Industry Trends

Direct Mail in a Different World

March 15, 2023

By Trish Witkowski, president of Foldfactory

It’s 2023, and two of the greatest things that came out of the past three difficult years have been the rediscovery of and appreciation for tangible experiences – whether that’s a piece of mail, a visit to a store or an in-person meeting. Digital overload was a very real thing, and although it provided entertainment and helped everyone to communicate, the novelty wore off. The desire for multisensory experiences became greater than ever and continues to this day. Overall, this has been great for print marketing, and the industry needs to pounce on the opportunity.

First, why digital-only marketing has a problem

The days of boasting that digital marketing is cheaper and easier than print now are solidly in the past – the pandemic created an accelerated increase in online competition, due to the shift from in-person experiences to e-commerce. That competition has driven up digital ad pricing, with the average cost per click (CPC) on Google ads between $1 and $4, and the average cost per click on a Facebook ad at 94 cents (WebFX). And that’s just for a click. In 2017, that Facebook click was 28 cents. It was hard to beat the digital pricing argument at 28 cents, but at $1+ per click? Digital marketing is not the low-budget wonder that it used to be. It’s still essential in today’s marketing mix, but a cheap and easy strategy? Not a chance.

In addition to the rise in costs for digital marketing, the other – possibly greater – challenge of digital-only is that the rules always are changing. Here are four examples:

In January 2022, Facebook removed thousands of detailed targeting options related to topics people might perceive as sensitive, such as causes, organizations or public figures that relate to health, race or ethnicity, political affiliation, religion or sexual orientation. Facebook did not provide a list of the targeting terms that were removed, either. They were just gone.
Ninety-seven percent of Apple iOS15 users have opted into its new Mail Protection Privacy (MPP) feature, which prevents email marketers from tracking users’ email behavior.
Google Chrome, which holds 63% of the browser share, is set to remove third-party cookies by late 2023. Safari and Firefox already block them.
According to eMarketer, more than 40% of internet users are using ad blockers. Additionally, an Edelman study determined that 45% pay for streaming video services that don’t contain ads or that have reduced ad loads.

So, whether it’s the platform or the user blocking the path of marketers, it is getting a lot tougher to get digital marketing content consistently in front of the right customer or prospect.

Print + digital for the win

Whereas the argument used to be “which is better?,” it’s now become much clearer and easier to prove the position that a hybrid, print + digital marketing strategy truly is the best way to enhance the customer journey and drive sales. According to an SG360 study, 92% of direct mail recipients report being driven to digital activity. So, the two work together as a powerful sales team.

Each marketing channel has a role to play – digital marketing works to engage and track (view, click, visit, read) and print is used to slow down customers, narrow their focus and drive them to action. More than just a nice to-do, it’s actually become an expectation that brand experiences will be more nuanced and dimensional. In fact, 85% of consumers indicated that they expect and appreciate a blend of digital and physical engagement with brands (CMO Council).

Making that print touchpoint count

Direct mail has a lot going for it these days (and the data to back it up), but rising postage and paper costs, supply chain challenges and inflation mean there are big investments and risks to print marketing as well, so there’s no room for error. With everything on the line, print customers need more help than ever to make sure that their mail campaigns succeed.

The great news is that, as print professionals with a wide array of techniques and tools that can enhance the experience and the engagement of a printed piece, there are so many ideas and strategies designers can bring to the table (translation: VALUE) to help their customers succeed in their campaigns.

I spend a lot of time analyzing different strategies for mail, and I’ve compiled five of my go-to mail enhancement ideas:

1. Special print effects

I’m starting with special print effects because this category is huge, incredibly powerful and can be applied to everything from short- to long-run print jobs. What I love about special print effects these days is that there are many ways to get the effect designers are looking for. Let’s take clear gloss, for example. Designers can use gloss varnish, gloss UV coating, gloss aqueous coating, clear gloss digital enhancement ink, sleeking, gloss laminate or clear gloss foil. I have not even touched upon metallics, raised textures, specialty inks and all of the other great effects in this category. There’s something for everyone and every budget. Sometimes a designer or marketer just needs to know where to apply the effects.

2. Technology

How can one leverage print technology to create engaging communications? Oh, there are so many ways, and not all of them will bust clients’ budgets. My top three technologies are variable data personalization, QR codes and direct mail retargeting/direct mail automation. For variable data, there’s a lot more than first-name personalization – consider batch targeting using imagery and customized content for different audiences. QR codes are a no-brainer these days. Everyone knows how to use them, so make the destination worthwhile. And for direct mail retargeting and automation, check out Lob, PebblePost and Postalytics, to start.

3. Un-envelopes

Supply chain issues with envelopes led to a lot of forced creativity in the folded self-mailer (FSM) category, and one of my favorite solutions is the un-envelope or faux-velope. The concept is to create a folded self-mailer that looks like an envelope, but it is not an envelope. The easiest way to do this is to add a short flap that is glued down and gives the appearance of an envelope, but designers can get really creative by shaping the flap with a point or tab to open.

4. Interaction devices

Creating clever and simple ways for someone to interact with the mail piece is a really easy thing to do. For example, adding a zip strip (or paper zipper) as an opening mechanism creates a great sound and a fun experience to tear it away. In the process, it engages three senses – touch, sight and sound – and the more senses one can engage, the greater the experience and brand recall. Another way to add interaction is with a peek-a-boo panel. If two panels are glued together, leave a section free of glue and perforate the top panel so that it can be peeled up to reveal a message or image below. Fun and easy!

5. Texture and dimension

Adding texture draws attention and sensory interaction, and this can be achieved through print embellishments to mimic known textures like rubber, woodgrain, leather, sand and more. Paper texture is another way to make an impression. Paper itself is dimensional and can be cut and folded in different ways to create pop-up sections and memorable dimensional experiences.

Bring fresh print marketing ideas to the table

So, now I’m going to give the readers of this article some homework: Go back through client work to see if anything has been produced that could be considered a good example of any of the five categories listed here. If examples are found, set them aside to share with customers (if allowed). If there are no examples, I would suggest that making some “house samples” that demonstrate the concepts and can be handed out. Basic order of magnitude pricing scales would be helpful as well. Designers and marketers are visual, and they have to live by their budgets, but if they are shown something that can increase their visibility, engagement and return, they just might jump on it.

Trish Witkowski is president of www.Foldfactory.com, curator of the world’s most exciting collection of folded print and direct mail samples, and host of “60-second Super-cool Fold of the Week” on YouTube. Witkowski also is an instructor for LinkedIn Learning and the author of several books on folding and direct mail strategy.

DataGraphic Creates Smyth-Sewn Book for Global Diversity Movement

December 12, 2022

By Erin La Row, editor, PostPress

Many great design pieces begin with an idea. This one begins with a movement: Rare with Google – an initiative to help, in Google’s words, “change the face of a notoriously homogenous creative industry.” The team at DataGraphic, a US specialty printing company in Commack, New York, was tasked with creating what resulted in a stunning and unique book for the program.

To complete the assignment, the team had to dive into the mission. Rare with Google is a global diversity, equity and inclusion (DEI) program. According to the Rare website, “Rare with Google provides equitable opportunities for underrepresented creatives to thrive at every stage of their career.” Since its founding in 2017, Australian experiential design studio Semi Permanent has designed and produced Rare’s evolving program, which includes talks, workshops, mentorship opportunities and research projects. MAUD, an Australian design firm and a founding partner of Rare with Google, was the design company behind the program’s intelligent, punk-inspired graphic identity.

“Of the plethora of physical and digital assets created to support the program, DataGraphic was asked to produce this striking, exposed Smyth-sewn book,” said Glenn Schuster, president of DataGraphic.

While there’s nothing unusual about a Smyth-sewn book, what makes this one stand out is the exposed binding. Schuster said it’s a design trend: The book’s edges are not wrapped with a hard or soft cover, but intentionally left uncovered so the stitching and glue are bare to the touch.

“The Smyth-sewn binding was chosen by the creative director of the project since it lends itself nicely to the punk/D.I.Y. brand aesthetic that was used throughout the program’s creative assets,” Schuster said. “What makes this example of exposed Smyth-sewn binding unique is the layering effect created by the screen-printed clear PET dust jacket, which contains and protects the binding while leaving it visible.”

The project used 130# ColorPlan Lockwood Green for the cover and 100# Mohawk Superfine White Eggshell for interior pages. Machines used in production of the book include a M+R Screen Press for screen printing white gloss UV ink; HP Indigo for the interior printing; and a Smyth Sewing Machine for the spine binding.

