my life in print

7/28/2019 My Life in Print

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www.sappi.com

A 44-page, largeformat publication

exploring therichness that printbrings to the lives

of people in allsorts of placesand in all sortsof situations.

Starring 16individuals, eachwith a small

personal storyto share

my

lifein

prin


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Chapter 1A chapter all about how print putsus in touch with ourselves and the

things most important to us

Chapter 2A chapter examining prints placein the media mix the usefulnessand simple power of print andpaper for business

Chapter 3A chapter that explores the reasonswhy print and paper have suchan important role to play in oursustainable future

Chapter 4A chapter that looks at why therenever was and never will be anythingquite like print and paper in so

many different situations

Chapter 5A chapter that returns to ourconnections as ordinary peoplewith the intimate small print ofour daily lives

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(Cover)Dedicated fan of

musicals ElliEtaubEn, 16, leafsthrough her prized

souvenir programmefor the big show that

she has been savingup all summer to see

Cover printed onSappi | Tauro 250g/m2and text onSappi | Tauro 110g/m2 2011 Sappi EuropeSA Marketing CommunicationsJohn Brown, 136-142 Bramley Road,

London W10 6SR.Tel 020 7565 3000, Fax 020 7565 3050.

[email protected] Brown is a carbon-

neutral company.

No part of this publication maybe reproduced without permissionfrom the publisher. The viewsexpressed in this publication arenot necessarily those of Sappi.

EditorDavid RobertsCreative directorChris ParkerArt DirectorIan PierceWritersAlex ElliottKatrina HendleySub editorKerrie-Anne Love

PhotographyLukas WassmannIllustrationsDavid Sparshott

Group account directorJeffrey BirdGroup production managerCarole MarzChief executiveAndrew HirschGroup managing directorDean Fitzpatrick

For Sappi Fine Paper EuropeSophie de GuignardJennifer RichardsonEric Van den Bruel


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mylife

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Can you picture a world your world without print?Seriously, give it a try. Take away your books, your ramedprints, your childrens drawings and comics, and thephoto albums. Ditch the calendar, the tax statements,the shopping lists, the cards and invitations on your shel.The musicians among you can say goodbye to their sheetmusic. Oh, and the magazines go, too.

Youre let with a world thats pretty bleak. Yes,you can still access inormation all right and plenty oit but theres little soul, less personality in a lie withoutprint. Funny, that. On the ace o it, print is just a neat,convenient and eective means o passing on inormation.But dig a li ttle deeper and you see theres so much moreto it; a medium that is part o every aspect o our lives,whether it be amily time, work or play.

Print enriches our lives; it connects us with ourselvesand all that we hold important. Few things aect us in quitethe same way, perhaps because it has the potential to carry

ideas, eelings and images in such a tangible orm. Its anexperience, a lesson, a memory or the promise o things tocome. And its a moment, a moment like a mother readingto her child.

The book case

We read to our children because our parents read to usand we loved it. Because we recognise that reading teacheslanguage skills, introduces concepts about the world andstimulates ideas and imagination. And we want to pass allthat on to our children.

There is plenty o research that supports the multi-aceted benets o reading aloud in this way and more onthat later but according to experts, the most important othese is that reading aloud is a period o shared attention

and emotion between parent and child. Children ultimatelylearn to love books because they are sharing them withsomeone they love, observes Proessor Zuckerman1 othe Boston University School o Medicine. This, he says,reinorces the idea o reading as a pleasurable activity.

And or most o us, that pleasure never goes away it develops into a lielong attachment to books, a ondness

or your avourite stories that goes way beyond the diversiono an entertaining read. Picture one o your best-lovedbooks and you can probably remember the weight o itin your hands, the eel o its pages, its smell and colour.Holding a book takes you back to the time you readit to the smell o sun cream associated with a holidayread, or a sense o revelation inspired by the book thatnailed a eeling you couldnt quite articulate. A booksbeautiul cover may identiy it, but these are the thingsthat truly dene it in our memories.

You immediately know that a book has been loved

by someone, because the cover is bent and the pagesare dog-eared. Theres something indenably comortingabout holding those pages and the way we reer toreading arms this. We talk o curling up with a goodbook, o losing ourselves in its pages. Somehow, its justnot the same with an e-reader, whatever its merits.

GeneraTion Facebook

For those who think that were attached to books simplybecause thats what we grew up with that the latestgeneration o screen-savvy children wont have the

same experience there is plenty o evidence tosuggest otherwise. The act remains that were likelyto repeat an experience we enjoyed in childhood: weliked it when our parents read to us, so we do the same

how print putsus in touch

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with our own children. (Its what UK psychologist SheilaKeegan reers to as the parenting train.) Besides, childrenhave made up their own minds.

Frank Khne, rom German childrens book publisherCarlsen, recently reported that never beore has there beena time when young people read as many books as today.Reading is cool again, he says. While generation

computer game had limited reading abilities, it hasbecome more important again or generation Facebook.

And lets not orget how lending or recommendingbooks we like to riends or amily is a way o sharing anexperience that has made a connection with us. I somethingmakes us laugh or cry (in a good way), we want to share thatemotion. And thats a simple thing to do by lending yourown, well-thumbed copy

Physical TheraPy

There is a scientic basis or the strong bond we have with

printed material. Put simply, our brains process the contentwe read rom a tangible source (ie a piece o paper) in anemotional way. You could say that we have a psychologicalanity with print.

