Focus of free WhatTheyThink webinar, sponsored by Canon, on positioning the value of paper across a variety of applications and demographics

WhatTheyThink today reported that more than 200 industry professionals registered to attend a free printing industry educational webinar, The Preference for Paper. The session was moderated by WhatTheyThink Senior Editor Cary Sherburne and featured Jim Hamilton, Group Director at research firm InfoTrends. During a lively, interactive discussion, Hamilton and Sherburne explored paper preferences across a variety of applications and demographics based on InfoTrends’ and other research.

The session archive is available by visiting WhatTheyThink.com and selecting the Webinars tab.

“The research we discussed in this session shows that there is still a strong preference for paper, even among young people, for certain types of applications,” said Sherburne. “The challenge for the printing industry is to be able to articulate how print adds value to the modern media mix while accepting where it doesn’t. In this session, we shared facts and ideas that can be used to position the value of print in an increasingly digital world.” 

Hamilton shared InfoTrends research commissioned by the Envelope Manufacturers Association that encompasses the opinions of 3,000 consumers relative to the value of paper for bills, statements and other transactional documents, as well as research published by Scientific American documenting why the brain prefers paper. Several viewers chimed in with additional ideas and links that can help printing firms develop strategies and messaging for the new world of business communications. 

“Increasingly, marketing and other decision makers are turning to digital alternative to print,” said Eric Vessels, President of WhatTheyThink. “Yet there is clear value in including print in a multichannel approach to publishing and business communications, as the research in this session reflects. We appreciate the generosity of Canon U.S.A. in sponsoring this important industry event, making it available to our members at no charge.”

About Canon U.S.A., Inc.

Canon U.S.A., Inc., is a leading provider of digital print solutions. With approximately $40 billion in global revenue, its parent company, Canon Inc. (NYSE:CAJ), ranks third overall in U.S. patents registered in 2012 and is one of Fortune Magazine's World’s Most Admired Companies in 2013. 

Canon U.S.A. is committed to the highest level of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. Canon U.S.A. is dedicated to its Kyosei philosophy of social and environmental responsibility.  Learn more at
www.usa.canon.com and follow us on Twitter @CanonUSA. 

About InfoTrends

InfoTrends is the leading worldwide market research and strategic consulting firm for the imaging, document solutions, production print, and digital media industries. We provide insights and advice to help clients understand market trends, identify opportunities, and grow their business.

About WhatTheyThink

WhatTheyThink is the printing and publishing industry's leading media organization. We offer a wide range of publications that deliver unbiased, real-time market intelligence, industry news, economic and trend analysis, peer-to-peer communication, and special reports on emerging technology and critical events. Special interest sections include Economics, Wide Format, Print Software, Labels & Packaging, Production Inkjet. 

WhatTheyThink hosts webinars and live events as well as providing content through a syndication program, delivering content directly to related websites. In addition, WhatTheyThink offers a wide range of lead generation and branding programs that help print- and publishing-related companies achieve business growth.

For more information about partnering with WhatTheyThink, visit https://whattheythink.com/contact/sales.cfm.