International Paper Blanches -- Rest of Paper Industry to Follow Suit

Share this article:
ATLANTA -- Whitening doesn't just make teeth look better. According to the paper mills International Paper and Blue Ridge Paper Products Inc., the paper used for direct mail, commercial envelopes and billing statements also would be more appealing to consumers if it were significantly whiter.


International Paper, Memphis, TN, said at DMA·05 yesterday that it began the process of switching to a brighter, whiter grade of uncoated, freesheet paper Sept. 1. This is the commercial paper used by direct mailers for campaign pieces, to make commercial envelopes and for billing statements.


Given International Paper's size as one of the country's largest mills, smaller mills such as Blue Ridge Paper have introduced their own whiter paper stock and expect every paper supplier to quickly follow suit.


There hasn't been a large, sweeping change in the paper industry like this in awhile, said Jeffrey G. Fox, International Paper market manager printing and bristols.


"In the past, we always talked about paper in terms of brightness, but in other parts of the world they talk about whiteness," Fox said.


Until now, paper's brightness level on the GE has been the standard level of measure. Generally, all commercial uncoated, freesheet paper measured 84 on the GE scale. International Paper's new paper has a GE of 92. However, in addition, the whiteness has been increased to 145 on the CIE scale.


Thanks to a new proprietary technology, this paper will not cost more or require paper presses to be recalibrated. There also isn't a greater impact on the environment when making the new paper compared with the old, Fox said.


The change is purely aesthetic, but one that Fox thinks will benefit direct marketers. According to International Paper's consumer research, 62 percent of consumers surveyed said they would be more apt to read or investigate further an offer made on the whiter paper versus the old standard paper. This is because images and type really pop against the whiter paper.


Blue Ridge Paper starts shipping its new paper in two weeks, senior sales representative John C. Walsh said. Though the paper makes a strong impact visually, Blue Ridge's process for making it does require the use of more bleach, he continued. As to whether suppliers will be able to produce the paper without charging customers more, Walsh said "I don't know."


Visit blog.dmnews.com for more updates from DMA·05


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.