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T h e O f f i c i a l P u b l i c at i o n o f t h e N at i o n a l Pa p e r T r a d e A s s o c i at i o n

Print is an Art Form Learning is more rewarding on paper Research Confirms Client Magazine Effectiveness

print works!

p r e m i e r e

The Sustainability of Paper: Truth or Fiction?

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Print Is Still a Strong and Viable Ad Medium


Š NPI 2014. All Rights Reserved.

Amplify Everything with the Power of Paper

A COMMITMENT TO PREMIUM AND SPECIALTY PAPERS , A CREATIVE PORTFOLIO WITH INNOVATIVE PROWESS From premium text and cover paper to high-end packaging and label solutions, Neenah has you covered.

Unmatched, premier brands showcasing unique colors, textures and finishes. Powerful online technology resources and supply chain systems. A customer-focused organization committed to building partnerships.



con en s p r e m i e r e

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42 T h e O f f i c i a l P u b l i c a t i o n o f t h e N a t i o n a l P a p e r T r a d e A s s o c i a t i o n

p u b l i s h i n g s ta f f Publisher

John Aufderhaar

Bedford Falls Communications

AD sales

Ryan Wagner Bedford Falls Communications Graphic Design

Karen Leno/ KML Design, Inc. contributors Scott Angus iMedia Communications, Inc. is the leading event and media company for senior digital marketing, media and advertising leaders. Grist is an international full service agency specializing in integrated marketing and communications campaigns for corporate clients. Scott Angus is an award winning writer and Vice president of news at Bliss Communications.


4 From the Chairman  NPTA’s 2013 Chairman, Donald Clampitt introduces the premiere issue of Print Works! magazine. 6 Why Work with a Paper Merchant?  Our organizations are strengthened when we focus on how our product can benefit those we serve. 8

Print Is an Art Form  Print can be a treat for the senses and food for the soul. It’s an art in and of itself with a special ability to showcase the miracles that simple paper and ink can do.


Learning Is More Rewarding on Paper  Even in this age of e-learning toys and reading tablets, paper still plays a fundamental role in childhood development.

14 Neurosicentific Comparison  According to scientists, print has more emotional pull for consumers than digital. 16 Brand Narrative  Print lies at the core of most brand identity programs. 18 Appreciating the Value of Print  A message from the Printing Industries of America (PIA). 22 Research Confirms Client Magazine Effectiveness  The proof of return on investment is compelling for well conceived and executed client magazines. 26

Paper and the Untold Sustainable Forestry Story  An op-ed from International Paper.

3 0 Seed to Sheet  Recycled pulps and sustainable forests are changing how we think about paper. 32 The Business of Craft  Intelligent elegance and craft-focus can make the difference between a good product and the best product. It’s time we create something memorable. 34

Print Is Still a Strong and Viable Ad Medium  Print was the first interactive medium, and it’s still a powerful and effective part of any media mix.

38 Why the Brain Prefers Paper  Research shows that most people understand and remember text better when read on paper rather than a screen 42 The Sustainability of Paper: Truth or Fiction?  If what you’ve heard about paper is more fiction than fact, what’s the rest of the story? 46 NPTA Member Directory 50 Advertiser Index 50 Magazines: The Power of Print  11 facts about magazines.


Publication printed on Sterling® Premium, 80 lb. gloss cover and 80 lb. dull text from NewPage. Made in the USA. Pages 29-32 printed on Mohawk Superfine, Eggshell, Ultrawhite, 80 Text (118gsm). cover photography: ©

34 Print Works! is published annually on behalf of NPTA, the National Paper Trade Association, headquartered at 330 N. Wabash Ave., Suite 2000, Chicago, IL 60611. Toll-free: 800.355.NPTA (6782) or 312.321.4092, Fax: 312.673.6736, e-mail: © 2014 Bedford Falls Communications, Inc. 1617 Country Club Lane, Watertown, WI 53098 PH: 920-206-1766 F: 920-206-1767.

NPTA O f f i c e r s

Prin speaks a m e s s a g e f r o m t h e c h a i r m a n o f t h e n at i o n a l pa p e r t r a d e a s s o c i at i o n


Donald C. Clampitt Clampitt Paper Co First Vice Chair

Travis M. Mlakar

Paper merchants united around the fact that Print Works!


Millcraft Second Vice Chair/Treasurer

Hilton Maze Simon Miller Paper & Packaging Third Vice Chair

Clay Ellis International Paper Immediate Past Chairman

Greg Savage NewPage Corporation NPTA D i r e c t o r s

Edward Kniep, IV Shaughnessy

Brad Perry Boise Inc.

Mike Graves Midland Paper, Packaging + Supplies

Andrew Wallach Central National Gottesman Inc.

Julie Schertell Neenah Paper NPTA S ta f f Chief executive officer

Kevin Gammonley Chief Operations Officer

Pamm Schroeder Membership Associate

Ronnie Hwang Manager, Marketing & Communications

t h e N a t i o n a l P a p e r T r a d e A s s o c i a t i o n

Vickie Crews-Anderson


he National Paper Trade Association (NPTA), founded in 1903, is the industry trade association representing printing paper merchants / distributors within the paper supply chain. Our merchant members serve printers, publishers, marketers and corporations throughout North America. They provide a variety of value-added services, including delivering the latest and greatest printing papers when and where you need them. Equally important, printing paper merchants make their customers look good by exceeding the expectations of the end customer. They provide education and information to help their customers understand the different types of paper and their applications, along with how to maneuver the confusing dynamics of balancing quality and price. NPTA has taken a proactive approach to uniting paper merchants and their paper mill partners to enhance the information and education available to our mutual customers on a national level. In the past couple of years, we have delivered on our promise to promote the value of print and fully support our customers during challenging times by offering some exciting new resources and tools including: NPTA generated the seed funding and volunteer network to launch this valuable resource. This initiative is designed to promote the responsible production and use of print and paper, and dispel common environmental misconceptions by providing users with verifiable information on why paper is an attractive, practical and sustainable communications medium. Two Sides U.S.

NPTA Paper School Launched at a national level at the Print’13 industry event in Chicago, this half-day workshop provided attendees with a strong foundation of knowledge on paper and print. It was delivered by leading experts from major paper mills, and coupled with guided tours of the latest printing equipment to highlight how such equipment interacts with various types of paper.

You are holding the inaugural issue of Print Works! NPTA’s merchant and mill communities combined resources to deliver this printed publication to those that purchase and influence the purchase of print. Print Works! serves as an exciting showcase for the value of print in a multi-media world. Our goal is to highlight why print is not going away and to help spark ideas about new and exciting ways to utilize print media to meet your objectives. This publication will be mailed to over 30,000 marketing professionals within corporations and advertising agencies. Additionally, another 8,000 copies will be hand delivered by the sales representatives of leading printing paper merchants to their customers and potential customers. We are excited about this publication and hope that you are too! NPTA’s Print Works! Publication

Don Clampitt

330 N. Wabash Ave., Suite 2000, Chicago, IL 60611 •

Phone :

• N P TA 2 0 13 C h a i r m a n

312.321.4092 •

Toll Free:

800.355.NPTA (6782) •


312.673.6736 •


Coated and uncoated. Toner and inkjet. Sheets and rolls. For practically any digital printing scenario, International Paper makes the perfect match for your press. Now get more sizes, in more finishes and more three-star options than ever before, all from the brands you already know and trust.

Accent® Opaque Uncoated Text and Cover Carolina® Coated Cover Hammermill® Office Papers Springhill® Colors and Uncoated Bristols Williamsburg Offset and Return Postcard (@intlpaperco)

©2013 International Paper Company. All rights reserved. International Paper, Accent, Carolina, Hammermill, and Springhill are registered trademarks; Williamsburg is a trademark of International Paper Company. Forest Stewardship Council, FSC and the FSC logo are trademarks of Forest Stewardship Council, A.C. PEFC and the PEFC logo are registered trademarks of the PEFC Council. Sustainable Forestry Initiative, SFI and the SFI logo are registered marks owned by Sustainable Forestry Initiative Inc.

t h e N a t i o n a l P a p e r T r a d e a s s o c i a t i o n


theValue that Merchants Bring to their


Customers :

Supply chain management and logistics are integral in running any efficient operation. But these should not define the operation or its mission. Rather, our organizations are strengthened when we focus on how our product can benefit those we serve. Howard Schultz, chairman and CEO of Starbucks, says it well in his book Onward, articulating that they did not invent coffee nor coffee shops but, like any good merchant, they spun a life around coffee and added large doses of community to enhance their brand. The same can be said of paper merchants. While paper was invented by the Chinese in 105 A.D., merchants quickly became an integral part of its history, bringing paper making to other parts of the world and helping to develop its variations and uses. From beautifully crafted invitations and hand written notes on luxurious paper, to complex printed pieces using specialty inks and finishes, paper continues to bring joy to peoples lives. And paper merchants continue to tell the story. We are largely responsible for promoting this rich heritage. We can embrace the idea of “spinning a life around paper and adding large doses of community to enhance our brands.”


Merchants have a deep understanding of the product and application of that product.


Merchants can supply samples with which both a printer and his client can make the correct choice of color, weight or texture of paper for a project.


Merchants provide local inventory so printers can turn their job in a timely fashion.


