Print Power is a European initiative for the promotion of the print's value, highlighting its importance within a communication project across the various media.
The efficiency of press in communication is in fact the intrinsic value of the medium itself. Printing has a unique power: its message is perceived as an enduring and concrete truth because the written word enters the mind of the readers and seizes their imagination.
Print also has another advantage: a high level of sustainability.
Two sides, an international forum for the industry sponsored and initiated by companies working in the graphic communications Supply Chain has launched an information campaign in the United Kingdom to promote the environmental sustainability of the print medium. The goal is to change the perception of the production and use of paper and printing as renewable, recyclable and effective elements. The operation jointly involves around 100 companies and associations of the Graphic Communications industry, for a total of more than 20,000 decision-makers.
The initiative includes a direct mail campaign, an online display campaign and a series of advertisements in the industry magazines PrintWeek, Marketing, Campaign and Brand Republic, all supported by a web site with the key messages along with a competition to win a visit to a European forest.
The Print Power initiative involves a variety of printed instruments (press advertising, direct mail, sales promotion and corporate communication) across newspapers, magazines, brochures, catalogues, books, flyers and other formats, to convey the depth of the press medium.
Due to the success of the Two Sides in the United Kingdom the campaign will be extended to the main European countries in 2010. Cartiere del Garda is also taking part in the initiative, promoted in Italy in collaboration with Assocarta.
Sustainability is only the first part of the message: the industry is in fact committed to focusing on building the profile for print media throughout the world. The total percentage spent in printing is falling, but once businesses get through the recession and publicity budgets return to growth, advertisers will want to obtain the maximum value from their budgets. The print medium is capable of illustrating the actual efficiency of publicity costs, and Print Power will help in a way that this becomes a clear and solid concept.
Together, Print Power and Two Sides will convey an important message on the efficiency and sustainability of print media.
www.twosides.info
