The tab titled “The Competition” leads to six brief videos illustrating the unique characteristics of paper. For example, in one video, an office worker designs a paper airplane on his computer screen, then hauls the monitor to the roof of the building and tosses the monitor over the edge, trying to get it to fly. Another video features a worker pursuing a pesky fly to swat it with her laptop computer.
The Internet, iPhones and digital printing are here to stay and now share the communications marketplace. If much of direct marketing, catalogs, and even personal correspondence are moving to electronic media, using those same channels to publicize paper and printing can be highly effective.
Jeanette Clinkunbroomer, a freelance writer, can be reached at Jclink@aol.com.