Some paper merchants offer converting services, allowing customers to get special sheet sizes almost as quickly as standard sheet sizes.


Merchants help solve problems when their customer runs into difficulties concerning performance on and post press.


Often, merchants are responsible for managing their customers’ inventories.


Merchants traditionally have strong relationships with their supplier that can be leveraged to help customers when they run into complications with pricing and delivery.


Merchants can negotiate on behalf of their customer to help them secure new pieces of business.


Merchants can expose their customer to new products, printing techniques and creative ideas.

10. Merchants provide education in the form of paper school to help their customer understand the differences in paper and how to distinguish quality from price. 11. Many merchants have stores, which can be a conduit to the smaller-end user and retail community. These stores also provide a just-in-time solution to the creative community at affordable prices. 12. Merchants can act as a storage and fulfillment service for customers with limited space. 13. Merchants actively promote both the power and sustainability of paper and print to the local community. 14. Merchants support local industry groups like Printing Industries of America (PIA), American Institute of Graphic Arts (AIGA) and American Advertising Federation (AAF). 15. Merchants fill the communication gap between end user, printer and mill to distinguish paper as not just a product, but a message.

Paper invented interactivity. Print is the original interactive medium. It’s hands-on and highly effective, reaching millions and selling billions. Better yet, it’s finding exciting new ways to interact seamlessly with digital media. ed’s back to tell you all about it. Since 2001, Ed has provided information and inspiration on topics relevant to creative, print and marketing professionals worldwide. This popular educational series continues in 2013 with Ed #15: Interactive Print. ChECk out thE Ed #15 prEviEw vidEo at To get your own personal copy of Ed #15, contact NewPage ExSamples® at 800.638.3313 or by email at

Newpage Corporation 8540 Gander Creek Drive Miamisburg, OH 45342 877.855.7243

© 2013 NewPage Corporation. All rights reserved. NewPage is not responsible for the Layar application download agreement. Layar is a registered trademark of Layar © 2013.

Scan the cover

See what Ed® has to say. We enriched the cover of Ed #15 with Layar, a leading augmented reality (AR) platform, to provide digital content you can view using your smartphone. – Download the free Layar app for iPhone or Android. Do it. It’s really cool. – Open the Layar app, hold your smartphone over the entire cover, tap to scan it and watch Ed come to life.

paper because

R N i P


illustration by kml design/images ©

is an art form When you come across something that just blows you away, you’ll sometimes think to yourself “Now THAT is a work of art!”

I th e Nati o nal Paper Tr ad e a s s o ciati o n

t could be anything, from a hot rod to a great pair of stilettos or, more conventionally, a painting or a sculpture. It can also be a beautifully printed piece. The printing press was invented in 15th century Germany by Johannes Gutenberg – and it has been wowing audiences ever since. This early technology gave rise to an explosion of printed documents, providing access to information and enlightenment to the reading and listening public. Illustrations soon were added to the texts, bringing them an even broader level of appeal and opening up a new world for non-literate audiences. Political and religious messages were communicated via caricatures and stories told via comic strips – often without a single word on the paper. It was an artistic revolution for the masses! Print remains a medium of choice for today’s readers, despite the growing appeal of e-publications. In the U.S. alone, a projected 316,480 new printed books and editions were published in 2010, a

5% increase from the previous year.1 If you factor in self-published books, that number increases exponentially. In fact, CreateSpace, the self-publishing arm of, says that its books increased by 80% from 2009 to 2010.2 And speaking of books, it’s a simple fact that many people do judge a book by its cover. No one reads a book before buying it and authors/publishers have just seconds to grab the reader, so it’s crucial that the cover and back cover texts be compelling. An eye-catching and skillfully printed dust jacket can actually mean the difference between success and obscurity for an author. In a similar vein, there’s the enduring impact of album and CD cover art. This distinctive art form is a favorite topic of discussion for musicologists and music lovers alike. Case in point, Rolling Stone magazine has a special section of its website devoted to the top 100 album covers. 3 Rock/pop music historian Robert Benson discusses how a listener’s emotional connection to an album encompasses both the music and the artwork that accompanies it: “At times cover art is part of that emotional connection we have with music. Anyone who has owned a record collection has spent time pouring over an album cover while listening to the music.”4 c o n t i n u e d o n pag e 10 〉


Amplify Everything with the Power of Paper


Our proprietary Universal Digital Finish performs beautifully on HP Indigo® ElectroInk, and Dry Toner presses.

Our unmatched digital papers collection supports the continuing growth in digital printing.




A comprehensive selection of 14 digital brands with unique colors, textures, weights and matching envelopes.











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Lagunitas: Paper:

Neenah Bella Label, Natural Laid Printer: MS Litho/NorCal

Anchor Steam: Paper:

Neenah Estate Label, White Laid Printer: Fort Dearbourn

Neenah Bella Label, Smooth, Special color Printer: Oak Printing Snakedog IPA: Paper:

Dogfish Head: Paper:

Estate Label, White Laid


images this page courtesy of Clampitt Paper


Invitation was produced on the Curious Collection® papers from Appleton Coated and Reich Paper Savoy®. Envelopes were produced on Brilliant White Reich Paper Savoy®. Printer: Texas Graphic Resource Designer: Matchbox Studio Paper:

Appleton Coated Curious Collection® Mocha cover, gold translucent text and Appleton Coated Utopia® One gloss cover Printer: O’Neil Designer: Rule 29

t h e N a t i o n a l P a p e r T r a d e a s s o c i a t i o n



Print can be a treat for the senses and food for the soul. It’s an art in and of itself with a special ability to showcase the miracles that simple paper and ink can do.

Many fine artists also revel in the intimacy of paper and ink, using time-honored techniques like the woodcut, silk screen/serigraphy, etching, intaglio, aquatint, monotype and calligraphy to convey their visions.5 Artists around the world are pushing the boundaries of what print can do, bringing renewed life to a craft that has stimulated the human senses for centuries. Professional photographers also often favor print for exhibiting their art, even if their cameras are digital. Indeed, experts will tell you that it’s thanks to print that we still enjoy much of the artistic output of the last several centuries. They also express concern over the loss of contemporary art pieces that are strictly digital: “The threat is very real that, unless we do something, we will have a ‘lost generation’ in terms of our cultural heritage,” says Dr. David Anderson, who is helping to save the more complex artworks of the digital age from oblivion. “Past generations captured who they were and what they did via museums and books, but the pace of technological development in the digital age has now outstripped our capacity for preservation.”6 And let’s not forget the craft involved in today’s technology-driven commercial printing. The modern printing press is a magical engine of design that can churn out exciting print pieces through sophisticated techniques like foil stamping, embossing and finishing. Just think of the stylish packaging of the Apple products, a slick print ad in a magazine or even a clever point of sale display. Thanks to digital and on-demand printing, print customers can order just what they need, when they need it – with spectacular visual results. Online service providers even allow you to create your own work of art, printing personalized books with your family pics and stories. Print can be a treat for the senses and food for the soul. It’s an art in and of itself with a special ability to showcase the miracles that simple paper and ink can do. PW!

1 Print isn’t dead, says Bowker’s Annual Book Production Report. 2 Tugend, Alina. Options for Self-Publishing Proliferate, Easing the Bar to Entry. New York Times. July 29, 2011. 3 Rolling Stone’s 100 Greatest Album Covers. 4 Benson, Robert. A Conversation with Vinyl Preservationist Gary Freiberg. Album Cover Series. 5 Printmaking techniques. The graphic art media. 6 Thorpe, Vanessa. Race to save digital art from the rapid pace of technological change. The Observer, May 8, 2011.

This article was sourced from the “Paper Because” website.

Why you should expect more from your paper and your paper company. In these challenging times, you need more than just the highest quality paper competitively priced. You need a paper company that genuinely understands what you’re facing everyday and is constantly working to help you succeed now and in the future. That’s Sappi.

The Standard Sappi is committed to promoting the viability and relevancy of print. One of the ways we bring this commitment to life is with The Standard, our series on how to use print to create unique and compelling campaigns.

Growing the Future Sappi continues to make capital investments to ensure our paper mills are state-of-the-art and globally competitive.

Print & Sappi’s Print & explains the influential role of print in this rapidly evolving environment and provides helpful tips on how to succeed in a world of the ever changing “next big thing.”

eQ Providing videos, white papers, eQ Blog, eQ Tool, and product benefits statements all to help you lead the conversation when it comes to paper and sustainability.

Printers of the Year Celebrating excellence in printed communications, Sappi’s Printers of the Year Award is regarded as the most respected accolade of excellence in print. View our online resource and find the best printers in the country.

etc (Education, Training and Consulting) Educational publications, seminars, webinars, training workshops, technical roundtables and consulting offered by Daniel Dejan, Laura Thompson, PhD, and our team of eight Printer Technical Service Representatives.

Ideas that Matter Since its inception in 1999, 500 nonprofit projects have been funded with $12 million worldwide to causes that enhance our lives, our communities and our planet. This strategic initiative powerfully illustrates how print can promote social good.

Act Now! Act Now! showcases the strategies and techniques behind how direct mail can strike a uniquely delicate balance: the ability to package a message that will not only pique reader interest, but also ultimately drive consumer response.

