<< eco-credentialsofdirect assesstheirmarketing
mail.Therearewidespread carbonfootprint.
Ifyou’re
betotallyup-to-date,which
improvesresponserates,
concernsabouttheimpact Byidentifyingthelocationof
workingunder
negatingtheneedfor
thatVolatileOrganic websitevisitorsandthesite highvolumes.
Compounds(VOCs)haveon server,itisnowpossibleto
theassumption
Further,ascommunications
humanandanimalhealth, calculateweb-basedenergy
howeverUVcurableinksare100 consumptionusingpublicly thatdigital
areprintedtoorder,itisnot
necessaryforexcessoroutof
percentsolvent-free,withno availablestatisticstocalculate
VOCemissions. thelocalmixoffuels
marketing
datestocktobedestroyed.
Oneindustry-wideinitiative
Comparethistotraditional beingused.
ticksthe
launchedbytheUKDMAisPAS
solvent-basedinkswhichrelease Theprintindustryisfocused 2020–aspecificationtoprovide
upto90percentoftheir onprovidingitsclientswith
environmental
DMpractitionerswiththetools
ingredientsintotheatmosphere tangibleenvironmental
andyoustarttoseehowthe credentialsand,inparticular,the
boxforyour
theyneedtocreate
environmentally-friendlydirect
industryisforgingahead. digitalprintarenaisaheadof
Nopaperproducedinthe thegameherebecauseofthe
business,
marketingcampaigns.
ProducedbyBSiBritish
EUortheUKisnowbleached cutting-edgetechnologyand
recent
Standards,PAS2020isthefirst
usingchlorinebleach.Thepaper techniquesthataredriving independently-accredited
industry,asawhole,uses thisprocess.
evidence
environmentalstandardto
virtuallynopurechlorinegas, REALDigitalrecognisesthe
whichisthemostharmful socialandeconomicimportance
demands
providethedirectmarketing
industrywiththemeansfor
bleachingchemical. ofprotectingtheenvironment
Hydrogenperoxideisnow andisfullycommittedto
arethink.
certifyingtheenvironmental
performanceofadirect
usedwidely,onbothvirginand complyingwiththe marketingcampaign.
recycledpapers–thisisthe requirementsofthe
samechemicalfoundintooth EnvironmentalProtectionAct Emergingconcept
whiteningkits,andisrelatively 1990andsettingnewstandards Onething’sforsure,we’reinthe
harmless. inthisrespect. middleofanevolutionand,as
Similarly,thede-inking Thecompanyhasachieved withanyemergingconcept,
processusesthedetergent, ForestryStewardshipCouncil somesuppliersarebetter
sodiumhydroxide–thisisa (FSC)recognitionand placedtomeetthechallenges
mainingredientinsoapandis Programmeforthe thanothers.
alsousedcommerciallyinlow EndorsementofForest Overthenextfewyearsthe
doses–forwashingfruitand Certification(PEFC)‘chainof wholeindustrywillbecome
vegetables.Inmanycases,the custody’certification. moretransparentandthe
residualdetergentandink Certifiedforestsare introductionofcredible
‘sludge’isharmlessenoughto managedtoensurelongterm measuresandaccreditationslike
beusedasafertiliser. timbersupplieswhileprotecting PAS2020willformalisethe
Bycomparison,thesingle theenvironmentandthelivesof marketingarenainthisrespect.
fastestgrowingcauseoftoxic forest-dependentpeoples,and Inthemeantime,manyof
wasteisfromthedisposalof ChainofCustodycertification theenvironmentalmyths
electronicgoods. tracesforestproducts associatedwithonandoffline
IntheEU,morethantenper throughthesupplychaintothe mediahavealreadystartedto
centofmunicipalwasteisfrom end-consumer. bedispelledand,astechnology
InformationandCommunication develops,thepicturewillchange
Technology(ICThardwareand Directimpact stillfurther.
e-waste),whileintheUSmore Digitalprintalsoprovides
than20millioncomputersare operationalandmarketinggains
trashedeachyear. thathaveadirectimpact
Toxicsubstancesfrom onenergyconsumption
hardwareincludelead,cadmium andwastage.
andmercury,aswellas Becauseitenableshighly
carcinogenicprintedcircuit personalisedandversioned
boards.And,whiletheimpactof communicationstobeprepared,
thisisnotfeltathome, itmeansthatlettersand
countrieslikeIndia,Chinaand mailingscanbetargetedatan
Nigeriaareprocessingour individuallevel,withpersonal
rubbishwithsignificant information,includingbrands,
implicationsontheirhealth offersandproductshots.
andtheenvironment. Colourlogos,signatures,
termsandconditions,for
Practicalsolutions example,canallbeupdatedat
AndyRuddleissalesand
marketingdirectorat
Increasingly,measuresarebeing thelastminute,withtheadded
integrateddigitalprint
putinplacetohelpbusinesses benefitthatcommunicationswill
company,REALDigital.
38 June2009 www.dmi-news.com
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52