Print Works! Spring 2015

2 0 1 5 Sp r i n g

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

Catalogs Rewrite the Book to Attract Shoppers Loyal. Passionate. Possessive.

Kohler keeps it bold Offset vs. Digital Marvin Windows’ Views on Print

Prin endures a m e s s a g e f r o m t h e e d i t o r i a l d i r e c t o r f o r b e d f o r d fa l l s c o m m u n i c at i o n s

P

well and targeted to the right audiences “Printhasdone a bright future, and I’m glad to be involved. ”

rint and I have a long relationship, and I’m thrilled to continue that relationship in my new role with Print Works.

• e d ito r i a l d i r e c to r f o r B e d f o r d Fa ll s C o m m u n i c at i o n s •

2 0 1 5 S p r i n g

Scott W. Angus

© i s t o c k p h o t o . c o m /c b c k- c h r i s t i n e

When I decided to retire from newspapers earlier this year after 36 years with The Gazette in Janesville WI., I wasn’t sure my connection with print would continue. Sure, I knew I would read newspapers, magazines and catalogs and be an unabashed fan of ink on paper, but my professional relationship with print looked like it might end.

Then, fortuitously, along came an opportunity that included Print Works. It seemed like a great fit, and I’m off and running in a job that allows me to use skills and knowledge that I acquired in my previous career while learning new things about the paper and print industries, businesses that are thriving in the print world and trends that bode well for print’s future.

I couldn’t have asked for more.

My strong connection to print goes back to well before I made it my profession. My father was editor of my hometown newspaper in Fort Atkinson, WI., for nearly 40 years. I tagged along when my dad went into the office in off ours to handle the many tasks that fall to the editor of a small daily.

I quickly figured out that I loved newspapers and the work required to produce them. I began helping my dad in high school and pursued a degree in journalism at the University of Wisconsin-Madison. After graduating in 1978, I started with The Gazette as a reporter and earned enough promotions and rewards to keep me in Janesville. I became editor in 1990 and vice president of news for The Gazette’s parent company, Bliss Communications, in 1995.

I loved the job, and I could have stayed another three or four years to close out my career there. In January, though, I concluded that it was time for me to clear the way for talented folks waiting in the wings to lead the newspaper. And I wanted to pursue something new while I had time.

Little did I know that old friend John Aufderhaar needed an editorial director for his publications at Bedford Falls Communications. I called John to check in and see if I could do a little work for him, and he told me about this position. Within weeks, he brought me on board.

When I say John is an old friend, I’m not exaggerating. We grew up as next-door neighbors. We played ball together in high school, and we both attended UW-Madison. We’ve stayed close, golfing every summer and vacationing with our wives and other friends at least once a year.

As a longtime newspaper editor and vice president of a media company that bought a new press in 2007, I learned a good deal about the virtues of print and the challenges that lie ahead. I also heard from hundreds if not thousands of readers who couldn’t imagine life without printed publications. They talked of the comfort and experience of reading print, and they emphasized how much more they learned about news and the merchants who advertised when reading print compared to digital. I also talked to advertisers who remained committed to using print to convey their messages and sell their products.

I heard many of the same things when I interviewed the founder of Garden & Gun and the magazine’s editor for this edition of Print Works. What a success story! The magazine of Southern style based in Charleston, S.C., struggled after starting up in 2007, largely because of the recession, but it soon hit its stride and is now growing rapidly in every way. And readers absolutely love it.

In the Garden & Gun feature starting on Page 14, Editor David DiBenedetto describes the allure of the magazine and its format beautifully. He speaks for many who are invested in print and who love what print can do to inform, educate, sell and satisfy.

“Print is an experience. I don’t think people want to part with that.”

As someone who has spent his life in print and who nearly parted with it – at least professionally – I think he’s right. Print done well and targeted to the right audiences has a bright future, and I’m glad to be involved. scottangus47@gmail.com

print works!

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con en s s p r i n g

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

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 Asso c i a t i o n

Publisher

John Aufderhaar Bedford Falls Communications

jaufderhaar@surfaceandpanel.com Editorial Director

Scott W. Angus Bedford Falls Communications

scottangus47@gmail.com

AD sales

Ryan Wagner Bedford Falls Communications

rwagner@bedfordfallsmedia.com

Graphic Design

Karen Leno/ KML Design, Inc.

kmldesign@mchsi.com

contributors

Rich Christianson • Jim Hamillton Janelle Kosek • Phil Riebel New York Times The Washington Post

3 From the Editor. Bedford Falls Communications’ new editorial director is a long-time fan of print.

6 From the Chairman. NPTA’s 2014 Chairman shares his insights on the industry.

8 Catalogs rewrite the book to attract shoppers. In this digital age, the printed retail catalog

keeps vying for a place on the coffee table. Retailers still rely on direct mail even as they spend

resources on improving their websites to accommodate the steady increase in online shopping.

14 Loyal. Passionate. Possessive. These words describe the readers of Garden & Gun magazine,

a bi-monthly publication with high-end content. This magazine of Southern style is not just

surviving but thriving. Circulation is growing; ad sales are up, and readers can’t get enough.

22

Kohler keeps it bold. The 141-year-old Wisconsin company famous for innovative bath and kitchen products has a rich tradition of using bold print advertising campaigns, and the run continues today with its lifestyle-centered magalogs.

28 Offset vs. Digital. For anyone in the print business, the concept of offset versus digital is

relatively easy to grasp. There are common beliefs about differences in cost and quality, as well

as the romantic notion that offset is the tried-and-true conventional method of print.

32 Marvin Windows’ views on print. The U.S. custom window and door manufacturer’s

‘Built around you’ mantra is built around print marketing.

38 Millennials still strongly prefer print for pleasure and learning. Despite the fact that most

college students do a majority of their socializing and school work electronically, many still like to

read from actual hard copy printed books.

42 Two Sides continues to bust myths and grow its network of print and paper advocacy.

The non-profit has now convinced over 33 corporations to remove misleading “go green – go

paperless” claims.

46 The impact of inkjet on production print. Inkjet printing technologies have had a huge impact

in the production document printing market.

14 on the cover: Marvin Windows employs professional photographers to capture striking images for its high-end printed papers.

Print Works! is published 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: NPTA@goNPTA.com. © 2015 Bedford Falls Communications, Inc. 1617 Country Club Lane, Watertown, WI 53098 PH: 920-206-1766 F: 920-206-1767.

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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

chairman

Hilton Maze Simon Miller Paper & Packaging First Vice Chair

Paper merchants united around the fact that Print Works!

T

Bayard Tynes Strickland Companies second Vice Chair

Tom Wernoch Glatfelter Treasurer

Don Clampitt Clampitt Paper Co. Dallas Immediate Past Chairman

Travis M. Mlakar The Millcraft Group NPTA D i r e c t o r s

Mike Graves Midland Paper, Packaging + Supplies

Brad Perry Boise, Inc.

Julie Schertell Neenah Paper

Andrew Wallach Central National-Gottesman, Inc.

John Sims International Paper

Bill Garvey Athens Paper Company NPTA S ta f f Chief executive officer

Kevin Gammonley kgammonley@goNPTA.com NPTA Executive Vice President

Sean Samet ssamet@gonpta.com Membership services Associate

Tia Crowley tcrowley@gonpta.com

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

Manager, Marketing & Communications

6

Lauren Checea lchecea@gonpta.com

he National Paper Trade Association (NPTA), founded in New York City at Delmonico’s Restaurant one-hundred and twelve years ago, 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.

Printing paper merchants make their customers look good by exceeding the expectations of the end customer. They also provide value in the supply chain by aggregating product requirements for a broad, diverse customer base. This enables merchants to maintain a pipeline of inventory to support their customers, absorb unexpected spikes in demand and make manufacturers’ lead times transparent to the customer.

Merchants are also an excellent source of education for customers because they can speak to a broad portfolio of products and specifically how they compare to each other. Merchants have a much larger base of product knowledge to draw from and share than anyone else in the paper supply chain.

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: Two Sides U.S. – 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.

NPTA Paper School – Launched at a national level at the GraphEXPO industry event in Chicago, this half-day workshop provides attendees with a strong foundation of knowledge on paper and print. It is 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.

NPTA’s Print Works! Publication You are holding the Spring 2015 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!

Travis Mlakar 330 N. Wabash Ave., Suite 2000, Chicago, IL 60611 • www.gonpta.com

Phone :

• N P TA I m m e d i at e Pa s t C h a i r m a n

312.321.4092 •

Toll Free:

800.355.NPTA (6782) •

Fax:

312.673.6736 •

e-mail:

NPTA@goNPTA.com

The Value of NPTA Membership Paper merchants, mills, converters and service providers access many benefits

NPTA to the the health healthand andvitality vitalityofof the distribution channel for printing papers NPTA is is dedicated dedicated to the distribution channel for printing papers and and related products.NPTA NPTAraises raises professionalism of members, our members, facilitates the transfer related products. thethe professionalism of our facilitates the transfer of best practices, drives cost savings efficiency the through utilizationthe of standardized of best practices, drives costand savings andthrough efficiency utilization ofprocesses, standardized and advocates against issues that threaten to suppress our industry’s growth. processes, and advocates against issues that threaten to suppress our industry’s growth.