For more information on any of these important initiatives, please contact your Sappi sales representative, or call 800.882.4332.

paper because th e Nati o nal Paper Tr ad e a s s o ciati o n



Learning is More Rewarding on Paper This article was sourced from the “Paper Because” website.



believes that story time just wouldn’t be the same on an electronic tablet. “When you read a book, a proper kid’s book, it engages all the senses. It’s teaching them to turn the page properly. You get the smell of paper, the touch.” 2 Ari Wallach, a dad and New York entrepreneur who helps companies update their technology, goes a step further: “I feel that learning with books is as important a rite of passage, as learning to eat with utensils and being potty-trained.”2 Interestingly enough, many parents in the Silicon Valley, arguably the world’s hub of technology, feel much the same about the teaching properties of traditional paper tools over electronics. In fact, one of the favored institutions in the area is the Waldorf School of the Peninsula, where the reigning philosophy is that computers inhibit creative thinking, movement, human interaction and attention spans. 3 One of the school’s students, a boy whose father works at Google, sums up why he thinks learning on paper is better and more rewarding: “You can look back and see how sloppy your handwriting was in first grade. You can’t do

1 Chute, Eleanor. Art helps troubled kids: Painting provides youth a creative outlet and gives them something to be proud of. Pittsburgh Post Gazette, December 26, 2009. 2 Richtel, Matt and Bosman, Julie. For their Children, Many E-book Fans Insist on Paper. New York Times, November 20, 2011. 3 Richtel, Matt. A Silicon Valley School that Doesn’t Compute. New York Times, October 22, 2011.

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that with computers ‘cause all the letters are the same. Besides, if you learn to write on paper, you can still write if water spills on the computer or the power goes out.”3 Simple yet true. But the rewards of paper accompany kids far beyond their first sticker collection or early reading and writing experiences. There are plenty of occasions all along their educational journey that are made official – and special – thanks to the printed word. Think of the certificate attesting to their brown belt in karate. That “A+” paper they wrote for history class. Their driving learner’s permit. The letter of acceptance from their favored college. And even their college diploma. All of these are more than mere pieces of paper, they are hallmarks of life’s achievements so far. And that makes them fridge worthy no matter how old you are! PW!

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n many households, the fridge is a showcase for achievement. A gallery where primitive art is proudly displayed beside written accolades, where anyone looking for a snack can admire and commend! This classic family tradition remains alive today thanks to another classic: paper. Whether the artist’s technique features macaroni, paper-mâché, finger paint or glitter, paper is usually there providing the trusty background. And what about that glowing first report card or graduation diploma from kindergarten? They’re printed too, making them treasured memories to frame or put in an album – after a requisite stint on the fridge, of course! Even in this age of e-learning toys and reading tablets, paper still plays a fundamental role in childhood development. The visual and tactile properties of paper give the young mind immediate rewards. A child deals directly with the medium, not by clicking on a mouse or tapping on a keyboard but by getting their hands dirty and sticky creating a masterpiece. In the case of some troubled kids, creating their own art has been shown to provide them with an effective way to express their emotions and develop a feeling of self-pride.1 The immediacy of paper is also a big part of the ongoing popularity of printed children’s books. In fact, while sales of e-books for adults continue to rise, titles aimed at the under 8 market remain static. They represent less than 5% of total annuals sales of children’s books, several publishers have estimated, compared to more than 25% in some categories of adult books. 2 This seems proof positive that today’s tech loving parents still acknowledge the importance of reading printed books as part of the bonding experience with their kids and in helping them learn certain basics. Alexandra Tyler, a mom who reads her own books in digital format,


Article and images courtesy of Sappi Fine Paper North America.

The Emotional Pull

neuroscientific comparison

According to scientists, print has more emotional pull for consumers than digital. A neuroscience study commissioned by the Interactive Advertising Bureau (IAB) and conducted by Millward Brown discovered that paper-based marketing—i.e., direct mail—leaves a “deeper footprint” in the brain than digital—and that difference can even be pinpointed on functional MRI scans. The physical act of handling tangible material feels more “real” to the brain, the study claims. It produces brain responses that trigger emotional reactions, which get internalized in your memory. In other words, the printed piece itself becomes part of the subliminal


*Millward Brown case study “Using Neuroscience to Understand the Role of Direct Mail,” 2009

Illust ration: dave a. s teven son/ photograp hy: terry Hef fernan

th e Nati o nal Paper Tr ad e a s s o ciati o n

messaging. The brain associates the tactile quality of the piece with its perception of the brand.

PERFORMANCE PAPERS Better document production For everyday printing, you need a paper that’s there when you need it and able to stand up to your toughest demands. The brands in our Performance offering are designed for just that–high-performance printing. No matter the type of equipment you’re using or the amount of documents you’re producing, you’ll get better results when you choose one of our Performance brands for your print job. For quality, consistency, and versatility, these everyday printing workhorses won’t let you down.

FEATURES AND BENEFITS • Four quality Boise® brands to choose from –

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Performance Seal of Approval There’s no question that working hard pays off. Many of Boise’s Performance brands have successfully passed runnability tests from Buyers Laboratory Inc. (BLI), the leading global independent office equipment testing lab. All papers certified by BLI have been evaluated for frequency of misfeeds and multi-sheet feeding as well as the degree of curl and paper dusting. When we say Boise’s Performance brands offer Better Document Production, that’s a proven statement.








Article and images courtesy of Sappi Fine Paper North America

Visualizing the Brand

B r a n d N a r r at i v e Despite the broad choice of media platforms available, print lies at the core of most brand identity programs. This is where the elements of a brand are defined and standardized. Print lets brands control their own message and tell their story the way they want it to be received by using design to organize themes and assign a visual hierarchy to information. While websites th e Nati o nal Paper Tr ad e a s s o ciati o n

allow users to jump from section to section in whatever advertisements, etc.) is planned to direct readers’ eyes in a sequential order of importance and to communicate the personality of the brand through choice of imagery, typeface, color, paper, and printing techniques. It lets the brand “speak” without interruption—no reader comments or crowd-sourced opinions. It is simply the brand explaining the brand.

Illustration: K evin Sp rouls


order they please, print (brochures, catalogs,

Accent Color 1

Primary Col or

S eco n d ary Color 1


Accent Color 2


Secondary C ol or 2

ABC Accent Color 3

Accent Color 4

C o l o r pa l e tt e

Tone of Voice


D i g i ta l e x p r e s s i o n


Share it

Pin it

i s s u e

Like it Love this new logo! Jane Smith via Henry Jones

B r a n d e x pa n s i o n

p r e m i e r e

Martin onto Bike World

P r i n t m at e r i a l s

print works!



appreciating the

Value of pr nt

th e Nati o nal Paper Tr ad e a s s o ciati o n

by scott angus


Lisa Rawa, vice president of marketing for Printing Industries of America

When it comes to the value of print, Lisa Rawa is never off duty. Rawa is vice president of marketing for Printing Industries of America. Her job is all about promoting print, but her passion for ink on paper carries over to her personal life. She tells the story of her young son coming home from school and informing her that his teacher discouraged students from printing out assignments because she didn’t want them killing trees. “She did not say that,” Rawa remembers saying to her son incredulously. “I about leapt over the counter.” Rawa let that one pass, but she recalls many a cocktail party or gathering when someone repeated a misconception about print’s environmental impact or rumored decline toward irrelevance. “Depending on who I’m talking to, I start pulling stats from my head and telling them the story of how print is still very valuable. How the printing industry works with the environment and how they harvest trees,” Rawa says. “People stare at me, taken aback. They say they never really thought about it that way.” If anyone can extol the virtues of print, it’s Rawa. As a driving force behind Printing Industries’ Value of Print campaign, she helped gather the numbers that tell the story of print’s sustainability and effectiveness. She knows many of them by memory. Rawa is a true believer in print.

“Deep in my heart, I believe you can’t have a successful campaign without the printed piece,” she says. Printing Industries has long had a toolkit to help people in the industry, consisting of FAQs, fact sheets, a website and other resources, but Rawa and printers who advised her wondered if anyone was using the material. They thought the toolkit had too much information and wasn’t organized well. They wanted something that was simpler, more condensed and easier to use. That led to the new Value of Print campaign. Printing Industries redesigned its website to make tools and resources more accessible, but that wasn’t enough. The campaign needed something that CEOs and sales people, or anyone in the industry, could take with them to respond to questions, dispel misconceptions and show print’s effectiveness. c o n t i n u e d o n pag e 2 0 〉



Industry leader in value-added sustainable coated papers. Merchant-Focused. Service Driven. Contact us for the latest samples & promotions: 1-888-488-6742 or visit us at

th e Nati o nal Paper Tr ad e a s s o ciati o n

Printing Industries of America and its local affiliates offer products and services to enhance members’ growth, efficiency and profitability. Printing Industries of America is the largest graphic arts trade association. It represents an industry of about 1 million employees and serves thousands of member companies through advocacy, education, research, technical information and cost-saving resources. Printing Industries of America is headquartered in Sewickley, PA.