Overall, Nicole Cappiello, account management and development with DataGraphic, said production went smoothly. The biggest challenge was being thousands of miles and an ocean away from the client.

“Working with clients overseas was a bit of a challenge. We typically invite our clients to come into our facility for press approvals and encourage involvement in the process as much as possible. We overcame this distance dilemma through our consistent communication,” she said. “In addition to this project having an ambitious schedule, we were able to meet the quick turnaround needed.”

Other than the challenge of distance, Cappiello said the project easily fell into place. “The technology and techniques used – it was nothing that wasn’t already in our wheelhouse,” she said.

The final result is a book that serves the spirit of the Rare with Google program, and one the design team is proud to showcase. “Our clients were very pleased with the outcome,” Schuster said.

Making Projects Stand Out with Spiral Coil Options

December 12, 2022

By Rafael Renderos, PEL Manufacturing

Mechanical binding uses many products, including Wire-O, combs and spiral coils (aluminum spirals, wire spirals and plastic spirals). This article focuses on spiral coils, as they are the most popular and most customizable product within the mechanical binding method. Spiral coils come in several diameters, colors, thicknesses, hole spacings and materials.

Spiral coils are measured by inside diameter, with diameters ranging from 3/16″ (4.76 mm) to 4 ½″ (114.3 mm). Currently, the largest diameter in plastic is 3 ½″ (88.9 mm), and 4 ½″ in wire or aluminum. With diameters, gauge (material) thickness comes into play, as each diameter recommends a suggested gauge. But the beauty of spiral coils is there are no “standards.” As mentioned, spiral coils are customizable – it depends on the look one is going for, budget and supplier. For example: a 9/16″ (14.29 mm) 2.5:1 (hole spacing will be covered later) may suggest a gauge thickness of .103, but a gauge thickness of .135 also can be used. Customization can be done with all diameters, hole spacings and materials (aluminum, wire or plastic).

Hole spacing, also known as pitch, refers to the number of holes per inch. For example, a 4:1 pitch means that there are four holes for every inch. There are 10 different pitches available – all serving a purpose – depending on the look one is going for and overall thickness of the project. However, there is no need to worry about having all pitches available – having a couple of them will be enough for most projects. If possible, have a 5:1, 4:1 or 2.5:1. A 5:1 pitch is perfect for calendars, short books/binding edge and thin books/projects. It offers a more appealing look due to the holes being closer together. It is something a project manager may want to suggest to clients, especially when binding short books. A 4:1 pitch can cover a wide range of diameters. It can be used with coil from ¼″ (6.35mm) up to 2″ (50.8mm). This pitch is one to have in inventory. A 2.5:1 pitch is great for larger projects. With a 2.5:1 pitch, a 3 ½″ (88.9 mm) coil can be used. A wider pitch will make the coil easier to insert on thicker projects – something to keep in mind for projects that call for a 2 1/8″ coil or larger.

There currently are three types of materials being used to manufacture spiral coils: plastic, wire and aluminum. In the 1920s, plastic spirals were common. Wire spirals were introduced in the 1980s, and in the 1990s came aluminum spirals.

So, which one is better? This is a question often asked, and it is difficult to give a simple explanation. There are a few components to consider: type of binding project, the look the client is going for and the client’s budget, just to name a few.

Plastic spirals are great for most binding projects, especially children’s books. Plastic spirals come in a variety of colors. About 40 colors readily are available, but custom colors always can be made. Plastic spirals also come in various lengths, ranging from 6″ to 40″, depending on the supplier. Among all three materials, plastic spirals are the most economical so, if the budget is tight, plastic spirals will be the way to go.

Wire spirals, not to be confused with Wire-O, are single-loop spirals, just like plastic and aluminum (yes, the same punching and inserting equipment can be used with all three materials). They also come in a variety of colors, including custom colors. One common complaint is that the material is too thin and the spiral could distort after heavy use. This issue easily can be resolved with a little customization – a heavier gauge can be suggested. For example, many menu companies are using heavy-gauge wire for their projects – .055 gauge with a 7 mm spiral coil. Wire spirals also come in various lengths and pitches.

Aluminum spirals, the newest of the bunch, are becoming popular. Aluminum spirals have been around for almost 25 years but did not gain popularity until the early 2000s, when planner companies started using them. Aluminum spirals also are in high demand with marketing companies, as they always are looking to stand out with a unique product. Many binderies are making a switch from wire to aluminum, as it is a strong alloy but lighter in weight, allowing them to save in shipping costs. The base color for aluminum spirals is silver or “plain aluminum,” but like the other materials, color can be added. Aluminum spirals, made in the USA, are manufactured from “virgin” aluminum and are an eco-friendly product. Like wire and plastic, aluminum spirals also are single-loop continuous coils. Aluminum spirals also offer a wide range of diameters, from 3/16″ (4.76 mm) to 3 ½″ (88.9 mm), and they can be manufactured in 10 different pitches.

Mechanical binding offers a wide range of products, not just plastic spirals, and within each of the materials used there are options. Each binding project is different – each customer is different – and it is up to binders and finishers to make customers aware of all available mechanical binding options.

Rafael Renderos is a sales and marketing specialist at PEL Manufacturing. Learn more at www.pelspiral.com.

RRD Survey: Nearly Seven in 10 Packaging Decision Makers Forced to Reprioritize Amid Supply Chain Disruption, Inflation

September 16, 2022

Submitted by R.R. Donnelley & Sons Company

A study released in June by R.R. Donnelley & Sons Company (RRD) found the market’s most pressing challenges forced packaging decision makers to shift priorities and rethink operations, with 90% changing how their packaging is sourced. The Unpackaging Reality Report explores how converging disruptive issues like supply chain volatility, inflation, labor shortages and increasing sustainability pressures have impacted the industry.

Diversifying suppliers (62%) has been the most common response to these disruptions.

Surveying 300 packaging decision makers in the US, RRD’s study found that material price hikes and supply shortages presented the biggest hurdles for the industry over the past year, with over half of respondents reporting they have been strongly impacted. These challenges, among others, forced organizations to reprioritize packaging materials (68%), budget (52%), packaging design and aesthetics (49%) and sustainability goals (45%). Despite the many challenges brought on by the pandemic and downstream issues, the report found that overall, the packaging industry proved resilient and continued to track toward a more sustainable and innovative future.

“There’s no disputing that rising costs, supply chain snares, and talent pinches have posed major challenges to the packaging industry, but that doesn’t mean this reality is all doom and gloom,” said Lisa Pruett, president, packaging, labels and forms, retail solutions at RRD. “These challenges actually transformed the industry into a more innovative, agile and environmentally conscious sector. Organizations responded with diverse strategies as there is not a one-size-fits-all approach to tempering disruptions.”

There was a broad willingness to pivot to different packaging materials in light of recent industry challenges – over one third says extremely willing (36%).

As a leading global provider of marketing, packaging, print and supply chain solutions, RRD conducted a comprehensive survey to offer insight into this complex landscape of both immense opportunity and challenges for decision makers. The study’s key findings underscore the packaging industry’s willingness to evolve operations in the face of challenges without losing sight of sustainability goals:

Key Finding 1: Supply chain challenges lead to innovation

To navigate the market challenges, organizations have been willing to explore a wide range of solutions to their supply chain issues. Specifically, 62% diversified suppliers, 42% outsourced manufacturing and fulfillment, 39% consolidated suppliers, 30% substituted specs and 26% reshored their manufacturing to the U.S. There is broad willingness to pivot to different packaging materials in light of supply chain sourcing challenges, with over one-third (36%) saying they were extremely willing to use alternative materials. As for guidance and information, 78% of respondents looked to suppliers, vendors or direct manufacturers.

E-commerce has increased over the past 1-2 years for over half (57%).

Key Finding 2: E-commerce ignites packaging demand

Packaging needs have skyrocketed in recent years, in part due to the acceleration of online shopping amid the pandemic, and this has created both strain and opportunity for the packaging industry. The majority of respondents (57%) experienced an increase in e-commerce orders in the past 1-2 years and, for nearly all of them (92%), this resulted in an increase in packaging needs.

Packaging professionals responded to the growth in ecommerce orders by increasing inventory (55%), expanding warehousing (53%), changing materials (52%) and increasing staff (51%).

Interestingly, recent supply chain disruptions moved more companies closer to their carbon emissions goals compared to further away.