NETWORKING New and deeper business relationships lead to opportunity. Interaction with fellow merchants from across the country generates new ideas, solutions to your pressing challenges and insights into trends. Access to the senior executives within current and potential trading partners will help you grow sales to improve your position within the industry. Learn from the best minds in the industry at these upcoming events: Graph Expo 2015, September 13 - 16, 2015, Chicago, Illinois Paper Distribution Conference, January 19-21, 2016, Naples, Florida

EDUCATION Continuous learning is core to your company’s growth and the professional development of you and your management team. NPTA’s menu of in-person and online training is continuously evolving and currently includes the following: NPTA Paper School - September 15th, 2015 NPTA's University of Innovative Distribution, March 8-11, 2015, Indianapolis, Indiana

ADVOCACY Benefit from a strong and united voice advocating on behalf of the wholesale distributor in the supply chain as well as paper and print in our multimedia world.

NPTA currently supports the following advocacy-oriented organizations: Two Sides U.S. (NPTA member discounts available) National Association of Wholesaler-Distributors (NPTA member discounts available)

TRENDS Enhance your decision-making and gain fresh insights through NPTA’s reports, communication vehicles and updates, including: NPTA Paper Merchant Weekly Newsletter NPTA Quarterly Economic Report Revised in 2015 NPTA Industry Compensation Study (Every 2 years) NPTA's Print Works! Magazine

330 North Wabash Avenue, Suite 2000,Chicago, Chicago, IL IL 60611 60611 | |Toll 800.355.NPTA | Fax:| Fax: 312.673.6736 | www.goNPTA.com | NPTA@goNPTA.com 330 North Wabash Avenue, Suite 2000, TollFree: Free: 800.355.NPTA 312.673.6736 | www.goNPTA.com | NPTA@goNPTA.com

new york times

Catalogs

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

These days, retailers are employing devices like adventure tales and photo spreads of wildlife to catch a shopper’s eye, hoping to secure purchases online or in a store.

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www.gonpta.com

Rewrite the Book

I

n this digital age when filling a shopping cart requires little more than clicking on a screen, the printed retail catalog keeps vying for a place on the coffee table.

From Anthropologie to American Girl, Pottery Barn to Patagonia, retailers are still relying on direct mail even as they spend considerable resources on improving their websites to accommodate the steady increase in online shopping.

Some of their catalog forays, however, barely resemble the traditional merchandise book. These days, retailers are employing devices like adventure tales and photo spreads of wildlife to catch a shopper’s eye, hoping to secure purchases online or in a store.

Luring a specific customer base seems to be part of the strategy underlying J.C. Penney’s surprise announcement this month that it would revive a home goods catalog in March, three years after the struggling company discontinued all such mailings. Its new version will focus not on recruiting new customers but on reaching

existing ones, according to a spokeswoman. Whether the company will resume a regular schedule for sending out seasonal or general merchandise catalogs remains unclear.

“J.C. Penney is making a big statement,” said Bruce Cohen, a retail private equity strategist at Kurt Salmon, a consulting firm. “It’s a pronouncement in favor of what all retailers are recognizing – that there are moments when people want to slow down, and there’s still an important place for the catalog.”

After years of decline, the number of catalogs mailed in the United States increased in 2013, to 11.9 billion, according to the Direct Marketing Association, a trade group. While that figure is about 60 percent of what it was at its peak in 2007, some analysts say the recent 1 percent rise in mailed catalogs, coupled with the care retailers are putting into them, may signal something of a renaissance.

Not all catalogs will rebound in this environment. The parent company of SkyMall, the in-flight shopping magazine, recently

to Attract Shoppers

For many brands, catalogs are the single most effective driver of online and in-store sales, according to analysts and retailers.

2 0 1 5

who receive catalogs spend an average of $850 annually on catalog purchases, according to the American Catalog Mailers Association.

For many brands, catalogs are the single most effective driver of online and in-store sales, according to analysts and retailers. Recognizing that, American Girl, a subsidiary of Mattel, recently increased the number it sent out, spending more on catalogs last year than in any year over the last decade, according to Kathy Monetti, senior vice president for marketing.

Some stores, like Anthropologie, rely so heavily on catalogs that they make them their principal form of advertising.

“We don’t call it a catalog; we call it a journal,” said Susy Korb, chief marketing officer of Anthropologie, whose materials show women wearing dresses in fields, on beaches and “where the rolling heather meets the broad, brisk sky,” as one recent spread detailed.

S p r i n g

filed for bankruptcy. But Paul Swinand, an analyst for Morningstar, called that catalog different from most with its quirky assortment of goods.

“It’s not about brand with SkyMall,” he said. “There’s nothing emotional about it.”

However small, the recent resurgence in direct mail may be explained by a better understanding of the catalog’s power to drive sales, Cohen said. He pointed to Lands’ End as an early example. In 2000, that retailer reduced the number of catalogs it sent consumers. It experienced a $100 million drop in sales as a result, according to research by Kurt Salmon. Lands’ End later added a pop-up survey to its website and found that 75 percent of customers who were making purchases had first reviewed the catalog.

“Sometimes the only way to realize how important the catalog is, is to take it away,” Cohen said.

About 90 million Americans make purchases from catalogs, according to the Direct Marketing Association; nearly 60 percent of them are women. Consumers

b y REBECCA R . RUI Z

print works!

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

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“Of course we’re trying to sell clothes and accessories,” Korb said, “but it’s more to inspire and engage.”

Patagonia has produced long-form marketing materials, commissioning essays for them. Last year, in addition to publishing 10 or so traditional catalogs, the company sent two built around themes, including one on falconry. That catalog featured photo spreads of children with condors in Chile and wildlife volunteers releasing rehabilitated red-tailed hawks in California, alongside first-person reflections.

“The bird on my fist is an opportunist,” one read. “I like to think it’s there because of the patient discipline I exercise.”

That catalog included only a handful of products – among them a green trucker hat, jeans and brightly colored backpacks – on four of the final pages in the 43-page book.

Ikea recently produced a humorous advertisement for its catalog. “It’s not a digital book, or an e-book,” the ad says.

“It’s a ‘bookbook.’

Experience the power of a bookbook™ https://www.youtube.com/watch?v=MOXQo7nURs0

www.gonpta.com

Dmitri Siegel, executive creative director and vice president of e-commerce for Patagonia, called the catalogs “a way we’re speaking to our closest friends and people who know the brand really well.”

Siegel added that Patagonia had begun printing on 100 percent recycled paper.

“We had to make some trade-offs in terms of circulation and other expenses, but it brought the mode of communication in line with our values,” he said.

Across segments, retailers are seeking to make their catalogs more of an experience, and celebrating print as something retro. Ikea recently produced a humorous advertisement for its catalog. “It’s not a digital book, or an e-book,” the ad says. “It’s a ‘bookbook.’ The 2015 Ikea catalog comes fully charged, and the battery life is eternal.”

Although it is a department store with different customer demographics than that of Patagonia or Ikea, J.C. Penney is not dissimilar in having a lofty, experiential vision for the new catalog.

“The scenes tell a story,” said Kate Coultas, a J.C. Penney spokeswoman.

While the retailer’s “Big Book,” containing up to 1,000 pages, was discontinued in 2009, the company kept producing short, niche catalogs on segments like school uniforms or outdoor furniture until 2012.

The coming catalog will strike a balance, with 120 pages featuring a broad variety of home goods, Coultas said.

Melissa Berggren of Minneapolis, Minnesota, a mother of two, said the revival of the J.C. Penney catalog surprised her but made sense.

“We’ve gotten used to companies printing less and less,” she said. “But more of us are coming back to our mailboxes.”

Berggren said she regularly studied the Pottery Barn catalogs.

“It’s not about getting a deal,” she said.

“It’s about looking at different settings, how they’re decorated.”

Not all mailings get her attention, she said, adding that she never looked at the “tabloid-type mailers from Macy’s” regularly stuffed in her mailbox.

Felix Carbullido, executive vice president and chief marketing officer for Williams-Sonoma brands, including Pottery Barn and West Elm, said the company’s commitment to catalogs had not wavered but that its view of them had changed.

“Years ago it was a selling tool, and now it’s become an inspirational source,” he said, likening catalogs to magazines. “We know our customers love a tactile experience.”

Swinand of Morningstar pointed to Tiffany & Co.’s Blue Book catalog – said

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“Years ago it was a selling tool, and now it’s become an inspirational source.

We know our customers love a tactile experience.”

