“PRINT &” Book Shows How Print Drives ROI When Used With Alternative Media
Chicago, IL – The Graphic Arts Show Company (GASC) has announced Sappi Fine Paper’s “PRINT &” book as the recipient of the 2013 “Positively Print” award, a print advocacy program designed to promote the power of print in today’s media mix. The award was presented by GASC President Ralph Nappi, September 7 at the close of the EXECUTIVE OUTLOOK Conference which immediately preceded the opening of PRINT 13 and co-located CPP EXPO, September 8–12, 2013 in Chicago’s McCormick Place. This is the fourth year for the award which acknowledges one organization that effectively promotes print.
“The purpose of the Positively Print program is to share examples of creative and effective print advocacy campaigns with the entire graphic communications industry,” said Nappi. “We want to demonstrate to companies involved in print that advocating for print can be done and that it helps to carry a powerful message that will benefit the entire industry.”
“Print &” highlights results by showing how print drives return on investment (ROI) when used in combination with alternative media to create effective integrated campaigns. Through independent research and examples, “Print &” explores data on demographic preferences, emotional triggers, and shopping behaviors that illustrate how print creates an interactive, visually intriguing, and tactile experience.
“For the past decade, the increase in digital advertising spend has led to assumptions that print would soon reach its demise, however, industry studies show that the opposite is true,” said Patti Groh, marketing director, Sappi Fine Paper North America. “The fact of the matter is that while this industry is constantly evolving, print and digital are proving to be mutually supportive, and brand marketers are learning to play to the strengths of each.”
Designed to spotlight the variety of ways in which the effectiveness of print is being promoted, Positively Print entries could be produced in any media, as long as the focus of the submission was on print targeting print buyers, print influencers, and the broader community. Nominated candidates were evaluated on their originality and perceived effectiveness in delivering the message of print as an integral—and effective—component of today’s integrated marketing campaigns.
The Positively Print program was created and is administered as an extension of the EXECUTIVE OUTLOOK Conference by GASC co-owners—the National Association for Printing Leadership (NAPL), NPES The Association for Suppliers of Printing, Publishing and Converting Technologies, and the Printing Industries of America. For more information about the Positively Print program visit: www.positivelyprint.org.
About Sappi Fine Paper North America
Sappi Fine Paper North America, known for innovation and quality, is a preeminent North American producer of coated fine and release papers, as well as dissolving wood pulp (DWP) and market kraft pulp headquartered in Boston, MA. Its coated fine papers, with highly recognized brand names such as McCoy, Opus, Somerset and Flo, are used in premium magazines, catalogs, books and high-end print advertising.