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Could Paper Reduce Deforestation?YES!

 

Disclaimer: This was not meant as a blog post, this was a paper I wrote for a college course….it is very long, but well worth the read!

How many times have you received an email from someone, and at the bottom of that email it says “before you print this email, think about the environment?”  I get these e-mails every day, several times a day, from people all over the country, and I am sure you do too. Maybe you are even one of these people that have it saved as a signature to your email? The reason behind the perception here is that by reducing our usage of paper, we believe that we will be doing our part to reduce deforestation and save trees worldwide. Now, what if I was to tell you that by not using paper, you are effectively speeding up the process of deforestation? Would you think twice about hitting print then? Would you look beyond all the propaganda to see what it truly means to be green? Or would you just laugh and delete these facts from your computer screen because they can’t possibly be true?

            Everyone has their own definition of what it is to be “green” from purchasing a hybrid car, recycling more, down to carpooling. Surely, by not using paper you will be able to save trees, which can only be good for the environment, right? Well think about this, if that land is no longer used to responsibly harvest trees, then someone else is going to use it to make a profit in some other shape or form such as land development. Then, think about all the parts that go into a computer, you begin to wonder, is it really more environmentally friendly to campaign against the use of paper? Once you see the facts regarding paper use, my hopes are that you will see that using paper actually helps to responsibly maintain our forestland.

            Forests in the United States cover the same amount of our landscape today as they have for the past 100 years. In fact, today the U.S has 20% more trees than it did 25 years ago (http://www.afandpa.org/forestry.aspxid=406&linkidentifier=id&itemid=406). However, population growth, and changes in ownership of the forestland could drastically alter the landscape in the next few decades. More than 1/3 (750 million acres) of the United States is covered in forestland. Of that, 56% is owned by private owners, for example, commercial or family owned lands. Of that privately helped forestland, a recent survey by the USDA has shown that 25% of these owners plan on transferring or selling the land rights.(http://www.internationalpaper.com/apps/gopaper/ownership.html) So what’s the problem with this scenario? Why is this a growing trend now? The answer lies in the landowner’s profits.  Profits now have been drastically reduced with the campaigning to phase out paper.  Reduced profits means that if there is less money to be made by these private land owners, they will look to selling the land to developers, and selling the land to developers means massive amounts of forestland being destroyed…permanently!

Environmental Issues

            What can be the harm if we lost 56% of our forestland that is held by private ownership? The losses are huge, 60% of at risk plant and wildlife are associated with our forestland. These species of wildlife and plant life would go from being at risk, to protected, in a few short years. This is also so important because one acre of forestland alone produces enough oxygen to support eighteen people annually. Two thirds of our natural water resources flow from our forestlands, the better maintained the land the less polluted the water.(http://www.internationalpaper.com/apps/gopaper/ownership.html) The private landowners are the keepers of the ecosystem, as well as our natural resources, and the profits from trees allow them to maintain the land as it should be. At the current rate of deforestation in the rain forest, there will be no rain forest left  100 years from now.(http://www.buzzle.com/articles/causes-and-effects-of-deforestation.html) Domestically, 56% of the forestland is owned by private land owners, and of that amount, 25% plan to sell the land to urban developers or utilize it for agriculture or commercial developments that will yield higher profits instead of allowing paper mills to manage the forests responsibly.http://www.internationalpaper.com/apps/gopaper/ownership.html)

So what happens with the loss of all of this forestland? First and foremost, the ecosystem will be completely destroyed. With over 70% of plant and animal life living in forests, hundreds if not thousands of plant and animal life will be endangered or completely lost. It will be highly unlikely that they will be able to recover at the rate we are cutting down our trees and utilizing the land for development. Second, deforestation impacts our climate. Leaves and canopies protect the forest floor from harmful sun rays, and without them the soil will quickly dry up killing all plant life. In addition, trees help perpetuate water vapor back into the atmosphere. Without forests, the land would become much like a desert, and temperature swings will be very severe. Next, trees absorb carbon monoxide (CO2) and emit oxygen into the atmosphere. Remember, one single acre of forestland emits enough oxygen to sustain 18 people every year. In addition, trees catch and provide us with millions of gallons of clean rain water every year. Less trees means less natural clean rain water for our usage.(http://www.buzzle.com/articles/causes-and-effects-of-deforestation.html)

