Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:   WhatTheyThink Magazine     Production Inkjet     Installations and Placements Tracker

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    Reprint Icon Embed/Reprint

 

Post a Comment

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

 

 

Recent Videos

 

Video preview: Frank Makes Book(s)

Frank Makes Book(s)

Published: January 17, 2020

Frank talks about his three latest books which essentially comprise a history of his years in the industry—a personal, yet encyclopedic trilogy that covers the history of hot metal, the phototypesetting era, and desktop publishing.

 

Video preview: David Gross of Conde Systems Explains How Easy and Affordable It Is to Enter the Product Decoration Market with Heat Transfer Dye Sublimation

David Gross of Conde Systems Explains How Easy and Affordable It Is to Enter the Product Decoration Market with Heat Transfer Dye Sublimation

Published: January 16, 2020

David Gross of Conde Systems explains how his passion for heat transfer dye sublimation has grown into a highly diverse business that provides everything customers need to decorate just about any product, not only creating and producing items but helping them with marketing strategies as well. Users can enter this market with a minimal investment.

 

Video preview: Warren Werbitt Says “I Just Don’t Understand It”

Warren Werbitt Says “I Just Don’t Understand It”

Published: January 15, 2020

WhatTheyThink's print evangelist Warren Werbitt talks about the only thing there is to talk about: the proposed HP-Xerox merger: “Terrible! Terrible! Terrible!” The industry can’t afford to lose another player. And an $11 billion company making a play to take over a $35 billion company? “I just don’t understand it.” Who is the only one who is going to win? Follow the money. How many jobs will be lost? And what about the customers? Warren struggles to make sense of this.

 

Video preview: Heidelberg Gears Up for drupa

Heidelberg Gears Up for drupa

Published: January 14, 2020

Sonja Mechling, Chief Marketing Officer for Heidelberg, talks to Cary Sherburne about Heidelberg’s plans for drupa 2020, which include artificial intelligence (AI) applications to help improve productivity, as well as its digital solutions.

 

Video preview: ColorZone’s Joshua Feller Is a Technology Early Adopter

ColorZone’s Joshua Feller Is a Technology Early Adopter

Published: January 13, 2020

Cary Sherburne talks to Joshua Feller, owner of ColorZone. Feller bought ColorZone 15 years ago and began to acquire wide-format equipment—as much as $8 million worth—in order to reduce the amount of work he had to outsource. An early adopter of printing technologies, he has expanded from wide-format to label printing, which has proven highly successful

 

Video preview: The Typewriter Revolution

The Typewriter Revolution

Published: January 10, 2020

Frank visits with Tom Furrier of Cambridge Typewriter in Arlington, Mass., one of the last typewriter repair services in New England. Over the past 15 years, he has seen a resurgence of interest in mechanical (but not electric) typewriters—in particular among young people. His business is booming; his repair services have a two-month backlog.

 

View More Videos

 





Become a Member

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

Copyright © 2020 WhatTheyThink. All Rights Reserved