Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Vice President of Sustainable Business Lewis Fix talks about the Paper Because Campaign

Published on April 11, 2011

The Paper Because Campaign was developed to highlight and educate both businesses and consumers on how paper still plays an important role in an ever increasing digital age.

Cary Sherburne: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I’m here with Lewis Fix who is the Vice President at Domtar, welcome

Lewix Fix: Thank you. Thanks for having me.

Cary: I’m happy you’re here. And I understand you guys launched a campaign last year, 2010, called Paper Because, maybe you could tell us a little bit about that.

Lewix: Sure. Yeah, Paper Because, the campaign is about paper and its use in personal and business and kind of showing people about the emotional and functional connections in their everyday and work lives, and then also looking at it from a sustainability perspective, making sure that the responsible use of paper and print in embedded in the messaging.

Cary: So I understand that along with that, you had an obviously a general business media kind of campaign with the Wall Street Journal and New York Times, but you also have a website paperBecause.com.

Lewix: We do, we have PaperBecause.com and then within that website are the different connections that people have with paper, whether it be through direct mail or using it within a business function or people in the way they interact with it. And then there’s also a knowledge center that contains a lot of the different information about the great things about education-wise, how people learn on paper and how people absorb information paper, and really striking the balance around paper… between paper and digital media.

Cary: So you have really a couple of different audiences for this. Obviously you’re trying to support the commercial print community, but you’re also trying to educate the consumers, or would be consumers of print.

Lewix: Right, certainly so. A big target of this campaign is business leaders. So showing the effectiveness of paper and print media within the business community, so whether you’re a large enterprise of a small company, you know, how print can be useful and paper can be useful at your organization.

Cary: Now, it seems to me, you know I’m, I’m a **** from the outside but it seems to me that, that a lot of what we do in our industry to kind of justify print is kind of from a defensive mode and rather it should be more, you know, what’s the customer’s business problem they’re trying to solve and what’s the best communication media, which may or may not include print. I mean, how do you… I mean, you’re obviously a paper company…

Lewix: Sure.

Cary: You obviously want everybody to print… right?

Lewix: Well, right. And I think it’s got to be the right balance. I mean, I think when you use print, and there are some guiding principles about you know, how you use it, the type of paper, knowing where it comes from, not overrunning, using it efficiently. And so it’s really it’s not about print all you want, we’ll make more, it’s about you know, where is print in relation to what the customer needs and, yeah, how do you strike that right… the right balance between what’s available from a electronic media perspective, what’s available from print. And when you do make that selection, making sure you make the right one and with the right types of suppliers.

Cary: So as you gear up for your 2011 campaign, are you thinking at all about helping… about maybe adding a piece to that that helps educate the printer on how to communicate that message better?

Lewix: Yeah, what we have… what we’re going to do on phase two of the campaign is to actually look at the different verticals that we think that paper applies to and so embedded in that will be for those different verticals, you know, for our supply chain partners that target those verticals, you know, how they can tailor the messages for whether it be healthcare or financial community or financial insurance. You know, how does that message, the print and the paper message, dovetail into what they want to accomplish in those different verticals?

Cary: And when will we start seeing that.

Lewix: You’ll start seeing that in April of 2011.

Cary: Okay, great. Thank you very much.

Lewix: All right, thank you.   

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Silicon Publishing Launches Redesign of Silicon Designer

Silicon Publishing Launches Redesign of Silicon Designer

Published: December 6, 2016

In this interview, Cary Sherburne, Senior Editor, talks with Max Dunn of Silicon Publishing about the company's clean sheet redesign of Silicon Designer leveraging the talents of former Adobe InDesign developers. This Web2Print/online editing solution is used by some of the world's largest companies.

 

Video preview: 1,000th HP PrintOS Customer Speaks Out

1,000th HP PrintOS Customer Speaks Out

Published: December 6, 2016

Senior Editor Cary Sherburne talks with Martin Saavedra, Jr., EVP at MLI Marketing in Tampa, the 1,000th HP PrintOS customer. Saavedra explains why solutions like HP PrintOS are important in helping printers remain competitive with a streamlined and productive workflow in an open, cloud-based ecosystem.

 

Video preview: PIA's Julie Shaffer on Color Conference 2016

PIA's Julie Shaffer on Color Conference 2016

Published: December 5, 2016

Julie Shaffer, Vice President of Education and Marketing Strategies for the Printing Industries of America, explains the evolution of the Color Conference and its value to brand owners, printers and premedia professionals. She also discusses broader PIA educational initiatives and certification programs, including a customer service certification that will be available soon.

 

Video preview: Frank is Entranced by Pop-up Cards

Frank is Entranced by Pop-up Cards

Published: December 2, 2016

Frank is entranced by pop-up cards from opencardnow.com. Former typographer Julie Brumlik has a new career with pop-up origami. Frank even shares his pop-up Gutenberg book.

 

Video preview: ASU's Print & Imaging Lab Leads the Way in Workflow Integration

ASU's Print & Imaging Lab Leads the Way in Workflow Integration

Published: December 1, 2016

Chris Halkovic, Web-to-Print Manager at Arizona State University's Print and Imaging Lab, talks about how the shop/learning environment is integrating Web2Print and MIS for a coherent and automated workflow for printed materials and 3D objects.

 

Video preview: Universal Wilde Has Transformed Its Business with Production Inkjet

Universal Wilde Has Transformed Its Business with Production Inkjet

Published: November 30, 2016

Universal Wilde in Massachusetts is the largest direct marketing and book printing company in the state. Its Vice President of Operations and Technology, Jeff McFadden, explains the company's decision to acquire production inkjet about 5 years ago. Today, about 75% of its production ink work being book production with the rest being direct mail. He also shares his thoughts about the value of users groups like thINK.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved