Many in the print and paper business are taking the need to promote the industry seriously, says Tony Wood, manager of the newly formed APIA, the organisation which is driving the campaign
Following the publication of the Australasian Paper Industry Association’s ‘Paper’ ” information brochure in March, as carried by this magazine as an insert in support of the industry in our March issue, it seems that the paper and print promotional campaign is gathering momentum.There have been many comments of support from across the industry received by APIA directors and members. It would appear that this is a campaign whose time has come, with the common catchcry being that it is about time the “industry” made a combined effort to promote itself and refute some of the negative comments circulating.
It is one of the few occasions when the industry has spoken with a common
voice in defence of the paper and print industry. APIA’s decision to proceed with this first step in a series of actions planned, would seem fully vindicated by the support being received. As commented on by Bernard Cassell, president of APIA, “I have personally received hmany comments hfrom industry leaders supporting APIA’s initiative, asking how can they assist and become involved. “A catalyst would seem to have been needed to galvanise a combined industry approach, and this campaign seems to have provided this”.
APIA’s plans have been to circulate this initial brochure as widely as possible, with all APIA members having ample copies available to provide to both employees, as well as clients and other interested parties. At the same time, all industry associations who have assisted in the compilation by providing data, have received copies for circulation.
The APIA web site will also carry both a page by page PDF version, as well as a press-ready version which can be downloaded and printed if needed, with APIA’s only stipulation being that it be printed on paper from a sustainable source.
As explained by APIA’s manager, Tony Wood, this is not a one-off campaign, and whilst the brochure makes a good start, it is important to progress this program through a series of initiatives planned. Wood comments that, “it is vital to keep up the efforts and momentum, as those opposed to the industry, on supposedly environmental grounds, will not reduce their pressure. Every opportunity needs to be taken to respond to negative comments made, and this is being done where opportunities present themselves, such as to editorial comment in publications such as that recently published in the NRMA’s Open Road magazine”.
It would seem that by taking the opportunity of challenging some of the comments made in regard to the supposed negativities of using paper, it is having an impact. In two instances, being Open Road, and Stationery News, the editors have responded to APIA’s comments, and have balanced previous negative remarks by publishing APIA’s responses, either in part or in full.
Likewise in the case of some corporates who have undertaken plans to reduce paper use in favour of the electronic media, once informed of the issue regarding E-waste and the sustainability and environmental credentials of paper, they have advised that their position on paper use will be reconsidered.
As Wood also states, “it is critical for the industry to not only provide factual information about paper and the extended industry, but to also challenge the rather loose facts provided in support of decisions made to reduce paper use”.
Up until now it seems that many of the negative comments have gone unchallenged, and are simply accepted as ‘fact’.
Future plans include targeting business, governments, and consumers with a campaign that both promotes the use of paper, but which also clearly demonstrates that on both sustainability, including recyclability, as well as on environmental grounds, the paper and print industry have an important and legitimate place in a modern society.
The issue of sustainability is a very important one, and APIA will continue to strongly emphasise the fact that the paper and print industries are founded securely on a renewable resource.
This will include an emphasis on the fact that paper is capable of being recycled and reused, which according to the 2006 Visy Report states that Australia’s rate of recovery and recycling of paper and cardboard stood at 64 per cent.
In the future, there will also be an emphasis on the potential to expand the use of wood and fibre waste as a bio mass fuel in order to reduce use of fossil fuels for electricity generation.
Whilst APIA members (ed: essentially the domestic paper merchants) have funded the development of this initial brochure on behalf of the industry, future plans will require substantial funding, and will need to involve many from across the industry. APIA is aiming to increase membership and is actively inviting industry participants to get directly involved by joining APIA.
As Bernard Cassel comments, “APIA has started the process and now needs financial help and support to take it further. The importance of this issue doesn’t just apply to paper manufacturers and suppliers, but to all involved in the extended paper industry.
“This includes designers, equipment and prepress suppliers, printers of all forms, finishing houses, mailing houses and others involved in the distribution of printed material.
“For all of these people paper and print will continue to be an important, if not essential, part of their business”.