Key Finding 3: Surprising strides in sustainability despite cost pressures

Survey findings contradict the sentiment that sustainability initiatives fell to the back burner as companies grappled with other pressing priorities, with almost all respondents (94%) agreeing that sustainability is a key consideration in packaging and label decisions. Further, two-thirds of packaging professionals shifted to more sustainable packaging than what they used previously. When considering sustainability, budget is the top influencing factor – more so than external regulations or consumer preferences – suggesting that cost-effective eco-friendly materials are in high demand.

Of note, the majority of packaging decision makers (55%) believe recent supply chain disruptions moved their companies closer to their carbon emissions goals, suggesting sustainability initiatives may prove versatile and resilient.

As a leading global packaging provider, RRD commissioned an online survey of 300 procurement, brand marketing and packaging engineering decision makers to provide insights that inform strategy, priorities, and investments. Survey participants are located in the US across a variety of industry sectors. The survey, conducted by FINN Partners in Spring 2022, is weighted to be nationally representative. To read the full report, visit: www.rrd.com/Reality-Report.

Top 10 Packaging Trends for 2022

June 20, 2022

By Nathan Dube

This article was originally published in September 2021 on the Industrial Packaging blog. It’s being shared with PostPress readers. Read the complete article at
www.industrialpackaging.com/blog.

In this article, we will be exploring the top 10 packaging trends for 2022. With the information in this article, you will understand the most important items of consideration for packaging come the new year.

1. Pandemic prepared certification for packaging lines and supply chains

As fall approaches, many businesses are once again taking a hard look at the COVID19 pandemic. With the delta variant expanding across the country and hot spot cases surging to numbers not seen since the beginning of the pandemic, companies are taking stock of what is essential. A focus on safety is front of mind for many businesses and their
supply chain.

One way companies can significantly reduce the effect of pandemics on their packaging lines is by becoming pandemic prepared certified. For instance, certification from a provider like AIB International gives your facility an upper hand in the battle against COVID19 and other potential viruses that could be problematic in the future.

2. Protective and tamper evident packaging

With health and safety being an essential item of consideration for many businesses, protective packaging and tamper-evident packaging are becoming ever more popular for many food and consumer goods
manufacturing companies.

Protective and tamper-evident packaging materials allow companies to enhance the safety of their current packaging containers and provide consumers with the ability to quickly identify whether their products have been compromised or tampered with.

Protective and tamper-evident packaging materials include items such as seal bands, lidding films, blister packs, and flexible pouches.

3. Contract packaging

As the “great resignation” continues to spread like a wildfire across the US, many businesses are concerned about their ability to keep their packaging lines running. And, while employment benefits ended in September, and many believe that will result in workers returning, others are not so sure. In this respect, there is perhaps no better time to consider outsourcing your packaging line and supply chain through contract packaging.

Co-packers specialize in taking packaging off your plate so that you can focus on your business’s core capabilities. Plus, they can leverage more extensive networks of temporary workforces or automation capabilities to keep your
business running.

In this way, co-packers can take two significant headaches away so that you can stop worrying about the future and focus on the success of your business.

4. Packaging automation

If you want to keep your packaging line in-house but want to ensure that your operation is as close to COVID-proof as possible, you may want to consider a more technically advanced tool for your arsenal. Automation is one of the best weapons you can have against COVID.

It is also the best way to increase and exceed your key performance indicators continually. With a partially or fully automated packaging line, you will have fewer people in the warehouse. This will help to prevent the spread of illness while resulting in a better-optimized packaging line.

Whether you choose to use fully automated packaging machinery by itself or in conjunction with collaborative robots, automating your packaging line will help you increase production, improve quality, and help keep your people, products, and brands throughout the supply chain safe.

5. Virtual and augmented reality packaging

One of the hottest trends we have seen in 2021 is the advancement of AR and VR in packaging applications. With the rise of the metaverse being one of the year’s major stories, it is no wonder that more brands are jumping on the AR/VR packaging bandwagon. From major brands like Pizza Hut to beverage companies such as 19 Crimes Wine, augmented and virtual reality applications are becoming more popular
by the day.

Part of the reason these digitally augmented forms of packaging are becoming so popular is that they offer access to special deals, coupons, games, and other interactive experiences that you cannot access unless you are using AR or VR devices such as smartphones, tablets, or virtual reality headsets. Using virtual and augmented reality packaging can give your business an edge over your competitors who are not implementing these technologies.

6. Transparent packaging

A new trend becoming very popular with consumers is transparent packaging. These include items such as flexible pouches that feature a transparent plastic window that allows consumers to see the product inside of the package.

By allowing the customer to feel the texture of the product while also seeing their items without opening the packaging, you provide an interactive packaging experience that entices the customer to pick up and inspect the product. This increases the probability of the consumer grabbing your products off the shelves and placing them in their shopping carts. Another popular form of transparent packaging includes flexible bagging such as poly bags.

7. Vintage packaging

A trend that we first saw in our article on top packaging materials for 2021, vintage packaging, is continuing its rise in popularity as we head towards the new year. With nostalgia being a popular marketing trope gaining consumer’s attention since 2020, vintage packaging has become more common in the marketplace.

By instilling a sense of “the good old days,” vintage packaging gives consumers a feeling of attachment to older generations and simpler times. Often treading the line of luxury packaging, vintage packaging’s aesthetics, color combinations, and typography have proven to be both eye-catching and appealing to consumers as time has gone on.

8. Luxury packaging

Speaking of luxury packaging, that is another form of packaging that continues to gain momentum in the marketplace. With the currently booming economy, it should be no surprise that many people are treating themselves. Those treats include items such as aged whiskeys, smartphones, watches, fine wines, gourmet foods and more.

An excellent example of luxury packaging would be a vintage scotch whiskey. These types of liquors often feature multi-layer packaging that combines a paperboard box, custom foam insert and high-quality glass bottle.

Luxury packaging exudes a sense of pure indulgence. It aims to produce a feeling similar to that of the product being packaged. And while this type of packaging continues to be a hit with well-to-do consumers, there are some concerns about luxury packaging’s environmental costs.

Between 2019 and 2021, luxury packaging saw growth of more than 3% in global sales despite those concerns. That number continues to rise as we head closer to 2022.

9. Minimalist packaging

Less is more, am I right? In stark contrast to luxury packaging, minimalist packaging seeks to use the least amount of materials, typography, ink and space as possible. This type of packaging appeals to consumers overwhelmed with the variety of pulsating colors, aesthetics, and other attention-grabbing forms of packaging materials.

Interestingly, by having such simple designs and often flat or monotone colors, minimalist packaging often stands out from the vast sea of multi-colored and multi-textured packaging alternatives on the market today. By regressing to simplicity, brands can stand out without resorting to using multiple materials, printing technologies, textures, and other popular “in your face” marketing techniques.

10. Flexible packaging

Finally, we come to flexible packaging. Flexible packaging is a type of packaging in which the shape can be manipulated or bent easily. Generally speaking, these materials are made from various plastic formulations, foils, paperboard and bio-polymers.

Flexible packaging is fast replacing more costly and less environmentally friendly forms of rigid packaging. With a lower carbon footprint and cost than their rigid counterparts, flexible packaging materials win consumers worldwide.

This article is reprinted with permission by Nathan Dube from the Industrial Packaging blog. Nathan Dube is a digital marketing specialist, podcast host, and voice actor, and he has been in corporate B2B marketing for 15 years. His work has been featured in various best-selling marketing books, including Return on Influence, No Bullshit Social Media, and Visual Marketing.

Revival of the North American Book Market

March 22, 2022

By Andy Fetherman, Muller Martini North America

The North American book market currently is experiencing an actual revival. Despite (or because of) the COVID-19 pandemic, 8.2% more printed books were sold in 2020 compared to 2019.

Without exaggerating, the current positive trend can be described as a revival of the North American book market – and not only in softcover but also in hardcover. So, as a participant at the virtual spring conference of the Book Manufacturers Institute (BMI), which describes itself as the only graphic arts industry association in the US focused on the book manufacturing market, I saw some interesting statistics to support this trend.

23% more books in the first quarter of 2021

A chart entitled “US unit sales of printed books” from NPD BookScan¹, which covers 85% of book sales in the US, showed that the number of printed books sold in the US increased from about 694 million in 2019 to about 750 million in 2020. This represents a growth rate of 8.2% – and this was through the pandemic!

The World Economic Forum² noted that, “readers in the US bought 821 million books last year, putting it 67 million more than in 2020.” It continued to speak towards the impact of social media and how it was a large factor in this growth. “This is especially true about TikTok, through a phenomenon known as ‘BookTok’ where posts featuring its hashtag have received almost 40 billion views.”