Just think how much more pleasure you get romreceiving a handwritten birthday card in the mail, comparedwith an email that says exactly the same thing somehowthe physical medium means so much more. Thats partlybecause it takes more time and eort you can exchangea dozen emails in the time it takes to nd a stamp oryour mail, let alone the time spent choosing the card.

Its also because, even i the letter is word-processed,there is still something o the senders personality in theirsignature. In this case, its simply because it representsthe sender in a personal way but a whole industry has

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grown up around the way our personal penmanship refectsour personality. Regardless o our handwriting aptitude,we tend to write more careully more personally, perhaps in a letter because we know it will be delivered straight tothe recipient, with no danger o anyone reading its contentover their shoulder (or on the network). And because itsthere or posterity.

Keegan points out that letters still have a weightthat emails dont emails are transient, whereas a letteror card has longevity and is emotionally charged. Thereare those who keep every important letter theyve received.Not everyone goes that ar, but its a sure bet weve all gota meaningul ew tucked away.

Research rom Mintel2 conrms that, on the whole,we spend more on cards or special occasions such asengagements or weddings partly because we know thecard may be kept as a keepsake and we want to choosesomething we eel refects the status o the occasion.

It seems that we choose how we express ourselves inprint in a particularly careul way.

The Fabric oF our lives

There are countless other examples o our emotional linkwith all things print things we experience every dayand probably arent even consciously aware o. Take theeeling o a wad o banknotes in your pocket (innitelymore satisying than an electronic bank transer notedon your statement); the thrill o poring over the mapo a city or country youre about to visit; the posters

stuck on your childs wall.There is something special about the anticipation(and, later, experiences and memories) invoked by theatreor match programmes, concert tickets, printed menus or

9

Did you know?

Legend has it thatthe tradition oValentines Day

has its origins inthird-century Rome.A priest calledValentine (laterSaint Valentine)defed EmperorClaudius banon marriages,continuing to wed

young couplesand, when caught,was sentenced to

death. One grateulbride visited himto keep his spiritsup and on his fnalday 14 February

AD269 he let hera note thanking heror her riendshipand signed it: Loverom your Valentine.The oldest Valentinecard in existence,meanwhile, datesrom the15th

century andis kept in theBritish Museum.

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special dinners the list goes on. These are tangibleteasers, inviting us to look orward to an event and theybecome collectable keepsakes o a special experience.

This eect can also be seen in the way we relate tohistorical documents. I you enjoy history programmes ontelevision, youll have seen how excited historians get aboutholding an illuminated manuscript, original journal or early

printed edition. Were back to that physical connection these things represent a tangible link to the past. Whetherits a signed constitution or a simple letter, someone atanother time, in another age created that document withtheir own hands they touched it. And whether we admitit or not, we imagine that i we could only touch it ourselves,we might perhaps eel a little o what it was like to be there.

The PersonaliTy oF PrinT

Its this very human link that epitomises the essence oour experience o print. It can provide us with delight or

comort and solace. And lets ace it, there arent manyinanimate objects that we, as adults, can turn to in this way.As entertainment, reminder, inormation, object o valueor simply something interesting, print plays endless roles.From a Post-it note to a copy o the Koran, print haspersonality. It has meaning. The very way we relate toit conrms that nothing can ever quite replace it.

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1 Reading Aloud to Children:The Evidence, by Elisabeth

Duursma EdD, Marilyn AugustynMD and Barry Zuckerman MD 2 Mintel Oxygen, Greetings Cards

UK October 2010


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Heres some ood or thought. Last year, 92 per cent o directmail in the UK was opened1. For any business needing toget its message across, thats an eye-catching gure andit compares very well, thank you, with email open-and-click-through rates, which declined to 11.2 per cent in the secondhal o 20092. Meanwhile, 70 per cent o Dutch consumerssaid they would miss their door-to-door drops i they

stopped, in research3 carried out last year.What do these gures tell us? Simply that, as ar as

business and commerce is concerned, print is ar rom thedying medium that many pundits would have us believe.Not only is it alive and well, it perorms a still-vital role incommercial success, particularly when combined with othermarketing media.

But more o that later rst, back to basics. At a veryundamental level, print is essential to businesses o everyshape and size. Where would we be without address labels,packing slips, instructions and user-guides (simple and

complicated) or our consumer purchases?Consider the sel-employed decorator placing an

advert in a shop window or the small business advertisingin its local newspaper. Both methods bring publicity andcustomers; both are just as important to these businesses asthe (excellent) results that can be achieved by multinationalsincluding print as part o a global marketing strategy.

Rules o engagement

All business hinges on successul communication with yourcustomers, and this is where prints unique attributes comein to play. Top o the list here is its ability to engage thereader which is, ater all, the key to successul marketing.Why does print engage the consumer better than any othermedium? Because you invest the time to pick it up and

look at it, because its something you actually touch, andit thereore involves more o your senses. And because itspretty hard to ignore something that is addressed to you.

So ar, so touchy-eely but scientic research intoneuromarketing provides robust evidence to supportthis. A study4 carried out at Bangor University last yearused unctional magnetic resonance imaging (MRI) to

demonstrate how our brains process paper-based anddigital marketing dierently, concluding that physicalmaterials leave a deeper ootprint in the brain even aterallowing or the increase in processing or tangible materials.

The study revealed more activity in parts o the brainrelating to introspection when viewing direct mail. It alsoshowed that physical media triggered more activity in theparietal cortex the area o the brain associated with theintegration o visual and spatial awareness. This results inprinted marketing being seen as more real by the brain,which means, in turn, they can act as a cue or memory.