A recent study, done by the VTT Technical Research Centre of Finland showed that greenhouse gas emissions produced by a single newspaper during its entire life cycle correspond to a car journey of approximately one kilometer. The carbon footprint of a book bought from a store is equivalent to the greenhouse gas emissions of a car journey of approximately 7 kilometers. The carbon footprint of an annual volume of weekly magazines is equivalent to the greenhouse gas emissions of a journey of 45 kilometres by a car. The carbon footprint of a book is equivalent to the greenhouse gas emissions of a journey about 7 kilometres by a car. The contribution of newspapers, books, and other paper products to the climate impacts of consumption by Finnish households in 2005 was small (approximately 1%). The biggest climate impacts of consumption by Finnish households were attributable to housing (28%), food products (16%), and transport (13%). The most efficient way to reduce environmental impacts is to lower the consumption of energy and fuels at different stages of the life cycle. Other important ways to reduce environmental impacts include reducing the amount of raw materials and using materials more efficiently. (http://www.ceepackaging.com/2011/03/24/print-contributes-little-to-carbon-footrpint/)

Social Issues

The perception that paper mills are the ones to blame, and that by stamping out the usage of paper is going to make a positive difference in the environment is simply wrong. In the Amazon alone, 60-70% of deforestation takes place due to ranchers. In the U.S., between now and the year 2030, 57 million acres of forestland are expected to be destroyed as to see an increase in housing.( http://www.buzzle.com/articles/causes-and-effects-of-deforestation.html) Currently, many urban developers are seeking to clear out forests to make growth for communities, use raw materials for building houses and furniture. Other economic reasons for deforestation here in the United States are agricultural in nature in efforts to allow the indigenous people’s cattle to roam and feed, or to plant crops that yield higher profits. With either of these situations, the trees are not being re- planted and the land is being converted for other uses.  All the signs point to the use of agriculture, urban development, and not properly managing forestland by using improper techniques such as clear cutting.

Economic Issues

The forest products industry accounts for approximately 5 percent of the total U.S. manufacturing GDP. Industry companies produce about $175 billion in products annually and employ nearly 900,000 men and women, exceeding employment levels in the automotive, chemicals and plastics industries. The industry meets a payroll of approximately $50 billion and is among the top 10 manufacturing sector employers in 48 states. With less paper being used, means less demand, which also equates to the loss of jobs of one of the biggest manufacturing markets in our country.( http://www.afandpa.org/ourindustry.aspx?id=35)

Opponents of paper usage will claim that to produce paper requires too much energy. This is simply not true, in the US paper mills are the largest consumer and producer of renewable energy. Working in this field as a printer, we too benefit from this as we utilize our paper mills renewable energy whenever possible. Paper can be used over and over again, as it is an infinitely renewable resource, and is very easily recyclable. To put things into perspective better, think about technology today, with a new version of the latest computer, cell phone, etc. coming out every year and being purchased by consumers rapidly, you have to ask yourself what happens to the old equipment? People throw it away to get the next latest and greatest consumer product. One must then consider all the input and output that goes into making these devices, where they end up, and how often they are actually reusable and if they are, are they actually being reused?  Right now, 3.2 million tons of electronic trash is dumped into our landfills every year. Compared to paper, with more states setting up recycling programs at local levels throughout, 89% of newspapers, 72% of boxes, and 66% of office paper is being recycled right now and with increased awareness regarding this issue we will reach the high 90 percentiles in just a few short years. (http://www.epa.gov/osw/conserve/materials/paper/faqs.htm)

The key to all of this is sustainability, responsibility, accountability and proper knowledge. With many watch dog agencies like that of the FSC, Rain Forest Alliance, Sustainable Forest Initiative, and many more, there has been a standard created for land owners, paper mills, and printers to follow. Over 25% of private land owners carry a certification from one of these watch dog agencies that ensures trees are replanted (paper mills re plant 3-4 times more trees than they cut down), paper waste is recycled, and renewable resources are utilized.(http://www.internationalpaper.com/apps/gopaper/ownership.html)

So What’s The Issue?

When it comes right down to it, it’s the perception of the people regarding the use of paper that needs to change. All too often we listen to what we hear on television, we then quickly and easily allow this information to become “fact”.  The challenge here is to think about deforestation critically, and to see the issue from all sides in an unbiased manner. We see a tree being cut down for our use, and immediately we believe if we no longer use the product that the tree is being harvested for, the trees will be saved. Think of the opportunity cost of harvesting trees by paper mills. If there are no profits to be had, then the land will be used in another way in order to gain profits, all which lead to no trees being re planted what so ever.

