Dickeson--Don't Be Stupid About Paper

What Carville did was modify the old KISS principle: Keep It Simple, Stupid. Focus was needed for the campaign, and he supplied it. Simplicity, for Carville, was the economy.

"It's the Paper, Stupid!"
Now it's our—the printing industry's—time to focus, to simplify. "It's the paper, stupid!"

Paper is our thing. We convert raw paper to printed materials. Weight, grade, printability, surface, consistency, brightness, strength and cost of paper control our destinies. These are our paramount concerns as printers, concerns shared by our publisher customers. For real estate, the three cardinal rules are location, location, location. For printing and publishing, the three rules are paper, paper, paper! For us, it really is the paper, stupid.