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

Felix Carbullido, executive vice president and chief marketing officer for Williams-Sonoma brands

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Retailers are still relying on direct mail, even as they spend resources on improving their websites to accommodate the increase of online shoppers.

www.gonpta.com

to be the first catalog mailed in the United States, in 1845.

“That’s the type of thing you might want to keep on your coffee table for the whole year,” he said. “It’s not the big book Sears catalog, which was sort of a print version of the Internet before it existed.”

Asked if it might consider reviving a catalog, Sears declined to comment.

Some consumers feel that retailers should ease off on sending catalogs.

“They’re a nuisance,” said Lee Wright, who works in sales for a software company in Arlington, Virginia.

While Wright nostalgically remembered poring over the Sears catalog in the 1980s and dog-earing pages, he said he now sought to discontinue mailings to his house.

“Today, catalogs are a waste of paper,” he said. “It’s the same information that’s online.” He said he didn’t like to shop without reading product reviews, something often embedded in e-commerce platforms.

Members of the so-called millennial generation, accustomed to online shopping, may share Wright’s opinion in greater number. Still, some e-commerce retailers

like Bonobos see printed materials as having modern appeal across age groups and have embraced them.

Craig Elbert, vice president for marketing at Bonobos, called them helpful for building relationships and for measuring effectiveness.

“You know if you ultimately made a sale,” he said. “You know where you ship a catalog and where you ship your orders.”

With “so much clutter and information overload,” said Rohit Deshpande, a professor of marketing at Harvard Business School, “just getting attention is the hardest thing to do right now for brands. It’s conceivable that trying catalogs again is a way to do it.”

Deshpande said research showed that frequency helped consumers process marketing messages, but some studies suggested diminishing returns after three advertisements.

“The issue has always been: What do we have to do in order to get mind-share and not bore people?” Deshpande said.

“Or, worse, turn them off?” PW! © 2015 New York Times News Service

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print Works!

Loyal.Passionate.Possessive.

L

by scott W. Angus

oyal is one way to describe the readers of Garden & Gun magazine.

Passionate is another. Possessive? Yes, that works, too.

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

“Some married couples actually get two copies because they don’t want to share,” David DiBenedetto, editor in chief, said during an interview with Print Works.

The editor’s example is among the best to show how this magazine of Southern style based in Charleston, S.C., is not just surviving but thriving. Circulation is growing; ad sales are up, and readers can’t get enough.

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What’s the secret?

A big part, obviously, is the bi-monthly magazine’s high-end content. It’s about all things Southern, as long as those things reflect a lifestyle that is comfortable, fun and adventurous. The advertising naturally follows the theme, featuring such exclusive brands as Volvo, Rolex and Brooks Brothers.

Another key is the thick, high-quality paper that gives Garden & Gun’s fabulous photographs and illustrations a chance to shine.

“From the beginning, this magazine was thought of as a throwback,” DiBenedetto said. “We expect the reader to open up the pages and be taken away – in the hands of a good storyteller and photographer.” www.gonpta.com

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“There is no better way to represent all of the things that come from the Southern land than to express it through the voices of the best Southern writers and to show it visually photographed and drawn by the best photographers and illustrators, showcased on the best paper.”

Rebecca Wesson Darwin, CEO Garden & Gun Magazine

Garden & Gun magazine has been piling up awards. the American Society of Magazine Editors recently honored G&G with the

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

National Magazine Award for General Excellence in the Style and Design category.

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www.gonpta.com

“It’s all about the experience,” DiBenedetto said of reading Garden & Gun. Rebecca Wesson Darwin, the publication’s CEO and president, told Print Works that quality print “is at the heart and soul of what Garden & Gun is.”

“There is no better way to represent all of the things that come from the Southern land than to express it through the voices of the best Southern writers and to show it visually photographed and drawn by the best photographers and illustrators, showcased on the best paper,” she said.

Things haven’t always been so rosy for Garden & Gun. The magazine was launched in 2007, and the Great Recession wreaked havoc with sales of both the publication and the advertising needed to support it. In 2009, those in charge decided to skip an issue to cut costs.

Readers rebelled.

“I cannot tell you all the letters and calls I received from people saying, ‘Do whatever you have to do. We are absolutely in love with this magazine. Don’t let it go,’” Darwin told Canada’s Financial Post.

Garden & Gun learned from the experience, and its support from readers and advertisers began to grow with the economy. To say the magazine is flourishing would be an understatement.

No other magazine is quite like Garden & Gun. It starts with the title, which originally was the name of a swanky club in Charleston.

“It’s a memorable title. It never would have passed a focus group, but the magazine has never been about a focus group,” DiBenedetto said. “There isn’t a formula to Garden & Gun. The content is so varied and different that you will remember it.

The same is true of the title.”

The content focuses on food, music, home and garden, the sporting life, arts and culture, and travel. A recent edition had articles on everything from fried quail to Dixie-based breweries to red-hot musician J.D. McPherson. A regular column named “Good Dog” features beloved canines – many of them hunting dogs – and how they have contributed to or changed their owners’ lives.

Beyond the content, readers love the quality of the paper, DiBenedetto said.

“The paper comes across as a luxury, and that certainly is part of our brand. You want the paper to match the quality of the photos and the storytelling,” he said.

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‘‘At its most basic, the thicker paper holds the ink better. That’s critical because we are such a visual magazine.”

Darwin wouldn’t disclose the type of paper that the magazine uses, but she said Garden & Gun gets calls from other publications that want to emulate it.

“My goal from the beginning was to produce the highest quality magazine possible – one that just happens to come out of Charleston, South Carolina,” she said.

Readers aren’t the only ones who notice the quality. The magazine has been piling up awards, and the American Society of Magazine Editors recently honored G&G with the National Magazine Award for General Excellence in the Style and Design category.

As editors plan stories, they think about how the packages will play in the magazine, DiBenedetto said.

“If an editor has a great story, we’re asking, ‘What’s the photo going to be.

How’s it going to look on the page.’ We’re

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always thinking about the next step. How strong are the visuals?”

The magazine has walked away from good stories because the visuals weren’t good enough, he said.

“It’s all about getting readers to slip into this lifestyle. The lushness of it helps.

The photos, the design ... it all helps.”

The paper is heavy and thick enough to make the publication feel special, and readers appreciate that, DiBenedetto said.

“Many don’t want to throw it away.

We hear that from readers. They store it on their coffee table,” he said, adding that G&G subscriptions are popular gifts because of readers’ passion for the publication and their belief in its quality.

Darwin noted that much of what the magazine publishes is timeless.

“Our readers love to hold onto every issue they receive. From our very first issue, we have set the bar high and given readers something to collect,” she said.

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“The paper is heavy and thick enough to make the publication feel special, and readers appreciate that.”

David DiBenedetto, editor in chief, Garden & Gun Magazine

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Advertisers play a big role in the luxury experience.

“I do think that advertisers like to see their ads in the best neighborhood,” Darwin said. “And G&G definitely offers that. While our demographics are an advertiser’s dream, I think that this attention to quality can be a real point of difference for us.

“It’s why several of our advertisers create special ads to run only in G&G because they want to make sure that the quality of the ad measures up to the quality of our environment.”

Darwin cited Publix as a good example. The supermarket chain creates a special ad for each issue that ties in with that edition’s theme, she said.

The October-November edition was the magazine’s biggest ever, and overall advertising revenue has shown continual growth year to year.

Circulation is also growing. Newsstand sales are up 21 percent this year, and the magazine’s total circulation is about 325,000. And these aren’t just any readers. They are almost evenly split between men and women, and they have an average household income of $332,000 and an average net worth of $2.25 million. An advertiser’s dream, indeed.

Garden & Gun offers a digital edition to provide greater depth on some stories and to allow the magazine to keep in touch with readers between issues, DiBenedetto said. He believes the digital and print editions complement each other, and he’s not worried about online hurting print.

“Print is an experience. I don’t think people want to part with that.”

Darwin was equally bullish on the future of print.

“I continue to believe that people do enjoy reading if they are given something good to read, and I think G&G has proven that,” Darwin said.

“Garden & Gun readers say they can’t wait to get the magazine and read it cover to cover.” PW!

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print Works!

Kohler Keeps it Bold by scott W. Angus

B

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

old and Kohler go together like toilet and bathroom.

The 141-year-old Wisconsin company famous for innovative bath and kitchen products has a rich tradition of using bold print advertising campaigns, and the run continues today with its lifestyle-centered magalogs.

These publications are part magazine and part catalog, and they appeal to consumers in softer, more subtle ways than the hard-sell catalogs of old. Kohler released the second of two magalog collaborations with paint company Benjamin Moore in December, and a Kohler-specific publication titled “Do You Dream in Kohler” was unveiled in March.

But more on the magalogs later. To understand how this new approach continues Kohler’s strategy of boldly going where few others have, you must go back more than 100 years. According to its website, Kohler’s legacy of creative print advertising stretches to the early 1900s.