While I have yet to see new sales figures regarding the volume of books produced in the current year, I learned from a book manufacturer that he produced 23% more books in the first quarter of 2021 as compared to the previous year. Another book manufacturer instructed its plants to do its maintenance work now to prepare for future volume demands. These are undoubtedly signs of strength for the North American book market.

E-books stagnate

The fact that during the COVID-19 pandemic many North American book printers experienced, and are still experiencing, striking growth in the production of books is primarily attributed to three specific reasons. First, we are seeing a general flight back to reading printed books (see sidebar on reading print material from Two Sides North America). Secondly, the younger generation is reading more again, which has led to an upswing in books for young people and bodes well for the book market in the long term. Thirdly, volumes in the book-on-demand segment in particular also have strongly increased.

The fact that more North Americans are buying printed books again also has to do with the fact that they are not being displaced by e-books. A recent report by NPD BookScan¹, for example, states that the share of e-books in total book publications has levelled off at 20% and has not recently increased. This is another reason why publishers are expecting more printed books in the months ahead and are asking book manufacturers for higher production capacities.

Both offset and digital printing capacities in demand

The largest growth sectors for softcover production are in black-and-white trade books and digital book production. As a result, many manufacturers are looking for ways to modify their equipment to bring the production of digitally printed books up to date. As digital production becomes increasingly important, many publishers are insisting that its print partners have both offset and digital printing capabilities so that they can meet production needs from a single source. That is why digital-only printers are now pursing offset printing capabilities – either through acquisitions or by investing in new equipment. And vice versa, offset printers are expanding their digital capabilities.

Part of the increased volume also is the result of book production moving back to North America and there are several financial and political reasons for this. For example, some religious publishers now prefer production in the home market again. Four-color hardcover books (cookbooks, for example) also are moving back to North America.

Although there still can be costs savings in offshore book production, publishers are determining that it is more productive to pay a little more and have books manufactured here in North American versus fighting the shipping delays and difficulties of working with vendors abroad. The increases in shipping of containers from China in recent months has escalated to over 500% more than what it was just one year ago. This alone has helped bring the costs of book production here in the North America much closer in overall prices compared to overseas.

Impact on finishing/bindery equipment

This positive development also has a pleasing impact on the number of newly installed perfect binders and other binding equipment in North America. There has been a steady growth of new equipment sales in this area over both 2020 and 2021, even with the concern of the pandemic. Suppliers are seeing orders of new equipment from customers who have not purchased new finishing/bindery equipment for over 20 years. This increased interest in buying new equipment with the latest technology, and therefore with a higher level of investment, shows printers’ and publishers’ confidence in the strength of the North American book market.

Most of these recent orders have been either to replace older, obsolete machines or to purchase a machine to increase capacity due to growing book production demands. A percentage of the new equipment is from either an offset printer adding digital print and binding capabilities or a digital printer adding offset printing and bindery capabilities.

From secondhand to new equipment

Another trend is that book producers are realizing that investing in new binding equipment, especially for handling shorter run books and other work, is well worth the investment. New technologies that decrease set-up and makeready time are dramatic in newer equipment these days. Set-ups for a perfect binding job may take four or five hours on older equipment where more state-of-the-art perfect binders can cut set-up times to less than one hour. With shorter runs and more digitally printed books, having quick change-over from one job to the next is essential.

New equipment also comes with the support of the manufacturer that can be important from the installation to proper training. Customers buying new perfect binding and other binding equipment is the best way forward for them to create stability and security for their book manufacturing growth initiatives.

Andy Fetherman is the vice president of Sales and Technology for Muller Martini North America. Muller Martini is a worldwide organization that manufactures, markets and services a full range of postpress finishing equipment for commercial printers, binderies, digital book manufacturers and newspaper plants, as well as web offset presses. For more information, visit www.mullermartini.com.

Facts About Reading in Print vs. Digial

The following information and sources where compiled by Two Sides North America. For the complete article and further information on the facts about sustainability as it relates to print, paper and paperboard packaging, visit www.twosidesna.com.

Three studies that compared print and digital comprehension among college students reading newspaper articles and fiction excerpts found that students read digital formats faster – at a cost. Students gleaned the main idea from digital texts as well as they did from print. But they absorbed fewer details, which suggests students are much better off reading print for in-depth, university-level study.
Despite immense technological advances, learners still prefer studying text from printed hard-copy rather than from computer screens. Quantitative findings from a study of university students in the US, Japan, Germany, Slovakia and India revealed high levels of affirmation about advantages of reading in print. Nearly 92% said they concentrated best when reading in print, and more than 80% reported that if cost were the same, they would prefer print for both school work and pleasure reading. Students reported they were more likely to re-read printed material than digital.
A large international survey with more than 10,000 participants found that, for academic reading, a broad majority reported a preference for print, especially when reading longer texts. Interestingly, participants reported that they felt they remembered the material better and were better able to focus when reading in print, compared to when reading digitally.
The tangibility of traditional print also provides a stronger emotional impact, allowing readers to interpret and internalize text through their own experiences and beliefs.
A 2012 survey by the Pew Research Center’s Internet & American Life Project of 2,252 people ages 16 and older found that 81% of parents believe it is “very important” that their child read print books, citing the importance of prints’ unique sensory and tactile experience.
When is comes to reading books, magazines and newspapers, print is preferred over digital. 68% of Americans and Canadians believe print is the most enjoyable way to read books, 65% of Americans and 59% of Canadians prefer to read magazines in print, and 53% of Americans and 49% of Canadians prefer to read newspapers in print.

Sources

The NPD Group, NPD Bookscan, https://www.npd.com/wps/portal/npd/us/industry-expertise/books/
World Economic Forum, How BookTok Has Boosted Book Sales to Record Levels, 2022, https://www.weforum.org/videos/how-booktok-has-boosted-book-sales-to-record-levels

Paper, Climate Change and Common Sense

December 9, 2021

By Kathi Rowzie, vice president of operations, Two Sides North America

The UN Intergovernmental Panel on Climate Change (IPCC) recently released updated projections about the effects of human activity on the planet, warning that inaction to immediately address climate risk will yield dire consequences. The IPCC’s conclusions and recommendations will no doubt be the subject of continuing debate, but there are three things that most people agree on: the climate is warming, humans play a role and we need to do something about it.

However, without broad-based public understanding of how the environment works, there is an unfortunate tendency to believe that all manufacturing industries and processes must be part of the problem. This is a misconception that some in the Environmental Non-Governmental Organization (ENGO) community and the news media are only too happy to exploit. They push the thoroughly unscientific narrative that paper contributes massive amounts of carbon dioxide (CO₂) to the atmosphere, a byproduct of tree harvesting, manufacturing processes and paper waste. Far from mitigating climate change, it’s a narrative that could stifle an industry that is, in reality, a part of the solution.

Mitigating climate change demands a common-sense approach that is grounded in sound science, embraces proven strategies and invests in driving continuous improvement. This approach, in a nutshell, is why the North America paper and paper-based packaging industry is a climate mitigation leader.

Paper’s carbon footprint

A look across the life cycle of paper shows that its carbon footprint can be divided into three basic elements: carbon sequestration, greenhouse gas emissions and avoided emissions. Each of these elements is influenced by important characteristics that distinguish paper from other products: it’s made from a renewable resource that stores carbon, it’s manufactured using mostly renewable, carbon-neutral energy, and it’s easily recyclable.

Sustainable forestry and carbon sequestration

Sustainable forest management, the cornerstone of the North American paper and paper-based packaging industry, helps increase the ability of forests to sequester carbon while also protecting and conserving other forest values like soil, air and water quality; wildlife habitat and biodiversity. An infinitely renewable resource, healthy forests sequester carbon by capturing CO₂from the atmosphere and transforming it into biomass through photosynthesis. The carbon stored in forests helps to offset releases of CO₂ into the atmosphere from sources like the burning of fossil fuels and deforestation (the permanent loss of trees).

The US Environmental Protection Agency (EPA) reports that sustainable forest management practices resulted in net carbon sequestration each year between 1990 and 2018. As reported in the agency’s Inventory of Greenhouse Gas (GHG) Emissions and Sinks, US forests and wood products captured and stored roughly 12% of all carbon dioxide equivalent (CO₂e) emissions in 2018. CO₂e is a measure of the global warming potential of all GHGs compared to CO₂. The Canadian government reported that forestlands captured and stored around 19% of the country’s total CO₂e emissions in 2018.