Source: The Value of Print Flip-Book To access the Flip-Book, go to

The Value of Print Flip-Book was the answer. It’s 36 pages of rapid-fire information organized in four sections: Misconceptions, Effectiveness, By the Numbers and Resources. Printing Industries sent the Flip-Book to 10,000 contacts in its database, targeting sales people. “We want them to be able to use it when people say digital is working so much better, my emails and all that kind of thing, and besides, print is killing the environment,” Rawa says. In addition to the print version, the Flip-Book is available on Printing Industries’ website, and a PDF can be downloaded or sent to printing businesses with room for co-branding with company logos. Still, that wasn’t enough. The app was the final touch. The Value of Print app­– which can be downloaded on iPhones, Androids and Blackberries – takes mobility to another level. “We all have phones, and we always have them with us,” Rawa says. The free app is searchable, and data can be filtered by location and other criteria, giving sales reps in the field quick access to information. And the app can be continually updated with the latest stats and resources. While Rawa and Printing Industries are among print’s biggest cheerleaders, they

know that integrated campaigns work best, using print and digital. The Flip-Book notes, for example, that websites supported by catalogs yield 163 percent more revenue than those not supported by print. Print today, however, is far different than it was a generation ago, Rawa stresses. “When you couple print with the new interactive features, it makes the page come alive,” she says. Rawa is especially excited about the growth and potential of QR codes and augmented reality. QR codes help advertisers and others offer interactive experiences that can enhance messages or lead directly to sales. She cites a magazine ad for a bracelet with a marker that takes a consumer to the company’s website on a smartphone to place an order. Augmented reality is an emerging technology that allows a user to download information from an embedded marker in print to a phone or computer and experience a holograph-like 3D image that can convey a message or display a product. “Printers know that it’s no longer just about the flat page or ink on paper,” Rawa says. “They get the idea that they have to incorporate new technology, and there are many ways to do that.” Personally or professionally, Rawa never tires of defending print and turning conversations to its many benefits. “The facts are so simple to comprehend. It’s an easy message to get out.” PW!

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Research Confirms Client Magazine Effectiveness Marketing departments are under pressure to demonstrate a return on investment for every activity. With well conceived and executed client magazines, the proof is compelling.


eturn on investment is now something no marketing manager can afford to ignore. No matter how well conceived and executed a project, how brilliant the design or the copy, the most pressing question will always be ‘Was it worth it?’ For client magazines, this has resulted in a drive towards reader research, investigating the effectiveness of publications in order to evaluate whether they represent a worthwhile investment. The results prove conclusively that they are. On an industry-wide basis, much of the research comes from the Association of Publishing Agencies (APA). It has some valuable headline results, showing that 32% of readers feel more committed to a company from which they receive a magazine, that they spend an average of 25 minutes reading it, and that 44% interact in some way with the brand as a direct result. Tailored research projects

th e Nati o nal Paper Tr ad e a s s o ciati o n

But while generalized figures are a useful indication that the medium can be effective, marketing departments of professional services firms really need hard proof their own magazines are delivering. Grist has recently initiated a number of research programs for clients to examine our portfolio of client magazines. The research involves a combination of different approaches, from on-line questionnaires, to individual interviews that drill down into the detail of the headline responses. These are then drawn together to demonstrate both the quantitative and qualitative returns on investment. The approach is tailored to the needs of the client, depending on the initial objectives and the kind of information they would find most useful within their reporting structures.



The Grist research has found that the magazines we create on behalf of professional services firms are effective in reinforcing the brand. Some 92% of readers think the magazines they receive from our clients are either good or excellent, and 86% of them think they address important issues affecting their business.

p r e m i e r e

continued on page 24 ❱

i s s u e

Balanced content

For ACE’s client magazine the results were even stronger, with 100% saying they would pass it onto a colleague and 92% saying it addresses important issues affecting their business. Miles Russell, former European communications director at ACE European Group says: “This reflects our robust editorial process, which ensures that the articles deliver value to readers on the issues that most concern them. The magazine contains essential marketing messages, but not at the cost of the integrity of the editorial.” Relevant and insightful editorial that covers the most pressing issues the readers are facing is an essential component of successful magazines. It is clear from APA figures that this is not always attained across the spectrum of client magazines. It found that on average around 60% of readers see the content of client magazines as being either ‘very relevant’ or ‘quite relevant’ to them.

print works!



This balance is key, and is something Grist builds into its editorial processes to ensure our client magazines deliver value to both readers and clients. The success is measurable and demonstrable. The research shows that overall 67% of readers think our client magazines effectively demonstrate how the organization can help their business. Return on investment

Raising your profile with readers, and developing an understanding of your expertise and what you have to offer are clearly valuable benefits for the business which have a clear place in any calculation of return on investment. However, there is one final finding which is often the most compelling, at least from the finance department’s perspective. Some 49% of readers say they are more likely to do business with the organization based on the magazine. Research is a vital part of the process for producing any magazine. These figures are not just a clear indication that the magazines are effective, for a dynamic client magazine they also feed into what we do. We carry out the top line research and drill down into what works best for readers in order to ensure we deliver what they need. James Huckle, commercial director for Holman Fenwick Willan adds: “We conducted the research immediately after the first issue was sent out. We would be foolish to invest in marketing collateral unless we were absolutely certain it was effective and producing a return for the firm. The headline results indicated that the approach was working, while the more detailed individual responses provided useful input into the editorial agenda. Research has always been part of the Grist approach, and increasingly this is chiming with the prevailing attitude within marketing departments. The question is why anyone would invest in this kind of marketing collateral without backing it up with robust research insights. The answer is that, increasingly, they won’t. Key findings of Grist research

✛ 92% of readers think our client magazines are good or excellent.

th e Nati o nal Paper Tr ad e a s s o ciati o n

✛ 86% think they address important issues affecting their business.


Some 49% of readers say they are more likely to do business with the organization based on the magazine.

✛ 49% say they are more likely to do business based on the magazine. ✛ Longer, more frequent magazines work better. More specialist B2B research from the APA found that on average client magazines tend to be 36 pages long and are sent quarterly. It found that deviating from the formula could yield interesting results. Longer magazines, for example, are read more, so 63% read more than half, compared to 47% of their shorter counterparts. In addition, 54% responded to calls to action when the publication was over 50 pages long, a 23% increase on shorter magazines. More frequent publication also proved a boon, with 62% reading half or more of the magazine if it was published more than quarterly: a 10% uplift from less frequently published titles. PW! This article was sourced from the “Grist” website.

We c r eat e i nnov a tiv e products and p ro g r am s f or the digita l printing age.

a different angle







Paper and theUntold

Sustainable Forestry Story An op-ed from International Paper B y T e r i S h a n a h a n  Vice President, Sustainability, International Paper Photos by Mike Baldwin, International Paper

th e Nati o nal Paper Tr ad e a s s o ciati o n



ike most people on our planet, I care about forests. But until recently, I actually knew very little about forests other than how much I enjoy spending time in them. That all changed when I began this new role in sustainability in 2012. Since then, I’ve been researching to build my knowledge and engaged dozens of people in conversations to gain lots of different perspectives. The biggest thing I’ve learned? The story of sustainable forestry has not been told, and so it is dreadfully misunderstood. When we tell this story, people are surprised or even shocked. So I want to share it here with you, too. Let me start with some facts (from the United Nation’s Food & Agriculture Organization or UN-FAO): n Forests cover about 30 percent of the Earth’s land, or about 10 billion acres n About half of all these forests are used to make products for people like fuel, building materials or paper and packaging

Here are two really critical things to know: n Only a tiny fraction – 0.64 percent – of the wood from those forests is harvested each year n And the amount of wood growing on these forested acres has remained steady for the past 20 years

How is this possible? Well, that’s the untold story of sustainable forestry. A productive “working forest” creates value for people and for the environment. Unlike agricultural crops, a forest can be sustained infinitely through a cycle of planting, growing, harvesting and replanting forests – all while improving the surrounding soil and water quality. The UN-FAO knows that few people understand this: A significant challenge for the forestry profession is to communicate and demonstrate the simple idea that “one of the best ways of saving a forest is to use it.” I have come to realize it is a counterintuitive story: harvest trees to save forests. So let me try to put that story in better context through some industry examples. Over the last six years or so, production capacity of uncoated free sheet – that’s everyday printing and copy paper – has decreased by more than 4 million tons in North America. That’s a 30 percent drop in North American production capacity in just six years! As more people convert to electronic forms of communication, nearly every company in our industry has made the difficult decision to convert or shut down paper machines or entire paper mills. c o n t i n u e d o n pag e 2 8 〉

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th e Nati o nal Paper Tr ad e a s s o ciati o n