“Believing innovative ‘firsts’ should be communicated in an equally innovative manner, the company invested in full-color ads,” the website explains of what was a highly unusual and expensive practice in the early 20th century.

Browsing Kohler’s ads from the past hundred years is like perusing the history of America.

The ads, according to Kohler, “took the temperature of the times and used the lexicon and visual language of the moment.”

Kohler, the first company to introduce color to bathroom fixtures, sinks and toilets, continued that inventive approach in its campaigns of the ensuing decades, making sure its advertising reflected the company’s daring approach.

“Kohler introduced an entirely new way of thinking into the interior design world,” noted Transition Marketing Services, a website for discussing business marketing and branding. “Kohler has attempted to develop their brand as one that thinks boldly, that thinks progressively and that incorporates artistic elements whenever possible.”

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print works!

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Ad Campaigns such as “The Bold Look of Kohler” from the 1960s and “As I See It” in the 1980s were notable and memorable for their fresh use of art and photography to showcase Kohler’s products in unexpected and stunning ways.

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In describing the “As I See It” ads, which used intriguing, eye-catching original photos, Kohler said: “The work depicts the opportunity for personal expression when selecting Kohler kitchen and bathroom fixtures and ignites passion for its craftsmanship.”

www.gonpta.com

Two ad campaigns especially stood out – “The Bold Look of Kohler” from the 1960s and “As I See It” in the 1980s. They were notable and memorable for their fresh use of art and photography to showcase Kohler’s products in unexpected and stunning ways.

In describing the “As I See It” ads, which used intriguing, eye-catching original photos, Kohler said: “The work depicts the opportunity for personal expression when selecting Kohler kitchen and bathroom fixtures and ignites passion for its craftsmanship.”

Now come the magalogs, which actually debuted in 2010 with a publication simply titled “Bold.” The first issue and another in 2011 provided what Larry Neustel, manager of communications production, called “a Kohler brand experience featuring magazine copy.” Other companies--such as Williams-Sonoma, Pottery Barn and Aeropostale--have released their own culture catalogs, but Kohler’s versions remain trend-setters.

Next for Kohler was a collaboration with Benjamin Moore, which in its second magalog took readers on a tour of three gorgeous California homes that showcase different Kohler bath and kitchen products and complementary Benjamin Moore paint colors. The photos depict not only homes and fixtures but inspiring lifestyles with themes “Natural State,” “Soft Focus” and “Desert Departure.” Beyond the photos and mood-setting text, the publications include complete details on products and finishes to simplify the selection process for buyers.

The latest magalog, “Do You Dream in Kohler,” focuses exclusively on Kohler products and differs from “Bold” of a few years ago in that the earlier versions featured more articles and stories, while the new issue is more design ideas and product, Neustel said.

The concept for the magalogs grew out of a desire at Kohler for a publication that was targeted more for consumers.

“Kohler has traditionally produced brochures and magazines that were very product specific, more technical and trade focused,” Neustel said. “The magalog is truly a more consumer-focused piece.”

The idea is to drive consumers to showrooms, where the vast majority of Kohler purchases are still made, he said.

“We felt we really needed a true ‘design ideas’ piece for the consumer. Our trade customers want to know the nuts and bolts that the consumer doesn’t necessarily care about.”

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

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The publication is printed on uncoated paper, which gives it the soft, comfortable feel that Kohler was seeking, Neustel said.

“People still like to look at magazines,” he said. “This has that appeal.”

Feedback to the magalogs has been positive, Neustel said.

While Kohler believes in print, its overall use of paper is down from previous years as the company has shifted some efforts to digital. “We know there has to be a mix,” Neustel said. “While expanding our digital marketing efforts, we’ve also retained targeted print pieces that provide a tactile experience.”

Today’s brochures, direct mail pieces and other print marketing efforts are more focused, Neustel said, both in terms of their messages and their distribution.

“When we print now, we put a lot of effort into it. They can’t just be the books of the past that we printed gazillions of. We work hard to build good clean mailing lists and rely on our marketing teams to provide targeted content for print.”

As they have always been, Kohler’s print campaigns are top quality, and the company has a strong team of art directors, graphic designers and others to ensure that Kohler’s traditionally high standards are maintained, Neustel said.

“We have a very talented in-house staff that creates the best pieces that are out there,” he said.

Kohler’s emphasis on quality print extends to signage for trade shows and even to packaging, and the company has close relationships with printers all over the world that are certified to meet Kohler’s demands for exact color specifications. www.gonpta.com

“Our approach is very sophisticated. It’s how much we care about the brand. It comes from the president on down. We want the best possible quality.”

Kohler is a luxury brand, Neustel stressed, and it needs more than basic literature to sell its products.

“It’s not just having someone print something off the computer next to their desk. We spend the money to produce fine literature to support our products.”

More than ever, though, Kohler fine-tunes its production numbers. “We watch our inventory numbers carefully and pinpoint accurate quantities. We print only what we need,” he said.

While Kohler still uses top-quality coated paper for most of its brochures, it is printing more uncoated materials, Neustel explained.

“Uncoated is coming back big. People like that tactile feel of uncoated stock. It used to be 95 percent coated, and now it’s more like 80 percent coated and 20 percent uncoated and other.”

Regardless of the coating, Neustel said, Kohler respects print because of its unique characteristics and flexibility to display the company’s stunning, stylish products.

“For example, our use of overall or spot coating can make a product pop off the sheet. We also use paper to create a specific feel that enhances the reader’s experience. For instance, we launched a Tailored Vanity Collection and used textured paper that had a wood-grain finish.”

Plus, the distinctive experience of print has a shelf life. “The experience of print doesn’t end when you put the piece down unless you throw it away. It’s there for continued inspiration.” PW!

print Works!

Offset vs.Digital

by Janelle Kosek

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or anyone in the print business, the concept of offset versus digital is relatively easy to grasp. There are common beliefs about differences in cost and quality, as well as the romantic notion that offset is the tried-and-true conventional method of print.

To indulge a curiosity on which method is preferred, a Google search on “offset versus digital� reveals thousands of articles on how and why offset is better than digital. So to fill the Google gap, here is how, why and when digital may be the better choice.

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©iStock.com/nickp37

Since the late 1960s, digital print has been chasing the market, coming in second to its conventional big brother, offset. Like most technological breakthroughs, digital print was initially reserved for those lucky enough to afford it. Then, as with most things in our need-it-now, must-have-it consumerist culture, a push to domesticate the lightning fast and instantly gratifying power of digital made manufacturers focus on the home office, and digital printing was delivered to the masses with great response.

As one would expect, the initial products of the digital age left much to be desired. Sure, digital printing was fast, cutting edge and, let’s face it, pretty cool, but the limitations on large runs as well as their pixeled quality made digital printing a no-go for largescale publications. These barriers into the commercial market only fueled the desire of companies such as Xerox, Canon, Minolta and Ricoh to make advancements in every aspect of digital printing and become a force in the workplace.

Over the last two decades, big changes and major improvements have been made in digital printing that have addressed issues with color, quality and cost, making digital printing bigger, better and faster.

While digital print has often been referred to as “less refined” than offset, advancements in high-definition digital printing have put that concern in the past. Likewise, paper choices and quality have improved. Anyone who thinks quality is sacrificed for the sake of printer paper should think again. To arrive at the precipice of digital perfection, paper companies such as Neenah and Mohawk have worked together with leaders in the digital printing community to offer specialized digital printing paper in an array of colors and textures.

For a process that was once considered “one paper fits all,” digital printer manufacturers have gone beyond the basic paper products to deliver a higher quality, more customizable experience. Depending on the type of application, chances are there is a digital printer paper specially designed for it.

So when offset, when digital?

And in an age when “green” business is good business, the ability to proof work and print variable data without added waste is a strongpoint. Professionals in need of mass mailings, address changes or other variable data will benefit from the ease of digital printing because there is no need to create or change films and plates.

For business owners looking to make the smart choice between offset and digital, the real question is: What do you want?

Digital printer manufacturers are constantly advancing their technology and improving their products to keep the consumer happy. For their part, offset companies also have innovated, with advances in plates, inks and make-ready rendering offset more capable in general and even able to compete for shorter runs.

Offset also creates a rich, well-defined image that has remained throughout history as the leading method of print. It is, however, being followed closely by digital.

For many business owners both small and large, the support and flexibility they receive from their digital printer partners are the main reasons they choose digital print over offset.

With little need for added staff, prints at the push of a button and lightning fast results, digital printing is rapidly becoming an asset in the workplace. Companies such as Xerox and Ricoh offer printing solutions and products for every aspect of the digital printing process.

For everything from continuous feed to wide format to multifunction printers with finishing features, digital printer companies have services and products to create a fluid, efficient workplace.

For professionals who want options and need fast results, digital is the way to go. Past complaints on size, color and quality have been addressed, while the original bragging points have remained untouched and are stronger than ever.

