Sustainable Print Is Hot --Morgan

"The leaders in the industry will understand, embrace and adopt sustainability in their business model in order to remain viable," noted Tim Traub, national account manager at Outlook Group. Mercury Advertising Director of Operations Kendra White agreed: "More and more, clients are requesting paper that has recycled content, inks that are environmentally friendly, and any other 'green' items they can think of. As an agency, we are also looking to be more 'green' so that we can speak better to our clients and our community about being environmentally friendly." Thus, printers who jump on the band wagon will quickly become more popular than those who do not.