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Research

Numerous research studies have validated why print belongs in the marketing mix. Click here to see the research archive.

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Talking Points

Millennials actively use retail advertising inserts: 62% to compare prices, 60% to clip coupons and 49% to make shopping lists.

Direct mail remains in the marketing mix because it continues to effectively drive consumers online or into retail stores, and most importantly, make purchases.

Print has staying power: 76% of readers still have the old edition of a magazine in hand when the new edition arrives

Case Studies

Krispy Kreme Doughnuts uses QR code on print materials to build opt-in email list.

Marie Todd turns packaging into a keepsake, enhancing the appeal of its luxury brand.

Print on paper—including print for catalogs—promotes trees and forests. This video explains how.


PRINT HELPS PROTECT FORESTS

There's a very popular myth out there about the relationship between print on paper and forests. You may have even heard your clients say, "Cutting trees for paper threatens forests." Lots of people think this. Many companies have even used this myth to motivate customers to switch from paper bills to electronic bills. But the reality is, it's just not true. Here's why.

Think in Terms of "Tree Farms," Not "Old Growth Forests"
In the U.S. today, trees are grown as a crop. As Bob Lindgren, President of Printing Industries Association, Inc. of Southern California (PIASC) explains, "When we consume vegetables, whether that be wheat, corn, spinach or broccoli, that farmer is going to grow more wheat, corn, spinach and broccoli. In the same way, if we're using paper by putting ink on that paper, this means that a tree farmer is going to grow more trees."

Strong wood markets, including the demand created by print, provide an incentive for private foresters to hold their land rather than sell it for other use. With over half of U.S. forestland being privately owned—and 62% of this private land owned by families and individuals—this financial incentive is vital.1

"By using print on paper," adds Bob, "we are giving that tree farmer income so that they can manage, renew and take care of that forest in a very responsible manner."

Millions of Trees are Planted Every Day
In spite of the ongoing demand for wood-based products, there are actually more trees in the U.S. today than there were 100 years ago. According to the USDA Forest Service, four million trees are planted every day in the United States. Of this amount, the wood and paper products industry plants an average of 1.7 million trees daily.2

The people who believe that cutting trees for paper threatens forests don't realize that our industry plants more trees than are used. For every tree that is cut down, three or four are planted. The obvious benefits are huge: cleaner air and less carbon footprint. The benefit is not only from a sustainability standpoint for our environment, but also sustainability for the mills. After all, if the mills are going to cut down trees and never replant, they would be going out of business.

Conclusion
The bottom line is, cutting trees for paper does not threaten forests. The real threat to forests is that people will stop using paper, thereby reducing the market for wood products and making it economically unviable for landowners to continue to grow trees.


1Two Sides North America, Print and Paper: The Facts
2Paper Because, Truth or Fiction?, accessed May 2016

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Talking Points

Direct mail has a greater effect on purchase than digital ads, according to a new neuromarketing study.

California's book publishing industry is expanding. Book are alive and well and beloved by many.

Catalogs drive sales by making a connection with consumers and serving as inspiration books.

The resilience of print, despite the growth of mobile and digital consumption, may still be underestimated (according to Ovum's new Digital Consumer Publishing Forecast).

Case Studies

IKEA uses print to increase their number of social media followers

Land Rover's edible "desert survival guide" direct mail book gave big boost to test drives and sales.

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Current Outreach Efforts

Ad in July/August 2016 issue of Graphic Design USA GDUSA ad

Ad in Summer 2016 issues of HOW, PRINT and Storyboard GDUSA ad