Doing business requires maintaining a balance among economic, environmental and social needs. Printing on paper meets those criteria. It's a way to drive business in a renewable way - to be more effective in your communications and to be more sustainable. It's worth printing if you incorporate environmental stewardship in your business, encourage your suppliers and customers to do the same and use printed materials wisely.
According to the latest research on advertising, printed communications are making a significant contribution to the economy and have a positive impact on business. Statistics show the following:
- Campaigns combinging direct mail and internet yield up to an additional 25% response rate.
- Nearly 80% of households either read or scan advertising mail sent to their household.
- Direct mail gives advertisers a whopping 13-to-1 return on their investment.
- Nearly 80% of internet users surveyed said they were directly influenced to purchase an item or service because of direct mail.
- Brand recall is substantially higher using print vs. onscreen. On-screen information is 20 to 30 percent more difficult to read.
- Small and medium businesses still rely on newspaper and magazine articles (43.6%) and direct mail, including letters, postcards and catalogs (43.5%) to get results.
Used wisely, print can drive revenue and be a valuable part of a smart media mix. That's why, for example, U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person. They're scoring a return on investment of 13 to 1. With the right mix, it's worth printing.
Sourced from International Paper Company, 2010 edition of "Down to Earth." The full issue is available by visiting IP Sustainability
Tuesday, January 26, 2010
Friday, January 8, 2010
52 Weeks 52 Works - 2010 AGC Desk Calendar Now Available
Designed, Printed and Distributed by AGC The Creative Advantage, the 2010 edition of 52 Weeks 52 Works is now available.
Academy Graphic Communication’s (AGC) annual desk calendar has served as a stage for the creative community of Northeast Ohio for the past 8 years. This calendar seeks to demonstrate the power of expressing ideas effectively through print and the myriad of collaborative opportunities available with Northeast Ohio’s creative community. The collection represented ranges from sculpture to painting, photography to ceramics.
52 weeks 52 Works was printed utilizing environmentally-friendly, FSC and SFI certified paper containing both recycled content and post consumer waste. The print production techniques are water based, minimizing dependency on volatile organic compund (VOC) laden chemicals. And the inks and coatings used throughout are vegetable-and soy-based, increasing their biodegradalbe nature and ease of recycling.
AGC recognizes that environmental sustainability is a community-wide effort. We seek to showcase local resources, to create greater awareness of the eco-friendly options available within our community and highlight how innovative, forward-thinking individuals and groups can draw on each other’s expertise to make a bigger difference together.
Through our unique efforts, AGC has stayed committed to the renewable print medium and its potential to make a difference in people’s lives while demonstrating how environmental issues can be proactively addressed.
To obtain a copy of 52 Weeks 52 Works please email us today!
Monday, December 14, 2009
In Digital Era, Marketers Still Prefer a Paper Trail
An excerpt from the Wall Street Journal - Friday, October 16, 2009 - By Jeffrey Ball
"Never is the elusiveness of a paperless world more evident that at this time of year, when mail boxes overflow with catalogs and holiday cards.
More than 17 billion catalogs were mailed in the U.S. last year - about 56 for every American. So why does the catalog, which helped Richard Sears launch his eponymous retail empire more than a century ago, continue to thrive in the electronic age? Because glossy catalog pages still entice buyers in a way that computer images don't. Catalogs, marketers say, drive sales at Web sites, making them more important than ever.
Among retailers who rely mainly on direct sales, 62% say their biggest revenue generator is a paper catalog, according to the latest survey by the Direct Marketing Association of its members. Only a fifth of those retailers say they draw their biggest sales from their Web sites.
That is why virtually no one expects the mail-order catalog to go away - even though only 1.3% of those catalogs generated a sale, a survey found.
Internet retailing has environmental consequences, notably energy-consuming Web servers. The catalog industry says it is working hard to reduce the environmental impact of its mailings by pushing retailers to increase their reliance on recycled paper and by making it easier for consumers to opt out of mailings they don't want to receive."
"Never is the elusiveness of a paperless world more evident that at this time of year, when mail boxes overflow with catalogs and holiday cards.
