Paper Industry Wishes You'd Ignore Environmentalists, Print More
from the dot-matrix-forever dept
Obviously the rise of digital media means information is much more quickly and easily accessible than it used to be when we all shuffled piles of paper about — and that’s a good thing — unless you work for a paper company. Domtar Corporation is annoyed at the fact that people aren’t printing as much as they used to, and company executive John Williams seems to have found himself a bogeyman to direct his troubled business model angst at: namely those messages at the bottom of e-mails urging people to think about the environment before they print. In order to counter what Williams feels is "bull," Domtar is launching an advertising campaign aimed at younger kids that tries to convince them they don’t need to feel guilty about printing out that e-mail:
"The campaign will use print ads but also have a strong social media dimension — on Facebook and YouTube — in order to reach younger people, who tend to be printer averse, Mr. Williams said. I think it’s very powerful and I think it’s time and I don’t apologize for the fact I think it’s true and that this will resonate with young people."
Of course most people ignore those e-mail signatures (which often just exist to give a company the illusion of being "green") and print — or don’t print — based on convenience. While the paper industry is obviously going to feel some pain from a declining newspaper industry and the rise of an ocean of portable data devices (and in turn the slow rise of that ever elusive paperless society), a clever ad campaign targeting the young and "printer reverse" isn’t going to be able to change reality. What will probably wind up "resonating with young people" is the impression that Domtar and Williams are being ridiculous. Hey, maybe the problem with the fax machine industry is all just branding!