We are all correct in believing that deforestation is a major problem, not only locally, but also globally. The best way to combat deforestation is to ensure the people that make a profit off the land continue to protect their profits by responsibly using, and replanting the trees. This only makes good business sense, should there no longer be a channel to reap the profits of their labor, its only common sense that they look at the next best thing. In most cases, this will be to sell the land to an urban developer, or use the land for agricultural issues. In both cases, we lose critical habitat and no re planting is done.

Now that the issue of using paper is clarified there is more work to be done. The first step is to re brand paper products as the only infinite renewable source in the world, which it is. The second step is to produce the facts for the real reasons of deforestation, and with that comes a responsibility to manage our forests before it is too late and urban developers have created new cities and homes to be moved in to. Last we need a call to the people to look beyond the surface, and dig deeper into the problem to find the true reasons for the problem in order to find the right solution.

The true solution, recycle! That is where the emphasis needs to be put, not on attacking paper which will only put thousands of people out of work, increase deforestation, and hurt our environment the most. It is important to remember all things are linked together, if we take away paper, we will see all of these statistics drastically reduced, which will only lead to more job losses:

  • Recycling creates 1.1 million U.S. jobs, $236 billion in gross annual sales and $37 billion in annual payrolls.
  • Public sector investment in local recycling programs pays great dividends by creating private sector jobs. For every job collecting recyclables, there are 26 jobs in processing the materials and manufacturing them into new products.
  • Recycling creates four jobs for every one job created in the waste management and disposal industries.

(http://www.recycling-revolution.com/recycling-benefits.html)

As you can see, if we follow the crumb trail, not using paper will devastate our economy and environment. Socially, we all need to make a change and take it upon ourselves to look beyond the rhetoric to get to the true source.

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April 15, 2011 Posted by | Books, Catalogs, Paper, Printing, Publishing | , , , , , , , , , , , , , , , , | 1 Comment

Random Little Dots….

Do you ever feel like a random little dot, on this big canvas, unsure of where you fit in to the bigger picture being printed or painted? If you look at a printed product under a magnifying glass, what will you see? A bunch of scattered little dots that look like they don’t make up anything. However, when you pull that magnifying glass away, what do you see? A beautiful picture that all the dots have come together to make.

What’s the point to this philosophical start to my blog? This week, as I am sure many of you know (thank you all for the warm wishes) my wife gave birth to our second son. The only way for me to describe this instant bond is to compare it to the movie Avatar when they connect the end of their hair piece to their “flying dragon” and they are instantly connected….it is immediate and forever.

The next day, a big beautiful bouque of flowers showed up at the hospital. My wife looked at me and said “You shouldn’t have!” I looked back at her a little confused and said “I didn’t!” After looking at the card, we found out it came from my co-workers, and today, a big beautiful bouque of cookies came….again from my co-workers! (The best co-horts in the world I might add!)

To add to our wonderful new experience many other warm wishes have been sent through email, cards, social media, tweeted, and posted…… from friends and connections, all which have meant so much to me and my family.

Although he made me eat catfish on my last visit to Georgia to visit him(I won’t hold it against him), one of my clients I have inherited is now the Godfather of my newborn (begin scene of Jerry Maguire 🙂 )

I have had the great fortune of speaking with people like Paul Castain who have helped me along with my career in sales, without keeping any score board. Now I have the privilege of calling him a friend and mentor!

So what’s the point to all of this?  The point is that relationships matter! Without relationships what do we have? Nothing, we are just a random little dot, but with relationships we come together to make a great big beautiful picture.

I know we must all be fiscally responsible, but when only looking at numbers you are limiting the potential of a profitable, successful, and caring relationship that may have more value than someone with a “best price”. I urge you all to evaluate the relationships you have and what you can do to become a better partner to encourage each others success not only in business, but also in life.

After all, this is what social media is about, is it not? Creating new relationships that are long lasting and add value to our lives…

Take it from me, it doesn’t take having a newborn to have your eyes opened for you, but when I did, I saw all the people that care about me and my family. These are relationships I will treasure forever, and will always remain fiercely loyal to. Put the extra time in to get to know the other person, there are more than just numbers to consider.

In uncertain times like these, we need one another. Relationships still matter!

April 9, 2011 Posted by | Publishing, Relationships, Sales, Social Media | , , , , , , , , , , , , , , , , , , , | 1 Comment

The Wonderful World of Catalogs!

“Honey, have you seen the IKEA catalog? I swear I left it right there on the coffee table” my wife said with her finger extended towards the table sitting in the middle of the room. Fighting back my dimples from showing (she knows I am fibbing when my dimples show) “No honey, I haven’t seen it.”