Planting new trees and improving forest health through thinning and prescribed burning are some of the ways to increase the uptake of forest carbon in the long run. According to the US Forest Service, the perpetual cycle of harvesting and regenerating forests can also result in net carbon sequestration in products made from wood and in new forest growth. In its 2020 Global Forest Resources Assessment, the U.N. Food and Agriculture Organization reported that net forest area in the US increased by approximately 18 million acres between 1990 and 2020, while net forest area in Canada remained stable at around 857 million acres during those same years.

The paper industry and greenhouse gas emissions

The North American paper and paper-based packaging industry was among the first industries to take voluntary action to reduce GHG emissions. Between 2011 and 2019, the US industry reduced greenhouse gas emissions from 44.2 million metric tons to 35.2 million metric tons or 20%, according to the EPA. Natural Resources Canada (NRCan) reports that between 2007 and 2017 the Canadian industry reduced GHG emissions from 22 million metric tons to 13.1 million metric tons or 40%.

These reductions are attributed to the predominant use of carbon-neutral, wood-based biofuel (which accounts on average for around 60% of energy generation at North American mills), the switch from coal and oil to less carbon intensive fuels such as natural gas, and investment in equipment and process enhancements that improved overall energy efficiency. Contrary to the claim that the North America paper and paper-based packaging industry is a major contributor to GHG emissions, EPA and NRCan data show that US and Canadian producers account for only 0.5% of total GHGs in their respective countries. A continuing increase in the use of biomass energy at North American mills has the potential to reduce GHG emissions even further.

Some in the ENGO community argue that because biomass releases just as much CO₂in the atmosphere as fossil fuels, it isn’t really carbon neutral. But the US Department of Energy (DOE) and other experts disagree. As DOE explained, “Burning biomass releases about the same amount of carbon dioxide as burning fossil fuels. However, fossil fuels release carbon dioxide captured by photosynthesis millions of years ago – an essentially ‘new’ greenhouse gas. Biomass, on the other hand, releases carbon dioxide that is largely balanced by the carbon dioxide captured in its own growth.”

In other words, biomass contains carbon that was only recently removed from the atmosphere by photosynthesis, and that same carbon is returned to the atmosphere as part of the natural carbon cycle when it is burned to generate energy. This inherent property exists whether or not trees are regrown. Sustainable forest management practices help make sure that biofuel use does not outpace forest regrowth. The IPCC concluded that, “Regardless of how carbon neutrality is defined and calculated, the use of forest biomass produced under conditions where forest carbon stocks are stable or increasing always yields long-term mitigation benefits.”

Avoided emissions: Paper’s recycling success story

When paper products are sent to landfills, they release GHGs as they decompose. When they are recycled, these GHG emissions are avoided. That’s a significant environmental benefit when considering that around two-thirds of all paper and paper-based packaging is recovered for recycling in the US and Canada, more than plastics, glass and metals combined. When singling out corrugated cardboard, the recovery rate jumps to nearly 90%. The EPA reported that the amount of paper and paper-based packaging that was recycled instead of going to landfills lowered US GHG emissions by 155 million metric tons of CO₂e in 2018, an amount equivalent to taking over 33 million cars off the road for an entire year.

The North American paper industry continues to invest billions of dollars in technology to increase the types of paper products that can be recycled as well as infrastructure investments that expand recycling capacity. For example, US producers have announced or planned $4.5 billion in manufacturing infrastructure investments by 2023, more than $2.5 million per day. The industry also is focused on “recyclable by design” innovations that help brands, retailers and other end users develop fully recyclable paper packaging by eliminating non-recyclable elements.

Paper producers’ commitment to sustainable forest management; the use of renewable, carbon neutral energy; and strong support and investment in recycling have transformed the circularity of paper products from vision to reality and will help to drive further GHG emission reductions.

Two Side North America is an independent, non-profit organization that promotes the sustainability of print, paper and paper-based packaging, and dispels common environmental misconceptions about paper products. It is part of the Two Sides global network, which operates across North America, South America, Europe, Australia and South Africa. For more information, visit www.twosidesna.org.

Special Effects Help Spur Greeting Card Sales

December 9, 2021

By Hallie Forcinio, writer, PostPress

Holiday greeting cards are flooding the mail despite supply chain difficulties, postage costs and the expectation that delivery times may not be much better than in 2020. About three-fourths of consumers who send holiday cards do so because they know how good it feels when they receive a holiday greeting, according to a fact sheet from the Greeting Card Association (GCA).

Sending greeting cards is particularly popular with Millennials, the second-largest demographic of greeting card purchasers. Although Baby Boomers buy more cards, Millenials spend more per card (an average of $6).

Electronic greetings haven’t supplanted printed cards and account for a small percentage of overall greeting card sales, according to the GCA. Its research indicates eight out of 10 people agree that greeting cards cannot be replaced by social media and 60% say that receiving cards and letters in the mail “means more to me” than an email. Mailed messages evoke positive feelings with 65% of consumers observing that receiving a card in the mail lifts their spirits. With the added element of surprise, an unexpected greeting “just because” is especially treasured.

Posty Cards, a specialist in B2B products, reports minimal impact from digital competition. “In our business greeting cards niche, we didn’t see big migration to email in the first place,” reported Jane Coats, director of marketing at Posty Cards. She added, “We have heard anecdotes from customers who tried replacing printed cards with email and found that they got poor results. Good old-fashioned greeting cards are proving to be even more effective for personal contact in this digital age, especially when more people are working remotely and email security concerns are high. Most would agree that it feels much more personal to find a greeting card in the mailbox vs. a birthday email that’s likely to get flagged as spam anyway. Studies have shown that a real card is much more memorable.”

Special effects have wide appeal. Foiled finishes are among the top five greeting card trends identified in a blog by Designer Becca James, posted on February 18, 2021, on Printed.com, a digital printer of customized and customer-designed greeting cards, invitations and other products.

Coats agreed, noting “Foil designs on our greeting cards continue to be very popular and account for a significant portion of our sales. Business users from real estate agents to financial planners often select foil designs as a way to portray success and make a great impression on the recipient.” In fact, she said, “We are seeing more customers choose our premium designs that feature multiple foil embellishments on premium paper, such as metallic.”

Sustainable products

Sustainability is another trend in the greeting card industry. “In the last few years, we have seen more and more customers include sustainability as a part of their buying decision,” reported Coats. “And, we have experienced increased sales in our Sustainable Sentiments^® line of recycled greeting cards, which includes environmentally inspired designs for users who want to portray concern for the environment. The company is FSC^® certified, and products are printed with soy ink on recycled or FSC paper. Cards are packaged with recycled, recyclable materials.”

The company’s commitment to the environment goes beyond its products, however. “We recognize that using green materials is only part of the picture,” said Coats. “Therefore, our entire facility is certified at the highest level of sustainability for building design and operation — LEED Platinum. We also strive to continually improve the sustainability of our processes. We were one of the first print facilities to achieve SGP certification for our operation, and we are the first printer in the United States certified as a platinum-level TRUE^® Zero Waste facility. In addition, 100% of our electricity is Green-e certified, with over 20% generated onsite via solar panels and the balance offset with renewable wind power.”

In the United Kingdom, UK Greetings (UKG), a part of the American Greetings family, is taking similar actions. It recently announced all its cards will be offset through the World Land Trust’s Carbon Balanced Paper program. The move will offset nearly 10,000 metric tons of carbon dioxide equivalents associated with the production of the board it uses for the 200 million cards it produces each year.

“UKG is committed to reducing our impacts in every aspect of our business,” said Chris Shaw, head of sustainability at UKG. He explained, “Since 2019, we have removed over 250 metric tons of single-use plastic from our cards and reduced our carbon footprint by 400 metric tons simply by improving our energy efficiency. With paper being our primary raw material, we work closely with our suppliers to help ensure that every single card and paper product can be physically traced back to sustainably managed forests. Choosing Carbon Balanced Paper was, therefore, a natural next step in our sustainability journey.”

By choosing Carbon Balanced Paper, UK Greetings will fund the protection of 635 acres of threatened habitat in the Khe Nuoc Trong region of Vietnam, a remnant of biodiverse tropical forest in a land blighted by deforestation. The area provides a sanctuary for a rich array of threatened wildlife, including one of the world’s rarest large mammals, a bovine, known as a saola, or “Asian unicorn,” as well as Critically Endangered species like the Sunda pangolin (a scaled anteater) and the red-shanked douc langur, a species of monkey. “We are thrilled to support World Land Trust in their efforts to protect the world’s most biologically significant and threatened habitats,” concluded Shaw.

