"Choose Print" as Part of Your Marketing Mix

July 12, 2011 (Press Release) - Print is the ideal communications medium and a powerful marketing tool. It also has surprisingly strong environmental credentials. Print on paper is recyclable, renewable and sustainable. And, contrary to popular belief, the use of print actually helps promote forests.

The "Choose Print" campaign, initiated by the Printing Industries Association, Inc. of Southern California, presents fact-based information about the environmental record and power of print.

"Many people think that by forgoing printing they are saving trees," states Bob Lindgren, President of PIASC. "However, the exact opposite is true. Much of the fibers used to produce paper come from recycled paper and from trees grown in sustainable forests. These forests are essentially 'tree farms' that grow trees as a crop, like corn and wheat. The demand for print actually gives landowners a strong financial incentive to plant more trees rather than sell their land for development."

Studies have shown that printed media can be a significant driver of both online and offline sales. A recent study showed that 67% of online searches are actually driven by offline messages. Another showed that 70% of customers renewed a business relationship because of a direct mail promotion. Shoppers who receive a mailer directing them to an online site spend on average 13% more than those who do not receive a direct mail piece.

"We know that print is a strong component of a successful multi-channel marketing effort, thus the Choose Print campaign combines print with online efforts," explains John Hodgman, Chairman of PIASC's Choose Print campaign committee. "The campaign includes direct mail, printed brochures, PR, videos, a website full of resources and more."

For more information about why print is a powerful and environmentally responsible part of the marketing mix, visit the campaign website at www.ChoosePrint.org .

SOURCE: Printing Industries Association, Inc. of Southern California