Print Publications Supplement | Business Action in partnership with Zarywacz
This Business Action magazine supplement, produced in partnership with Zarywacz, discusses the business benefits of producing printed publications.
This Business Action magazine supplement, produced in partnership with Zarywacz, discusses the business benefits of producing printed publications.
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us<strong>in</strong>ess<br />
ACTION<br />
HEADER<br />
publications journalism<br />
magaz<strong>in</strong>es<br />
retention<br />
transactions<br />
Profit from pr<strong>in</strong>t<br />
The constant search<br />
Trendsspr<strong>in</strong>gupatlightn<strong>in</strong>g<br />
speed,thenquicklyturnstale.<br />
Aleaderwhostandsoutby<br />
<strong>in</strong>novat<strong>in</strong>gtodaywill<strong>in</strong>spire<br />
millionsof<strong>in</strong>effectivecopycats<br />
tomorrowaseveryoneelse<br />
followsthetrend,fail<strong>in</strong>gto<br />
standout.<br />
Everyoneissearch<strong>in</strong>gfor<br />
theperfectwaytopromote<br />
theirproductsandservices,<br />
butdoesitexist?<br />
<strong>Bus<strong>in</strong>ess</strong> <strong>Action</strong> 1 st issue 2019<br />
How does pr<strong>in</strong>t fit <strong>in</strong>?<br />
Atonetime,mostbus<strong>in</strong>esses<br />
promotedthemselvesthrough<br />
pr<strong>in</strong>tedbrochures.Nowmost<br />
usewebsitesorsocialmedia.<br />
Mostarealsodesperately<br />
look<strong>in</strong>gathowtheycanstand<br />
outamidtheoverwhelm<strong>in</strong>g<br />
digital‘noise’.<br />
Afterbe<strong>in</strong>gabandonedby<br />
many,pr<strong>in</strong>tcanaddafresh<br />
dimensiontothemix.<br />
<strong>Pr<strong>in</strong>t</strong>offersawidechoiceof<br />
formats,eachsuitedto<br />
differentaimsandaudiences:<br />
➤ brochures<br />
➤ casestudies<br />
➤ directmail<br />
➤ leafletsandpostcards<br />
➤ magaz<strong>in</strong>esandnewsletters<br />
➤ po<strong>in</strong>tofsale<br />
➤ whitepapers<br />
<strong>Pr<strong>in</strong>t</strong> is dead. Long live digital! But if you’re read<strong>in</strong>g this pr<strong>in</strong>ted on<br />
paper, is that true?<br />
Why do global digital brands use direct mail to target their<br />
customers? Why are almost three-quarters of books published <strong>in</strong><br />
pr<strong>in</strong>t? Why do people want to see their photo <strong>in</strong> a newspaper?<br />
There’s still massive value <strong>in</strong> pr<strong>in</strong>t and <strong>in</strong> this supplement we<br />
look at how – often <strong>in</strong> comb<strong>in</strong>ation <strong>with</strong> digital communications –<br />
your bus<strong>in</strong>ess can benefit from it.<br />
Thechallengeofattract<strong>in</strong>gattentionbecomestougheras<br />
billionsofmessagesflash<strong>in</strong>frontofoureyes,creat<strong>in</strong>gachaotic<br />
digitalkaleidoscope<strong>in</strong>which<strong>in</strong>dividualpostsoradvertsmerge<br />
andaresubmerged.<br />
Whenyouplaceyourmessage<strong>in</strong>yourtarget’shandsasa<br />
pr<strong>in</strong>tedmagaz<strong>in</strong>e,mailshotorbrochure,itstandsoutonits<br />
own.Hav<strong>in</strong>gga<strong>in</strong>edtheirundividedattention,youcan<br />
communicateyourmessagesuccessfully.<br />
<strong>Pr<strong>in</strong>t</strong>doesnotscrollpast–hardcopystays<strong>with</strong>thereader.<br />
Thereisnotimelimitonhowlongtheycanviewit–<br />