Supply chain challenges

Although Posty Cards expects business to return to pre-pandemic levels this year, Coats admitted that staying ahead of supply chain issues has been a challenge. Lead times on paper have increased dramatically, and material and delivery costs are rising. “So far,” she said, “delivery of our products has not been impacted.” However, even if deliveries can be made on time, rising costs “could force future price increases.”

Working Through the Bindery – From the Pandemic and Supply Chain to Paper Stocks and Adhesives

December 9, 2021

By Liz Stevens, writer, PostPress

PostPress recently spoke with four experts to catch up on recent events and developments in the binding and adhesive areas of the industry. We asked Chris Eckhart, Eckhart & Co. Inc.; Mitch Holsborg, C&C Bindery & Packaging; Matt Cassidy, BC Adhesives; and Paul Steinke, Standard Finishing, to share how their businesses have changed throughout the pandemic; to offer advice on what to ask when looking for a perfect binder; to give suggestions for choosing the right adhesives and for dealing with various paper stocks; for thoughts on training or finding operators; and for key takeaways from dealing with supply chain shortage challenges.

Pandemic pivots

It seems that a lot of trade binders have had to really look at their businesses and figure out the best niches in which to survive and prosper in today’s marketplace. How have business models changed due to COVID-19, and how have business operations adjusted to working during a pandemic?

Chris Eckhart, whose Indianapolis, Indiana, company Eckhart & Co., Inc. specializes in mechanical bookbinding, all forms of softcover (adhesive) bookbinding and tangential binding and finishing services, felt that emerging opportunities rather than corporate plans have led to many recent business changes. “I’m not so sure that these changes and new niches are driven by strategic decisions made by management teams,” he said. Eckhart pointed out that there now is more automation and technology in bookbinding and finishing equipment to maximize efficiency and reduce labor requirements. But the equipment is expensive and capital resources are finite, so businesses are selective about the equipment and technology they invest in, and that investment then drives a company’s focus and niche. “Bottom line,” he said, “these niches have been driven by the equipment, automation and technology that are available. The reality of it is either you have this automation and technology, and you can compete, or you don’t have it and you can’t compete.”

Mitch Holsborg, president of C&C Bindery and Packaging of Farmingdale, New York, echoed Eckhart’s assessment. “Technology has been one of the most important parts of pivoting,” said Holsborg. C&C has diecutting, mounting, coating services and foil stamping in addition to bookbinding, and the company leaned on those parts of its business model while the demand for commercial work was weak. “Then we pivoted once again and used a lot of our capabilities to make bookbinding more profitable through value-adds,” he said. C&C began specializing in perfect binding and Wire-O during the pandemic instead of saddlestitching, folding and cutting. “We tried to use a value-add to attract more work,” Holsborg continued. With our ability to foil stamp on covers and to do film lamination, spot UV on covers and inside pages, we began doing something that nobody else was doing at the time.”

From his perspective at BC Adhesives, an adhesive distributor in Franklin, Wisconsin, Matt Cassidy, territory manager, saw the same kind of change in his customers’ businesses and believes smaller runs of digital print work make sense to keep in-house: “I think they are realizing that this technology is out there and that they need to jump in and be competitive with it.” He also has seen expansion in the adhesive-specific work done by customers. “My binders that used to only do EVA,” he said, “are starting to invest in some PUR capability. Some customers are starting to specialize but they are also expanding into more types of work.”

Paul Steinke, director of sales, Standard Finishing, Andover, Massachusetts, a North American distributor of print finishing and paper handling solutions, agreed that automation has been a key component in how customers have adjusted their businesses. “Automation has been important to some of the prospects looking at our equipment, and some of our trade binder customers are changing their business into quick turnaround service organizations,” he said. He noted that some customers could not make capital investments during the pandemic and that they therefore had to rely on trade binders for quick finishing to keep customers satisfied. “Even prior to the COVID-19 pandemic,” he went on, “perfect binding was relatively strong, but in the last 12 months, we were surprised at how much the book publishing market grew. Some said, ‘Oh, everybody is staying at home and reading,’ but it still is amazing how much demand has gone up. Overall, addressing labor challenges and automation are important factors since they can make businesses more efficient.”

Binding equipment, adhesives and paper stocks

What questions should one ask when looking for a new or used perfect binder?

Paul Steinke advised that the first consideration should be the type of work to be produced, whether it will be very short-run, quick turnaround work or longer-run jobs with a longer timetable. “That’s very important to look at,” Steinke said, “because the decision to go with full automation or semi-full automation is affected by your type of work. Secondly, it is important to look at the types of paper stocks and substrates you use; those affect the type of binder as well as the type of adhesives you should use.” Steinke also recommended taking a close look at the binder’s construction. “In perfect binding, the milling process for spine preparation can be very rugged,” he said, “so you have to make sure that the equipment is very well built, and that the maker has a good reputation for reliability and construction.”

Chris Eckhart seconded Steinke’s advice, based on a recent binder purchase for his own company. “We understood what kind of jobs we planned to run,” he said, “knowing that if you run 500 books, then you want one binder, but if you consistently run 5,000 or 10,000 or more, then you want another kind of binder.” Eckhart’s market was book manufacturing and so he chose a binder with gathering pockets and a high feed volume suitable for large book runs.

What factors are important in choosing the correct adhesives?

“This is a pretty in-depth question,” said Cassidy. “There are a lot of different glues out there in the bookbinding world. It’s not just ‘here’s our one spine glue and here’s our one side glue.’ To start, you need to look at what type of books you are making – hardcover, soft cover, lay-flat books – and second, what type of equipment you have.” The type of equipment can dictate which adhesive is required. “Then,” said Cassidy, “it is crucial to consider what types of stocks will be run most of the time, and the likely run speeds. Those are probably the two most critical things for us as we talk to prospective customers.” And, said Cassidy, the quality of the books influences the adhesive choice. A provider of low-cost books will choose different adhesives than a maker of specialty or other high-end books.

Cassidy also weighed in on working with recycled stocks. “It can be difficult to get good adhesion with recycled papers,” he said. “There’s just not a lot of fiber in those papers. The remedy is not necessarily the glue to use; a lot of the solution lies in doing good spine prep – how you are building that book. That’s really where all your quality begins.”

“From the equipment standpoint,” said Steinke, “we primarily look at two different types of adhesives; it’s either EVA, which is multi-purpose for most substrates that have good paper fiber, or it’s PUR – polyurethane-reactive adhesive – for the stocks that have a little more challenge, a little less paper fiber.” He explained that with recycled stocks, high clay content stocks and enamel stocks, PUR adhesive is more adaptable for producing binding strength. “Over the past few years,” he said, “we have seen an increase in PUR requirements in the smaller binding systems whereas, traditionally, PUR has been popular in the large systems for long runs.” Now, even single-clamp binders at an entry-level price point are offering PUR. “Some of that is being driven by case binding,” Steinke said, “Case binding traditionally has been sewn book lots and then going into a casing-in process. I think with digital printing and the ‘I need it now’ environment, some of the migration to PUR is because it is less labor-intensive than sewing.”

While these may be the main things causing a switch to PUR adhesive, Steinke noted that it is important to understand the different types of jobs that customers run and their turnaround times, because PUR adhesive requires more curing time to build a strong bond. “You can’t PUR-bind a perfect bound book and then immediately put it in a shrink wrap,” he said, “It must have access to the air to fully cure. Another thing to take into consideration is that PUR relies on moisture in the paper and moisture in the environment to cure, and this affects the manufacturing process as well. PUR is a more challenging in drier parts of the country and less challenging in humid areas. Though all these things must be taken into account, we are seeing an uptick in the PUR requirements in our perfect binders.”

Holsborg added a caveat on choosing and using adhesives. “All of the recent trucking issues – trucks held up in depots and delayed in travel – can lead to problems, especially on quick turnaround jobs,” he said. “If you don’t allow books to cure long enough and you put them in a truck that travels in a cold environment or goes to an unheated warehouse, books can develop adhesion issues. It could be due to the recycled fiber in the stock or it may be a combination of things, but we have seen a rise in these types of problems.”

Cassidy offered estimates on curing time requirements. “In a perfect world,” he said, “you would have a 24-hour wait before you send out a job, and your books would be fully cured. But that is not the world we are living in.” He has seen, however, new formulations of PUR adhesives that can set up faster. “Some will start to have a good 50-60% cure after eight hours; others are not getting to that point until 12-14 hours,” he noted, while saying PUR is not a panacea. “Some people think PUR is this magic glue that can stick to anything out there,” he said. “We see people who are having trouble with EVA who seem to think, ‘Okay, I am going to go out and buy a PUR unit and solve all of my problems.’ That is not necessarily the case. You still need to do good spine prep; that is the building block for creating the fiber content that allows PUR to create good adhesion.”

