Blurred Vines: Are You Invested in the Future of Print?
Greetings PI readers and citizens of the Printerverse! As 2013 comes to a close, I wanted to take this opportunity first and foremost to say THANKS. I really appreciate you taking the time to read my blog, engage with me through comments and e-mails, and share my posts with your friends and colleagues. Those actions connect us, and there is no better reward in my book!
For my final blog this year, I wanted to speak with you about the Future Of Print. There is war raging my friends, and the enemy is the perception of paper! Green is the new black, and too many green lines are being drawn to conclude that the use of paper is “bad” for the environment.
The “them” to our “us” in this scenario is a corporate machine invested in convincing consumers that paper kills trees. That perception, as ironic as it might be since these same corporations demonizing paper, use tremendous amounts of paper, is financially beneficial to them. Quite simply: less paper + less print + less postage + less human workers = more profits. It is a marketing strategy to focus attention away from their bottom lines, and point it directly to a simple call to action such as Go Green, Go Paperless.
I am in the same choir as you, so I will not be preaching eco-facts to “defend” paper and print. However, I will stand on my soapbox and ask what are YOU doing to defend the future of print?
I am a very proud (and loud!) supporter of Two Sides globally, and a partner member of Two Sides US. Two Sides is a non-profit organization dedicated to changing the environmental misperceptions of paper and print. Working directly and quietly behind the scenes with corporations, they have had significant success helping to craft accurate “green” messaging, having inaccurate messaging removed, and providing all of us facts to share through commissioned studies and research regarding the sustainability of paper and print.
Deborah Corn is the Intergalactic Ambassador to The Printerverse at Print Media Centr, a Print Buyerologist, international speaker and blogger, host of Podcasts From The Printerverse, cultivator of Print Production Professionals the No. 1 print group on LinkedIn, Girl No. 1 at Girls Who Print, host of #PrintChat every Wednesday at 4PM ET on Twitter, the founder of International Print Day and the founder of #ProjectPeacock. She is the recipient of several industry honors and sits on the board of the The Magazine Innovation Center at the University of Mississippi, and is an advisor for the Advertising Production Club of NYC.
Deborah has 25+ years of experience working in advertising as a Print Producer and now works behind the scenes with printers, suppliers and industry organizations helping them create meaningful relationships with customers and members, and achieve success with their social media, content marketing, event marketing and sales endeavors.