By contrast, online materials elicited responses in thetemporoparietal junction, an area that has been associatedwith ltering out irrelevant inormation.

But perhaps the most striking nding to come romall o this is the way physical prompts are ound to elicitbrain activity in regions closely associated with emotionalprocessing. Other studies have shown that emotionalprocessing can generate a positive response to brands,and enhanced levels o engagement. We have traditionallylooked to the creative to arouse emotion and, it seems,overlooked the medium itsel.

This research indicates that physical media canstimulate an emotional reaction that results in enhancedrecognition, giving subsequent communications a morereceptive response. Establishing a more visceral emotional

the uniqueplace of

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connection in this way can be vital or setting brandrecognition and paving the way or uture messages.

mail bags the top spot

It makes sense, then, that direct mail is a reliable, time-tested method o communication with the customer andan invaluable tool or building personal relationships. The

rst letter shop (direct mail production and handling house)was established in the US in 1880 and, more than 130 yearslater, the medium is still going strong, despite competitionrom an increasing number o sources.

While its a common perception that people dontlike door-to-door advertising (so-called junk mail), thestatistics at the start o this chapter suggest otherwise.And recent research5 conrms that direct mail has regainedits position as the consumers avourite direct marketingchannel. But what do the marketers think?

In Belgium alone, sales results at Carreour have

been shown to be up to 50 per cent lower i door-to-dooradvertisements are not delivered, or are not deliveredon time6. Meanwhile, a leading UK hotel chain oundthat direct mail outperormed all other channels indriving new bookings, delivering the strongest ROI7.

Direct mail is back, pure and simple, says MarkThomson, the Royal Mails media director. Accordingto a recent report rom the Advertising Associationand Warc, direct mail is the media route that isexperiencing the strongest growth, registeringa 12.7 per cent increase in spend in the last quarter o2010. These gures are backed up by our own research,undertaken or the Future of Marketing white paper,which reveals marketing directors are planning toincrease investment in mail over the coming years.

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Did you know?

Readers Digest now the largestpaid circulationmagazine in

the world, with40 million readersin more than70 countries started in 1922as a directmail project.

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customer magazine sector remains buoyant in print, whilemaking the most o new digital opportunities alongsideit. Small wonder when you consider that, according to theAPA, more people read customer magazines than nationalnewspapers. Customer magazines can be (and are) pickedup and put down, theyre let around and other householdmembers pick them up and fick through them. But most

valuable o all, they allow a brand to engage witha customer or up to 25 minutes at a time, says the APA.That is valuable time in the customers hands and mind and a valuable opportunity to build brand engagement.

potent publicity

Next up in the print stable are catalogues and brochures,both ecient workhorses in their own right. Royal Mailresearch10 shows that 63 per cent o shoppers reer toa printed catalogue as part o their buying decision, eveni they make the nal purchase in-store or online. Catalogues

are kept or uture browsing by 40 per cent o homeshoppers and remain in homes or more than our months.Brochures, meanwhile, provide the space and time

or the reader to become immersed in the brand. Theyoer the opportunity to draw the customer into their world,beyond the showroom, ushering them into the right placeto make a purchase.

It is here, as with all print media, that design may beused to great eect as a commercial tool the opportunitiesor optimising page layout in brochures and catalogues areunmatched outside print media. There are some instanceswhere only print will do this eectively. Print is the only way,or example, or paint manuacturers, ashion companies,jewellers and interior decorators to realistically display theexact colours, textures and design o their products.

14

magazines: giants o maRketing

While direct mail goes rom strength to strength, otherprint media have important roles to play, too. Newspaperand magazine advertisements capitalise on the readersrelaxed state o mind and time spent with the title.This goes some way to explain why research8 shows thatmagazine advertising continues to be the strongest driver

o brand persuasion as measured by increments in bothbrand avourability and purchase intent/consideration when compared with television and digital media.

A recent Dutch study9 used neuroscience techniques,including MRI, to look at how magazines communicate withreaders. One interesting nding was that a one-page, ull-colour advertisement in a magazine elicits a more positiveresponse than a 30-second TV commercial.

The same research ound that there is a strongrelationship between magazine and reader, based on trust and this refects on the content o the magazine, including

the adverts. In other words, the perception o trust in theads is stongly infuenced by the perceptions o trust othe specic magazine title (the halo eect). When readersare engaged, perception and processing o advertisingis signicantly higher in terms o positive desire, visualprocessing, trust and attention. So, a good, well-placed,relevant magazine advert can be a great investment.

When it comes to brand engagement, customermagazines tend to work even harder than their consumercounterparts because, as Branwell Johnson, associate editoroMarketing Week, puts it, they bring together two stronglevers o engagement and connection branded contentand direct marketing.

According to Julia Hutchison, chie operating ocero the UKs Association o Publishing Agencies (APA), the


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pRint in the mix

There is no doubt that print oers unique attributes inbusiness. But it works even better when combined withother platorms, as a great deal o research attests. DynamicLogics8 analysis o cross-media campaigns, or example,demonstrates this synergy. It concludes that three mediaplatorms television, magazines and online contribute

incrementally to brand metrics but at dierent levels,bringing various strengths at dierent points along thepurchase unnel (buying process).

The study ound that, when used in combination withtelevision, online increased the impact on purchase intent byone per cent. But when magazines were added to this mix,the impact o the campaign increased by seven per cent.

