public doesn’t pay attention to direct mail, the reverse is actually true. According to the Direct Marketing Association, research shows that direct mail response rates are about 30 times those of email. Then there’s the intersection of learning and paper. In 2009, students at Princeton University were given free Kindles to use in studying. Many of the students disliked the devices. Compared to
Misconceptions abound. Here are some facts. by Martha Spizziri
Myth: Paper manufacturing destroys forests. Fact: Paper companies typically plant three trees for every one they harvest.
Myth: Paper made from post-consumer waste (PCW) is always environmentally preferable to virgin paper. Fact: Not necessarily. You are keeping material from a landfill when you buy paper with PCW, but the carbon footprint could actually be greater than using virgin paper because of the processing involved to make recycled paper look like “new.” PCW content is most eco-friendly when it’s used in products that don’t need a lot of bleaching—such as dark papers, cardboard, or manila. Myth: Print direct mail campaigns are a waste of time
and paper. Consumers consider it junk mail and throw it away without reading it. Fact: On the contrary. Direct mail advertising provides a much higher response rate than email—about 30 times higher.
Myth: Paper manufacturing is a wasteful process. Fact: Many waste materials can be, and are, recovered and reused in the manufacturing process. Recovered products include water, heat, and chemicals.
Myth: Most paper ends up in the trash. Fact: Not so. In 2011, 66.8 percent of paper used in the
United States was recovered. That was almost double the recovery rate in 1990.
Myth: Harvesting trees for paper always destroys natural habitats. Fact: Forests managed in accordance with one of the respected certification organizations can actually preserve the habitats of endangered birds and animals. Myth: Paper documents will eventually be replaced by
electronic ones. Fact: Not based on consumer popularity. Many people prefer paper to e-documents. Studies show that people retain more and learn better when they read and write on paper.
Myth: E-books are more eco-friendly than paper books, hands down. Fact: Nope. E-books have a bigger carbon footprint than it might appear at first. The servers they’re stored on use a lot of energy to run and be kept cool. And, of course, the devices we read them on use energy, too. Beyond Paper | 15
paper, they found them awkward to navigate. The University of Virginia’s Darden School of Business also experimented with Kindles, with similar results. Asked whether they’d recommend electronic readers to other students as a study device, 75 to 80 percent of the Darden students said “no.” There are also studies that indicate students don’t learn as well on electronic devices. One reason is the distraction factor that comes with multipurpose tools. But even compared to a dedicated e-reader with low distraction factor, there seems to be something about the physical aspects of a book that boosts the ability to recall information. And research done at Indiana University showed that writing information down on paper helps students learn better than taking typed notes or just reviewing material visually or orally. Another advantage to paper: It can be the best format there is when it comes to historical documentation, as librarians and archivists have learned. As one technology succeeds another, older data can become inaccessible if you can’t get your hands on the right device. (Think of Edison’s wax cylinders, 8-track tapes, or those old 5 ¼-inch floppies.) But as long as you’re literate, you don’t need any special equipment to read a printed or written document.
Cutting energy use
Manufacturing paper is an energy-intensive process, but paper companies are making great strides in reducing energy use.
16 | Beyond Paper
One way they’re doing that is by generating their own energy from the manufacturing process. For instance, Klug’s company, Glatfelter, routinely uses tree bark and other waste as fuel in its boilers. “That not only provides steam and electricity to run the process, but helps convert the black liquor”— chemicals created during processing—“to white liquor,” says Michael Dombrowski, energy efficiency manager for Glatfelter’s specialty papers business unit. The white liquor can then be re-used to process more wood. This earns renewable energy credits that Glatfelter can sell to other companies, according to Dombrowski. The AF&PA has set a goal to reduce greenhouse gases industry-wide by 15 percent or more between 2005 and 2020. In addition, recent EPA regulations require manufacturers to reduce emissions from coal between now and 2017. That’s driving many paper companies to become more efficient. Glatfelter, for instance, has been working to meet the goals in part by burning less fuel. “We’ve been very successful at doing that,” says Dombrowski. For instance, in Glatfelter’s Ohio plant, Dombrowski says they burned 13 percent less coal in 2012 than they did in 2009. “To make that even more interesting, we did that while making 10 percent more paper,” he says. Paper making is also water-intensive, but Glatfelter and the industry as a whole strive to re-use as much water as possible. The AF&PA says its forestproduct member companies return nearly 90 percent of the water they use back to streams. Looked at from just about any angle, there’s a lot about paper to feel good about. It’s been around for centuries, and it looks like it will stay for many more. Dave Dickerhoof is the director of sales for Glatfelter printing and carbonless papers division. He helps customers grow their business by identifying unique product applications and untapped market segments. Contact Dave at 800-682-4743, or by emailing David.email@example.com.
Cutting-edge paper and print technologies help state governments safeguard sensitive documents by Cynthia J. Drake
nk that disappears when you touch it. Paper that changes color when a criminal tries to tamper with it. Hidden fibers visible only under a black light. It all seems like technology straight out of a spy movie, but, in fact, it’s actually very likely what you’ll find when you buy a car and get a title from your local dealership. Take a look at how two companies joined forces to create highly secure documents for one state government—and thwart would-be criminals from car title fraud.
