Save the Earth; Don't Discount Print

April 22 marks the 41st celebration of Earth Day. What a perfect time to reflect on how we have worked to protect the environment and what additional steps we can take to improve. As a print services and marketing provider, we have developed myriad methods of cutting down on waste and helping businesses go greener. A growing percentage of our paper comes from recycled materials and we encourage our clients to make smart choices with their paper-based projects.

Going green doesn't mean dropping your print products. Far from it. It may seem counterintuitive but when you use paper, you’re making a contribution to the environment. “Forestry is the most sustainable of all the primary industries that provide us with energy and materials,” says Patrick Moore, co-founder of Greenpeace and chair and chief scientist of Greenspirit Strategies Inc. “To address climate change, we must use more wood, not less. Using wood sends signals to the marketplace to grow more trees.”

Roughly 600 million trees are planted every year by the paper and forest products industry, surpassing the amount harvested. Many climate experts believe that the responsible management of forests offers one of the least expensive and best ways to fight against climate change.

Here are some tips to ensure that print pays back to the Earth:

• Know which markets respond to print media. Use print media wisely and make it count.
• Keep mailing lists current and purge duplicates or disinterested recipients.
• Use the right printing method for the right job, including digital, variable data printing for personalization and print on-demand. Targeting a smaller, more specific audience gives increased personalization ---- and return on investment --- options.
• Determine what mix of media gets the most results. Let print support other media and marketing choices.