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Sustainable print buying on a budget


often than not, “greener” business practices are considered more costly, with businesses expected to pay a premium for sustainable products or services. Here are some tips on how you can be more environmentally friendly without it costing the earth.


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Ensure that the format you are using is not unnecessarily wasteful of paper. Royal Mail’s pricing-in-proportion (PiP) letter size at 240mm x 165mm is a perfect fit on B1


presses—32-page sections and fractions thereof—for shorter catalogue runs. But, it is dreadfully wasteful on fixed cut-off web offset presses—even 600mm cut- off presses, where 17 percent of paper is cut to waste. Better to bite the bullet and produce a smaller, A5 catalogue without waste and benefit from doubling the number of pages produced per section on press. I know that there is the complaint that A5 is “samey” but in economically straightened times surely it is better to save money and consume less resources and challenge the creatives to visually differentiate your products on the page.


Use lighter paper. Simple and effective, mills are constantly developing new grades with improved characteristics. A noteworthy example is a recently developed grade from


Myllykoski called My-Volume, which is available for all major processes in a wide range of substances and is bright, opaque and, as its name implies, bulky, while still maintaining a smooth print surface at a sensible price. By-products of this tactic include reduced transport and mailing costs, particularly as your recipients become more sensitive to the use of scarce resources, changing their view that heavy substrates equal quality, to being a demonstration of profligacy.


Use sustainable paper. Guaranteeing use of sustainably produced paper can be achieved by obtaining chain-of-custody certification that provides a fully audited trail from tree


to finished product. The basic principle is to prove that only sustainable forest products are used. There are two main sustainable forest management certifications: Forest Stewardship Council (FSC) and Programme for the Endorsement of Forest Council (PEFC). FSC is the most prominent; having been supported by retailers since the late 1990s, the logo is very visible in the public domain. Mailers should


s awareness for the need to be eco- friendly grows, more businesses in the catalogue and direct mail sector are keen to be seen as doing their bit to minimise their impact on the environment. However, more


not be too concerned regarding the different merits of the two certifications, but concentrate on using chain-of-custody rather than the vast quantity of global forestation that remains uncertified. Due to the FSC’s high profile, it is estimated that FSC accounts for more than 60 percent of the total use of forest certification logos. However, FSC-certified forestation represents only 30 percent of the total certified forestation. Due to this imbalance, FSC products may be sold at a slight premium, or the raw material may be sourced for the European market from great distances. This is far from ideal, as many European paper manufacturers are very well served by local PEFC forestation.


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Use recycled paper. Specifying cost-effective recycled grades can be a part of building a sustainable catalogue. The following are grades suitable for both text and cover for


most printing processes: Leipa Ultra Mag


Leipa operates one of the most modern paper machines for the production of lightweight coated (LWC) recycled paper grade. These grades offer genuine alternatives to virgin fibre LWC grades and once printed, the visual appearance is very similar to traditional paper. Products include gloss, semigloss and matt finishes and a higher brightness option is also available. Substances produced range from 51 to 65gsm. Further, Leipa is one of the leading producers of


a gravure LWC product. The availability of recycled paper for gravure production has proved quite a limitation to catalogue production and Leipa is well placed to serve even the large-format modern gravure presses. Leipa Ultra Mag RG is manufactured from 54 to 60gsm.


Charisma Brilliant/Silk


Charisma grades are also alternatives to virgin LWC products for web offset printing and are available in gloss and silk with a substance range from 57 to 90gsm. The grades are manufactured by Steinbeis, which generates power on a basis of thermal energy coupling. This ultramodern power plant represents an investment of €100 million and provides real validity to its recycled products which have had a high profile in the magazine publishing sector and are now increasingly used within catalogue production.


Amadeus Recycled


The Amadeus range of recycled papers is billed as a direct replacement to the high-end papers. It offers the same visual appearance and print performance as


By John Petty


Tactics Views


Ten top tips for environmentally friendly catalogue print buying without spending a fortune


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