Just a day after
NewPage Corporation got a new chairman of the board, it announced a new "Paper Sells More Product" campaign to prove to its customers that printing is still the way to go to increase sales.
The marketing campaign will award $100,000 worth of print services from NewPage to a catalog, magazine or retailer who is pushing to sell their products through the printed page.
NewPage, a major supplier of publishing papers, cites studies from the
Direct Marketing Association that list printed catalogs as the largest revenue generator among all media for product marketers.
The reason why print is still king for advertisers? Barry Nelson, NewPage's senior vice president of sales, says paper simply has an emotional appeal to customers, encouraging the impulse to buy.
"Printed catalogs, magazines and retail inserts are the next best thing to actually putting products in the customers' hands," says Nelson.
Still, it's not cheap to print ads, and NewPage's goal with the campaign is to give publishers and retailers a chance to take some of the pressure off with the giveaway, details of which are available
online.
In other NewPage news, the company elected new chairman Chan Galbato to the head of its board, taking over from Robert Nardelli, who will remain on the board as a director.
The election was part of a three-month transition during which several top executives were changed, including new CEO George Martin. In the same period, NewPage also took aggressive cost-reduction actions and focused efforts on customer service and profitability.
Writer: Sam EgglestonSource: Barry Nelson, NewPage Corporation
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