She walked out of the room, I thought I had finally won! I threw that catalog away, and wasn’t about to tell her! For the past few weeks, new items have been showing up at our doorstep, and from where?, you guessed it, from IKEA! It’s not that we don’t need these things, we do, especially with a newborn on the way, but I was just afraid this would continue to happen once we had all the things we needed.

“Oh well” my wife said as she walked back into the room, “I found this Target catalog I got last month.”

I am thinking many of you can relate to this! 🙂 So what’s the point?

Recently I have taken on a massive research of catalogs. The main point of this is to see how many are now PDF or digital only. All in all, I went through about 1,500 company websites that either print a catalog, or had printed a catalog and now only have a digital version. Of those I went through, about 15% were now digital,and typically only a PDF was posted on the websites. I was surprised by this information, but I also understood it. (Disclaimer, the above percentage may not represent all catalogs throughout the entire market, this is only my own research). By saying I understand these results, what I mean is I understand increasing paper and postage costs, as well as the overhead and time involved with printing and mailing catalogs has.

However, I have come across several sources showing that a printed catalog not only increases your sales, it also increases traffic to your website. Some sources have sighted an increase of 84% all the way up to as much as a double in your profits, so although there are some mixed messages, the fact is that it is proven to increase profitability and here is why:

  • Longevity- If you noticed, I had mentioned my wife found a catalog she got from Target a month ago. Just because we don’t order something right away, doesn’t mean we are never going to order something. Having the catalog on hand allowed us to pick what we wanted when we wanted.
  • Increase Brand Awareness- By receiving your catalog, if you were to call me, send me a piece of direct mail, or if I come across your store, the chances of me opening your mail, taking your call, or stopping in your store would be much higher because I already know who you are.
  • Convenient- I no longer have to call your toll-free number or get up and get on the internet to order your products out of a catalog. Make it easy for me, put a QR code on your catalog so I scan it with my phone and I can order the product from the convenience of my couch or while I am waiting for my flight in the airport.
  • Tier your mailings- Here is a cost savings tip. Instead of holding the inventory which takes up storage, and then mailing each catalog as a new mail order comes in tier them. Let’s say you print 45,000 catalogs, then do three mailings per year or whatever your heart desires. Why? We at JB Kenehan have storage space to hold these for you, in addition, we can handle each tiered mailing for you so it isn’t taking up time out of your day.
  • Pass Along Rates- Printed pieces have a valuable function, they have pass along rates. So although you may send your catalog to my household, my mother is at our house at least once a week (seriously, ask my wife!) and she too looks at our catalogs. I know this isn’t unique only to our household.
  • Less Cluttered- While going through a digital catalog or PDF, I couldn’t help but to feel overwhelmed with all the information. It seemed very cluttered, while in a printed catalog I can easily find what I am looking for.
  • Get me Excited!- Throw in a tag or augmented reality code next to some of the products that I can scan with my smart phone. If you are an outdoors retailer, put a tag next to a tent and show me the easiest way to set the tent up so I feel more comfortable purchasing it (because you are making me look like a rockstar and manly man in front of my family!). If I am looking through a food catalog, take me to a video of how I can use the product in recipes etc…the ideas are endless!

Now I am not saying abandon your digital reproduction of your catalog, but what I am saying is, do not abandon your printed catalog. Although it hurts me to say that (well it hurts the pocket-book anyway) whether it is a B2B or B2C, whether you are a major brand or a less known brand, a printed catalog will only increase your profitability and awareness.

April 2, 2011 Posted by | Catalogs, Mailing, Printing, Publishing, QR Codes, Sales | , , , , , , , , , , , , , | Leave a comment

Throw a QR Code on it!

Recently, I have had the privilege of participating in some great discussions on LinkedIn about how people, and organizations are utilizing QR codes to enhance their brand and message. I was surprised to see all the new, creative, and unique ways that QR codes are being used. Below is a list of most of those ideas, I hope it gives you some inspiration!