Digital printing is a fast, inexpensive and effective tool for professionals.

Those still in love with conventional offset, fear not. A method as time tested as offset is likely not going anywhere soon. PW!

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Although digital printing eliminates most if not all prepress set up, offset wins for certain applications. Extremely large runs both in layout size and quantity make offset the obvious choice. The belief that the greater the number, the greater the cost advantage for offset may not always be true. The common guideline was that for any run over 500 units, offset printing was warranted and would close the gap between cost and efficiency. With the improved affordability of digital printing services and continually increasing production capability, digital printing may soon close in on cost for even large runs.

print works!

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print Works!

Marvin Windows’ on

Views

Print

By Rich Christianson

The U.S. custom window and door manufacturer’s ‘Built around you’ mantra is built around print marketing.

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n the highly competitive construction and remodeling market, made all the more challenging by a slowly recovering housing industry, Marvin Windows and Doors relies on print as the backbone of its marketing and communications strategy.

At the heart of Marvin’s marketing efforts is its catalog: a glossy 288-page compendium perfect for browsing, slapping Post-it notes and dog-earring. Its online counterpart weighs in as a hefty 57.1 MB low-resolution PDF. The annual catalog explores the seemingly endless array of options available to Marvin customers to customize their windows based on their choices of color, shape, size and style. It features dozens of awe-inspiring large format photos. Some of the most dramatic were shot from inside looking out at spectacular backdrops: ocean views, snow-capped mountains and fertile green landscapes. These captivating images are augmented by literally thousands of thumbnail illustrations and technical specifications of every imaginable window and door style to help guide shoppers through the selection process.

Marvin Window & Door’s comprehensive 288-page annual product catalog is like the company’s “website in print,” according to Vice President of Marketing Brett Boyum.

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Marvin’s brochures incorporate awe-inspiring photography to grab the attention of window and door buyers. “We want a customer to imagine themselves in that space and want the same thing in their own home,” Marvin VP of Marketing Brett Boyum says.

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team is entrusted with pushing the custom window and door maker’s go-to-market brand theme “Built around you” across its website, social media channels and printed materials.

In addition to its annual catalog, Marvin’s print output features product-specific brochures promoting everything from window shades and architectural hardware to the company’s custom color clad window program and its many remodeling and replacement products.

Boyum said Marvin is fortunate to have so many picturesque window and door installations as photo candidates to grace the pages of its high-impact brochures.

S p r i n g

Brett Boyum, vice president of marketing for Marvin, calls the catalog “our website in print.”

“We are working on updating the catalog right now to be the best reflection of the Marvin brand possible,” said Boyum, who heads up a 50-employee marketing team based in Eagen and Warroad, Minnesota, birthplace of Marvin Windows 111 years ago. “We want to reinforce our brand character as well as give people both inspiration through beautiful photography and useful information with detailed product photos and features.

“Photo, type, layout and paper all work together to present a premium experience with the catalog,” Boyum continued. “While our catalog is like our website in print, it allows us to tell the full Marvin story in a way that the website can’t. The catalog is more like a book. We’ve organized it into sections or chapters that demonstrate the full picture of what Marvin can do for your project in one place. It demonstrates the depth and breadth of our products.

“While the website allows for inspiration and storytelling, a person has to click his way through various sections in order to get the full picture.”

Marvin’s marketing department includes a full complement of brand, product and pricing managers; a marketing services department; and design production and digital marketing groups. The marketing

“Our customers design and build some of the most impressive buildings in the country,” he said.

One of Boyum’s favorites is Marvin’s Scenic Doors brochure. It mixes photos of exquisite interior spaces looking out over breathtaking views of architecturally pleasing exteriors.

“The primary reason a homeowner is interested in purchasing a Scenic Door is for the indoor-outdoor lifestyle,” Boyum said. “Capturing the essence of that lifestyle was key in the photography, and the horizontal orientation of the brochure enables us to really maximize those images. We want a customer to imagine themselves in that space and want the same thing in their own home.”

The marketing department also creates display ads that run in trade and consumer publications, direct mail campaigns, including 3D pop-ups, and point-of-purchase displays geared to support Marvin’s more than 2,000 U.S. dealers, plus many more in Canada, Mexico, China, Japan, United Kingdom and 20-plus other nations.

print works!

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Recently, the marketing squad created a poster celebrating Marvin’s 2014 American Business Ethics Award in the large company category. Past winners of the prestigious award presented by the Foundation for Financial Service Professionals include Rockwell Automation, Kimberly Clark and General Mills. The poster graces walls in Marvin’s offices, manufacturing plants and dealer showrooms.

Why print matters to Marvin

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Among other reasons, printed materials are important to Marvin because trade and consumer customers who visit its dealer showrooms want to walk out with something to look at, Boyum said.

“The type of piece we produce is critical in determining if it is going to be digital, print or both,” he said. “Our product catalog is a good example. As much as people love to use the Houzz-type site and we have a lot of information on our own website, they still want something tangible that can sit on their kitchen table and that they can flip through at their own convenience.

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Above: Marvin’s in-house marketing team created this poster celebrating the company’s 2014 American Business Ethics Award. It can be seen hanging in Marvin’s offices, factories and dealer showrooms.

Marvin’s advertising campaign in national consumer magazines makes a strong fashion statement while also promoting that its products are “Handcrafted in America.”

Right:

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We also have a lot of product facts in the catalog that our trade customers still use extensively.

“Second, we still cater heavily to the baby boomer generation versus millennials today. A lot of baby boomers haven’t fully switched to digital. They still like print sales sheets; they still look at print advertising. We still do quite a bit of advertising in national consumer magazines.”

Indeed, Marvin runs display advertising in a number of national home design magazines, including Dwell, Real Simple, Southern Living and Traditional Home, among others. To reach trade customers – professional builders, remodelers, architects, designers and dealers – Marvin advertises in many B2B magazines,

including Architectural Digest, Fine Home Building and other trade publications.

Additionally, Marvin supports its dealers through a cooperative newspaper advertising program on a locally targeted basis.

“Print is probably even more important for B2B communications for us,” Boyum said. “Tradesmen are the ones who look at all of the data and like it all condensed in a catalog. In addition, for whatever reason, our contractors like to see things in print.

We definitely have had some success with advertising, and we are seeing some of our industry publications doing more online.

Yet, they are still successful with getting advertising support for their print publications, and we are finding that our ads resonate well in the print environment there.”

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Meet Dan and Mark Schumann.

TheseThese These two two brothers two brothers brothers ownown and own and operate and operate operate These two brothers own and operate Schumann Schumann Schumann Printers, Printers, Printers, Inc., Inc., Inc., Schumann Printers, Inc., a 50a-year-old a 50 -year-old family family family business business business a-year-old -year-old family business 50 50 in Fall in inFall River, Fall River, River, Wisconsin.

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With With DanWith and Dan Mark’s Dan and and Mark’s leadership, Mark’s leadership, leadership, With Dan and Mark’s leadership, every every customer every customer customer is receiving is receiving is receiving the the thethe every customer is receiving kind ofkind attention kind ofkind attention of attention and service andand service only service onlyonlyonly of attention and service a company a company a company that has thatthe that has most has thehas the most most a company that the most sophisticated sophisticated sophisticated plant in plant the plant inmagazine the in the magazine magazine sophisticated plant in the magazine printing printing industry printing industry can industry deliver. can can deliver. deliver. printing industry can deliver.

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Schumann Schumann Schumann Printers, Printers, Inc. Printers, Inc. Inc.Inc. Schumann Printers, 701 South 701Main 701 South South Street, Main Main PO Street, Box Street, PO 128 Box PO PO Box 128Box 128 128 701 South Main Street, Fall River, FallWisconsin River, Fall Fall River, Wisconsin 53932 Wisconsin 53932 53932 River, Wisconsin 53932 www.spiweb.com www.spiweb.com www.spiweb.com www.spiweb.com

“The thing about social media, though, is that two weeks later, people can forget about it, so we use print to help reinforce the social conversation.”

Brett Boyum, vice president of marketing for Marvin

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

Creating digital and print synergies

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While brochures, display ads and other printed materials remain a cornerstone of the privately owned company’s sales strategy, the marketing department has aggressively worked to boost Marvin’s Internet presence. One goal is to create synergies that better leverage all of Marvin’s media platforms to drive sales.

“Our website has grown exponentially over the last five to seven years,” Boyum said. “So we do quite a bit of digital marketing that includes banner advertising, site sponsorships, blogs and also quite a bit of focus on SEO (search engine optimization) and PPC (pay per click).

“What’s interesting is print is the big bowl that can complement our digital presence. We stopped printing our 800 number in our print ads and now simply put our website to help drive customers to marvin. com for a couple of reasons. One is that they can go more in-depth on our products at their convenience online. Second, going to our website helps them to find a local dealer representing our products that they can visit.”

The buying process has not changed dramatically, Boyum added.

