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InfoTrends/CAP Ventures Releases Findings from North American Coated Cover Brand and Usage Study

Wednesday, January 12, 2005

Press release from the issuing company

(Weymouth, MA) January 10, 2005…InfoTrends/CAP Ventures is pleased to announce the completion of its North American coated cover and bristols market study. The document entitled North American Coated Cover Brand and Usage Study will assist manufacturers and suppliers of coated cover stock in their marketing efforts, product planning, and distribution initiatives. “This market is extremely competitive, with over 20 suppliers and 50 brands competing in North America,” commented Jeff Hayes, a Director at InfoTrends/CAP Ventures. “Today, there are only a few dominant brands that are widely used, have high brand awareness, and enjoy a large market share. However, there are definite opportunities for companies that are not as established to generate higher brand share and brand loyalty.” Paper mills and suppliers need to have an integrated marketing, distribution, and product strategy to make meaningful and lasting increases in their market share for coated cover stocks. This strategy must address not only the printer, but also the print customer and the paper merchant. Research indicates that approximately half of all coated cover brand decisions are made directly by or strongly influenced by the print customer and/or paper merchant. Paper merchants are perhaps the most influential players in coated cover brand decisions, recommending brands 25% to 45% of the time. The merchant can have a significant impact on price, availability, and delivery time, which our respondents cited as the three most important factors when making a decision regarding brand. The print customer also plays an important role in brand specification for approximately 25% to 30% of orders. The most important factor in convincing a printer to try a new brand of coated cover or a brand is for a print customer to specify the brand. Research for this study was conducted during the fourth quarter of 2004. It consisted of three Web-based surveys, one for each player involved in the decision-making process (print providers, print customers, and paper merchants). A total of 172 print providers, 102 print customers, and 33 paper merchants responded to the survey questions. InfoTrends/CAP Ventures’ document entitled North American Coated Cover Brand and Usage Study is available immediately for purchase. To learn more about the report or to make a purchase, please contact Scott Phinney at (781) 616-2100, ext. 123 or via e-mail at scott_phinney@capv.com.




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