  • Real Estate signs- This is one I am seeing more of. I walk my dog quite a bit, and scan the QR codes on the signs all the time…this is genius! By linking the QR code to the listing, you are immediately allowing the buyer to make a decision if they want to see the house or not.
  • Business Cards- Input your information into the QR code so that it saves right to the potential client’s Outlook when they scan it. OR, link it to a short Youtube video that introduces yourself to them.
  • Catalogs- To me this is kind of a no brainer. With studies showing that a printed catalog doubles your sales, think about what the convenience of a QR code would do to increase your sales even more! Link it to your website, where they can easily order the products they want, whether they are on the go or just don’t want to jump on the computer…it would be an avenue worth exploring!
  • Publications- Offer this to your advertisers, anything you can do to help increase their sales and website traffic will only build more loyalty!
  • Devices- In one group, a gentleman said that a company that makes prosthetic devices was putting QR codes with them, linking them to a manual of how to utilize the device. Now that’s a great idea!
  • Packaging- I see them on food products everywhere now, most of the time linking to a URL….but what about a text message showing the health benefits of your product! That’s information I want to know, make it easy for me to find though!  I don’t want to have to search for it on the package!
  • Direct Mail- I am running a direct mail campaign right now that is based around a QR code which is linked to a short “skit” on Youtube. The idea, make it more than another “piece of mail” and give it a face.
  • Products- Link it to your Youtube commercial. If its a bow, show me a hunting video of the bow I am about to buy being used to shoot a 10 point buck….get me excited to purchase your product!
  • Restaurants- Try putting one on a menu, or your placemats.  If you do delivery link the QR code to your phone number.  That way I don’t have to keep searching through my junk drawer for an old menu that has your number on it!  If it’s a dine in have a welcome you tube video from the chef.

QR codes can be used in a variety of promotial, informative, and fun ways. Even better, they are easy to use, easy to get, and allow for a simple way to track your efforts. I don’t see how you could lose!

I told my wife today that I am going to find a way to put a QR code on my dogs name tag. If he were to get lost, someone could just scan the code and a text message would pop up of where to return him. I love my dog that much, I hope you love your business that much!

For great groups to join on LinkedIn where people come to share insight, ideas, and actually discuss topics (and played a vital role in ideas for this blog) check these groups out:

Sales Playbook!

Association Media & Publishing

Chicago Publishing Network

March 26, 2011 Posted by | Publishing, QR Codes, Social Media | , , , , , , , , , , , , , , , , | 3 Comments

What NYC Taught me about Social Media!

Back from my first trip to New York City…..WOW….what an experience!

 Here’s the thing. I grew up in a town of less than 2,000 people, live in a town with less than  5,000 people, and work in a town with less than 15,000 people. You get the picture, so there was some pretty big culture shock as I swam through the sea of people on 38th and 8th Street feeling like I was about to pass out from the rollercoaster cab ride just a few short moments ago.

“How am I going to find this coffee shop where I am supposed to meet him?” I began to worry. There it was, on the corner, just like he said. I ran in, happy to be off the street as I was feeling like a salmon swimming against the current. “Great, no place to sit! But no one has food on their plates, why don’t they leave?” the thought screamed through my mind. I stood there in the middle of the coffee shop for about ten to fifteen minutes, with my luggage, observing this “foreign culture”.

People were chatting away, oblivious to their surroundings, but as the observer in the middle of the room, it seemed to be the most beautiful choir I have ever heard. I have never been in one place with so many people, never heard so many conversations going on all at once, and never felt so small. Suddenly, I felt connected to all of them, and I began to enjoy being the observer. To my right were two young adults, one with a laptop, showing the other what looked to be a business proposal. To my left, were three co-workers laughing the afternoon away…..and the rows of people went on like this.

Finally, a seat opened up. I ran as fast as I could before someone else could claim it. I was quite excited to join the choir of white noise and looked up to see my client approaching my table.

Social media is a lot like this, isn’t it? There are conversations taking place 24 hours a day,
7 days a week, with hundreds of millions of people each chatting away making the most
beautiful choir we have ever heard. Where does that leave us as the advertisers, publishers, and corporations looking to join that choir? Standing in the middle of the room, with our luggage, looking for a table?

So how do we find that seat? Don’t be scared! Believe me, I was quite scared when I was
walking to my destination in the city, seeing so many people all at once, and feeling so small. That all went away when I realized we are part of something bigger. Don’t be scared to join in – add to the choir that is us.

How does your voice become heard over the other beautiful voices, or what others may call white noise? I believe it is consistency, keep showing up every day, and provide information/content that people want to read. If I went to that same coffee shop every day, I would know every single person who worked there, and then I would get to know who the other regulars are. From there, your branches can only sprout more leaves.

So NYC, at first you tried to scare me away with that insanely near-death experience with the cab ride, then making me feel so small like I didn’t exist, but in the end I see you were only teaching me a lesson. If you don’t join the choir, you have no voice at all. It’s ok to feel overwhelmed, we all do, but what isn’t ok is to not participate in the choir of the 21st century!

