www.
nexmedia
.co.za
Is paper-based communication
dead?
No, says Deon Joubert of Merpak Envelopes. But there are important issues that are evolving around the
world as service providers, government departments and marketers try to find the right mix of digital and
paper to communicate effectively with their audiences.
Nex Media • IS PAPER-BASED COMMUNICATION DEAD?
Three important issues need to be discussed;
• The environmental sustainability of paper
• The Power of Direct Mail Marketing, and
• The important issue of consumer choice
Paper and the environment
A lot is being researched and written about paper vs digital and the effect that
these two mediums have on the environment.
We have been led to believe that paper is bad for the environment. Statements
like ‘think before you print’ and ‘click here to save the environment’ abound.
‘Paper destroys rain forests’, ‘managed plantations consume huge amounts
of water’ and ‘paper requires enormous amounts of energy in the process of
manufacture’, are others.
Most of these statements are based on un-researched perceptions and are
perpetuated by organisations encouraging their customers to move to digital
as a business case and not founded on environmental fact.
Dr Patrick Moore, co-founder of Greenpeace wrote, ‘Forestry is the most
sustainable of all the primary industries that provide us with energy and
materials. To address climate changes, we must use more wood, not less.
Using wood sends signals to the marketplace to grow more trees.’
Paper has a good story to tell. Organisations like PAMSA (
thepaperstory.co.za
)
and TWOSIDES (
twosides.info
) have a plethora of information around the
sustainability of paper, of how it is used and recycled responsibly.
The digital world, however, is quick to trumpet the environmental benefits
of going online but it too has a significant and growing impact on the
environment. For example, by 2015, the wireless ‘cloud’ infrastructure will
consume 43 terawatt-hours of electricity worldwide generating 30 megatons
of Carbon Di-oxide which is equivalent to the carbon emissions of 4.9 million
motor vehicles. Greenpeace has identified that electronic waste is now the
fastest growing component of the municipal waste stream.
Paper and print, if used and recycled responsibly, is a truly sustainable
communication medium. Each sheet of paper can be recycled up to 7 times.
Direct Mail Marketing
Direct Mail Marketing has become the poor cousin in the marketing mix in
South Africa. This is contrary to experiences in Europe and the US where Direct
Mail remains an integral part of many campaigns. Rather than see mail as
competing with online, many marketers are using the unique features of both
media to complement their strategy. And with great results.
But, we operate in a challenging Postal Environment in South Africa. As the
South African Post Office wrestles with labour issues and therefore, unreliable
delivery, direct marketers are finding direct mail less relevant in the marketing
communication mix.
‘This is a great pity,’ said Joubert, ‘as direct mail has held its own in first world
markets because of unsurpassed response rates which result in value for
money marketing.’
Some interesting statistics published by Central Mailing Services (UK) in its
2012 survey;
• Direct mail items were sent to 26.4 million homes in the UK in 2012
• This equates to over 2 billion mail pieces sent to UK households alone
• 9 out of 10 people open direct mail pieces
• 57 per cent of women replied to direct mail pieces that were personalised
to their needs
• 17.7 million people ordered after receiving a Mail Order Catalogue in the
UK in 2012
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