NPTA Discusses the “Life with Print” Campaign with Sappi Fine Paper Director of Corporate Communications, Jeffrey Pina

Q: This year, Sappi Fine Paper introduced its “Life with Print” campaign. Can you tell us why Sappi decided to launch this campaign?

A: With communications media constantly battling to strengthen their share of advertising and marketing budgets, it’s vital that the print industry continue to grow its share by telling the print story of effectiveness, and the proven value it provides as part of the communications mix.

For Sappi Fine Paper North America, this campaign is about print’s impact on the various market segments of the industry that Sappi serves. Because what is most important to us is what our papers become — magazines, inserts, direct mail, calendars, brochures, books, annual reports and catalogs, which are an indispensable part of our lives impacting opinions, decisions and behavior everyday.

Q: What are some of the trends in the industry that have necessitated it?

A: The effectiveness of print: The Life With Print campaign demonstrates the truly unique way print adds value to capturing memories, capturing imagination and capturing attention to build brands, sell goods and deliver corporate messages. The number one preferred method of contact by consumers is direct mail, (76 percent), an overwhelming preference for printed material (Source: Yankelovich Research). A marketing program combining print and television almost always out-performs one that relies solely on television or broadcast media according to the International Federation of the Periodical Press. Print audiences are growing and are more diversified than ever — today 6,230 magazines are on the market compared to 2,000 in 1980 (Source: Veronis Suhler Stevenson’s 2004 Communications Industry Report).

The reach and power of print: On the right paper, nothing compares to the power of print. It’s tactile, portable, enduring and can reach the masses. Print conveys mood, emotion, attitude and energy. In the fleeting world of electronic ephemera, print is real and permanent. The top 25 magazines in the country reach more adults than the top 25 television programs according to Nielsen and Mediamark Research Inc.

The erosion of print: There is even more competition for audience attention and message delivery. Business messages and advertising are showing up more and more in non-traditional outlets such as DVDs, computer games, Internet, movie screens and cable television, according to Businessweek. The goal of the Life With Print campaign is to bring attention to the power of printing excellence and the power of paper. When people read print, they do it on purpose, so they do it with purpose. If someone reads print, they’ve already given advertisers, retailers and corporate communicators permission to speak with them. That is what makes the print medium so unique and powerful.

Q: Who is the target audience(s) for this campaign? Is Sappi going to spread this message to consumers?

A: This campaign is for those business decision makers (publishers, CEOs, brand marketers, media buyers, corporate communicators, advertising agency strategists and graphic designers) who need to be reminded of just how powerful print can be as a communications tool for the masses.

At this time, messages are being delivered to a business audience only. There are no plans to expand the campaign for strictly consumers.

Q: What are the primary components of the campaign?

A: A print advertising campaign in U.S. publications of Fortune, Forbes, Adweek, Brandweek and Advertising Age magazines, as well as prominent industry publications all featuring messages that support and advocate for the print industry; Life with Print direct mail book sent to a combination of 75,000 corporate marketers, printers, designers and print media reporters; a publicity plan to generate print articles in regional and national business consumer daily and weekly press, as well as industry trade publications.

Q: What steps has Sappi taken so far to spread this message?

A: Sappi Fine Paper North America has met with company leaders that are in, or impacted by, the print industry to generate support for the campaign. We have asked our partners in the print industry to work together in a unified effort to promote the value of print. We would like to be part of an organized industry association that can build a brand for print, much like the plastics, milk and computer chip industries have done.

Q: What is Sappi hoping to accomplish with this campaign?

A: Sappi Fine Paper North America is hoping to generate visibility for the concept of print as a superior communications mix among advertising and marketing decision makers and influencers. We want to improve the knowledge of marketers to not only understand the value of print, but act on it as well.

Q: Is there a “next step” for this campaign?

A: We are hoping that other industry players and trade interest organizations will mobilize to promote print through education, awareness, market development, advocacy and research. There is strength in numbers and the next step for us is to get as many interest groups and companies supporting the concept of Life with Print.

Q: As a member of the industry trade press, how can Distribution Sales & Management help Sappi accomplish its goals for this message?

A: Run articles on the campaign and related stories, and deliver research information that supports the value of print. Maybe even sponsor research that supports the effectiveness of print. Tell the story to your audience and provide an active voice of advocacy.

Q: How do the industry trade associations fit into this campaign?

A: Eight top magazine publishers, along with key paper company leaders, and several printers have formed an executive magazine committee to pursue the promotion of magazines. Sappi was a key catalyst in the effort to bring this group together. In addition to the magazine executive committee, a print council was formed to promote the value of printing, raising the value and awareness of the importance of printed pieces.