Q1 Paper Outlook — Market Taking Stock

The ability to get an accurate snapshot of supply and demand is the only way to keep peaks and valleys out of the market, Nash asserts. This would require everyone to accept a level playing field, however.

"When the paper market last got tight in 1995, our perception (at Quad/Graphics) was that there never was a shortage of paper. We had paper stuffed in every nook and cranny of this plant," Nash admits. "We think papiNet will provide total visibility of the entire paper supply chain. That would mean everyone could wait later to make decisions, buy closer to their real needs, ship later, etc. Everybody could know what's needed, when it's needed and where it's needed."