Meanwhile a Brand Science study11 reveals that addingdirect mail to a campaign increases ROI by up to 20 percent. The same research ound that online campaigns paidback 62 per cent more when mail was included in the mix.

Elsewhere10

, we nd that posted catalogues inspire 37 percent o online purchases.Enough o the statistics: you get the picture. Print

is very much in demand, and new developments will onlyserve to ensure its longevity. Earlier this year, Superdrugin the UK launched the rst customer magazine with digitalwatermarking technology, which allows customers to scanimages rom the in-store magazine on their smartphonesto access web content or buy products.

Neuroscience will continue to show how marketerscan ne-tune printed media through techniques such aseye tracking. Meanwhile, data analysis and suppression willensure direct marketing is targeted ever more accurately.

One thing is sure, there are interesting times ahead and print will continue to play an important role in the

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business mix because, quite simply, nothing else achievesthe same results. But perhaps well leave the last wordsto Steve Hanney, CRM and direct marketing expert:

I nd a high-quality direct mail piece that respectsthe environment and is timely and relevant is the real darkhorse. Some customer loyalty magazines generate hugeuplit in response rates and increased dialogue, as they have

staying power and do not all oul o spam traps and mayeven make it to the dentists waiting room table, which anemail never could. Its all about quality.

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1 Royal Mail/Billets Media Monitoring2 Email Marketing Metrics Report 2010,

MailerMailer3 Printpower.eu4 Using Neuroscience to Understand the

Role of Direct Mail, Millward Brown, 2010

5 ast.MAP Annual Marketing-GAPReport 20106 EMIP, The Facts of Our Value Chain/USPS7 MMC: Key Reasons to Use Direct Mail, 20108 Whats Working: The Empirical

Generalizations of the Branding Impactof Multimedia Campaigns, DynamicLogic Research, October 2009

9 The Media Brain Studyby SanomaUitgevers, The Netherlands (winnero 2011 FIPP Research Award)

10 Royal Mail Home Shopping Tracker 2009

11 OMD Brand Science Research 201012 Marketing Communications Towards 2020,

Royal Mail, 2011

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Paper has had a bad press, i youll excuse the pun. Thereare endless misconceptions about the paper and printindustry, concerning everything rom deorestation andenergy consumption right through to landfll.

So lets start at the beginning. Making paper doesntdestroy orests quite the opposite, in act. Its easy toorget that the wood that provides fbres or the pulp

papermaking process comes rom well-managed orests.This means it has many advantages, not least o which isthat the trees in those orests perorm a vital job or theenvironment. As it happens, paper is a relatively smallconsumer o wood o the wood extracted rom the worldsorests, 53 per cent is used or energy production, 28 percent is used by sawmills and only 11 per cent is used directlyby the paper industry1 but nonetheless, three or our newtrees are planted or every tree cut down. This means that inEurope, orests are increasing annually by an area the size omore than 1.5 million ootball pitches2.

Its not just the paper industry that benefts rom thesemanaged orests. First o all, growing trees absorb signifcantvolumes o carbon dioxide, and we dont need to tell youthats a good thing. Managed orests not only help tocombat the greenhouse eect and play a part in stabilisingthe climate, but the paper industry goes to extraordinarylengths to ensure that the orests diversity and the widerenvironment are protected. Meanwhile, orests providehabitats or animals, plants and insects, prevent soil erosionand stabilise water levels.

All o which means the paper industry plays a valuablerole in conserving the environment and will continue to do

so in the uture. Reassuringly, the total area o orest thatis sustainably managed is growing every year. And, just incase we need urther confrmation, the Intergovernmental

Panel on Climate Change has this to say: In the longterm, a sustainable orest management strategy aimedat maintaining or increasing orest carbon stocks, whileproducing an annual sustained yield o timber, fbre orenergy rom the orest, will generate the largest sustainedmitigation beneft.

Certiiable peaCe o mindPaper and paper pulp are among the most regulatedindustries, which means its simple to identiy whetherany paper manuacturer is environmentally responsible.The easiest method is simply to check or FSC (ForestStewardship Council) and PEFC (Programme or theEndorsement o Forest Certifcation) accreditation. Both areindependent global initiatives aiming to ensure sustainableorestry management practices and deter illegal logging anddeorestation. They check all members o the supply chain,so i you speciy you want FSC or PEFC paper, your printer

will have to have a valid accreditation, too.The good news continues, because the next stagein paper production the pulp and paper mill is largelycarbon neutral, too. The paper and wood industries areat the oreront o manuacturing when it comes to on-site electricity generation and have invested large sumsto increase their energy efciency and replace ossil uelswith renewable sources to produce steam and electricity.Hal the energy used to make paper in Europe comes romrenewable sources3. Used cooking liquor rom the pulpingprocess, along with waste products rom timber can beused in this way.

Add to this the act that paper and print are so easilyrecyclable. Paper recycling is not a knee-jerk response toenvironmental pressures its been around almost as long

why print andpaper are key

to a sustainablefuture

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as paper itsel (the frst paper was made rom recycledabric, ater all). Recycling as we now know it has been anintegral part o the paper industry or more than 100 years,and in 2009 more than 72 per cent o Europes paper wasrecycled4 the highest fgure ever.