“Unlike some industries, we don’t see consumers purchasing windows and doors www.gonpta.com

online. The homeowner is still going to a dealer relying on their expertise to help them make a product and brand decision.

But what we do see changing is that consumers want information at their time and convenience. Depending on how a person absorbs information, he or she is either going to sit down and start roaming our website or look through one of our brochures or catalog and begin thinking about what they want their windows to look like, what hardware options they want, what colors they want, etc.”

Twitter, Facebook, Pinterest and other social media play an expanded part in Marvin’s marketing mix.

“When we won the Ethics Award, we were able to announce it immediately through social media, and the viral nature of it was just tremendous,” Boyum said.

“The thing about social media, though, is that two weeks later, people can forget about it, so we use print to help reinforce the social conversation.”

“We have found that with direct marketing, we need to maintain a combination of digital and print for a couple of reasons,” Boyum said. “For one thing, as much as direct mail was getting negative feedback five or 10 years ago because it was overwhelming everyone’s mailbox, we’re now hearing some of the same things about email as people are just as overwhelmed at their inbox.”

Also, Marvin has had success tailoring its approaches to the different demographic groups, with email working better with some and print being more effective with others, he said.

The other reason Marvin likes print direct mail is its impact, Boyum said.

“A couple of times a year, we will design a very innovative direct mail piece. It might be a 3D piece or it might be a pop-up that is created to grab attention. It’s a little more difficult to do that through email unless you are using video.”

Without a doubt, print offers benefits that other marketing approaches can’t touch. And that’s what keeps bringing Marvin Windows and Doors back to the beauty and effectiveness of ink on paper. PW!

MWP01-1096 by Matthew N.

Direct mail vs. email marketing

Just as Marvin’s print brochures and website frequently play intertwining roles, so do the company’s direct marketing efforts through physical mail addresses and virtual inboxes.

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The Washington Post

Millennials still

strongly prefer print

for pleasure and learning

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rank Schembari loves books — printed books. He loves how they smell. He loves scribbling in the margins, underlining interesting sentences, folding a page corner to mark his place.

Schembari is not a retiree who sips tea at Politics and Prose or some other bookstore. He is 20, a junior at American University, and paging through a thick history of Israel between classes, he is evidence of a peculiar irony of the Internet age: Digital natives prefer reading in print.

“I like the feeling of it,” Schembari said, reading under natural light in a campus atrium, his smartphone next to him. “I like holding it. It’s not going off. It’s not making sounds.”

Textbook makers, bookstore owners and college student surveys all say millennials still strongly prefer print for pleasure and learning, a bias that surprises reading experts given the same group’s proclivity to consume most other content digitally. A University of Washington pilot study of digital textbooks found that a quarter of students still bought print versions of e-textbooks that they were given for free.

“These are people who aren’t supposed to remember what it’s like to even smell books,” said Naomi S. Baron, an American University linguist who studies digital communication. “It’s quite astounding.”

Earlier this year, Baron published “Words Onscreen: The Fate of Reading in a Digital World,” a book (hardcover and electronic) that examines university students’ preferences for print and

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© i sto c k p h oto . c o m / E va- K ata l i n

By Michael S. Rosenwald

explains the science of why dead-tree versions are often superior to digital. Readers tend to skim on screens, distraction is inevitable and comprehension suffers.

In years of surveys, Baron asked students what they liked least about reading in print. Her favorite response: “It takes me longer because I read more carefully.”

The preference for print over digital can be found at independent bookstores such as the Curious Iguana in downtown Frederick, Md., where owner Marlene England said millennials regularly tell her they prefer print because it’s “easier to follow stories.” Pew studies show the highest print readership rates are among those ages 18 to 29, and the same age group is still using public libraries in large numbers.

It can be seen in the struggle of college textbook makers to shift their businesses to more profitable e-versions. Don Kilburn, North American president for Pearson, the largest publisher in the world and the dominant player in education, said the move to digital “doesn’t look like a revolution right now. It looks like an evolution, and it’s lumpy at best.”

And it can be seen most prominently on college campuses, where students still lug backpacks stuffed with books, even as they increasingly take notes (or check Facebook) on laptops during class. At American, Cooper Nordquist, a junior studying political science, is even willing to schlep around Alexis de Tocqueville’s 900-plus-page “Democracy in America.”

“I can’t imagine reading Tocqueville or understanding him

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40

electronically,” Nordquist said in between classes while checking his e-mail. “That would just be awful.”

Without having read Baron’s book, he offered reasons for his print preference that squared with her findings.

The most important one to him is “building a physical map in my mind of where things are.” Researchers say readers remember the location of information simply by page and text layout — that, say, the key piece of dialogue was on that page early in the book with that one long paragraph and a smudge on the corner.

Researchers think this plays a key role in comprehension.

But that is more difficult on screens, primarily because the time we devote to reading online is usually spent scanning and skimming, with few places (or little time) for mental markers. Baron cites research showing readers spend a little more than one minute on Web pages, and only 16 percent of people read word-byword. That behavior can bleed into reading patterns when trying to tackle even lengthier texts on-screen.

“I don’t absorb as much,” one student told Baron. Another said, “It’s harder to keep your place online.”

Another significant problem, especially for college students, is distraction. The lives of millennials are increasingly lived on screens. In her surveys, Baron writes that she found “jaw-dropping” results to the question of whether students were more likely to multitask in hard copy (1 percent) vs. reading on-screen (90 percent).

Earlier this year, while speaking to sophomores about digital behavior, Baron brought up the problem of paying close attention while studying on-screen.

“You just get so distracted,” one student said. “It’s like if I finish a paragraph, I’ll go on Tumblr, and then three hours later you’re still not done with reading.”

There are quirky, possibly lazy reasons many college students prefer print, too: They like renting textbooks that are already highlighted and have notes in the margins.

While Nordquist called this a crapshoot, Wallis Neff, a sophomore studying journalism, said she was delighted to get a psychology textbook last year that had been “run through the mill a few times.”

“It had a bunch of notes and things, explaining what this versus that was,” she said. “It was very useful.”

When do students say they prefer digital?

For science and math classes, whose electronic textbooks often include access to online portals that help walk them through study problems and monitor their learning. Textbook makers are pushing these “digital learning environments” to make screen learning more attractive.

They prefer them for classes in which locating information quickly is key — there is no control-F in a printed book to quickly find key words.

And they prefer them for cost — particularly when the price is free. The Book Industry Study Group recently found that about www.gonpta.com

Students’ textbooks for the fall 2014 semester A survey found students spent an average of $320 to get 5.3 textbooks. Eightyseven percent of these were print books.

Source: Student Monitor The Washington Post

a quarter of 1,600 students polled either downloaded or knew someone who downloaded pirated textbooks. Students, it turns out, are not as noble in their reading habits when they need beer money. They become knowledge thieves.

But stealing texts probably is more a reflection on the spiraling cost of higher education — and the price of textbooks, up 82 percent from 2002 to 2012 — than some secret desire of students to read digitally. If price weren’t a factor, Baron’s research shows that students overwhelmingly prefer print. Other studies show similar results.

The problem, Baron writes, is that there has been “pedagogical reboot”where faculty and textbook makers are increasingly pushing their students to digital to help defray costs “with little thought for educational consequences.”

“We need to think more carefully about students’ mounting rejection of long-form reading,” Baron writes.

And that thinking shouldn’t be limited to millennials, Baron said. Around the country, school systems are buying millions of tablets and laptops for classroom use, promising easier textbook updates, lower costs, less back strain from heavy book bags, and more interactivity. But the potential downsides aren’t being considered, she said.

“What’s happening in American education today?” she said.

“That’s what I’m concerned about. What’s happening to the American mind?”

When Baron started researching her book on reading, some of her colleagues responded with pity.

“Did I fail to understand that technology marches on?” she writes. “That cars supplanted horses and buggies? That printing replaced handwritten manuscripts, computers replaced typewriters and digital screens were replacing books? Hadn’t I read the statistics on how many eReaders and tablets were being sold?

Didn’t I see all those people reading eBooks on their mobile devices? Was I simply unable to adapt?”

But after learning what millennials truly think about print, Baron concluded, “I was roundly vindicated.” PW!

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Two Sides Continues to Bust Myths and Grow its Network of print and Paper Advocacy

The non-profit has now convinced over 33 corporations to remove misleading “go green – go paperless” claims

by Phil Riebel

T

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

wo Sides has carved out a presence in North America as a familiar advocate for the sustainability of print on paper. Since its beginning in the UK in 2008 it has grown to be present in five continents and several countries, with recent start-ups in South Africa, Brazil and Colombia.

In North America, Two Sides now enjoys the support from over 145 companies in the print and paper industries including major players such as Boise Paper, Canon, Domtar, EMA, Glatfelter, International Paper, Kodak, Konica Minolta, Lindenmyer/ Central National Gottesman, Midland Paper, NPTA, Verso, Ricoh, Sappi, UPM and many more. Any company involved in graphic communications can join Two Sides as a member to support the initiative.