March 12, 2011 Posted by | Publishing, Social Media | , , , , , , , , , , , , , , , , , , | Leave a comment

It benefits you, and if it benefits you, it benefits me to know about it.

I am known within my company as the “technology” kid for two reasons: first, my age compared to almost all of my cohorts – I could be their kid – and second, I get so excited about new technology, people begin to wonder how I could possibly be a print representative.

I was in a meeting earlier this week, we hit it off, and then I laid it on him and asked, “What are you doing to bring the web into your publication and bring your publication to the web?” He looked at me the way a dog looks at you – confused, kind of cockeyed. His blank canvas of a look was easy to read, “This guy couldn’t possibly be in printing if he is asking me this!”

After about 30 seconds of stillness, he said, “Well, I have a digital magazine.” As I nodded, he continued politely, “But it’s a free one. I know printers offer digital magazines, but I really am not interested in paying for one.” I immediately thought to myself, are printers only synonymous with digital magazines? I prodded a little more about his digital magazine. Did he see it as a way to engage his readers or a way to increase profits from his advertisers by being able to offer rich media and the like, or hopefully both? The conversation went on for a few more minutes about digital magazine capabilities and what he liked and didn’t like, etc. I asked again, “What else are you doing?” And again that look came over him, but this time I didn’t wait for silence to fill the air. “How about QR codes, Augmented Reality, PURL’s? How are you using social media like Facebook, Twitter, and YouTube to interact with people?”

He immediately said, “Are you sure you’re in printing? How does any of that benefit you?” I smiled and said, “It doesn’t, but it benefits you, and if it benefits you, then it benefits me to know about it.” Through further discussion, I found out that he creates videos for his website, and we spoke about how he could easily incorporate Augmented Reality and QR Codes with the skills he already possessed. And how he might be able to offer it to his advertisers for additional profits and create more market share for his publication. We also talked about his social media strategy, and I shared my point of view. When I left the meeting, he looked at me and said, “You really seem to be up on your stuff!” We shook hands and agreed to talk soon.

On my drive back to the office – it was a long, three hour drive back – I thought of a conversation I had a couple of weeks ago with my old boss. He is the reason I am in printing, the person who hired me without any background in printing, but knew I was a bill collector at one time and had no fears about picking up the phone and establishing relationships. He is now president of a major publisher/marketing communications provider.

At first, it was a conversation about how life was, but then I quickly realized what a great opportunity to get some insight that not many other print reps have into the publishing market. We spoke about iPad apps, and I learned they had just begun to create some apps for their magazines. I asked him, “What are you looking to do? Are you trying to go all digital or just supplement the printed magazine?”

He gave me the best answer anyone could ever give, and changed my view on everything when he responded, “Noah, I am not trying to dictate anything. I am giving the readers and advertisers what they want. Where they go, I go. If this is what they want, then this is what we will do. If it is all print, then so be it; if it is all digital, then so be it; but ultimately the market will decide.”

Now, driving back from this meeting, I fully understood what he meant. Why should a printer only educate, sell, and consult about print when there are so many integrated communications available to publishers? Why should a publisher limit themselves when the market is demanding all of these channels to be open to them? The answer is, they shouldn’t, and as a young guy in printing, I am confessing I am in love with print AND technology! We all should be, and we all should look at ways we can gain the most market share available to us.

Times are changing, print is still relevant, but even more there are now additional channels to use to create the most effective brand possible.

“I am only one, but still I am one. I cannot do everything, but still I can do something. And because I cannot do everything, I will not refuse to do the something that I can do.” – Helen Keller

March 3, 2011 Posted by | Digital Magazine, Publishing, Social Media | , , , , , , , , , , , , , , , , | Leave a comment

5 Tips to reduce your paper costs..

My friends, it is official, all paper mills have announced rate increases effective 4/1/2011 of an additional $2 per CWT. If you are wondering what compromises you can make to not only budget for this rate increase, but possibly reduce your paper costs, then this blog is for you!

