headlines still treat growth rates of the internet as news, the
continuing overall importance of paper-based communication is rarely
mentioned. Print accounts for almost 40% of all measured spending by
U.S. advertisers. Direct mail is trending upward. City, regional and
special interest magazines are thriving.
Why does print prevail? Because print works.
is personal. Visually bold and physically present, print is harder to
ignore than email. It has measurably high ROI. Print plays well with
others, as integrated campaigns with complimentary messages delivered
across a range of media repeatedly prove.
inspires. For centuries, print and print advertising motivated interest
in everything from products and services to ideas that rallied people
around the issues and causes of their time.
The question to ask is not ‘why print?’ but ‘why not print?
Better together – integration at work
Publishers are successfully integrating print and on-line to market to
Millennials – or Gen Y. Print magazines carry beautiful photography and
in-depth stories and link to complementary web sites for quick
information bites, research and interactivity. The print edition points
readers to the web, and the web site points readers to the magazine.
Each channel compliments the other, while highlighting its own specific
Another example of the
value of print is demonstrated by the Canada Yellow Pages Group. The
printed directory is the bedrock that is built on through on-line
search engines and banner ads. This gives advertisers and consumers
additional avenues for research and special offers. Still, the trusted
relationship is with the printed directory. Consumers value its
completeness and ease of use: advertisers value its direct
distribution, advertising and visual design strength and measurability.
publishers, successful marketing isn’t about duplicating their print
franchise on-line – it’s in making sure each medium performs to its
best advantage to support a better customer experience and stronger
affinity for the brand overall.
Don’t stop the presses
differently about paper is the key and with our expertise in lighter
basis weight paper production we can help customers minimize barriers
and keep print working effectively in your marketing mix. Here are just
a few considerations to think about:
Lighter basis weight means less cost at the postage meter. Lighter
paper also means more print surface area per tonne, so you don’t have
to give up circulation, prospecting or merchandise pages to keep
postage costs in line. Catalyst’s lighter papers also perform as well
or better than heavyweights in the pressroom, keeping your production
time and expenses down.
Catalyst delivers paper that reduces waste and performs on the press.
If you need support, Catalyst’s technical teams are known for their
knowledge, responsiveness and ability to troubleshoot in the pressroom.
brighter paper means you can still have a beautiful look for an
attractive price. Catalyst’s Electra-line of papers offer excellent
production quality with the added benefit of demonstrating responsible
use of resources.
Yes, "Gen X & Y = IM & txt", but the always-connected, always
on generations also read and react to mail in the same way their
parents did. Because both Gen X and Gen Y tend to receive less mail,
they pay attention when it arrives.
While the environmental impact of digital communication is only
beginning to gain attention – from the energy used to the waste created
– Catalyst has earned a reputation for sustainability excellence. On
the west coast, our papers are made using 87% renewable energy, and are
available as Catalyst Cooled manufactured carbon neutral while, our
mill in Snowflake, Arizona makes 100% recycled newsprint.
Interested in learning more about Catalyst’s lightweight papers?
Contact a Catalyst sales representative:
In Canada - 604-247-4400
In the U.S. - 206-838-2070
In the next issue: Taking a Closer Look at White, Bright, and Green
Find out more about Catalyst Paper and our lighter footprint.