Now, while studies have shown that people retain more information when read from a piece of paper, there is no arguing that electronic communications are often faster, easier and cheaper than paper-based communications. But messages like “go paperless, save a tree” or “think before you print,” certainly add fuel to the fire. And in almost every instance, the real motivation is not saving trees, but rather saving money – the cost of a few reams of paper or the postage to mail it. So how does this impact the environment? The 4 million tons of paper cut out from our industry required about 14 million tons of wood to be grown and harvested each year. Now, that wood – and the 14 million acres it grew upon – no longer have an economic reason to grow. Since landowners in the affected wood baskets – the nearby acres that supply mills with wood – no longer have a customer to buy their product, all of those 14 million acres of trees are at risk of conversion to agriculture, strip malls, or some other way for those landowners to generate income. Turning back to International Paper, many of our wood suppliers are families who have been selling to International Paper for decades.  They take pride in managing their land wisely, with both current economic gain and their great-grandchildren in mind. If you could have a chat

with them, these landowners would tell you that if they can’t make money selling wood, they simply will find another use for their land. And who can blame them?  Owning land and reinvesting in planting and maintaining forests takes time and money; it definitely isn’t free! Our planet – and our business – needs the efforts of these tree farmers and the “working forests” they manage. In the U.S., a whopping 70 percent of forestland (500 million out of 750 million total forested acres) are “working forests” that rely on an economic driver for their existence. Putting that in perspective, 500 million acres is roughly the size of Alaska and California combined – and IP plays an important role in driving demand for that acreage. The fiber tonnage that we buy annually supports about 62 million acres of working forests – roughly the size of Michigan. Now, you may be reading all of this and thinking, well sure, she would say this. After all, she works for a paper company! That’s why I offer data and opinions from third party experts, like this quote from the U.S. Department of Agriculture: “Countries with large, steady quantities of industrial wood use are more likely to maintain their forest base.” Experts now agree that what pushes forests off the land are not forest products – and forest products instead help maintain forests around the globe. The

real deforestation culprits are agriculture, mining and urban development. I’m not claiming that every forest product manufacturer sources wood from well-managed, sustainable forests. But nearly all do. You might not have expected me to say that my competitors operate correctly, right? Well, it’s true – and I’m glad to report that! At IP, our operations are global, and we buy 15 million tons of wood from outside the U.S. each year. In Brazil, where deforestation is a prevalent issue, all our wood is from company-owned, renewable hardwood plantations. These nurseries take pressure off native Brazilian tropical forests. In India, we are providing local farmers with tree seedlings; so far more than one billion seedlings have been distributed, supporting 40,000 tree-farming families – and introducing tree cover to a region in serious need of wood fiber. And in Russia, we source from government-owned and managed forestland. When we buy wood, we also maximize its use. International Paper recycles, repurposes and collects more than 6 million tons of paper per year in the U.S. That makes IP one of the country’s largest recyclers, and the industry in total follows that trend. More than 90 percent of cardboard boxes are recycled yearly, according to industry data. That means paper is the most recycled product we humans use! No matter your location on the globe, each of us can play a role in the sustainable forestry cycle. By using paper, recycling that paper, and choosing paper once again, you can play a part in preserving our planet’s forests. So the next time someone says, think before you print – just tell them, you really have considered it, and you’re choosing paper. PW! Teri Shanahan is Vice President of Sustainability for International Paper, based in Memphis, Tenn. Her role was newly established early in 2012. Teri has been with International Paper since 1991 and has held positions in sales (Chicago, Newport Beach, and Memphis) and marketing (Memphis, the Netherlands) and business management (Memphis).

Article and images courtesy of Mohawk “Maker Quarterly”

Illustration by pat Charoensiri and Mike Andersen

Seed TO sheet BY

N i n a L ac o u r

Recycled pulps and sustainable forests are changing how we think about paper. In a forest in Northern Maine, silvery-furred, solitary Canadian lynx roam through dense trees. Wetlands, habitat to a host of species from salamanders to songbirds, are favorite destinations for hikers and fishermen. Bald eagles make their homes in the tops of old-growth trees, and, come wintertime, deer seek shelter from harsh winds and deep snow under the lush canopy.

th e Nati o nal Paper Tr ad e a s s o ciati o n

One might think that such a forest could only exist untouched, perhaps protected by the state. But, in fact, this is one of thousands of privately owned, sustainable forests across North America. While the eco-systems of these forests are carefully monitored and managed to protect wildlife and enhance soil and water quality, trees are planted and felled to be used for timber or turned into pulp.


Sustainable forests, along with recycled pulps, are vital to environmentally responsible paper manufacturers. Most of us are familiar with the benefits of recycled paper: conserving natural resources, reducing greenhouse gas emissions, saving landfill space, and extending the life of fibers. Well over half of the paper used in the U.S. is recycled, with the vast majority of domestic paper mills using fibers from postconsumer paper to create new products. However, the number of times that fibers can be processed and reused is finite. As Michelle Carpenter, Vice President of Environmental and Energy Stewardship at Mohawk explains, “While paper fiber can be recycled a number of times, a percentage of wood fiber is broken during processing, so new fiber must be added to recycled pulp feedstock over time to maintain strength in the paper produced.” Knowing pulps that have just come from a tree are needed to maintain the integrity of paper, responsible manufacturers are turning to sustainable forests. The more consumers embrace and seek out paper made from materials from these sustainably managed forests, the more financial incentive landowners receive to keep their forests thriving. As the

World Business Council for Sustainable Development states, “The income landowners receive for trees grown on their land encourages them to maintain, renew and manage this valuable resource sustainably.” In the U. S. more than 25% of our fresh water flows through private forests and 60% of our at-risk wildlife depend on private forests for their habitats. But despite their environmental importance, these forests are often sacrificed to real estate development or conventional timber companies, with devastating effects for the wildlife and eco-systems. No one understands the value of sustainable forests more than their owners and managers. William H. Miller, Vice President of Prentiss & Carlisle, a forest resource management firm established in 1924, explains the delicate balance of preserving trees and felling them. In an ideal world,” he says, “if you want something to be sustainable you cut your growth.” When businesses such as Mohawk seek suppliers for their high quality papers, they look for pulps that originate on FSC certified lands which are well cared for by companies like Prentiss & Carlisle. The FSC, with its emphasis on chain of custody, ensures that all steps of the supply chain are environmentally sound. This way, Mohawk has the knowledge that the pulps they buy on the open market are from forests that meet rigorous standards. When trees are grown responsibly and farmers plant seeds as soon as the mature trees are felled, wood becomes a sustainable resource. As Miller states, “Trees grow, so unlike gas and oil and other resources that are mined, forests are constantly replenishing themselves. It’s a renewable resource and if it’s managed in an appropriate way it is going to benefit not only the current generation, but future generations as well.” PW!

print works!


p r e m i e r e

i s s u e

Article and images courtesy of Mohawk “Craft Cooperative”





Intelligent elegance and craft-focus can make the difference between a good product and the best product. It’s time we create something memorable.

The Business of Craft Fast Facts 1


t h e N a t i o n a l P a p e r T r a d e a s s o c i a t i o n

Taylor Stitch by Mike Armenta

Perception is important in a crowded, competitive industry. Quality, heritage, and attention to detail will make you stand out and create memorable experiences.


Craftspeople have always been faced with challenges: to make a superior, quality item that can be produced over and over with consistency and longevity. Spending time to make our products, whether it be testing paper quality or specialty processes, is a necessary part of our artform. Enhancing our techniques is not a luxury; it makes all the difference in creating meaningful, successful products. Our attention to detail and the development of our core strengths is essential in what we produce. Our advantage in the technological age is that of a physical product. Customers, as we have seen over the years, respond to things they find unique and carefully created. Perhaps it is a cliché, but the idea that it is “all in the details” rings true with other companies and individuals spending the time to forge a more unique, craft-inspired path in their business. Creating lasting experiences, building unique projects, and supplying extraordinary products that stand the test of time are all markers of the new Craft Revolution that has been born out of the Digital Age. Craftspeople evolve with the times, and make something better with it. For Mohawk, our papers have perfected the job of transforming the most complex digital designs that demand unprecedented printer and paper quality. That begins with hands-on, challenging explorations of paper strength, construction, and materials. While focusing on the details, craft can make a better product… the best. PW!



As a community, we can support each other and give greater voice to things we care about. The new wave of craftspeople adhere to the Arts and Crafts philosophy—that products should be a source of pleasure for the maker and the user.



We are specialists who care about the profound experience of making things better. Beautiful objects enhance our memories, and change the way we feel about products.



By its very nature, paying attention to detail and mastering your craft is innovation; it leads to tremendous leaps in product construction.



We know reliability is always the goal when working with customers. That’s why we push for attention to detail and consistent, high-quality production that earns our customers’ trust.























i media connection

Print is Still a Strong and Viable

th e Nati o nal Paper Tr ad e a s s o ciati o n


Ad Medium


‘‘Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.’’


hen we hear the words “interactive advertising” we naturally think of the web, whether it’s deployed on mobile phones, tablets or PCs. That’s why many people in the advertising and marketing industries have to be reminded that print, as in hard-copy newspapers and magazines, was the first interactive medium, and that’s why it’s still a powerful and effective part of any media mix. Print is also the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices. Some ads have a real and practical use in and of themselves. For example, back in 1988, several years before the words “internet” and “web” entered the global lexicon, Spin magazine caused an uproar when, as part of a public-service effort to combat AIDS, each copy of the November issue contained a free condom (donated by Trojan). Talk about useful, sensory, interactive and memorable advertising. We don’t need to count the ways. And as recently as September 2010, a print campaign in Entertainment Weekly touted the remade series Hawaii Five-0 by playing the show’s iconic theme song when the two-page spread was opened. It’s tempting to wonder if print’s visceral appeal is responsible for the boost in print magazine pages this year. Don’t rub your eyes. You read it right. Magazine ad pages have grown four consecutive quarters, beginning in Q2 2010 through Q1 2011, when they were up almost three percent compared to Q1 2010, according to the latest data from the MPA—The Association of Magazine Media. c o n t i n u e d o n pag e 3 6 〉

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For more information:

I’m pretty sure there’s an additional reason—the web. Believe it or not, print is an integral component of any web-based campaign, and the web is also helping print advertising to evolve. Print is a strong driver of on-line behavior by whetting the reader’s appetite for a complementary web experience. Have you noticed that over the past several years, almost all print ads carry some URL or digital code? A lot of the new webbased mobile technologies, such as QR codes, have forced media planners (and consumers) to give print a closer, more appraising look.