More than 17 billion catalogs were mailed in the U.S. last year - about 56 for every American. So why does the catalog, which helped Richard Sears launch his eponymous retail empire more than a century ago, continue to thrive in the electronic age? Because glossy catalog pages still entice buyers in a way that computer images don't. Catalogs, marketers say, drive sales at Web sites, making them more important than ever.
Among retailers who rely mainly on direct sales, 62% say their biggest revenue generator is a paper catalog, according to the latest survey by the Direct Marketing Association of its members. Only a fifth of those retailers say they draw their biggest sales from their Web sites.
That is why virtually no one expects the mail-order catalog to go away - even though only 1.3% of those catalogs generated a sale, a survey found.
Internet retailing has environmental consequences, notably energy-consuming Web servers. The catalog industry says it is working hard to reduce the environmental impact of its mailings by pushing retailers to increase their reliance on recycled paper and by making it easier for consumers to opt out of mailings they don't want to receive."
Friday, December 11, 2009
Which is Greener: Paper or Digital? The Answer May Surprise You - a ZDNet.com Blog
The DocuMentor Blog recently posted an interesting article on a subject we've been following closely:
Even though my brain is infused with a little too many toner particles, the Doc assumes that anything we can do to reduce paper consumption is good for the planet. But what about the significant impact of digital waste?
For a fascinating read, take a look at this interview with Don Carli, the Doc’s good friend and Executive Vice President of SustainCommWorld LLC and Senior Research Fellow with the Institute for Sustainable Communication. Here’s a few highlights from Don:
“Other than pushing the ‘cool’ factor, one of the main selling points being made by marketers of eReaders is that they are greener than print. It is little surprise that the common view held by consumers who don’t know the backstory is that going digital means going green and saving trees. Many are in for a rude awakening. When subjected to ‘cradle-to-cradle’ life cycle analysis, eReading is not nearly as green as many naively assume it is.”
“There is no question that print media could do a better job of managing the sustainability of its supply chains and waste streams, but it’s a misguided notion to assume that digital media is categorically greener. Computers, eReaders, and cell phones don’t grow on trees and their spiraling requirement for energy is unsustainable.”
“Making a computer typically requires the mining and refining of dozens of minerals and metals including gold, silver, and palladium as well as extensive use of plastics and hydrocarbon solvents. To function, digital devices require a constant flow of electrons that predominately come from the combustion of coal, and at the end of their all-too-short useful lives electronics have become the single largest stream of toxic waste created by man. Until recently, there was little, if any, voluntary disclosure of the lifecycle ‘backstory’ of digital media.”
“Sadly, print has come to be seen as a wasteful, inefficient and environmentally destructive medium, despite the fact that much of print media is based on comparatively benign and renewable materials. In addition, print has incredible potential to be a far more sustainable medium than it is today… and a truly digital medium as well. Despite its importance to business, government and society, print has been cast in the role of a dark old devil in decline. Digital media has been cast as the bright young savior on the rise.”
“Ironically the future of digital media and eBook readers is likely to be based on flexible polymer electronics manufactured using printing presses rather than silicon semiconductor fabrication technologies. In fact, the next generation of eReaders will most likely be digital AND be printed.”
There is a lot more from Don that the Doc guarantees will stimulate your neural economy.
Even though my brain is infused with a little too many toner particles, the Doc assumes that anything we can do to reduce paper consumption is good for the planet. But what about the significant impact of digital waste?
For a fascinating read, take a look at this interview with Don Carli, the Doc’s good friend and Executive Vice President of SustainCommWorld LLC and Senior Research Fellow with the Institute for Sustainable Communication. Here’s a few highlights from Don:
“Other than pushing the ‘cool’ factor, one of the main selling points being made by marketers of eReaders is that they are greener than print. It is little surprise that the common view held by consumers who don’t know the backstory is that going digital means going green and saving trees. Many are in for a rude awakening. When subjected to ‘cradle-to-cradle’ life cycle analysis, eReading is not nearly as green as many naively assume it is.”
