Online marketing is another way to reduce paper usage. Catherine Frost, sales and marketing director at Planet Dog, a multichannel marketer of pet supplies, suggests that catalogers eliminate ineffective and expensive prospecting via direct mail and use promotions to collect e-mail names.
Ask How Your Paper is Sourced
Work with your paper supplier to account for your fiber sources, suggest PublishExperts’ Janie Downey, a print and production consultant and a former paper buyer for L.L.Bean.
Ensure that the fiber comes from certified, sustainably managed forests, adds Smith.
To learn more about forest certification systems, visit:
Forest Stewardship Council, www.fsc.org/fsc ;
Canadian Standards Association, www.csa.ca ;
Sustainable Forestry Initiative, www.aboutsfi.org ; and
America Tree Farm System, www.certifiedwood.org.
Increase Your Use of Post-consumer Recycled Paper
When Norm Thompson Outfitters announced in 2001 that its catalogs would contain a minimum 10-percent post-consumer content, it received thousands of appreciation letters from consumers. Now the company has increased its target objectives and plans to use an average of 30-percent post-consumer recycled content by 2007.
Moreover, through extensive testing with its paper suppliers and printers, Norm Thompson found it could use recycled paper without impacting cost, response rates or print quality.
In addition to utilizing recycled paper in your catalog, consider it for ancillary literature, such as order forms, blow-ins and order envelopes, suggests The Direct Marketing Association (DMA) in its third edition of The DMA Environmental Resource for Direct Marketers. (See “For More Reading”)
Examine Your Paper Mill’s Environmental Performance
Use what Smith terms a “life-cycle filter,” that is, ask about the environmental impact of the mill’s manufacturing processes, particularly bleaching, air and water emissions, and greenhouse gas contributions.
Also look for the mill’s investments in pollution-prevention technologies, and how efficiently it uses energy and water. Also look at its releases into the environment, as well as trends over time, suggests Mills.