As large governmental bodies, states regularly bid out various large-scale printing projects—everything from birth certificates, unemployment checks, and automotive titles must be printed to meet each state’s exact specifications and ensure uniformity and security for their millions of citizens. Certain printed documents require additional security measures to help protect against fraud, and states work with third-party vendors every few years to ensure documents can be created with the latest enhancements to ward off counterfeiters. Recently, one state worked with Michiganbased sales distributor CompleteSource, in cooperation with leading paper manufacturer Glatfelter, headquartered in Ohio, and The F.P. Horak Company, a Michigan printing and communications solutions provider, to take advantage of some of those cutting-edge technologies.
Car title fraud is a serious problem in the United States, adding up to an estimated $11.3 billion each year for consumers, according to the Consumer Federation of America. One common scheme, title washing, involves fabricating or manipulating vehicle titles and selling junk cars to unsuspecting buyers. Title washing rises in the wake of natural disasters, such as hurricanes Katrina and Sandy, which damaged thousands of cars. 18 | Beyond Paper
Fake or altered titles have erased the history of those disasters while sending potentially unsafe cars onto the roadways. Some of these titles were created or altered with little more than a home printer and a graphics-editing program. Printing technology may be a boon to many organizations, but in the wrong hands, it can also lead the way to more sophisticated fraudulent activities. “When new technology comes out with all the bells and whistles, we know there’s a line of folks out there waiting to find out what it can do illegally,” says The F.P. Horak Company sales consultant Bonnie Haslacker, who worked on the project team to create one state’s automotive titles. “The state constantly has to deal with that (fraudulent activities), documents have to be changed up frequently,” she says. “We’re all taxpayers, and they (state governments) want to make sure they’re getting the best and most up-to-date security for the best price.”
Creating a robust, fraud-resistant document required a multipronged approach that leveraged the latest technologies in both paper and printing. Dan Smith, sales consultant for The F.P. Horak Company, explains that putting together secure documents involves obvious and covert features, all uniquely layered to create a sophisticated product.
Car title fraud is a serious problem in the United States, adding up to an estimated
$11.3 billion each year for consumers
Security features might include specialized graphics and heat-sensitive (thermochromatic) inks that react when touched. From a paper standpoint, sensitive documents are created with special papers that provide defense against chemical alteration—papers that break down, stain, or change colors when tampered with. Special embedded fibers, some of which are visible to the naked eye, are used to produce the documents that would be nearly impossible to duplicate. “Pretty much everything has been done already. It’s how you layer and combine some of these features that provide a unique solution,” Smith says.
Although no solution can be 100-percent foolproof, Smith says the cross-team, multi-pronged approach to creating secure documents helps governments and other large organizations stay one step ahead of potential criminal activity.
Thermochromatic inks, special fibers, and myriad other security features all work together in reducing counterfeit and fraud. “What you’re doing is providing insurance,” Smith says. “It doesn’t prevent you from having an accident, but it is a means of recovery.” Kyrsa Severson is a senior territory manager for Glatfelter printing and carbonless papers division. Through her extensive market knowledge and industry expertise, she identifies solutions for customers to reduce costs and develops custom marketing programs to help them gain new business. Contact Kyrsa at 888-725-6323, or by emailing Kyrsa.firstname.lastname@example.org.
Beyond Paper | 19
Knock on Wood The forestry industry provides much more than the foundation of great paper
by Laurie Hileman
ood. Without it, what would life be like? Trees filter the water we drink and the air we breathe. Our forests offer food, timber, habitats for wildlife and people, and recreational opportunities. Around the world, 1.6 billion people rely on forests for their livelihoods. The sustainability of our countryâ€™s and the worldâ€™s forests is an increasing concern to citizens around the globe. Consumers are taking note and companies are wise to consider the source of their materials. Studies show people want to know that wood and paper products are produced in line with their environmental expectations and come from responsibly managed forests. When we all do our part, we can ensure the legacy of our forests and trees for generations to come.
Consider the Source
Consumer interest in forestry environmental practices is at an all-time high...and can influence their buying habits. According to a survey of women conducted by Harris/Decima:
4 in 5
say that if they saw a product was certified as coming from responsibly managed sustainable forests they would be more likely to buy it.
A majority of consumers would still be likely to buy it even if it costs up to
Forests and forest-based products have a number of features and characteristics making them ideal for sustainable consumption.
Climate-mitigating properties: Forests help regulate the volume of climate changing carbon dioxide in the atmosphere. They capture carbon dioxide and store it in wood, soil, and biomass.
Energy-efficient: Wood and
wood products require relatively less energy to extract and harvest than other resources. Similarly, burning biomass in the place of traditional fossil fuels releases comparatively less carbon dioxide into the atmosphere.
Source of livelihoods:
An estimated 1.3 million people are directly employed in the planting, growing, managing, and harvesting of trees and production of wood and paper products in all 50 states.
Beneficial life-cycle: Unlike
agree that buying wood and paper products from certified sustainable forests helps them feel like theyâ€™re contributing to protecting the environment.
Sources: American Forest and Paper Association, and AF&PA, U.S. Census 20 | Beyond Paper
A Sustainable Choice
other resources whose supply is finite or whose life cycle is measured in tens of thousands or in millions of years, forests are a renewable resource with a relatively short growth cycle.
Percentage of paper pounds recovered for U.S. recycling in 2011. This equates to 334 pounds for every man, woman, and child.
Published on Sep 2, 2015
On behalf of Glatfelter and our 4,200 employees worldwide, welcome to the inaugural issue of Beyond Paper magazine. From this issue I hope y...