“There is no question that print media could do a better job of managing the sustainability of its supply chains and waste streams, but it’s a misguided notion to assume that digital media is categorically greener. Computers, eReaders, and cell phones don’t grow on trees and their spiraling requirement for energy is unsustainable.”
“Making a computer typically requires the mining and refining of dozens of minerals and metals including gold, silver, and palladium as well as extensive use of plastics and hydrocarbon solvents. To function, digital devices require a constant flow of electrons that predominately come from the combustion of coal, and at the end of their all-too-short useful lives electronics have become the single largest stream of toxic waste created by man. Until recently, there was little, if any, voluntary disclosure of the lifecycle ‘backstory’ of digital media.”
“Sadly, print has come to be seen as a wasteful, inefficient and environmentally destructive medium, despite the fact that much of print media is based on comparatively benign and renewable materials. In addition, print has incredible potential to be a far more sustainable medium than it is today… and a truly digital medium as well. Despite its importance to business, government and society, print has been cast in the role of a dark old devil in decline. Digital media has been cast as the bright young savior on the rise.”
“Ironically the future of digital media and eBook readers is likely to be based on flexible polymer electronics manufactured using printing presses rather than silicon semiconductor fabrication technologies. In fact, the next generation of eReaders will most likely be digital AND be printed.”
There is a lot more from Don that the Doc guarantees will stimulate your neural economy.
Thursday, November 19, 2009
Trees Are The Answer >> to Climate Change?
"As a natural, renewable resource, trees are the answer to many challenges facing our society today — most notably climate change.
Trees are one of the most efficient “solar-powered carbon collectors” that we have at our disposal. Every day, all day, during the active growing season (from May to August in mid west/north east) millions upon millions of trees of all sizes are busy taking carbon dioxide, a major greenhouse gas, out of the atmosphere and storing it in their trunks, branches, leaves and roots. We call this sequestration, and it is highly effective.
So if trees are the answer, you might say, shouldn’t we stop using them to build houses or a dining room table, to make a sheet of paper, or for firewood? That’s the last thing we should do.
Four reasons come immediately to mind:
Trees are living things. When they die, they decompose, releasing the carbon they had stored back into the atmosphere. When a tree is converted into a house or a table or a ream of paper, the carbon remains sequestered for as long as that product remains in use. If the product is recycled then the carbon is re-stored in a new product.
Turning trees into products takes less energy than common substitutes such as cement or steel. That means less carbon gas is released to the atmosphere in the manufacturing process.
When a tree is used for fuel, such as firewood, we offset the use of fossil fuels (coal, gas, oil) that would otherwise have to be burned. Burning wood does release carbon dioxide, but remember that the tree would decompose and release its stored carbon back to the atmosphere anyway; so the net carbon contribution is nil.
Most importantly, trees are a renewable resource. Once a tree is cut to meet society’s needs, another grows to take its place and immediately begins to sequester more carbon.
Can trees—and sustainable forest management practices– solve our climate change problems all on their own? Of course not. But they are a critically important part of the solution — and another reason I’m proud to be in the business of growing trees.
Footnote: “Trees are the answer” campaign is led by the Soceity of American Foresters. To learn more, please visit www.safnet.org
Trees are one of the most efficient “solar-powered carbon collectors” that we have at our disposal. Every day, all day, during the active growing season (from May to August in mid west/north east) millions upon millions of trees of all sizes are busy taking carbon dioxide, a major greenhouse gas, out of the atmosphere and storing it in their trunks, branches, leaves and roots. We call this sequestration, and it is highly effective.
So if trees are the answer, you might say, shouldn’t we stop using them to build houses or a dining room table, to make a sheet of paper, or for firewood? That’s the last thing we should do.
Four reasons come immediately to mind:
Trees are living things. When they die, they decompose, releasing the carbon they had stored back into the atmosphere. When a tree is converted into a house or a table or a ream of paper, the carbon remains sequestered for as long as that product remains in use. If the product is recycled then the carbon is re-stored in a new product.
