Q3 Paper Outlook — Beaten to a Pulp

Lower paper prices haven't led print buyers to upgrade the stocks they use, but other market trends have, Hilliker says. "We have customers doing fewer mailings or cutting down the recipient lists for their publications and catalogs. Their audiences may be getting more targeted, but marketers and publishers seem willing to upgrade the quality of the product they are putting in the hands of a smaller number of customers. Companies seem willing to spend a little more if they feel they will get a better return."