  1. Look at backing off on the brightness of the paper. Let’s say you are printing on a 60# No. 3 gloss with a brightness of 87, well there is also a 60# No.3 with a brightness of 84 that will offer you a savings. You can also look into #4’s with brightness of 76 or #5s which are typically around a 72 Brightness. The bottom line here, if you are willing to compromise on the brightness of your paper stocks, you will reduce your paper costs. In addition, this is an effective method that doesn’t scream “I changed my magazine” to your readers and advertisers alike. Subtle changes like this can save you money in a big way.
  2. Look at reducing your basis weight of your paper stocks. You might be thinking to yourself “I can’t do that, everyone will notice” then my question to you my friend is how serious are you about reducing costs? The key here again are subtle changes to keep it as unnoticeable as possible. For example if you are on a 70# paper, look to a 60#, if you are on a 50#, look to a 45#…I think you get it….. Keep in mind too, the less your publications weighs, the more savings you will see in postal costs as well.
  3. Remove your cover! I know this one isn’t going to be for everyone, I realize this. But if you are willing to make a drastic change to reduce costs, then this one would be right up your alley. Many publications have a 4 pg cover over the inside pages. Get rid of it! If your inside pages are on a lighter basis weight paper stock such as a 38# and you are utilizing a 80 or 100# cover to protect it, look to bump your inside pages up to a 50# or 60#, you will still see a savings. I know many advertisers pay top dollar for positioning on the cover, they can still have quality positioning within the publication, and with the amount you will be saving you may be able to offer them two ad spaces at a discount to keep them happy. Based on your print quantities, savings can be enormous.
  4. Change your trim size. I love big, and truly believe the larger your publication the more readers and advertisers you will attract. HOWEVER, I realize this is a very simple way to reduce paper costs and mailing costs. Again subtle changes such as 10×13 print in 16 pg forms, at a 10×12 we can print you in 24 pg forms. 10×12 prints in 24 pg forms, at a 9×10 7/8 we can print in 32 pg forms. The more pages in a form, the less your paper and press costs. From there, you can look to reduce your trim to whatever compromise you are willing to make because most printers tap out at 32 page forms. Changing your trim size to reduce your paper consumption can yield a very nice savings depending on your print quantities.
  5. This one I was on the fence about, but am going to put here anyway. You may be able to reduce your paper costs by supplying your own paper. Printers typically purchase paper directly from the paper mills. You can look to paper brokers to see if you may be able to find a better cost on your paper stocks.Here is the caution, this paper is sometimes a “secondary paper” meaning there are imperfections in the paper. In addition, printers typically charge a paper handling fee if you are supplying your own paper. The amount you are saving by supplying your own paper may be eaten up by the handling fee, and now you have one more thing on your plate which is the paper broker. If you are going to supply your own paper, make sure your printer is involved with the process. Get samples of the paper, send those samples to the printer so they can evaluate it as well. I would suggest allowing the printer to supply the paper, however, I wouldn’t be completely honest with all of you if I didn’t recognize that this was another way to reduce your paper costs.

In case you didn’t notice, the theme was subtle changes to reduce costs. I can think up some very drastic changes to reduce costs such as going from gloss to newsprint, going from heatset to coldset ect….. I believe protecting the integrity of your publication while doing everything possible to reduce your costs will lead to your longterm success as we fight through these tough economic times and rate increases.

Talk to your print rep, I am more than just a salesman. Without you there is no me, I will be here to help in anyway that I can be which is more than just providing you numbers.

February 27, 2011 Posted by | Mailing, Publishing | , , , , , , , , , , , , , , , , | 2 Comments

Could paper prices be on the rise….AGAIN!?

Ok, make sure you are seated and hanging on to something because this announcement is sure to make you fall over…..

Two paper mills (Verso and Kruger) have announced paper price increases effective 4/1/2011. They will be increasing prices on all coated paper grades by $2.00 per cwt. We will have to wait and see if the other paper mills join with this push to increase paper costs…. I wouldn’t hold your breath, they usually stick together on this type of thing.

Ready for even more worse news? Here is a title of an article and some main points that will affect you if you are on a Supercalendar paper stock:

Fire at Norske Skog’s Saugbrugs SC paper mill in Norway causes longer-term production cutbacks

“All production facilities at the mill were stopped due to the fire. Normal production has subsequently been started at one paper machine (PM4), which produces about 10 000 tonnes per month. Norsk Skog Saugbrugs will have a loss in production of about 30-35 000 tonnes per month (PM5 and PM6). Normal production from these machines is not likely until the end of June.”

FYI Norske puts approx 100,000 MT per year into North America of their 550,000 mt from this mill. Point being; availability of this grade (SC – supercalender) could be a problem.

So there you go, I hate to be the bearer of bad news, but in order to keep you ahead of this I thought it to be appropriate to let you all know. Expect a rise in paper prices on all coated stocks. Since we at JB Kenehan don’t just buy our stock from one supplier, we are able to provide a wide variety of paper grades and basis weights to economically help you work through this uncertain and ever changing paper market. Talk to your representative about how this will affect you and what solutions are available.

