Coated Paper Controversy: Paper Case Cuts Both Ways

Margie Dana, Print Buyers International, agrees that "an increase in the cost of printing eventually leads to less printing," but isn't sure the relationship is a direct one.

Economist John Maine, vice president for RISI, and Ron Davis, Ph.D, chief economist for PIA, both believe there is little direct relationship between print cost and print volume. The forces that drive print buyers to move to electronic media include cost, of course, but the cost of paper is a small part of the equation. Personalization, traceability and instantaneous deliverability across the globe are larger factors that drive electronic communications. There is also some concern that large printers might move work to Canada or Mexico, but Maine advises, "I have gotten feedback from all of the major printers on this, and the response is universal—they will not move jobs to either Mexico or Canada because of the tariff on Asian paper."