The fbres in paper pulp can be re-used up to seventimes beore they become too short or making paper,

with dierent end uses determined by the number o timesit goes through recycling. Even the de-inking process isenvironmentally riendly, with end products being used inthe production o cat litter and soil conditioners. Meanwhile,the range o eco-riendly inks is growing all the time.

paper vs pC

From high-quality brochures to newsprint or toiletpaper and, ultimately, as a source o biomass or energyproduction, ew products may be so satisactorily recycledas paper. Its eco credentials have been much malignedby proponents o electronic media, but some comparisonsbetween the two make or interesting reading.

Printing an on-screen document is a one-o costand provides a long-lasting, sustainable resource that costsnothing to access once the paper is used, its no longera drain on power or natural resources. Meanwhile, thedigital option relies on a huge technological inrastructurethat must be online 24 hours a day, seven days a week and365 days a year every time the document is accessedonscreen, it demands additional power.

Alex Wissner-Gross, a Harvard physicist researchingthe environmental impact o computing, says that

perorming two Google searches produces the same amounto carbon dioxide as boiling a kettle o water. Thats not tosay that computers are particularly inefcient in terms o

ester

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the energy they use, but what is oten orgotten is that ascomputers become a bigger part o our lives, they consumemore power. Meanwhile, the paper industry is constantlyfnding new ways to make the production process moreenergy efcient.

On top o that, electronic waste is the astest growingcomponent o the municipal waste stream increasing

by 35 per cent a year according to Greenpeace. At thesame time, the volume o paper that ends up in landfll isactually decreasing.

As we have become more concerned aboutsustainability, ideas that paper use encourages deorestationand is bad or the environment have grown. The truth is,it isnt the paperless ofce, even i it hadnt emphaticallybeen proved a myth, isnt any more energy conscious thanits paper-using neighbour.

O course, its not all about energy. Many (i notmost) decisions about resources boil down to whatsgood or the bottom line. There are defnitely commercialbenefts to using sustainable materials. For a start, youcan actually enhance customers perception o your brandthrough using environmentally riendly products such asrecycled paper and soy inks.

Customers Care

People do increasingly take note o how companies behave.A 2010 survey5 on how environmental considerations aectconsumers buying behaviour indicated strong concernsabout environmental and ethical issues. More than 80 percent o respondents highlighted CO

2emissions, pollution

and over-use o resources as key concerns.That said, environmental sustainability is only one

actor in the decision to buy price, quality and availability

Did you know?

Sometimes thesimplest ideasare the best. Soi you want to be

environmentallyriendly and saveink, the best thingis to use less o it,right? With this inmind, the Dutchcompany Spranqdesigned Ecoontback in 2008. Itsbased on Verdana

with lots o holespunched throughthe ont so thatless ink is used.Earlier this year,180 Amsterdamlaunched 180

EcoDIN, anothereco-riendly ontthat turns thefrst idea on its

head, removingthe outlines oeach glyph andleaving behindthe dots. Less, asthey say, is more.

the sweet smell

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In this way, and by helping companies meet theircorporate social responsibility targets and improve profts,the pulp and paper industry will continue to be a vital parto our successul and sustainable uture. Teresa Presas,managing director o the Conederation o European PaperIndustries, sums it up nicely: We are at the core o greengrowth. The paper industry is perectly built to support the

new bio-economy through its knowledge o renewable rawmaterials, recycling, bio-energy and use o by-products.Paper is part o the solution.

rc

1 FAO Statistics 2007, Two Sides2 Printpower.eu

3 Printpower.eu4 ERPC, Monitoring Report o the European

Recovered Paper Council, 2010 5 Customer Attitudes and Perceptions

on Sustainability, September 2010Guardian News and Media consumerBrand Aid panel

6 Case studies, wrap.org.uk 7 Case studies, wrap.org.uk

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are still more important. But 79 per cent o respondentssaid that a company oering products and services withlow environmental impacts would be more likely to wintheir loyalty. And two out o every three consumers considerethical and environmental assurances to be important indeveloping loyalty.

So, sustainability is certainly important to customers.

Its also a wider commercial issue, whether in termso hitting a sustainability target in a business plan ordriving down costs. Many organisations have ound thatrecycled paper can help reduce their environmental impactwithout changing the quality or budget o their marketingpublications and other customer communications6.And switching to recycled paper can actually cut costs too,as has been demonstrated successully in some businesses,and customer and business-to-business magazines7.

As sustainability becomes an ever more importantissue, both ethically and commercially, papers role isgrowing as a green medium in itsel and also throughits ability to replace other, less sustainable materials.Perhaps the most obvious o these is paper bags replacingplastic ones. Italy has garnered publicity since it introduceda ban on plastic bags at the start o 2011, but the countryis not alone. Others that have introduced similar bansor restrictions include Belgium, Ireland, Hong Kong,Rwanda and Kenya. Other countries, such as the UK,have also considered banning plastic bags but backedo or the time being.

The number o paper-derived products that canreplace other, less sustainable options is impressive

rom paper packaging solutions that replace plastic, topaper pallets that are 100 per cent recyclable, the list islong. And its growing.

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Humans have expressed themselves through symbols and artsince prehistoric times, when our essential materials were asbasic as stone, wood, animal hide and bone. Then, we usedcave walls as a blank canvas. Fast orward several thousandyears to Ancient Egypt and things were rather moresophisticated. People wore linen, worked with metal, builthomes rom mud-brick and stone and wrote on papyrus.