February 18, 2011 Posted by | Publishing | , , , , , , , , | Leave a comment

Web vs Sheetfed? Which is best for you?

First and foremost, I’m baaaaack…..! I have some up coming blog’s that will be the best yet. An interview with a well known and respected executive in the publishing industry as well as an overview of the IMB vs Postnet, and what you need to know. I’ll also have a very special give away that will be coming in a few short months. To my friends like Paul Castain, Jeff Zuelke (a mentor, friend, and father in law), Bevery Sturtevant, and Sandy Hubbard, thank you for continueing to inspire me,  I highly suggest getting to know these people if you haven’t already!

Now lets get down to business!  You have heard of sheetfed presses, and have heard of web presses, but don’t know the difference and how it effects you both in cost and in quality.

First, let me give you a quick overview of the two. Sheetfed presses print on actual sheets of paper. Typically, there is much less waste with a sheetfed press. As well, the quality of printing is higher as compared to a web press, which means you are being printed on one continous paper roll. In printing with a web press waste is typically much higher, however the quality is good, and it gives you the ability to print in a higher page form count.

Currently there seems to be positive signs in the market, and publishers are looking to grow. As of late, I have been speaking with several publishers with circulations under or around 10,000 whom are looking to double their quantities. I have also been speaking with publishers whom have started off as a digital magazine, and are now looking to test the waters with a printed publication.

My advice, once you reach the thresh hold of print quantities over 10,000, look to see if a printer with web presses is going to be more economical for you. On average, you will see a nice savings due to less setup costs. Keep in mind though, page counts vary when going from sheetfed to web. On average, web presses print in 16 and 32 pages forms, and if you don’t stay in these breaks, you are not maximizing your efficiency. Compared to sheetfed presses that can print in page counts of four’s efficiently. Finally, make sure to compare the web samples to your sheetfed product. You may notice a slight difference in the quality of printing, but chances are they will not be enough to give up the savings of a web.

That all sounds pretty good, so I’m sure you’re wondering what the advantages of using a sheetfed press are.  The advantages of a sheetfed press over a web press come in to play with run quantities under 10,000. If a publisher is looking to test the waters with a printed product, and looking to start off around 3-4M with lower page counts, my advice is sheetfed. With less waste, a sheetfed press is going to be the most economical choice for your pocket book at these quantities.

I have spoken to publishers with print quantities well over 10M, and found out they are printing sheetfed. Vice versa, I have also spoken to publishers with print quantities well under 10M, and are being printed on a web. Printers aren’t going to turn down your business, and if the printer doesn’t have both sheetfed and web capabilities in house, you are only going to get the one option they do have which may not be the best for you.

My best advice to you….get to know your printers capabilities and equipment, it does affect your bottom line. There are advantages and dis advantages, and you need to take action to maximize all the advantages you can to continue to produce the best publication possible.

So now you know what web and sheetfed presses are the best fit for, evaluate what you are doing and take action!

February 13, 2011 Posted by | Digital Magazine, Publishing | , , , , , , , , , , , , , , | 3 Comments

As the landscape changes…..

First and Foremost everyone, Hope you all have a Happy and Prosperous New Years!

As we approach 2011, I can not help but to think about what new changes it may bring. 2010 was a year of adversity, growth for some, learning for all, and strengthening for those of us still standing.

We have seen the digital era show it’s might in full force. From digital magazines, ipad apps, to the Nook, Kindle, and Ipad. Printers have attempted to bring the web into the printed product with QR Codes, Augmented Reality and becoming more active on social media sites. Printers are no longer just companies that put “ink on paper” and Publishers are no longer people that produce only one marketing tool.

As we continue to strive to integrate all aspects of marketing communications, it leaves me to wonder what could possibly be next? The answer is I have no idea, well I have some idea, but only speculation. Regardless of what comes next, I look forward to embracing those changes, adapting to our ever changing landscape, and becoming the best that I can be.

Let’s look forward to the future with great optimism, excitement, and the readiness to adapt. I know 2010 may have not been the greatest year for Publishers and Printers alike, but through this year we have all gotten stronger and better, and for that I am thankful.

The only for sure thing is that the landscape is going to continue to change, whether you keep up is up to you, but I hope to see you all along side me on this marathon with a smile!

Happy New Years ! See you in 2011!

December 31, 2010 Posted by | Digital Magazine, Publishing, Social Media | , , , , , , , | Leave a comment