I’m often asked if I still believe there are benefits of using print and although I am still a firm believer in the effectiveness of the printed word, it is often reassuring to see a large corporation supporting this theory!
Today I saw the below video from Ikea which is announcing the new launch of their latest catalogue… which, unless you’ve been living under a rock you will probably be aware they print literally millions of them across the globe!
In fact, according to wikipedia, in 2013 Ikea printed approximately 208 million catalogues around the world.. over double the number of bibles printed! The stats around this production are truly astounding…
They print 38 editions, in 17 languages for 28 countries!
Those who maybe reeling in horror at the environmental impact, here’s some reassurance:-
“The Ikea catalogues are printed on totally chlorine-free paper and contain at least 10-15% post-consumer waste. No rainforest or old-growth fibres are used. The pre-press process is 100% digital, which means no film is used and none of the associated chemicals. No optical brighteners are used on the paper.”
But of course many people still ask if print advertising is still effective!
The reality is many small businesses still depend on printed advertising such as direct mail to reach their prospects and turn them into paying customers because 81% of consumers still read every day!
Printing has been in existence for hundreds of years and has experience countless innovations both in the production methods as well as the products used.
For me, the main reason is as human beings, we all like something tangible. People like the feel of print and even the smell! We all get so many emails, sms texts, tweets, posts, snapchats… you name it, but these all seem to be almost disposable. Digital and social media is like fast food where we use it quickly and then it’s gone.
With Print There is More Connection and Longevity
Print is still developing and for many of years, my company ran may long run direct mail and other types of print projects and although we still work for clients who still want volume, it’ s more common for clients to need short run, variable data printing and targeted mailing.
With this targeted approach to direct mail, it allows businesses to communicate personally, effectively and efficiently with a very precise group of customers.
The Environmental Question Still Raises its Head with Print!
We are still asked about the environmental impact of using print and paper so here are some reassuring facts as paper is one of the few truly sustainable products.
For every tree that is harvested in a well-managed forest, several more are replanted or naturally regenerated. And as young trees grow, they absorb CO2 from the atmosphere. Furthermore, as a wood-based product, paper also continues to store carbon throughout its lifetime.
There are a number of credible and independent certification systems that help to ensure certified paper originates from responsibly managed forests. All Domtar’s 13 pulp and paper mills are Forest Stewardship Council™ (FSC®), Sustainable Forestry Initiative® (SFI®) and/or the Programme for the Endorsement of Forest Certification™ (PEFC®) certified. Additionally, 100% of Domtar-managed lands in Quebec are both FSC and SFI certified.
Certification of sustainable forest management continues to increase every year. The three major U.S. certification systems (SFI, FSC and American Tree Farm System) together certify more than 107 million acres, representing 14 percent of total U.S. forests. Some 25 percent of private U.S. forestland is now certified.1
Sustainable forest management is contributing to carbon sequestration and storage. In the United States, the total carbon sequestered by forests and the creation of wood products during the 1990s reached almost 200 megatons per year – around 10 percent of U.S. emissions of carbon dioxide from the burning of fossil fuels.2
Planting new trees can significantly help to combat global warming. For every ton of wood a forest produces, it removes 1.47 ton of CO2 from the air and replaces it with 1.07 ton of oxygen.3
Paper is a responsible choice because it comes from a renewable resource and is the product of sunlight, soil, nutrients and water. In addition, paper is one of the most recyclable products on the planet.
1 American Forest & Paper Association www.afandpa.org
2,3 Society of American Foresters: Managed Forests in Climate Change Policy
– See more at: http://www.paperbecause.com/paper-is-sustainable/paper-truth-or-fiction#sthash.eIDZfjr8.dpuf