Papyrus wasnt unlike paper, but it was another 3,000years in 105AD beore that medium, as we know ittoday, was developed in China. And while the manuacturingprocess has changed considerably and modern paper ismore rened, it hasnt changed that much in the past twomillennia. How many other tools would still seem so amiliarand t or purpose ater such a long period o time?

There can be no doubt about the enduring natureand adaptability o paper it has been used or nearly twothousand years to endless purpose, although communicationand the expression o ideas was, and is, its undamentalraison detre. And this was given something o a boostwith the invention o the printing press in the 1440s.

Gutenbergs printing press once it properly caughton brought speed, aordability and a wider audienceto the written word, leading in turn to the spread o ideasand the dissemination o knowledge thanks to increasedliteracy and education. It has even been credited withbringing about the end o the Middle Ages and usheringin the Age o Enlightenment

An Agent o chAnge

Lets take a look at the spread o ideas. For centuries,

people have ought or their rights, and the arrival o theprinting press made this much easier by providing a quick,widespread means o communication. Pamphlets, leafets,

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newspapers and placards have played an essential role ingetting the word round, keeping people motivated andmobilising them and continue to do so right up to this day.

In 1642, Englands Civil War was ought not only onthe battleelds but also through propaganda. This periodsaw a vast outpouring o tracts and pamphlets rom royalistsand parliamentarians using the medium to spread news

and ideas and rom others on virtually every subject underthe sun. The most amous o these, by John Milton andcalled Areopagitica, made the rst plea or a ree press.

So it was in the 20th century during the Spanish CivilWar, when high rates o illiteracy drove people to come upwith rousing imagery and succinct slogans to deliver theirmessage. Striking posters were plastered on the walls o allSpains major cities in the 1930s some urging citizens toevacuate or to help ellow citizens, others bearing politicalpropaganda to win hearts and minds.

Print as an agent o change is as potent now as italways has been, even taking into account the ar-reachingeects o the internet. As this publication goes to print,youths in the Libyan city o Benghazi are exercisingtheir newound reedom o speech in newspapers,even multilingual ones. The Berenice Post, an Arabic andEnglish weekly, is just one o 50 new publications to havesprung up, most o them produced by young citizens.The publishers o another newspaper, Sawt, have set upa mailbox outside the Benghazi courthouse to allowLibyans their own voice.

The internet certainly has a role to play in suchevents too, but can it always be trusted? As users we

are not always in total control o our electronic media:somebody somewhere may be pouring in code, trackingour communication, hacking into or wiping documents.


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28

Only recently, Google questioned whether the Chinesegovernment had been disrupting its Gmail service. Aterall, its easier to put blocks on electronic media than toraid houses searching or books and papers.

Just as humans have an enduring need to expresstheir ideals and to strive or airness and reedom, paperhas an enduring adaptability to serve this purpose. It looks

set to be the same in the uture, with nothing able totallyto replace its portability, reliability and endurance asa medium o communication.

ill up your shelves

Its clear, then, that print is a vital tool or disseminatingideas and ideals, but how about its role in communicatingacts and inormation its role in education? Rewind tothe invention o the printing press. The wider availabilityo printed texts led to a rise in literacy, revolutionisinginormation. It brought knowledge to the people, andprint continues to ull that same unction today.

Quite simply, paper and print are eminentlypractical materials. In developing countries, these twoare undamental tools o trade or teachers, and its noexaggeration to say that they can change the course opeoples lives. Even in the developed world, where itsits alongside digital media, paper is still central to theeducation process. Its simply irreplaceable.

According to a new study published in Research inSocial Stratifcation and Mobility1, children who grow up inhouseholds with many books go urther in school than thosewithout books, regardless o what country they live in or

the socio-economic or educational level o their parents.As ew as 25 books is enough to make a marked dierence.Studies also show that children who are read to rom an

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The Statue o Liberty dedicationceremony in October 1888The rst-ever ticker-tape paradewas a spontaneous event littledid those Wall Streeters knowwhat they were starting.

Teddy Roosevelt s triumphantreturn rom Arica in 1910Probably the only ticker-tapeparade ever held to welcome

someone home rom saari but then Teddy Roosevelt wasa very popular president and

he had, ater all, been huntingspecimens or the Smithsonianand the American Museumo Natural History.

Albert Einstein, 1921Simply because, among all

the ormer presidents, warheroes, astronauts and sportsteams to ride along the Canyono Heroes, he remains theonly scientist to be honouredin this way.

Charles Lindbergh, 1927To celebrate the rst non-stopsolo transatlantic fight, ater sixpilots had ailed previously this was surely one o the great

moments in history.

Amelia Earhart becomes thefrst woman to be ted bya ticker-tape parade in 1932It was actually her second parade,but the rst had been shared withher pilot and co-pilot. This time,ater becoming the rst womanto fy across the Atlantic solo, thepaper-strewn streets were all hers.


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earlier age have better language development and tendto have better language scores later in lie (see p6 ).

The educational power o print is unquestionable,but there are still some who would argue that it is no longerrelevant in our digital age that print is already beingreplaced by digital media. But is that really the case?And do we even want that to happen? The evidence

points to a place or both print and digital in educationand in general use and heres why.

Deep reADing vs poWer BroWsing

There have been several studies that question whetherprolic use o the web is aecting our brains specically,our ability to concentrate and to analyse inormation.

Nicholas Carr, author oThe Shallows2, is arguably themost vocal o those questioning how the internet may beaecting us in this way. He puts up a convincing argument,with neurological research to back it up, that the distractingnature o the internet has given rise to cursory reading,

hurried and distracted thinking, and supercial learning. Thatthese aspects o the internet, in other words, are impedingthe powers o concentration, comprehension and retentionengendered by reading. And hes not alone in thinking this.

