The printing industry is joining forces in a Value of Paper and Print (VoPP) campaign, aiming to promote the strength of print as a media channel in the face of multi-channel competition. Its first step is to launch an Industry Report 2014 including data and research findings from Australia and around the world about print’s efficacy, role in the path to purchase, branding, ROI, in situ and sustainability. Kellie Northwood, executive director of Two Sides Australia Limited (TSA), which will fund the campaign, is heading up the initiative.
Kellie Northwood, executive director of TSA Limited
She says the report will come out fighting in support of all print media categories – magazines, newspapers, direct mail, catalogues, print marketing and letterbox. Northwood says, “The VoPP campaign provides members, and in turn the industry, access to research, data, case studies and more that can be used within the sales process to demonstrate to existing or prospective customers why they should be investing their marketing budgets in print campaigns.” Printed copies of the report will be sent to all TSA Limited members; founding member Karen Goldsmith – executive director of GAMAA urges printers to join up and reap the rewards. She says, “I strongly urge you to join to gain access to this material. All the campaign material arms printers with the necessary tools to communicate the power of print as a media channel.” The materials are designed to help printers reach out to agencies and brands and convince them of the quantifiable power of print. Information is also available via the VoPP website, valueofpaperandprint.com.au Northwood says, “As an industry our main competitors are other media channels and we need to define our strengths with a common language when working with media buyers, marketers and brand owners. “The VoPP campaign offers both quantitative and qualitative research to assist printers in developing a compelling argument for print in their sales discussions. “It is aimed at educating buyers on the important role print continues to play in delivering significant returns on marketing investment. In a landscape with a multitude of choices VoPP will assist marketers to use print effectively within their multi-channel mix.” The PIAA is also supporting the campaign; CEO Bill Healey says it will help the industry get on the front foot in promoting its strengths backed up by hard data and case studies. He says VoPP will partner with Media Super to stage a national road show later this year and into 2015, promoting print and spreading the word about how companies can best use print. Members of TSA Limited include:
- AIW Printing
- Allprint
- Arjowiggins Fine Papers
- Australian Paper
- Bambra Press
- BJ Ball Group Australia
- Blue Star Australia
- Bright Print Group (WR Bright & Sons)
- Candida Stationery Australia
- Central National Australia
- Connect Paper Plus
- Crystal Printing Solutions
- Digitalpress
- Dolphinworxs
- ecoDesign ecoPrint
- Elof Hansson
- Finsbury Green
- Gippsland Trade Printers of Australia
- Heidelberg Graphic Equipment
- Intertype
- IPMG
- Jackaroo
- K.W. Doggett Fine Paper
- LookPrint
- Malaga Print & Copy
- Mercedes Waratah Group
- Norske Skog
- One Print Management
- Paper Agencies (Metsa Group)
- Pinnacle Print Group
- PMP Limited
- Prografica
- SAPPI Trading Australia
- Spicers Australia
- Stora Enso
- Stream Solutions
- The Franklin Printing Group
- The Print Group
- UPM Kymmene
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