Q3 Paper Outlook — Beaten to a Pulp

"If awareness does pick up as we expect, we'll be ahead of the curve," he continues. "We'll have the process already in place."

It's also important that the printer practices what it preaches, Altman says. A prime example is recycling its paper waste instead of just sending it to a landfill, which has a direct financial benefit, as well, he explains. "We had been paying $400 to $600 a month to have our garbage hauled away. Now we're paying about $200 to $300 a year because we are recycling so much of the volume."