Turning trees into products takes less energy than common substitutes such as cement or steel. That means less carbon gas is released to the atmosphere in the manufacturing process.
When a tree is used for fuel, such as firewood, we offset the use of fossil fuels (coal, gas, oil) that would otherwise have to be burned. Burning wood does release carbon dioxide, but remember that the tree would decompose and release its stored carbon back to the atmosphere anyway; so the net carbon contribution is nil.
Most importantly, trees are a renewable resource. Once a tree is cut to meet society’s needs, another grows to take its place and immediately begins to sequester more carbon.
Can trees—and sustainable forest management practices– solve our climate change problems all on their own? Of course not. But they are a critically important part of the solution — and another reason I’m proud to be in the business of growing trees.
Footnote: “Trees are the answer” campaign is led by the Soceity of American Foresters. To learn more, please visit www.safnet.org
Monday, October 26, 2009
Certified Forest Products: A Great Choice for the Environment
The Conservation Fund President and CEO Larry Selzer wrote a guest blog appearing on CNBC.com yesterday, which is pasted below for your reference. He outlines the critical role of forests in combating climate change and providing many other benefits. He also explains the importance of credible forest certification programs such as SFI. To view the online version, visit SFI Inc.'s Blog at Good For Forests.
Certified Forest Products: A Great Choice for the Environment
Published: Thursday, 22 Oct 2009 | 12:03 PM ET
By: Larry Selzer, President & CEO, The Conservation Fund
There is not much debate that the environmental issue at the forefront of our minds these days is climate change.
There is also no doubt that by taking care of our forests we can address a lot of environmental challenges - including some related to climate change.
Just think for a moment what forests provide.
They are natural filters - removing carbon dioxide from the atmosphere and storing carbon as plants, leaf litter and soil.
They provide habitat and support biodiversity, they regulate water flows and protect water quality. They offer enjoyment and recreation. They also support local economies, and deliver a stable, and renewable, supply of the wood and paper products.
That's right.
The many benefits of natural forests are often found in managed forests that supply the products we use every day. And the economic value is an added incentive for owners to manage their forests with care, and to maintain them as forest rather than selling them for profit - which often results in the forests being turned into malls or subdivisions.
At The Conservation Fund, we have long recognized this. We know that forests offering value economically and socially are more likely to continue offering value environmentally.
That's why we work with many partners to help communities develop sustainable solutions that integrate economic return with environmental quality.
That's also why we certify our forest lands to a credible third-party certification program, and make sure we always ask for wood and paper products with on-product labels that show the fiber is from responsible, legal sources.
Third-party forest certification began as a response to market concerns about questionable forest activities, primarily in developing countries, and has become an important tool to promote sustainable forest management and responsible procurement around the world.
Only 10 percent of the world's forests are certified and half of these certified lands are found in North America.
That's likely because we have a choice of credible programs - such as the Sustainable Forestry Initiative and the Forest Stewardship Council. These programs have been endorsed by respected organizations and governments around the world, including the United States, Canada, the United Kingdom, Japan and France.
An on-product label that says a product is certified to a program such as SFI or FSC delivers assurance you are making a choice that represents conservation of biological diversity, protection of special sites, sustainable harvests, respect for local communities, and much more.
In the United States and Canada, we are extremely fortunate. At a time when global deforestation and degradation account for 17 per cent of greenhouse gas emissions worldwide, our forest land area is actually stable, if not increasing. At a time when illegal forest activities are contributing to deforestation and habitat destruction, we have laws in place to keep our forest lands healthy and resilient, making them less susceptible to wildfire, insects and disease.
And on top of that, we have the option of buying independently certified wood and paper products that we know come from responsible and legal sources.
_____________________
Larry Selzer is president and CEO of The Conservation Fund (www.conservationfund.org), an environmental non-profit that works with many partners to demonstrate sustainable conservation solutions by integrating economic and environmental goals.
Certified Forest Products: A Great Choice for the Environment
Published: Thursday, 22 Oct 2009 | 12:03 PM ET
By: Larry Selzer, President & CEO, The Conservation Fund
There is not much debate that the environmental issue at the forefront of our minds these days is climate change.