Business psychologist Sheila Keegan is currentlyresearching the same subject. In the past 10 years, itsbecome apparent that the brain can easily change partso it are hardwired, but not all o it, she explains. Themore you use the brains neural pathways in a certain way, thestronger those pathways will become, while those that arentbeing used wont grow. What were nding is that neural

pathways are being changed by the use o the internet.Reading a book is quite a linear activity youve got

one strand o concentration, i you like. This means people

31

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hands between collectors decades, even centuries, later.Manuscripts, pamphlets, posters, stamps or manuals these provide a community with a tangible record oevents, a glimpse into the past or o history being made.

The same can be said o art. As a representation oevents, ideas or simply beauty, its ull impact can only trulybe experienced when viewed physically. While some art isntmeant to be permanent, that on canvas or paper is and itsanother thing we like to visit, collect and display, whether asoriginals, reproductions or prints. And where would simplecreativity be without paper? From sketching out a newashion collection in an art book to scribbling an idea ora joke into a personal jotter, creative people in all walks olie turn to paper to capture the rst inkling o inspiration.

The enduring nature o print itsel is due to itspermanence, its reliability you can be sure that themessage you want to communicate will be as you intended,or that the image you love wont have changed. Its alsodown to accessibili ty. Theres no waiting t ime, no problems

with network access or outdated sotware, theres noneed or electric connection, no batteries that die. Printjust is. And in an ever-aster-changing world, thats a trulycherishable and enduring quality.

r

1 Family Scholarly Culture and EducationalSuccess: Books and Schooling in 27 Nations,by M D R Evans, Jonathan Kelley, JoannaSikora and Donald J Treiman,

Research in Social Stratifcation and Mobility

2 The Shallows: What the Internet isDoing to Our Brains, Nicholas Carr, 2010

3 Seattle Times, 23 May 2010

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can deep-read its a very creative process and allowsyou to process the inormation and refect on it. Whenpeople are reading online, theres all kinds o inormationcoming in, and the way we absorb that appears to be quitedierent. People tend to remember more that they read ina book than they do on screens.

The conclusion must be that print and PC both havetheir place when it comes to gathering inormation andlearning. But, because we process inormation rom dierentsources in dierent ways, there is nothing that encouragestotal understanding and comprehension like print. I youwant to truly learn something, rather than accomplish aquick act-nding mission, print is still the ideal medium.

the highlights o print

Cognitive processes aside, its just not easy to take notesrom electronic material, what with all the swapping screensand typing as well and we can easily annotate text booksin a way that make them more useul to us. When Amazon

tested its Kindle DX on US college campuses3 last year, theresponse was less than glowing. At the University o Seattle,as many as 80 per cent o MBA students who participatedin the pilot said they would not recommend the Kindle asa classroom study aid. Students elsewhere complainedthey couldnt scribble notes in the margins, easily highlightpassages or ully appreciate colour charts and graphics.Its sae to say that print will continue to play a centralrole in education or some time to come. The truth is,its practical and we like it.

We like it so much, in act, that we have a tendency

to keep, to admire and to collect it. The enduring natureo printed documents is neatly illustrated by the act that somany o them are displayed in museums or are still changing


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Cpt 5


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Print connects us with others in an intimate way that noother medium can. It links us in countless ways to theworld around us, and to the particular space we occupywithin it. It identies us, trumpets our achievements andreminds us where we came rom and what weve done.Take a look at your mementos: all but the most ruthlessdeclutterers will have a good deal o printed stu in amongthe school ties, badges and pebbles.

We are connected to each other today more thanever beore through phones and online media the rise osocial networking sites has been well-documented but theconnections made via print still seem stronger, longer-lastingand more tangible. In the digital age, a letter or postcardrom amily or close riends means as much, i not more, thanit did 30 years ago. Weve already explored this experientialpleasure o print in Chapter 1, but theres another reasonwhy personal printed memorabilia are so undamentallyimportant they are physical links with the people we careabout and they reinorce our closest relationships and our

place within them.Take love letters surely everyone remembers

their rst or most poignant one. They bring a bittersweetpleasure that has been enjoyed by countless amouscouples throughout history: Napolan and Josphine, FridaKahlo and Diego Rivera, Henry VIII and Anne Boleyn, toname but a ew. The act that a love letter rom John Keatsto his ance Fanny Brawne was auctioned in London oran astonishing 96,000 in March 2011 speaks volumes.Reading and touching such a letter gives us a privilegedinsight into the most intimate o conversations. And i

you were the intended recipient, coming back to it allowsyou to relive some o the experiences that made you theperson you are today.

LittLe pieces o us

Increasingly, we need these links with our past. Its personalhistory, creating a story o your lie, says psychologistShelia Keegan. We like nding out where we belong in theworld and what weve kept is proo o where weve comerom. Because were more mobile, we dont have a senseo this is my place, as previous generations did. Sowe have to create that sense o belonging in other ways.