Two Sides’ mission is to remind people that, when responsibly produced and used, print and paper can be a sustainable way to communicate. The organization offers many resources to support print and paper through proven facts, research and data.

The website (www.twosidesna.org) includes a section called “Our Most Popular Materials” with a Myths and Facts brochure, 2-page fact sheets on several hot topics, the latest infographics (see adjacent page), and two videos. Visitors can sign up for the e-newsletter and connect with Two Sides on social media to be part of the network.

42

www.gonpta.com

One of the key initiatives of Two Sides is an “anti-greenwash” campaign which challenges corporations when they make misleading environmental claims about print and paper to promote electronic services such as e-billing, i.e. “go green - go paperless, save trees”. Two Sides is working with 60 companies, mostly in the banking, utilities and telecom sectors, and encouraging them to use best marketing practices based on factual, verifiable and science-based evidence rather than green marketing slogans based on cost savings.

To date, over 33 leading companies have removed their “go green” claims including several Fortune 500 companies such as AT&T, Capital One, Wells Fargo, HSBC and Sprint. The efforts were recognized by The Guardian in an article titled “Is Digital Really Greener than Paper?” published on February 24, 2014.

The main reasons for challenging the claims are the following:

» Two Sides and its membership do not believe that unsubstantiated marketing claims like “Go Paperless, Save Trees” meet guidelines for environmental marketing established by the U.S. Federal Trade Commission (FTC).

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

» Print on paper made in North America has unique

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One of the benefits of our relationship with Two Sides has been the opportunity to reflect on how we communicate our efforts. This caused us to review Sprint’s messaging about electronic media across multiple touch points. Having an organization like Two Sides representing members of the industry is positive for the on-going dialogue and engagement needed to further sustainability and improve the perception of industry’s environmental position.

Alan Anglyn, Director (IT Care & Billing Services Business Management at Sprint)

www.gonpta.com

environmental characteristics compared to other products.

It originates from a renewable resource – trees grown in responsibly managed forests, is recyclable and is the most recycled commodity with recovery rates of over 63 percent.

Over the last 60 years, the volume of trees growing on U.S. forestland increased 58 percent (USDA Forest Service, 2012).

» The direct impact of our electronic infrastructure and products is far from negligible, and the trade-off between paper and e-media depends on conditions such as use frequency, source of energy and end-of-life management of the products (Arnfalk, P. 2010).

» The claims are damaging to the North American economy and threaten jobs. In the U.S. alone, a total of 8.4 million jobs (6 percent of total jobs) that generate $1.3 trillion in sales revenue (8.6 percent of GDP) depend on the mailing industry, which includes paper production, printing production, related suppliers, graphic design and the handling and distribution of mail (EMA Job Study, 2013). PW! About the Author :

Phil Riebel is the president of Two Sides North America, Inc. and has over 27 years of experience in the field of environmental sustainability related to the forest products industry. He also owns and manages 200 acres of private woodlands. He can be reached at pnr@twosidesna.org.

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The Impact of Inkjet on Production Print

I

by J i m H a m i lt o n

nkjet printing technologies have had a huge impact in the production document printing market. Steady growth in continuous-feed color inkjet has been driven by:

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

• High productivity, low running costs, and suitable quality • Process automation and business transformation • A move toward color documents

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The cost versus run length cross-over curve diagram (Figure 1) should be a familiar sight to anyone in the graphic arts industry. It speaks to some very basic truths about different printing processes. Offset presses are an effective long-run manufacturing process that is very good at making many copies of the same thing; yet, because of the high cost of plates and make-ready, it is not particularly effective at short runs. Electrophotographic devices (digital toner) have a different curve with a very flat cost structure that makes them quite effective for short run and quick turnaround work. They also can print a new image on every sheet (rather than reproducing the same image over and over again, as offset does). This means that variable data, personalized printing is possible with digital in ways that conventional offset presses cannot compete with. Generally, about 500 to 1,000 copies of a document are required before offset becomes more cost effective

www.gonpta.com

Inkjet will have success in other applications, such as publications, catalogs, and general commercial print. These will follow with the right combination of running cost and the ability to print effectively on coated papers at high quality and high ink coverage levels. This is why publishers and marketers need to be paying attention to inkjet today.

than digital toner, though it depends on a range of factors (e.g., document type, color usage, and the number of pages).

The introduction of high speed and very productive continuous-feed inkjet systems has brought digital print into volume bands that are competitive with offset at much longer print runs. This new crossover point makes inkjet very competitive with offset and suitable for higher volume print. At the same time, high-speed inkjet devices also retain all of the existing digital print advantages, such as electronic collation, just-in-time manufacturing, and workflow automation. These advantages give digital print the ability to automate document processes and provide process improvements that are not possible with conventional printing processes.

It was this combination of high productivity, low running costs, and acceptable quality that laid the foundation for the rapid growth in high-speed continuous-feed color inkjet systems. Continuous-feed color inkjet print volume in production environments has risen steadily since around 2008. Production color inkjet accounted for 36.6% of the total

comparable to the speed of sheet-fed offset presses. Getting to that level of productivity was symbolically important because it meant that digital print was no longer relegated only to lower volume applications.

Inkjet will have success in other applications, such as publications, catalogs, and general commercial print. These will follow with the right combination of running cost and the ability to print effectively on coated papers at high quality and high ink coverage levels. This is why publishers and marketers need to be paying attention to inkjet today. PW!

production digital color volume in 2013.

(This is quite impressive since there was hardly any production color inkjet volume at all as recently as 2008.) By 2018, InfoTrends expects that production color inkjet will account for 59.1%, and all of this is happening despite the fact that color toner volume continues to grow, as well.

High levels of productivity and very competitive running costs have been keys to the success of continuous feed color inkjet. Three print applications have also been central drivers: transactional print, direct mail, and books. Transactional pages represent the largest category with about 41% of the volume. Next is Promotional (primarily direct mail) with 28%. In third is Publishing (mostly books) with 27%. For these applications, continuous-feed color inkjet provides a great fit because of suitable productivity, quality levels, substrate use, and economics. Bringing inkjet into greater use in other applications is what is so exciting about the rapidly developing inkjet marketplace.

The productivity levels of continuous-feed inkjet systems are very impressive. So impressive, in fact, that they are

About the Author :

Jim Hamilton is Group Director, for InfoTrends.

InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. They provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses.

Figure 1: Cost per Page and Run Length

2 0 1 5

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S p r i n g

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The Gerber Law Firm

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105 W. Fourth Street, Suite 800, O’Hanlon Building Winston-Salem, NC 27101 United States 336.773.1324

Gould Paper Corporation

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Leader Paper Products, Inc. 901 South Fifth Street Milwaukee, WI 53204 United States www.leaderpaper.com 800.876.2273

American Paper Corporation Emma St. #26, Amelia Industrial Park Guaynabo, PR 00968-8007 United States www.americanpapercorp.com 787.999.0900

Anchor Paper Company

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

ARC Paper, LLC

6320 S. Sandhill Rd. Suite 2 Las Vegas, NV 89120-3249 United States www.arcpaper.com 702.399.3803

Associated Paper and Supply Of Florida 13926 Lynmar Blvd Tampa, FL 33626-3123 United States www.apsbox.com 800.541.6726

Astro Converters

155 Mata Way #101 San Marcos, CA 92069 United States www.astropaper.com 800.752.5003

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1898 Elm Tree Dr Nashville, TN 37210-3727 United States www.athenspaper.com 800.888.7901

B.W. Wilson Paper Company, Inc.

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

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

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

Central National-Gottesman, Inc. Three Manhattanville Road Purchase, NY 10577 United States www.cng-inc.com 914.696.9000

Central Paper Co., Inc.

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

Clampitt Paper Co. Dallas 9207 Ambassador Row Dallas, TX 75247-4506 United States www.clampitt.com 214.638.3300

Cole Papers, Inc.

1300 38th St. N/PO Box 2967 Fargo, ND 58102 United States www.colepapers.com 800.800.8090

Commerce Paper Co.

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

Dennis Paper Company

910 Acorn Dr Nashville, TN 37210-3314 United States www.dennispaper.com 615.883.9010

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Duroflex Specialty Papers 6597 Kitimat Rd, Unit #1 Mississauga, ON L5N 4J4 Canada www.duroflexpapers.com 905.363.0133

Economy Paper Company, Inc. 1175 E Main St/PO Box 90420 Rochester, NY 14609-6901 United States www.economypaper.com 585.482.5340

99 Park Avenue, 10th Floor New York, NY 10016 United States www.gouldpaper.com 800.221.3043

GPA, Specialty Printable Substrates 8740 W 50th St Mc Cook, IL 60525-3149 United States www.askgpa.com 800.395.9000

Midland Paper, Packaging + Supplies 101 E Palatine Rd Wheeling, IL 60090-6500 United States www.midlandpaper.com 800.253.7477

Millcraft

6800 Grant Ave Cleveland, OH 44105-5628 United States www.millcraft.com 800.860.2482

Newell Paper Co.

