Suppliers group Visual Connections has announced its funding and support for a campaign led by The Real Media Collective (TRMC) designed to combat “the misrepresentation of the paper and print sector across Australia and New Zealand.” This is a further example of TRMC's pro-active industry lobbying, while the PVCA (PIAA) appears strangely muted.
TRMC announced an industry ‘call to arms’ last month, in the wake of an announcement by Coles Supermarkets that it was ending production of its printed catalogues.
The Australasian Paper Industry Association (Antalis, Ball & Doggett, Direct Paper, Elof Hanssen, Norske Skog, Opal (Australian Paper), Sappi Fine Paper and UPM Kymmene), was the first group to offer its support.
Now, suppliers association Visual Connections is also on board. “Visual Connections represents the suppliers of the print and signage industries and these claims impact our members,” said Peter Harper, CEO Visual Connections. “We are a founding member of the programs The Real Media Collective offer to the industry and proud partners, this call to arms was unanimously agreed by our Board and Members to work together to address industry concerns.”
Northwood said: “From GAMMA to Visual Connections, TSA Limited to The Real Media Collective, we have held a valued partnership for many years with mutual members, partnered projects, government submissions and more. There was no hesitation from Visual Connections when we reached out to their CEO and President and I want to thank not only their Board but also Peter and Mitch for really supporting the proposal. It is more important, now more than ever, to fight for our industry and strengthen our industry voice against these misleading claims."
The campaign is aimed at “challenging the negative claims made that using less paper saves trees as well as other environmental myths and suggestions print is no longer an effective marketing channel," she said. “Our industry has long endured claims that paper is bad for the environment which is simply untrue. Paper comes from a renewable resource, tree farms are important carbon sinks and household paper product recycling rates in Australia is one of the highest in the world at 87%.”
The campaign’s Insight Series first issue released this week explores the importance of Online Retailers using physical media channels to promote a ‘genuine’ presence to customers, citing Boston Consulting and Harvard Business Review papers that outline print media provides a more memorable and visual experience with the brand. When considering ‘recession proofing,’ the document highlights that providing customers a stable and consistent communication through the pandemic and the impending recession will be critical for brand survival. Data responsibility and pushing the media channels harder than ever were also key points with current examples of companies fined for data misuse and examples of brands pushing print media further.
“The research, the readers and Australians report paper and print are highly valued, and it is our job as an industry to communicate the research and expertise that supports the strength of our channel to our customers,” Northwood said. “We also need to arm our members, for any discussions they may be having with customers about investing in print. Print is effective, well read and a better environmental choice than other channels.”
www.therealmediacollective.com.au
