How to Select Paper the Right Way
As a marketer for a paper mill, I needed to know how my customers, and their customers, selected paper. Why would they buy my paper instead of my competitor’s paper?
We did benchmarking. We went into the market and bought samples of our competitors’ papers, and had them printed along with ours. When ours was the best, we took our test results to the market; when ours didn’t measure up, we made improvements.
Jack Miller is founder and Principal Consultant at Market-Intell LLC, offering Need to Know™ market intelligence in paper, print and packaging. Previously, he was senior consultant, North America, with Pira International.
Known as the Paper Guru, Jack is the former director of Market Intelligence with Domtar, where he also held positions as regional sales manager, territory sales manager and product manager. He has presented at On Demand, RISI’s Global Outlook, PRIMIR, SustainCom World and at various IntertechPira conferences. Jack has written for Printing Impressions, Canadian Printer, Paper 360, PaperTree Letter and Package Printing, along with publishing a monthly e-newsletter, MarketIntellibits.
He holds a Bachelor of Arts degree in Economics from The College of the Holy Cross and has done graduate studies in Statistics and Finance.