Paper Company Wants Printers to Go the ‘Flo’ Way

In the brave new world of media—or the brave world of new media—turnabout is most definitely fair play. Google, for instance, advertises itself in newspapers and trade publications. And now a leading paper company is promoting one of its products with a series of online video clips.

The company is Sappi, and the product is Flo, Sappi’s value-priced, or economy, line of paper. To gain a following for Flo among a target audience of printers and press operators, Sappi is sponsoring humorous webisodes under the title “Off Register.”

The campaign for Flo is not forgoing print entirely