Europe tells the world to get its hands on print

The European printing community has bonded together to show the world just how powerful print advertising can be.

A 'Print Sells' initiative, developed by the European Association of Fine Paper Manufacturers, CEPIFINE and the United Print Chain has launched with the slogan: "Print. Your brand in their hands."

Beatrice Klose, secretary-general of Intergraf, praised the initiative. "The PrintSells campaign is the first of its kind happening in Europe. It is staged by the entire print chain: from paper suppliers to printers and postal authorities in 13 different countries across Europe," she said. "All actors are working together to promote print media and reach the large target group of print buyers relevant to our industry."

The Print Sells initiative aims to provide targeted information in the fields of brand promotion, marketing, communication and advertising on the impact of various print media segments such as direct mailing, magazines, corporate communication and in-store advertising. Brochures on each of these four topics have been produced and distributed to 440, 000 recipients throughout Europe.

KBA contributed to the campaign by printing 550,000 copies of the brochure for magazines on a five back-five Rapida 105 perfector press.

Donald D. Kummerfeld, President and CEO of the International Federation of the Periodical Press  (FIPP) described the campaign as a "thorough and compelling demonstration of the continuing power of print media." 

"By using actual print advertising case studies, as well as educational facts about paper, it makes a strong case for the effectiveness of high quality print media at a time when  many question the enduring appeal of print in the so called 'digital age'," he said.