Print ads become even more engaging if they are also tied to a text-messaging campaign, because it is the most effective means of accessing short-code messages on a mobile phone. The process of consumer engagement doesn’t start on the mobile device; it has to start from a print ad. So integration between print and digital is key. Additionally, there’s no fee for a QR code because it’s part of the creative execution of the print ad. What needs to be built out is the mobile site. Short code in print ads has also helped big-brand marketers (think McDonald’s and BMW) to build customer databases. Consider that the biggest boost in magazine print pages this year came from the automotive market, which bought 1,692 pages in 2010, but bumped it up to 2,134 this year – a jump of 26 percent, according to the MPA. Additionally, the Publishers Information Bureau reports that magazine ad revenue and pages increased in seven of 12 major advertising categories during the first quarter of 2011: Toiletries and cosmetics; OTC drug remedies; apparel and accessories; media and advertising; automotive, financial, insurance, real estate and technology. The next time you find yourself asking if media planners and buyers should continue to include print in their media-mix modeling, remember my retort: Absolutely. Magazines remain a welcomed and effective advertising medium. People still engage with print even in a young demographic. Consumers enjoy the tactile, personal relationships they have with their favorite magazines. And not everyone has the disposable income or desire for an e-reader, which you can’t use to cover your head in the rain. PW!

th e Nati o nal Paper Tr ad e a s s o ciati o n



‘‘The next time you find yourself asking if media planners and buyers should continue to include print in their media-mix modeling, remember my retort: Absolutely.’’

This article was sourced from the “iMedia Connection” website.

Why the Brain Prefers Paper Two Sides U.S. Blog – December 2, 2013

T th e Nati o nal Paper Tr ad e a s s o ciati o n

here is good news for those who enjoy paper and print! An article in the recent November 2013 issue of Scientific American magazine clearly supports what we already know: most people understand and remember text better when read on paper rather than a screen. According to the article, while e-readers and tablets are becoming more popular as these technologies improve, reading on paper has many advantages. Since the 1980s, there have been more than 100 comparative studies in the Unites States, U.K. Taiwan, Sweden, Norway, France and Japan to explore differences of how people read and comprehend on paper versus screens. While technology has continued to improve, it still hasn’t reached the comprehension level of traditional paper users. What we have learned from these studies is that readers prefer real paper over its electronic counterpart and achieve high levels of comprehension and retention with paper. In the article, researchers agree that “screen-based reading can dull comprehension because it is more mentally taxing and even physically tiring that reading on paper. E-ink reflects ambient light just like the ink on a paper book, but computer screens, smart phones and tablets shine light directly on people’s faces. Prolonged reading on glossy, self-illuminated screens can cause eyestrain, headaches and blurred vision. In an experiment by Erik Wastlund, then at Karlstad University in Sweden, people who took a reading comprehension test on a computer scored lower and reported higher levels of stress and tiredness than people who completed it on paper.”


❤ c o n t i n u e d o n pag e 4 0 〉

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While there are obviously several advantages to using digital technology like being able to access an abundance of information at any time from one device or being able to conveniently travel with a number of different resources in one digital location, paper is still more conducive to learning. E-readers fail to re-create certain tactile experiences of reading on paper (the absence of which some find unsettling). The graphic below helps to weigh paper against pixel with some compelling points. Paper not only has inherent environmental features such as high recyclability, carbon storage, and a renewable primary raw material (wood, recycled and alternative fibers), it also fills a key societal role by helping readers create their own unique experience whether it is through learning and study habits or getting personally involved in a work of fiction. It is less distracting and allows the reader to focus on the text. The absence of multi-tasking leads to a greater understanding of the subject matter and in turn creates a memorable experience. Check out the article for yourself. It goes into great detail about why the brain prefers paper and how the human brain interprets written language, perceives text and constructs a mental representation of the text that is similar to the mental maps we create of terrain and indoor spaces. PW! Scientific American is available at many newsstands. To subscribe to Scientific American on-line or purchase the November issue go to: cfm?id=the-reading-brain-in-the-digital-age-why-paper-still-beats-screens Phil Riebel, President, Two Sides U.S., Inc.

Weighing Paper against Pixel

th e Nati o nal Paper Tr ad e a s s o ciati o n

When recalling a passage, people often picture it on the page. An open book’s corners are landmarks that make such memories stronger.


Paper and ink reflect ambient light. Computers and tablets emit light, which may tire eyes and tax concentration.

A reader can quickly flip the pages of a paper text to compare sections or scan ahead.

The thickness of read and unread pages helps to form a coherent mental map of the text by providing a much firmer sense of place than a progress bar.

Illustration recreated from information in Scientific American – November 2013 issue.

In many studies people understand and remember what they read on paper better than what they read on screens. Researchers think the physicality of paper explains this discrepancy.

Amplify Everything with the Power of Paper


Our versatile papers offer a variety of signature colors, unique textures and finishes. From packaging to labels to retail solutions, our core brands have you covered.

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paper because

This article was sourced from the “Paper Because” website.

The Sustainability of Paper:

Truth or Fiction?

We know what you’re thinking. A paper company touting environmental responsibility? While making paper has an environmental footprint, many of the environmental criticisms made against paper have been misinformed, and therefore its benefits are sometimes overshadowed by misleading environmental claims. So, if what you’ve heard about paper is more fiction than fact, what’s the rest of the story? Take this short quiz to discover the truth about paper and sustainability.

No. 1

Making paper destroys forests.

FALSE: No, in fact the opposite is true.

th e Nati o nal Paper Tr ad e a s s o ciati o n



aper is made from cellulose fiber, which generally comes from trees, but this doesn’t automatically equate to the destruction of forests. Companies like Domtar source their primary raw material from the forest, therefore it is in their best interest to ensure sustainability for the company’s longterm survival. The concept of managed forests means that for every tree harvested, several more are planted or naturally regenerated in their place. In fact, according to the USDA Forest Service, four million trees are planted every day in the United States. Of this amount, the wood and paper products industry plants on average 1.7 million trees daily,1 excluding millions of additional seedlings regenerated naturally. In Canada, natural regeneration is supplemented by the planting of 600 million seedlings per year.2 Increasing demand for forest products has provided powerful incentive for private landowners to reforest their harvest. According to The State of America’s Forests, a report released by the Society of American Foresters, replanting and reforestation efforts have helped keep forestland stable. There are nearly 750 million acres of forests in

the U.S. — about the same as 100 years ago. Annual net growth of U.S. forests is 36 percent higher than the volume of annual tree removals. Total forest cover in the U.S. and Canada basically remained the same from 1990 to 2005.3 Furthermore, less than one half of one percent of Canada’s forestland is harvested annually.4 Sustainable forests are also carefully managed to help prevent catastrophic damage from fires, disease and insects. It is also important to remember that the majority of the forest provides non-paper products. Lumber is used for building houses and furniture, while tree-based chemicals are used in products such as turpentine, chewing gum and toothpaste. In addition, a well-managed forest provides many recreational opportunities such as hiking, hunting, camping, fishing and bird watching. “When people use more paper, suppliers plant more trees. If we want bigger commercial forests, then we should use more paper not less. Our policies should directly protect important wildlife habitats, not try to reduce our demand for paper.” Edward L. Glaeser, Professor of Economics at Harvard University © Copyright 2007 Globe Newspaper Company 1 Sustainable Forestry Initiative® Program 2,4 Forest Products Association of Canada 3 FAO of The United Nations



or every tree that is harvested in a well-managed forest, several more are replanted or naturally regenerated. And as young trees grow, they absorb CO2 from the atmosphere. Furthermore, as a wood-based product, paper also continues to store carbon throughout its lifetime. There are a number of credible and independent certification systems ensuring that paper certified under them comes from a responsibly managed forest source. All Domtar’s harvested forests and facilities are certified under either the Forest Stewardship Council™ (FSC®), Sustainable Forestry Initiative® (SFI®) or the Canadian Standards Association (CSA). Certification of sustainable forest management continues to increase every year. The three major U.S. certification systems (SFI, FSC and American Tree Farm System) together certify more than 107 million acres, representing 14 percent of total U.S. forests. Some 25 percent of private U.S. forestland is now certified.1 Sustainable forest management is contributing to carbon sequestration and storage. In the United States, the total carbon sequestered by forests and the creation of wood products during the 1990s reached almost 200 megatons per year – around 10 percent of U.S. emissions of carbon dioxide from the burning of fossil fuels.2

Planting new trees can significantly help to combat global warming. For every ton of wood a forest produces, it removes 1.47 ton of CO2 from the air and replaces it with 1.07 ton of oxygen.3 Paper is a responsible choice because it comes from a renewable resource and is the product of sunlight, soil, nutrients and water. In addition, paper is one of the most recyclable products on the planet. 1 American Forest & Paper Association 2,3 Society of American Foresters: Managed Forests in Climate Change Policy

