The United Kingdom's Two Sides initiative has jumped the pond and is making waves right here on the shores of the grand ol' USA.
Even in today’s digital age with the availability of alternative media, paper’s unique practical and aesthetic qualities simply can’t be achieved by using electronic alternatives. That’s not to say that one is less suitable than the other. Both paper-based & electronic communication have a role to play and can compliment each other.
In recent years, however, paper has been the target of negative and often misinformed environmental criticism. Listening to some people, its benefits are outweighed by the mass of misleading environmental disadvantages; shrinking forests, excessive energy consumption, and overflowing landfill sites. So as far as the environment is concerned, paper appears bad.
This site is actually quite interesting and it dispels the myths surrounding paper in a very quick and informative read.
Everyone is familiar with the "Marketing Mix." The right mix for your communication strategy is just that, a mix. Rarely are we advised to throw our proverbial eggs in one basket, and marketing is no exception. A strategic and collaborative mix of communication and messaging is best to truly serve our varied audiences. And paper can serve a portion of your audience.
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