Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     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: Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Published: May 23, 2017

Jim Raffel, CEO of ColorMetrix, shares insight into what he's seeing in the industry with the continued adoption of Idealliance's G7 as a method to provide common visual appearance across various print processes including industrial print applications.

 

Video preview: Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Published: May 22, 2017

Joe Morgan, formerly CEO of Standard Register and now Founder and CEO of Be Safe. Be Inspired. Be YOU. shares his insights on the InPrint USA show and the opportunities he sees for printing businesses in functional printing applications, particularly for packaging. He sees this as changing the role for the converter and requires businesses to redefine the role they will play in the future.

 

Video preview: A Mailer That Grows Wildflowers.  A Tree That Grows Books.

A Mailer That Grows Wildflowers. A Tree That Grows Books.

Published: May 19, 2017

Thinking he's got something special, WhatTheyThink Senior Video Editor Jon Emmerich does a little show-and-tell and asks for Frank's response. In true Frank fashion, Frank quickly and efficiently crushes Jon's dreams.

 

Video preview: Dave Fenske on Value Proposition of Direct Marketing

Dave Fenske on Value Proposition of Direct Marketing

Published: May 18, 2017

As one of the early adopters of production inkjet technology, Dave Fenske of Fenske Media discusses the whole value proposition of direct marketing and how it has enhanced his business and the business of his customers.

 

Video preview: Landa Digital Printing Shares North America Rollout Plans

Landa Digital Printing Shares North America Rollout Plans

Published: May 17, 2017

Nachum Korman, VP and GM, North America for Landa Digital Printing lays out the strategy for building a US sales and support organization, and discusses the three recently announced beta sites including the first installation in the US at Imagine! in Minneapolis, MN later this year.

 

Video preview: Postal Update: Postal Reform and Rate Making Process Updates

Postal Update: Postal Reform and Rate Making Process Updates

Published: May 16, 2017

Ken Garner, VP of Ideallliance explains the current state of the US Postal Service, what it will take to strengthen its position, and what it will ultimately mean for the mailing rates.

 

View More Videos

 

Become a Member

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

Copyright © 2017 WhatTheyThink. All Rights Reserved