How does the type of paper stock affect gluing, folding and binding in general, and how can problems be resolved?

When it comes to different paper stocks, said Steinke, spine preparation is a key aspect for perfect binding. “You also have to be aware of ink coverage,” he said, “because that can affect the actual characteristics of different paper stocks as well.” The inkjet printing process can lay down a lot of water-based ink to produce good quality images; this must be considered along with the stocks that are being used. “For perfect binding and some paper stocks, having flexibility to use both types of adhesives is a plus,” he added.

Eckhart said about flexibility with EVA and PUR adhesives for variations in paper stock: “My suggestion is to be prepared to deal with it; have equipment that can use different types of glue and have relationships with glue companies that can supply various types of glue.”

Holsborg added input about problems with scoring for various paper stocks. “When you have stock with no grain or mixed grain or the wrong grain,” Holsborg said, “I find that you really need to die score a lot more covers in order to reduce the amount of cracking.” He stated that he also is laminating covers now to solve the cracking problems on the outside on newer stocks and uncoated stocks. “The uncoated stocks are especially a challenge,” he said, “because the grain, especially in the past couple of years, seems to pop off the paper. It is not traditional cracking; it is actually flaking, and we end up having to put a matte film on covers in order to solve the issue.”

How about some tips for dealing with glues and adhesives on uncoated and coated papers?

When using adhesives on uncoated paper, Cassidy advised running the adhesive a little bit cooler. “This will make it slightly thicker,” he said, “and you won’t get so much wetting out into the uncoated stocks.” And, as opposed to roughing up some stocks to create more fiber, with uncoated papers Cassidy’s advice is to not beat the paper up as much. “As far as the type of adhesive to use,” said Cassidy, “if you are running uncoated stocks, and you have the flexibility to use either PUR or EVA, people generally use EVA. That’s not to say that you can’t use PUR, but if you are running more coated stocks, PUR comes in handy because it creates a much stronger bond.” For recycled paper stocks, it’s back to spine prep, including notching, micro-notching and different tooling in the milling station to expose more fibers.

Holsborg stated that for dealing with adhesion problems on different types of paper stock, his company uses a trial-and-error approach. “We round up all the talent we have here to address the problem; then we take it one step at a time and try different things,” he said. “We have developed a system where we will come up with a plan and we will try one thing at a time until something works.”

The supply chain quagmire

How has the supply chain meltdown affected binders and finishers? How have they adapted to the situation or even found new business opportunities?

Eckhart shared his experiences as a bookbinder: “We saw books that may have been produced overseas not being printed or bound overseas because of the disruptions in getting materials or books back to the US.” He noted that the problems abroad and in the states are likely to continue for quite some time. “Stateside trucking, for instance,” he said, “that’s just not going to get any better. We’ve got a high demand for goods, but a shortage of drivers combined with production capacity that is diminishing. These are things that we are just going to have to deal with.” Eckhart advised a closer focus on aspects that are within a binder or finisher’s control, saying, “We have to become more attuned to our inventory. We have to make sure that we have good, strong relationships with vendors and that our suppliers understand our needs. We are going to have to make sure that we understand our needs and what our usage is over the course of a quarter or a half a year.”

“We learned a very important lesson during the beginning of COVID-19,” said Holsborg. “We pivoted and made face shields for a couple of months in order to have our factories stay open as essential manufacturers. What I found as a solution to supply chain issues was to buy in scale with other vendors and other customers.” Holsborg teamed up with four other similar companies; rather than competing with one another and bidding up prices, they joined forces to buy materials – plastics, foam, elastic – in volume.

Steinke described the supply chain challenges from the perspective of an equipment manufacturer. “We have seen more manufacturing being kept in country,” he said. “I think that is a reaction to the increase in demand for binding that we have seen since the pandemic began. Shipping out of the Asia Pacific region is a challenge (Standard Finishing’s Horizon equipment is from a Japanese manufacturer), and we saw that impact as early as the third and fourth quarter of 2020 with limited container availability and shipping delays.” Steinke’s company has had to stretch out its forecasting and be prepared for more delays in receiving inventory. “We typically shift inventory and make sure to supply everything to customers at the very end of our calendar year; I have already been doing that since February of this year,” he said. “Those are the kind of things we have been working through, but the silver lining, I think, is that there is more business staying in our country and that is working out for the good of everyone.”

Cassidy weighed in as an adhesive distributor. “We have been hit hard from several different aspects,” he said, “including the port problems on the West Coast and the extreme weather down in Texas shutting down polymer refineries. I have spent my time making sure we are keeping customers running.” Cassidy pointed out that, in this situation, it is beneficial to have a relationship with a distributor. “We can offer a shelf of products that individual manufacturers cannot, offering products from some manufacturers that have remained strong in certain technologies and others that have remained strong in different ones.” Cassidy helped some customers test secondary products or test new products to use as alternates. “As Chris Eckhart said, you have got to keep track of your inventories and your usage. With adhesives, that means making sure you are not over-applying and that you don’t have any broken seals that are leaking glue. There are lots of moving parts, but this is why you partner with suppliers and why suppliers partner with their customers. When times get difficult, you work together to find the best solutions to keep you going.”

Embellishments and Direct Mail Equal Success

September 9, 2021

Steven Schnoll, Schnoll Media Consulting

The following article was derived from the recent publishing of “Transforming Direct Mail with Print Embellishments,” a white paper commissioned by the Foil & Specialty Effects Association (FSEA).

Historically, one of the great attributes of printed pieces is the ability to engage the attention of those who receive them. Recently, that thought has been tested by the heavy use of digital marketing technologies. As marketers seek out alternative and less expensive digital media choices, direct mail has lost some of its popularity. However, a great deal of research has shown that a reader of a printed piece is more likely to recall that marketing piece than an online banner advertisement, including a 2015 study by the Canada Post that said “Direct mail requires 21% less cognitive effort to process than digital media… suggesting that it is both easier to understand and more memorable.” In addition, “When asked to cite the brand (company name) of an advertisement they had just seen, participants’ recall was 70% higher if they were exposed to a direct mail piece (75%) rather than a digital ad (44%).”¹

Therefore, a top priority of marketers should be to maintain a close alignment with both new and traditional marketing methods to best communicate with end users. Successful graphic arts providers are working in concert with brand owners to facilitate successful delivery of content, offering direct mail as an essential part of that service portfolio. Print has always been recognized as a highly effective tool and, when embellishments are added to these printed pieces, a new experience is realized. Embellishments can boost the awareness factor for those engaged in building brand identity as these specialty effects draw attention, engage and motivate the recipient to trigger a positive action.

Joanne Gore, founder of marketing and communications company Joanne Gore Communications, was quoted in an article in WhatTheyThink magazine: “People spend 39% more time engaging in direct mail vs. digital campaigns alone, impacting brand experience, recall and results. Print has the power to keep readers informed and engaged. Adding textures and finishes like embossing, debossing, raised ink, foil or glitter teases them to do more than see print, but to touch it – and remember it.”²

This can be especially true for the younger generations. The myth is that Millennials and Gen Z’ers do not respect direct mail – or other printed material, for that matter – since smart devices and diverse digital technologies are stealing their attention. This has raised alarms among the print organizations and brand managers who must reach these potential buyers – now the largest generation in America – to grow business revenue. However, the research tells a different story.

In a study by the US Postal Service³, 84% of millennials take the time to look through their mail and 77% of them pay attention to direct mail advertising. In fact, 90% of millennials believe direct mail advertising is reliable and 57% have made purchases based on direct mail offers. To “create engaging mail pieces for this generation,” the US Postal Service study suggests that marketers “use enhancements such as scent, sound or texture to make your piece stand out.”

Embellishment techniques are a strategic way to gain momentum in the direct mail marketing world. The companies interviewed for this white paper cite meaningful results when leveraging embellishment offerings with printed mailing pieces.

Printed mail volume decreases, but response rates rise

According to USPS statistics⁴, marketing mail volume has decreased from 81.8 billion pieces in 2010 to 75.7 billion pieces in 2019 – a 7.45% dip in the last decade (first-class mail is down 43.89% over the same time period). However, recent numbers compiled by a 2018 DMA Response Rate Report shows that direct mail response rates are on the rise. Internal house lists received a 9% response rate, while prospect lists received an average response rate of 5%.⁵ Could some of that be due to creative embellishments that are catching the eye of these Gen X and Z generations?