No. 3

Making paper consumes a lot of energy and fossil fuels. FALSE: Not really.


aking paper the first time around does require a lot of energy, as is the case with other transformation industries, such as making aluminum from bauxite, or steel from iron ore. However, over the past several decades, the pulp and paper industry has made an impressive commitment to fuel efficiency and independence. Companies have invested significantly in their infrastructures in order to increase their efficiency and replace fossil fuels with alternative energy sources, such as spent cooking liquor from its pulping processes and biomass (bark and other wood wastes). This effort has helped to reduce significantly nonrenewable resources while reducing harmful emissions. c o n t i n u e d o n pag e 4 4 〉

print works!

i s s u e

Paper is bad for the environment. FALSE: No, paper is one of the few truly sustainable products.

p r e m i e r e

No. 2


In fact, the forest products industry leads all other manufacturing sectors in on-site electricity generation, meeting more than half of its own energy needs. At many mills, self-generated electricity goes beyond serving on-site production needs by providing supplemental electricity to the surrounding electric power grid.1 In 2010, Domtar used an average of 75% renewable energy at its mill operations. By making paper using more renewable energy and increasing their energy efficiency, Domtar’s mills continue to reduce their carbon footprint. At the same time, the carbon footprint associated with information and communication technologies is quickly growing. Consulting firm McKinsey & Company projects that computers, data centers, mobile phones and telecommunication networks could be among the largest emitters of greenhouse gases by 2020. Going “paperless” does come with a cost. 1

American Forest & Paper Association

No. 4

Paper has a high carbon footprint. FALSE: It’s not as high as you think.

th e Nati o nal Paper Tr ad e a s s o ciati o n



carbon footprint is a measure of the impact that human activities have on the environment in terms of the amount of CO2 and other greenhouse gases released into the atmosphere that have arisen through the manufacture and distribution of a product or service. Burning fossil fuels, such as natural gas, oil and coal, is a major source of greenhouse gas (GHG) emissions. The pulp and paper industry largely utilizes renewable energy sources that are considered carbon neutral to generate steam and electricity. This means that the CO2 emitted from their combustion is organic in origin, and as such, is viewed as neutral in terms of climate change contribution. Sustainably managed forests are approximately carbon neutral. They form a mosaic across the landscape in which the growth of trees over a large area will compensate for the carbon lost through annual logging of a much smaller area.1 “In the long term, a sustainable forest management strategy aimed at maintaining or increasing forest carbon stocks, while producing an annual sustained yield of timber, fiber or energy from the forest, will generate the largest sustained mitigation benefit.”

—Intergovernmental Panel on Climate Change (IPCC) 1 World Resources Institute

No. 5

Recycled paper is always better for the environment than virgin paper. FALSE: Not necessarily.


irgin fiber harvested using recognized third-party certified sustainable forestry practices is an environmentally responsible option to recycled fiber in communications. While

recycled paper does reduce waste paper going to landfill, paper’s full life cycle must be considered – not just the fiber source. Domtar favors the use of Life Cycle Management concepts to determine where and when it is appropriate to use recycled fiber in the paper making process. Recent peer-reviewed Life Cycle Management studies have demonstrated that the environmental benefits of recycled fiber in the production of business papers can vary greatly depending on the source of the paper being recycled, its prior destination (landfill or another use), and the facility where it is being recycled into new paper (trucking distances and the facilities’ impact on climate change). There are intrinsic limitations to the use of recycled fiber that make the need for virgin fiber inevitable. These include the loss of yield and strength during the re-pulping and de-inking processes, as well as increased yield loss as the fiber is recycled again and again. Generally, fiber can be recycled no more than five to seven times. Domtar supports the collection and use of recycled fiber, especially in the case of certain ideally-suited paper applications, such as single use products (e.g. tissue), shortlived products (e.g. newsprint) or products that do not require high optical surface quality (e.g. containerboard, wallboard, etc.). Not all categories of paper can be recycled for use in printing and writing grades. Both recycled and virgin fiber have their purpose and justification. The paper industry can use all of the recycled fiber available. But the recycled paper industry depends on virgin fiber. We’re all part of the same cycle.

No. 6

Paper contributes significantly to landfill. FALSE: Paper is one of the most recycled products, compared to metal, glass and plastic.


hanks to industry leadership and the tireless efforts of the millions of Americans who recycle paper at home, work, and school every day, paper recovery has reached record levels. In 2011, over 64 percent of the paper consumed in the U.S. was recovered for recycling. This impressive figure equals nearly 325 pounds for each man, woman, and child in America.1 Since 1990, when the paper industry established its first recovery goal to advance recycling in the United States, paper recovery has grown by more than 85 percent.2 Comparatively, the recovery rate for metal is 35 percent; glass is 287 percent; and plastic is only 8 percent.3 Due to a steady demand for recycled products and increasing demand for recovered paper products, Canada’s paper recovery rate continues to increase, reaching 66 percent on 2009.4 PW! 1,2,4 American Forest & Paper Association 3 Environmental Protection Agency 4 International Council of Forest and Paper Associations (ICFPA) 2011 Sustainability Progress Report

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Economy Paper Company, Inc.

m e m b e r

d i r e c t o r y

2 0 1 4

1175 E Main St /PO Box 90420 Rochester, NY 14609-6901 United States 585.482.5340

Gould Paper Corporation

n distributors

n suppliers

American Paper Corporation 26 Emma St Amelia Distribution Center Guaynabo, PR 00968-8007 United States 787.999.0900

Anchor Paper Company

480 Broadway/PO Box 65648 Saint Paul, MN 55165-0648 United States 800.652.9755

ARC Paper, LLC

5277 Cameron St, Ste150 Las Vegas, NV 89118-4910 United States 702.399.3803

Associated Paper and Supply of Florida 13926 Lynmar Blvd Tampa, FL 33626-3123 United States 800.541.6726

Astro Converters

155 Mata Way, Ste 101 San Marcos, CA 92069 United States 800.752.5003

Athens Paper Company

1898 Elm Tree Dr Nashville, TN 37210-3727 United States 800.888.7901

t h e N a t i o n a l P a p e r T r a d e a s s o c i a t i o n

B.W. Wilson Paper Company, Inc.


2501 Brittons Hill Rd/PO Box 11248 Richmond, VA 23230-1248 United States 804.358.6715

Bosworth Papers, Inc.

10425 Okanella St, #600 Houston, TX 77041 United States 800.392.2092

Butler Dearden Paper Service, Inc. 80 Shrewsbury St/PO Box 1069 Boylston, MA 01505-1701 United States 800.634.7070

Central Michigan Paper Co. 6194 E. Fulton Rd Ada, MI 49301 United States 616.676.9203

Central National-Gottesman Inc.

99 Park Avenue, 10th Floor New York, NY 10016 United States 800.221.3043

GPA, Specialty Printable Substrates 8740 W 50th St McCook, IL 60525-3149 United States 800.395.9000

Three Manhattanville Rd Purchase, NY 10577 United States 914.696.9000

Graphic Equipment & Supply

Central Paper Co., Inc.

Graphic Paper Inc.

720 W 6th Ave/PO Box 606 Amarillo, TX 79105-0606 United States 806.372.7372

400 Glenwood Ave/PO Box 1701 Pawtucket, RI 02860-5910 United States 800.333.5770

31 Windsor Place Central Islip, NY 11722-9024 United States 800.840.4555

Clampitt Paper Co. Dallas

Hershey Paper Company

9207 Ambassador Row Dallas, TX 75247-4506 United States 214.638.3300

3650 Hempland Rd/PO Box 4247 Lancaster, PA 17604 United States 717.285.3151

Cole Papers, Inc.

J. P. Gasway Company, Inc.

1300 38th St N Fargo, ND 58102 United States 800.800.8090

1460 Sherman Rd Hiawatha, IA 52233 United States 800.255.5885

Commerce Paper Co.

Jackson Paper Co.

15 South Ontario St/PO Box 1747 Toledo, OH 43603-1747 United States 419.241.9101

4400-C Mangum Dr Flowood, MS 39232-2113 United States 601.360.9620

Dennis Paper Company

Keldon Paper Co.

910 Acorn Dr Nashville, TN 37210-3314 United States 615.883.9010

5960 Boxford Ave Commerce, CA 90040-3006 United States 323.584.7777

Desert Paper & Envelope

Knox and Schneider, Inc.

2700 Girard Blvd NE Albuquerque, NM 87107-1846 United States 800.228.2298

914 W Superior St Chicago, IL 60642 United States 866.476.2600

Duroflex Specialty Papers

Mac Papers, Inc.

6597 Kitimat Rd, Unit #1 Mississauga, ON L5N 4J4 Canada 905.363.0133

3300 Philips Highway Jacksonville. FL 32207 United States 800.622.2968

Economic Packaging Corp.

Magnolia Paper & Janitor Supply

48201 Fremont Blvd Fremont, CA 94538-6510 United States 510.456.2600

4871 Summer Ave Memphis, TN 38122-4733 United States 901.683.5796

Midland Paper, Packaging + Supplies

101 E Palatine Rd Wheeling, IL 60090-6500 United States 800.253.7477


6800 Grant Ave Cleveland, OH 44105-5628 United States 800.860.2482

Newell Paper Co.