As well as creating and strengthening our bondswith others, paper and print enable us to record ourown lives, thereby leaving a legacy or uture generations.Births, marriages and deaths are all recorded on papercerticates, which we cherish. We keep our school reports,exam certicates, passports and letters o promotionbecause each represents a new chapter in our unique story they document our transition to a dierent phase o lie, orremind us what weve learned or achieved, or simply whereweve been. These little pieces o history are sel-arming.

teLLing our story as onLy we canThe more organised among us go a step urther thanthe traditional shoe box stued with paper, and createscrapbooks. Since the early 1400s, when people begancompiling notes and literature in commonplace books,scrapbooking has been a popular hobby. There are ewthings as prooundly satisying as creating a book lled withphotos, concert tickets, postcards and other little pieceso your past, and 600 years on, scrapbooking is still goingstrong. Every week, all around the world, enthusiasts gatherin houses, halls and stadiums or meetings and conventions.

Hundreds, sometimes thousands, share tips, ideas andencouragement. In Europe and the US, scrapbookingretreats are becoming increasingly popular, providing

how printallows us

space tobe who wereally are

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people with space and time to collate their most importantmemorabilia in a way that can be enjoyed or generationsto come. We love having our histories laid out in this time-honoured way o course, its convenient to be able tocarry 1,000 photos around on an iPhone, but most o usstill print out our avourites to put into albums.

Another orm o personal storytelling that wecontinue to cherish in its paper-and-ink orm is diary writing.Many o us will have kept a diary or at least some o ourlives and who isnt ascinated, amused and, sometimes,toe-curlingly embarrassed by returning to their diaryspages to rediscover what they wrote and the experiencesthey deemed important at a certain time?

Its unlikely that we would be moved in the same wayby scrolling through the archives o a blog we certainlywouldnt be able to smile at our sel-conscious adolescenthandwriting or remember the trip to buy that particularshade o maroon ink. Surely, these most private thoughtsand memories should be recorded in the most personal

way possible, in our own handwriting. Every physical detailo a handwritten diary contributes to the overall experienceo reading and re-reading it.

There is even evidence to suggest that writing a diarycan make you happier. A study conducted in Caliornia in2009 indicated that putting eelings down on paper reducesactivity in the amygdala, the part o the brain responsibleor controlling the intensity o our emotions. Writingseems to help the brain regulate emotion unintentionally,says Dr Matthew Lieberman, a psychologist at theUniversity o Caliornia. Whether its writing things

down in a diary, writing bad poetry, or making up songlyrics that should never be played on the radio, it seemsto help people emotional ly.


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39

Books as Badges

Lets nish where we began with books. Just asmemorabilia and diaries tell the stories o our lives andgive us a sense o belonging, so books are a refection ocharacter and oten a conscious one. The bookshelves inour homes remind us, and tell others, what we care about,what interests and amuses us, and oten where weve been.The same goes or the books we read in public that help

others to identiy us: the student on the metro, earnestlyturning the pages o a Sartre play; the business traveller,ree o the tyranny o emails or the duration o a fight,leang through a John le Carr novel; or the oce workertaking advantage o a ew precious minutes at lunchtimeto immerse themsel in a piece o historical ction. Byconsciously, or unconsciously, sharing a little inormationabout ourselves, we make valuable human connectionswith those around us.

We even develop a relationship with the booksthemselves we make them our own. Where we nd

inspiration or beauty we underline sentences or passagesor we turn down pages. We doodle over pictures opeople we dont like we just cant help ourselves (seeTo Scribble or Not to Scribble). American philosopherMortimer Adler went as ar as to say that purchasinga book was only a prelude to possession. It could onlybe considered truly owned once it was dog-eared anddilapidated, shaken and loosened by continual use,marked and scribbled in rom ront to back.1

Finally, reading in print is good or us. In an agewhen we are bombarded with inormation via a wide variety

o screen-based technology, a magazine, newspaper orbook invites us to shut out the demands o modern lieand cocoon ourselves or a time in printed content.

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Reading a book or just a ew minutes can be enoughto reduce stress by more than two thirds, according toresearch carried out in 2009 at the UKs University o Sussex.Ater subjects had read, silently, or six minutes, their heartrate had slowed signicantly, their muscle tension had easedand their overall stress levels had reduced by 68 per cent.Losing yoursel in a book is the ultimate relaxation, saysDr David Lewis, cognitive neuropsychologist at the

university. This is more than merely a distraction but anactive engaging o the imagination, as the words on theprinted page stimulate your creativity and cause you toenter what is essentially an altered state o consciousness.

No other medium has come close to competing withbooks in this way. In the Sussex study, reading beat otherorms o relaxation hands down listening to music, havinga hot drink, walking and playing computer games all had alesser benet. Even by comparison with electronic readingdevices, the printed book is ahead o the game. Researchconducted by Jakob Nielson in 2010 ound that users

were not only able to read a printed book aster thanan iPad or Kindle, they also ound the experience o doingso more relaxing (see p31).

Books, especially, require and thereore help us todevelop the necessary skills or sustained attention, theopposite o busyness. They demand that we relax, theygive us licence us to zone out. Books remain unrivalledin enabling to get back in touch with ourselves and ouridentities. And never more so than when the book inquestion happens to be a diary.

r1 How to Mark a Book, Mortimer J Adler PhD

Did you know?

Diaries andjournals areinvaluable totheir writers.But it so happensthat the mostexpensive bookin the world is alsoa handwrittenjournal. The workof Leonardo daVinci, it is full ofthe famous artistsdrawings, sketches

and notes including his

thoughts on thelink between artand science. Itwas bought in1994 for $30.8million (worthmore than $45.5million today) byBill Gates who,were pleasedto note, sharesthis treasureby displayingit in different

locationsevery year.

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my life in print

Documents