Looking back on 2022, we saw a real shift in the publishing world towards sustainable publishing. This isn’t a new thing, but the pace has noticeably increased.
Plastic-free lamination
The trend of matte laminated covers is shifting in favour of plastic-free lamination. At the start of 2022, we handled the transition away from matte lamination of a handful of titles, but by the end of the year, many titles we manage were plastic-free.
We expect this positive trend to continue across the publishing sector throughout this year as publishers strive to become more environmentally friendly.
Paper wrapping of titles
Another area of growth in the publishing sector is the move away from poly wrapping to paper wrapping of titles distributed through the postal system to subscribers.
Although poly wrapping does carry some eco credentials, paper wrapping oozes them. The paper wrapping is fully recyclable, and the paper used has already been recycled (or is from a sustainable source), sending a positive message to the consumer.
While the plastic film we use for poly wrapping is fully recyclable, and meets the 30% requirement of the PPT, it’s clear that consumers are becoming more environmentally aware and there is an ever-growing risk of subscribers moving away from less sustainable titles.
News trade
The publisher’s choice of paper wrap over poly wrap could have a positive impact on the news trade. Faced with shelves of competing titles in a shop, sustainability does have a part to play for the undecided, environmentally conscious, consumer. As with the postal subscriber titles, the risk of losing customers is extremely high.
The beauty of paper wrapping is that the wrap can be digitally printed to ensure it is as appealing to the consumer as its poly wrapped counter. Indeed, the wrap can be a duplication of the title’s cover ensuring brand visibility with a bold splash of eco pizzazz.
Become a sustainable publisher
If you are seriously considering becoming a more sustainable publisher (and you really should be if you aren’t already!), contact us on 01480 450661 to talk about the options and ask us for a no obligation quote.
First Mailing services
We have a full range of services that you can choose from:
- Understand your data: successful campaigns are a result of being smart with your data. Need help? We can help source and supply. MORE >
- Make an impact through print: bring your direct mail campaigns to life with a variety of print colours & finishes. MORE >
- Make it personal: improve client engagement and target the right message to the right person. MORE >
- Save time and money: Decrease turnaround time by automating the process of distribution. MORE >
- Paper wrap it: eco-friendly paper wrapping is a high-speed solution for packing mail packs. MORE >
- Poly wrap it: compostable wrapping is a high-speed solution for packing mail packs. MORE >
- Fulfilment that speaks volumes: think outside the box and compile a pack that really talks to your clients. MORE >
- Connect with digital marketing: complement your direct mail campaigns with digital marketing. MORE >
- Postage: benefit from amazing postage discounts to reduce your campaign costs. MORE >