Another interesting recent survey on “The 25 Most Trusted Brands in America” found that the United States Post Office ranked the highest No. 1 brand amongst Americans with a 42% rating.⁶ The fact that 42% of those surveyed believed they could rely “a lot” on the US Postal Service “to do what is right” is most revealing when evaluating the leverage direct mail has among consumers. MarketingSherpa reinforced that point with a survey that said 76% of consumers trust ads and catalogs they receive in the mail when making a purchase decision.⁷

With all the tools that marketers employ today, these statistics clearly illuminate the power of direct mail. But these direct mail pieces cannot be of a vintage nature. To make authentic connections with the target direct mail audience, brand managers need to utilize tactics that will resonate. Unless a direct mail piece strikes an immediate recognition factor with relevant personalization components and highly attractive designs that feature tactile coatings/laminates, embossing or decorative foil, the piece may lack an emotional bond. People react to messages that connect with them, and the story must be designed and highly personalized to enhance the message.

Mark Baugh, president of Baugh Graphic Finishing House, a print finishing and decorating operation in Indianapolis, Indiana, has seen an increase in volume in the direct mail market segment over the past several years. “The mailbox is a competitive marketplace – not much different than retail shelf space,” said Baugh. “Direct mail marketers have a very short time period to attract a potential customer, and embellishments have helped get the message across.”

Why does direct mail work?

Potential customers want to be treated as individuals, not as a commodity. Personalization – coupled with a relevant message – is one of the best ways to engage an individual. By using data to target the person to whom the direct mail piece is being directed (i.e. birthdate, wedding anniversary, new homeowner, etc.), the direct mail piece increases in value to that person. The direct mail piece becomes something more than a sales tool – it begins to build long-term business relationships that grow revenue.

Touch is an especially important element in a direct mail piece. When a potential customer opens the mailbox and starts to sort through the contents, a piece of mail that is enhanced with a special softness, look or shape becomes a powerful form of non-verbal communication. Couple that with intriguing imagery and a compelling personalized message, and a direct mail piece is a step ahead in capturing the attention of the recipient. This relates to the neuroscience of touch.

In 2015, Sappi North America produced a book called, “A Communicator’s Guide to the Neuroscience of Touch.” This book illuminated the science of haptics – or “how the things we touch shape the way we feel.” Feelings are an integral part of a purchase decision, so it makes sense to integrate ‘touch’ into printed direct mail as a means of gaining attraction. Dr. David Eagleman, director of Baylor College of Medicine’s Laboratory for Perception & Action, is the primary author of the publication. Dr. Eagleman explained, “In humans, touch represents a powerful form of non-verbal communication. Our sense of touch plays a fundamental role in daily life, from learning about objects to communicating with people.”

The book explained, “To touch a thing is to trigger a reaction: as soon as we do, we begin to feel differently about it. We begin to feel we own it, and research shows that makes us value it more.” This ‘endowment effect’ can translate into purchase decisions. “Scientific studies show that people who merely touch an object, or even imagine touching it, begin exhibiting a sense of ownership.”

If direct mail can trigger an ownership response, it follows that creating a touch-and-feel sensory experience through the use of specialty coatings and embellishments may enhance that response. Engaging the brains of consumers through touch increases interest in the messaging of a direct mail piece and increases the chances of achieving a brand’s marketing goals.

Embellishments drive results

It is a common misconception that many of the creative embellishments are too expensive to purchase and, therefore, make the process of offering these value-added services out of reach for many customers. Today, there are many ways Print Service Providers (PSPs) can work with printers and finishers to add specialty foils, coatings, and laminates to all types of printed materials. This includes hot and cold foils, digital foils and coatings, and specialty laminates (ex. soft touch). When these added embellishments encourage a higher direct mail response rate, the return on investment becomes evident.

MCD, Incorporated, a print finisher in Madison, Wisconsin, has seen an increase in recent years from customers looking to enhance direct mail pieces using foil stamping, embossing and specialty coatings. “We feel there is a direct correlation in increasing response rates by using specialty embellishments,” stated MCD National Sales Manager Sean Hurley. “By increasing brand recognition and perceived value, the customer’s response rate increases. We feel this justifies a slightly higher cost per piece and dramatically improves the customer’s return on investment.”

On the website home page of The Slate Group of Lubbock, Texas, is a phrase that transcends the success of the company: Educate and empower. The company has an array of offset and digital equipment, but it is not just the equipment that exemplifies its fantastic double-digit growth and profitability – the company also thinks “out of the box” with creative embellishment offerings. The Slate Group purchased a Duplo DDC-810 Spot Coater, and it has led them down the path of customers saying a lot of “oohs and ahhs” when they see the unique internal marketing pieces presented by the sales team. Don Denny, owner, believes, “a large part of our success is educating young designers who have never been in a printing plant to the many embellishment opportunities to make direct mail pieces stand out.”

A direct mail piece for the University of Wyoming featured diecuts and spot raised UV, helping the school increase enrollment by 18%. Courtesy of Slate Group.

“Customers are looking for ways to transcend the ordinary with their direct mail pieces,” according to Brad Phinny, COO for The Slate Group. A great example of a distinguished direct mail piece is one done by Slate for the University of Wyoming, which includes both diecutting and raised spot UV coating.

Denny added, “Our investment in embellishments has provided us with an excellent ROI and provided great value-add to retain customers.” With more than 1,000,000 direct mail pieces printed per month, embellishments have been a big “WOW” factor that leads The Slate Group to good partnerships and door openers.

With only a short time span to attract consumer attention, embellishments get the direct mail message across. Photo courtesy of Baugh Graphic Finishing House.

D’Andrea Visual Communications of Cypress, California, calls itself a “visual solutions provider reimagined.” The company has embraced the world of embellishments with a diversified portfolio of offerings, including the addition of cold foil technology for its printing operation. The company added an Eagle Systems cold foil unit to offer metallic decorating as an added advantage for its customers. One of the best examples, as explained by account executive Denise Okata, is a piece done for FX Networks, a division of The Walt Disney Company. This piece is not a typical direct mail piece – instead, it is 64-page booklet.

The print run of 1,500 was directed to solicit local TV stations to air a television program. “This piece was expensive to produce but got an excellent return for FX,” said Okata. Hot and cold foil, debossing, flocking and special UV inks were employed to make this product truly unique and get the attention of the target recipients. “We are not a huge company,” she continued, “but we provide a boutique offering of services with creative ideas that separates us from our competitors.”

Conclusion

Direct mail is a significant part of every individual’s life, whether it is directed to a consumer or business – but not all direct mail is effective. As part of a 2019 study conducted on millennials⁹, one of the millennial consumer interviewees said, “I don’t read a newspaper… but I will look at a direct mail piece if it is highly personalized and has an intriguing design.”

Optimizing direct mail for consumers requires a seamless marketing platform that creates an engaging personalized message with attention-grabbing design techniques. Graphics organizations that take advantage of these concepts can propel their companies – and their customers – to higher levels of success.

When a printer goes beyond ink on paper to add the vibrant visual and tactile elements that can be experienced with diecutting, foil and other embellishments, a direct mail piece now resonates with statistical ROI for the customer.

Now is the time to reach out to print customers and prospects to encourage the use of embellishments to increase response rates and profitability with direct mail projects. Marketers are fighting for attention in the consumer’s mailbox. Embellishments are the key to winning the battle.

References

“The neuroscience behind the response-driving power of direct mail,” July 31, 2015, https://www.canadapost.ca/assets/pdf/blogs/CPC_Neuroscience_EN_150717.pdf
Gore, Joanna. “Marketing in a COVID-19 World.” WhatTheyThink, May 2020, pp. 24-27
“Still Relevant: A Look at How Millennials Respond to Direct Mail,” accessed June 2020, http://www.lendingsciencedm.com/how-millennials-respond-direct-mail/
A Decade of Facts and Figures, accessed June 2020, https://facts.usps.com/table-facts/
“Is Direct Mail Dead?”, Mail Shark, accessed June 2020, www.themailshark.com/resources/articles/is-direct-mail-dead/
The 25 Most Trusted Brands in America 2020, Morning Consult, accessed June 2020, https://morningconsult.com/most-trusted-brands/
“Marketing Chart: Which advertising channels consumers trust most and least when making purchases,” MarketingSherpa, January 17, 2017, www.marketingsherpa.com/article/chart/channels-customers-trust-most-when-purchasing
“Valassis Research Identifies Factors That Influence Consumer Shopping,” BusinessWire, February 17, 2020, https://www.martechcube.com/valassis-research-identifies-factors-that-influence-consumer/research
2019 Schnoll Media Consulting research project on how Millennials and GenZ view printed products

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