April, 2006 Meeting Recap:

The Paper Trail: How to Save Money and Tap into New Trends

A little advance planning goes a long way, not only to ensure your project runs smoothly, but can save money on the paper you run on.

Sabine Lenz, founder of PaperSpecs.com, shared some secret ways to buy smarter and potentially save up to 50% off your paper costs.

Find a dinosaur
A strange way to phrase it, but this was meant as a compliment to all the "dinosaurs" in our industry. Sabine stressed the importance of partnering with a knowledgeable printer or paper provider who still knows the importance of providing quality service. By taking advantage of their brain power, they can help suggest ways to better engineer your job.

Contact your merchant
If you buy a large volume of paper, ask your paper merchant about price locks or unpublished specials on stock that can be purchased for a fraction of the normal cost.

Gang up with your printer
When working with your printer, consider gang runs or long-term pricing structures. Round up your tonnage to avoid paying a surcharge for partial cartons or truckloads. Inquire about cash discounts for advance payments or net 10 days.

When size matters
Avoid waste - Make the most of your sheet size or order a custom sheet size. Consider your trim size and the impact of bleeds or special bindery requests. This can be especially critical on writing, text and cover stocks or specialty papers, where sheet sizes are limited.

Making the grade
Paper grades are sometimes based on market conditions and not always on the sheet's brightness, opacity or runnability. Compare your paper with one that is a grade lower. If you don't see a detectable difference, you can save over 10% by ordering the lower grade.

Bulk up or down
Similarly, compare samples in one weight lower than your specified weight. Some mills will custom-make a weight (i.e., 90# instead of 80# or 100#). Besides the savings in paper, every ounce you save can also decrease your postage or delivery costs.

Another way to save weight is to reduce your overall page count. Even if you bulk up to a heavier weight stock to avoid a flimsy feel, chances are your increased paper costs will be offset by the savings from printing and mailing a lesser page count.

Conventional, digital or hybrid?
For small to medium runs, eliminate unneeded overs by printing your exact quantity digitally and reprint "on demand." Some projects can benefit from printing as a hybrid. No, this has nothing to do with gas-alternative vehicles, but is when a publication is partially run conventionally (such as the guts) and digitally (such as a custom wrapper).

Different presses require different papers. Digital presses should use papers designed for digital use. "Hybrid" stocks can be used on conventional or digital presses.

To list or not to list
For projects that are mailed, scrub your list to eliminate duplicates to the same addressee or household. If possible, allow your uninterested customers to opt-out of mailings.

What's new in paper
There are many new and exciting trends in the paper industry. Colors are often driven by the fashion industry. Pantone's Fashion Color Report for Spring 2006 (www.paperspecs.com/hotnews/200631522045.htm) highlights a palette of muted pastels, so look for the paper mills to adapt to the current color trends.

Specialty papers continue to dazzle the marketplace with dual metallics, beautifully colored translucents, alternative fibers and unusual textures. Even old standards like linen and laid finishes are making a comeback.

Discuss the use of specialty papers with your printer, as it often requires custom inks or special handling. Many paper mills offer technical support or will train the printer. When using synthetic fibers, avoid heat processes, such as dryers or laser printers.

The power of paper
The average consumer is exposed to 1,500 messages a day, compared to 500 messages a few years ago. You may be able to justify the use of specialty papers if it helps your piece stand out from the crowd.

Paper indeed can be a power tool. It can draw attention and provoke interaction from your reader. Don't be afraid to use it wisely.

You can download "19 Way to Cut Paper Costs" from apala.org. To learn more about PaperSpecs or to sign up for their weekly e-newsletter, go to www.paperspecs.com.

The APALA would like to thank Sally Toth of Kodak and the APALA Program Committee for organizing this meeting.