1212 Grande Ave./PO Box 361 Meridian, MS 39301 United States www.newellpaper.com 800.844.8894

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Olmsted-Kirk Paper Company

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Pochteca Papel, S.A. De C.V

720 W. 6th Ave. (79101)/PO Box 606 Amarillo, TX 79105-0606 United States www.gespaper.net 806.372.7372 31 Windsor Place Central Islip, NY 11722-9024 United States www.graphicpaper.com 800.840.4555 1460 Sherman Road Hiawatha, IA 52233 United States www.jpgasway.com 800.255.5885

4400C Mangum Dr Flowood, MS 39232-2113 United States www.jacksonpaper.com 601.360.9620

Keldon Paper Co.

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Knox and Schneider, Inc. 914 W Superior Street Chicago, IL 60642 United States www.knoxandschneider.com 866.476.2600

Lewis Paper International, Inc. 1400 S. Wolf Rd. Wheeling, IL 60090 United States www.lewispaper.com 847.520.3386

Mac Papers, Inc.

3300 Philips Highway Jacksonville, FL 32207 United States www.macpapers.com 800.622.2968

Magnolia Paper & Janitor Supply 4871 Summer Ave Memphis, TN 38122-4733 United States www.magnoliapaper.net 901.683.5796

1601 Valley View Lane Dallas, TX 75234 United States www.okpaper.com 800.367.6526

6936 L St Omaha, NE 68117-1027 United States www.omahapaper.com 402.331.3243

730 Madison Ave/PO Box 2286 Paterson, NJ 07501-2407 United States www.patersonpapers.com 973.278.2410 Manuel Reyes Veramendi #6, Col. San Miguel Chapultepec D.F. C.P. 11850 Mexico www.pochteca.com.mx 52.55.5278.5900

Printing Papers, Inc.

6101 Patterson Rd Little Rock, AR 72209 United States www.printingpapersinc.com 800.627.7774

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

Sandia Paper Company

5801 Jefferson St NE Albuquerque, NM 87109-3411 United States www.sandiapaper.com 505.884.0900

Shaughnessy

2355 Ball Dr Saint Louis, MO 63146-8605 United States www.skhpaper.com 314.810.8100

c o n t i n u e d o n pag e 5 0 〉

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nconverters n distributors nsuppliers Simon Miller Paper & Packaging 3409 West Chester Pike Ste 204 Newtown Square, PA 19073-4290 United States www.simonmiller.com 215.923.3600

Spectrum Paper Co.

27 Concord St El Paso, TX 79906-4915 United States www.spectrumpaper.com 915.595.0020

Spicers Canada Limited 200 Galcat Drive Vaughan, ON L4L 0B9 Canada www.spicers.ca 905.265.5000

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

Sterling Paper Co.

1845 Progress Ave Columbus, OH 43207-1726 United States www.sterling-paper.com 800.282.1124

Strickland Companies

481 Republic Cir Birmingham, AL 35214-5967 United States www.stricklandpaper.com 800.284.4353

Timber Creek Paper

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520 S. St. Francis Wichita, KS 67202 United States www.timbercreekpaper.com 800.734.4282

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WCP Solutions

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

West World Paper Inc.

101-1680 Broadway Street Port Coquitlam, BC V3C 2M8 Canada www.westworldpaper.com 604.942.1722

2 0 1 5 Appleton Coated LLC

Grupo Portucel Soporcel

Resource One International

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Rolland Enterprises Inc.

Boise, Inc.

International Paper

Sappi Fine Paper

Burgo North America

Japan Pulp & Paper (USA) Corp.

Sihl Inc.

Catalyst Paper

Lecta North America

Spinnaker Coating, LLC

Cenveo

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Suzano Pulp & Paper America, Inc.

540 Prospect St Combined Locks, WI 54113-1120 United States www.appletoncoated.com 920.788.3550 825 E Wisconsin Ave/PO Box 359 Appleton, WI 54912 United States www.appvion.com 920.734.9841 1111 West Jefferson Street, Ste 200 Boise, ID 83702-5388 United States www.boiseinc.com 208.384.7000 1 Landmark Sq Ste 910 Stamford, CT 06901-2624 United States www.burgo.com 203.569.9000 3600 Lysander Lane Richmond, BC V7B 1C3 Canada www.catalystpaper.com 604.247.4400 200 First Stamford Place, 2nd Floor Stamford, CT 06902 United States www.cenveo.com 203.595.3000

CTI Paper USA, Inc.

1535 Corporate Center Dr, Suite 400 Sun Prairie, WI 53590-9160 United States www.thepapermill.com 608.834.9900

Domtar Inc.

395 de Maisonneuve Blvd West Montreal, QC H3A 1L6 Canada www.domtar.com 514.848.5555

Finch Paper, LLC

One Glen Street Glens Falls, NY 12801 United States www.finchpaper.com 800.833.9983

French Paper Company 100 French St Niles, MI 49120-2854 United States www.frenchpaper.com 269.683.1100

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

Glatfelter

96 S George St, Ste. 500 York, PA 17401-1434 United States www.glatfelter.com 866.744.7380 www.gonpta.com

40 Richards Ave, 5th Floor Norwalk, CT 06854-2319 United States www.portucelsoporcel.com 410.703.3626

400 Kelby St. Floor 6 Fort Lee, NJ 07024-2938 United States www.hansol.co.kr 201.461.6661 6400 Poplar Ave Memphis, TN 38197-0100 United States www.internationalpaper.com 800.207.4003 5928 S Malt Ave Los Angeles, CA 90040-3504 United States www.jppusa.com 800.874.1905 2975 Westchester Ave Ste 412 Purchase, NY 10577-2580 United States www.lecta.com 914.253.8150 4560 Darrow Rd. Stow, OH 44224 United States www.mactac.com 330.688.1111

MeadWestvaco Corporation 501 South 5th Street Richmond, VA 23219 United States www.meadwestvaco.com 804.444.1000

Mohawk

465 Saratoga Street Cohoes, NY 12047-0497 United States www.mohawkconnects.com 800.843.6455

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

Moorim USA

4600 S Ulster St Ste 220 Denver, CO 80237-2870 United States www.moorim.co.kr 303.770.8809

Neenah Paper Inc.

3460 Preston Ridge Rd Ste 600 Alpharetta, GA 30005-2061 United States www.neenahpaper.com 678.566.6500

Nekoosa Coated Products 841 Market St Nekoosa, WI 54457-1134 United States www.nekoosacoated.com 800.826.4886

2225 Bohm Dr Little Chute, WI 54140-2544 United States www.resoneint.com 920.788.1550 256 JB Rolland Blvd West St-Jérôme, QC J7Y 0L6 Canada www.rollandinc.com 450.436.4140 255 State Street Boston, MA 02109 United States www.sappi.com 617.423.7300

538 Main St. Fiskeville, RI 02823 United States www.sihlusa.com 401.821.1000 518 E. Water St. Troy, OH 45373 United States www.spinps.com 937.332.6500

800 Corporate Drive, Suite 320 Fort Lauderdale, FL 33334 United States www.suzano.com.br 954.772.7716

Tembec

800 René-Lévesque Blvd West, Suite 1050 Montreal, QC H3B 1X9 Canada www.tembec.com 514.871.0137

Twin Rivers Paper Company 82 Bridge Avenue Madawaska, ME 04756 United States www.twinriverspaper.com 855.542.2852

Verso Paper Corp

6775 Lenox Center Ct Ste 400 Memphis, TN 38115-4431 United States www.versopaper.com 877.837.7606

West Linn Paper Co.

4800 Mill St West Linn, OR 97068-3357 United States www.wlinpco.com 503.557.6500

Yupo Corporation America

800 Yupo Ct Chesapeake, VA 23320-3626 United States www.yupousa.com 888.873.9876

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Appleton Coated www.appletoncoated.com

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Appvion www.appvion.com 11 Bedford Falls Communications www.bedfordfallsmedia.com 49 Boise Paper www.BoisePaper.com 17/37 Domtar www.domtar.com 5 Georgia Pacific www.georgiapacificpaper.com 30/31 International Paper www.internationalpaper.com 13 Mowahk www.mohawkconnects.com 27 Neenah Paper

You never know where your next great idea will come from or what it will become.

www.neenahpaper.com 2/21/45/52 Port Hawkesbury Paper www.porthawkesburypaper.com 19 Sappi www.sappi.com/na 15/41 Schumann Printers Inc. www.spiweb.com 35 Two Sides www.twosidesna.org 43 Verso corporation www.versoco.com 25 West Linn Paper

2 0 1 5

www.westlinnpaper.com 19

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