Paper Outlook — Paper Trails Economy

"If you look at some of the evidence and fundamental changes in demand, then I think it could happen to coated paper. 'Could' is the operative word," he adds.

Hohol points out that traditionally there has been a clear link between growth in real GDP, growth in real advertising spending and growth in coated paper demand. "I see that linkage weakening," he explains. "Real GDP increases do not necessarily lead to real ad spend increases. and it doesn't necessarily follow that they will lead to an increase in real coated paper demand."