There is also no doubt that by taking care of our forests we can address a lot of environmental challenges - including some related to climate change.
Just think for a moment what forests provide.
They are natural filters - removing carbon dioxide from the atmosphere and storing carbon as plants, leaf litter and soil.
They provide habitat and support biodiversity, they regulate water flows and protect water quality. They offer enjoyment and recreation. They also support local economies, and deliver a stable, and renewable, supply of the wood and paper products.
That's right.
The many benefits of natural forests are often found in managed forests that supply the products we use every day. And the economic value is an added incentive for owners to manage their forests with care, and to maintain them as forest rather than selling them for profit - which often results in the forests being turned into malls or subdivisions.
At The Conservation Fund, we have long recognized this. We know that forests offering value economically and socially are more likely to continue offering value environmentally.
That's why we work with many partners to help communities develop sustainable solutions that integrate economic return with environmental quality.
That's also why we certify our forest lands to a credible third-party certification program, and make sure we always ask for wood and paper products with on-product labels that show the fiber is from responsible, legal sources.
Third-party forest certification began as a response to market concerns about questionable forest activities, primarily in developing countries, and has become an important tool to promote sustainable forest management and responsible procurement around the world.
Only 10 percent of the world's forests are certified and half of these certified lands are found in North America.
That's likely because we have a choice of credible programs - such as the Sustainable Forestry Initiative and the Forest Stewardship Council. These programs have been endorsed by respected organizations and governments around the world, including the United States, Canada, the United Kingdom, Japan and France.
An on-product label that says a product is certified to a program such as SFI or FSC delivers assurance you are making a choice that represents conservation of biological diversity, protection of special sites, sustainable harvests, respect for local communities, and much more.
In the United States and Canada, we are extremely fortunate. At a time when global deforestation and degradation account for 17 per cent of greenhouse gas emissions worldwide, our forest land area is actually stable, if not increasing. At a time when illegal forest activities are contributing to deforestation and habitat destruction, we have laws in place to keep our forest lands healthy and resilient, making them less susceptible to wildfire, insects and disease.
And on top of that, we have the option of buying independently certified wood and paper products that we know come from responsible and legal sources.
_____________________
Larry Selzer is president and CEO of The Conservation Fund (www.conservationfund.org), an environmental non-profit that works with many partners to demonstrate sustainable conservation solutions by integrating economic and environmental goals.
Monday, September 28, 2009
AGC is an Emerald Awards Finalist - Crain's Cleveland Business
Academy Graphic Communication is pleased to announce we are a 2009 Finalist in the Crain's Cleveland Business Emerald Awards! The Emerald Awards recognize Northeast Ohio companies that have implemented sustainable strategic priorities to reduce their environmental footprint.
An independent panel of judges reviewed the nominations that included information on an organization's sustainability initiative and goals, as well as the results and impact of those efforts on the triple bottom line: People, Profits and Planet.
The judges were Nicholas Zingale, CEO of Affinity Consultants Inc., Colette Chandler of The Marketing Insider, and Glen Hasek editor and publisher of Middleburg Heights-based Green Lodging News.
Academy Graphic Communication (AGC) is an integrated marketing solutions provider specializing in design, corporate identity and brand implementation, direct marketing, print literature, sustainable solutions, print production, direct mail, web design and other marketing related services.
AGC seeks to promote the responsible use of paper and encourage renewable marketing practices. We have made a concerted effort to research trends, present our findings to our clients and prospects and to adopt policies and procedures to minimize or neutralize the environmental impact of our business practices.
Paper is one of the few truly renewable and recyclable raw materials available with the smallest carbon footprint. By aligning our paper use with the standards of the Forest Stewardship Council and Sustainable Forestry Initiative we’re able to ensure forests are responsibly managed and the paper we use is renewable and sustainable.
AGC also recognizes that environmental sustainability is a community-wide effort. We seek to showcase local resources, to create greater awareness of the options available within our community and highlight how innovative, forward-thinking individuals and groups can draw on each other’s expertise to make a bigger difference together.
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