1212 Grande Ave/PO Box 361 Meridian, MS 39301 United States 800.844.8894

Olmsted-Kirk Paper Company 1601 Valley View Lane Dallas, TX 75234 United States 800.367.6526

Omaha Paper Co. Inc

6936 L St Omaha, NE 68117-1027 United States 402.331.3243

Paterson Papers

730 Madison Ave/PO Box 2286 Paterson, NJ 07501-2407 United States 973.278.2410

Pochteca Papel, S.A. De C.V. Manuel Reyes Veramendi #6 Col. San Miguel Chapultepec 11850 Mexico, D.F.C.P Mexico 52.55.5278.5900

Printing Papers, Inc.

6101 Patterson Rd Little Rock, AR 72219 United States 800.627.7774

Proveedora Papelera Kino, S.A. de C.V. Calle Arizona No. 85 Col. San Benito C.P. 83190 Hermosillo, Sonora Mexico 52.662.210.4600

Sandia Paper Company

5801 Jefferson St NE Albuquerque, NM 87109-3411 United States 505.884.0900


2355 Ball Dr Saint Louis, MO 63146-8605 United States 314.810.8100

c o n t i n u e d o n pag e 4 8 〉

Port Hawkesbury Paper and West Linn Paper are working together to offer a full line of printing papers. Port Hawkesbury offers some of the highest-quality supercalendered paper lines on the market. Used for catalogs, inserts, coupons or publishing, many of the SC grades are a competitive alternative to a lightweight coated groundwood. West Linn Paper offers a complimentary coated line of papers and our #2 and #3 coated grades deliver outstanding results for commercial printing, brochures, catalogs and magazines. For all of your paper needs, look to Port Hawkesbury Paper and West Linn Paper mills to deliver outstanding quality and superior service. Contact us. Phone: 800-989-3608 Web: or


SCA 67 to 68 Bright

SCB 65 Bright

SCA++ 76 Bright

SCA+ 70 to 71 Bright

CFS #3 86 to 88 Bright

Recycled #3 86 to 88 Bright

CFS #2 92 Bright

Recycled #2 92 Bright

m e m b e r

d i r e c t o r y

〈 c o n t i n u e d f r o m pag e 4 6

n distributors n suppliers

Simon Miller Paper & Packaging 3409 West Chester Pike, Ste 204 Newtown Square, PA 19073-4290 United States 215.923.3600

Spectrum Paper Co.

27 Concord St El Paso, TX 79906-4915 United States 915.595.0020

Spicers Canada Limited 200 Galcat Dr Vaughan, ON L4L 0B9 Canada 905.265.5000

Steen-Macek Paper Company 3224 Market St Green Bay, WI 54304-5614 United States 920.336.0070

Sterling Paper Co.

1845 Progress Ave Columbus, OH 43207-1726 United States 800.282.1124

Strickland Companies

481 Republic Cir Birmingham, AL 35214-5967 United States 800.284.4353

Timber Creek Paper

t h e N a t i o n a l P a p e r T r a d e a s s o c i a t i o n

520 S Saint Francis St Wichita, KS 67202 United States 800.734.4282


Wal-Smart Inc.

24 Urb. Valle Sur Mayaguez, Puerto Rico 00680 787.833.8500

WCP Solutions

6703 S 234th St, Ste 120 Kent, WA 98032-2903 United States 253.850.3560

2 0 1 4 Appleton Coated LLC


Nekoosa Coated Products


Grupo Portucel Soporcel

NewPage Corporation

Boise, Inc.

Gruppo Cordenons Inc.

Resource One International

Burgo North America

Hansol Paper

Sappi Fine Paper

Carolina Tape & Supply

International Paper

Suzano Pulp & Paper America, Inc.

540 Prospect St Combined Locks, WI 54113-1120 United States 920.788.3550 825 E Wisconsin Ave/PO Box 359 Appleton, WI 54912 United States 920.734.9841 1111 West Jefferson St, Ste 200 Boise, ID 83702-5388 United States 208.384.7000 1 Landmark Sq, Ste 910 Stamford, CT 06901-2624 United States 203.569.9000 PO Box 2488 Hickory, NC 28603-2488 United States 800.237.6079

Cascades Fine Papers Group Inc. 2 Rolland Ave Saint-Jerome, QC J7Z 5S1 Canada 800.567.9872


200 First Stamford Place, 2nd Floor Stamford, CT 06902 United States 203.595.3000

CTI Paper USA, Inc.

1535 Corporate Center Dr, Ste 400 Sun Prairie, WI 53590-9160 United States 608.834.9900

Domtar Inc.

395 de Maisonneuve Blvd West Montreal, QC H3A 1L6 Canada 514.848.5555

Finch Paper, LLC

One Glen St Glens Falls, NY 12801 United States 800.833.9983

French Paper Company

100 French St/PO Box 398 Niles, MI 49120-2854 United States 269.683.1100

Georgia-Pacific Corporation 133 Peachtree St NE Atlanta, GA 30303-1804 United States 404.652.4000

96 S George St, Ste 500 York, PA 17401-1434 United States 866.744.7380 40 Richards Ave, 5th Floor Norwalk, CT 06854-2319 United States 410.703.3626

22 Millyard #4 Amesbury, MA 01913-2406 United States 978.834.0800 400 Kelby St. Floor 6 Fort Lee, NJ 07024-2938 United States 201.461.6661 6400 Poplar Ave Memphis, TN 38197-0100 United States 800.207-4003

Japan Pulp & Paper USA.Corp. 1810 Satellite Blvd, Ste 200 Buford, GA 30518 United States 800.874.1905

Lecta North America

2975 Westchester Ave, Ste 412 Purchase, NY 10577-2580 United States 914.253.8150

MeadWestvaco Corporation 501 South 5th St Richmond, VA 23219 United States 804.444-1000


465 Saratoga St Cohoes, NY 12047-0497 United States 800.843.6455

Monadnock Paper Mills, Inc. 117 Antrim Rd Bennington, NH 03442-4205 United States 603.588.3311

Moorim USA

4600 S Ulster St, Ste 220 Denver, CO 80237-2870 United States 303.770.8809

Neenah Paper Inc.

3460 Preston Ridge Rd, Ste 600 Alpharetta, GA 30005-2061 United States 678.566.6500

841 Market St Nekoosa, WI 54457-1134 United States 800.826.4886

8540 Gander Creek Dr Miamisburg, OH 45342-5439 United States 937.242.9345 2225 Bohm Dr Little Chute, WI 54140-2544 United States 920.788.1550 255 State St Boston, MA 02109 United States 617.423.7300

800 Corporate Dr, Ste 320 Fort Lauderdale, FL 33334 United States 954.772.7716


800 René-Lévesque Blvd West, Ste 1050 Montreal, QC H3B 1X9 Canada 514.871.0137

Twin Rivers Paper Company 82 Bridge Ave Madawaska, ME 04756 United States 855.542.2852

Verso Paper Corp

6775 Lenox Center Ct, Ste 400 Memphis, TN 38115-4431 United States 877.837.7606

Wausau Coated Products, Inc. 825 77th Ave South/PO Box 904 Wausau, WI 54402-0904 United States 800.345.8039

West Linn Paper Co.

4800 Mill St West Linn, OR 97068-3357 United States 503.557.6500

Yupo Corporation America

800 Yupo Ct Chesapeake, VA 23320-3626 United States 888.873.9876

A d v e r t i s e r

I n d e x


11 Facts About Magazines

19 Appleton Coated 49 Astro Converters 15/27

Boise Paper


Magazine readership has grown over the past five years. (Source: MRI)


Average paid subscriptions reached nearly 300 million in 2009.

33 Burton & Mayer

(Source: MPA estimates based on ABC first and second half 2009 data) 37 Domtar


4 out of 5 adults read magazines. (Source: MRI)


Magazines deliver more ad impressions than TV or Web in half-hour period. (Source: McPheters & Company)


Magazine readership in the 18 to 34 segment is growing. (Source: MRI)


Since Facebook was founded, magazines gained more than one million young adult readers. (Source: MRI)


The average reader spends 43 minutes reading each issue. (Source: MRI)


Magazines are the No. 1 medium of engagement — across all dimensions measured. Simmons’ Multi-Media Engagement Study find magazines continue to score significantly higher than TV or the Internet in ad receptivity and all of the other engagement dimensions, including “trustworthy” and “inspirational.” 35/51


5 International Paper 29 Mohawk 2 /9/21 39/41 45/52


25 Nekoosa 7 New Page 11 Sappi

(Source: Simmons Multi-Media Engagement Study) 47 West Linn


(Source: BIGresearch Simultaneous Media Usage Study)

to advertise in a future edition of Print Works! please contact Ryan Wagner Ad Sales Bedford Falls Communications 920.262.2080

Magazines and magazine ads garner the most attention: BIGresearch studies show that when consumers read magazines they are much less likely to engage with other media or to take part in non-media activities compared to the users of TV, radio or the Internet.


Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)


Magazines rank No. 1 at influencing consumers to start a search online – higher than newer media options. (Source: BIGresearch Simultaneous Media Usage Study)

This material was sourced from the website


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