unlikeaconstantlyrefresh<strong>in</strong>gtimel<strong>in</strong>e.<br />
If<strong>in</strong>terruptedwhileread<strong>in</strong>g,it’sstillthereforthem<br />
whentheyreturn.<br />
Thevalueofhav<strong>in</strong>gyourpr<strong>in</strong>tedmessage<strong>in</strong><br />
yourcustomer’shands,ontheirdeskorsimplyto<br />
handisimmense.<br />
Readersof<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>magaz<strong>in</strong>eoftenmention<br />
howthey’vecontactedorpurchasedfromabus<strong>in</strong>ess<br />
featured<strong>in</strong>anarticleoradvert.<br />
StatisticsfromtheBritish<strong>Pr<strong>in</strong>t</strong><strong>in</strong>gIndustries<br />
Federationsuggestthatnewspaperscan<strong>in</strong>crease<br />
campaignreturnon<strong>in</strong>vestmentby280%forretail,70%<br />
fortheautomotivesectorand570%forf<strong>in</strong>ance,and<br />
thatcampaigns<strong>in</strong>clud<strong>in</strong>gpr<strong>in</strong>tare67%moreeffective<br />
atdeliver<strong>in</strong>gnewcustomers.<br />
Overthesefourpages,weexplorepr<strong>in</strong>t’sbenefitsfor<br />
bus<strong>in</strong>esswhenpartofyourcommunicationsmix.<br />
When<strong>in</strong>tegrated<strong>in</strong>toa<br />
plannedprogrammeofvaried<br />
communications,pr<strong>in</strong>toften<br />
providestheextra<strong>in</strong>gredient<br />
essentialforsuccess.<br />
Ignore popular trends<br />
Oneapproachtostand<strong>in</strong>gout<br />
istoignoretrendsandblaze<br />
yourowntrail.<br />
Therearerisks,butthe<br />
rewardscouldbegreaterthan<br />
cont<strong>in</strong>u<strong>in</strong>gtofollowthe<br />
crowdandstruggl<strong>in</strong>gtobe<br />
seenandheard.<br />
Thiswasthereason<br />
forlaunch<strong>in</strong>gan<br />
<strong>in</strong>dependentpr<strong>in</strong>t<br />
magaz<strong>in</strong>efor<br />
NorthDevon<br />
focus<strong>in</strong>gon<br />
bus<strong>in</strong>ess<br />
news<strong>in</strong><br />
2019.<br />
Why?<br />
Atthetime,<br />
legacynews<br />
publisherswere<br />
<strong>with</strong>draw<strong>in</strong>g<br />
resourcesforthis<br />
andwefelttheneed<br />
forlocalreport<strong>in</strong>g<br />
rema<strong>in</strong>edstrong.<br />
<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>isjust<br />
abouttocompleteitsfifth<br />
yearofcont<strong>in</strong>uedpublication.<br />
Overthistime,wehave<br />
capitalisedonthemany<br />
opportunitiespr<strong>in</strong>tcreatesto<br />
supportandpromote<br />
bus<strong>in</strong>esses<strong>in</strong>NorthDevon.<br />
Turnthepagetodiscover<br />
moreabouttheseopportunities<br />
andhowtheycanbenefityou.<br />
YOUR OWN SUPPLEMENT<br />
Partner <strong>with</strong> <strong>Bus<strong>in</strong>ess</strong> <strong>Action</strong><br />
<strong>in</strong> a supplement focus<strong>in</strong>g on<br />
your bus<strong>in</strong>ess expertise <strong>in</strong> a<br />
specific <strong>in</strong>dustry topic.<br />
Opportunities limited to<br />
four per year.<br />
Call Robert <strong>Zarywacz</strong> now<br />
on 07971 176044 to secure<br />
a slot for your supplement.<br />
PULL OUT<br />
TO KEEP<br />
<strong>Pr<strong>in</strong>t</strong> communication supplement | <strong>in</strong> <strong>partnership</strong> <strong>with</strong><br />
bus<strong>in</strong>ess-action.uk | Summer 2023 | bus<strong>in</strong>ess action<br />
Z A R Y W A C Z<br />
i
PRECISION CONTENTS HEADER<br />
Areyouview<strong>in</strong>gon<br />
desktop,tabletor<br />
mobile?Which<br />
operat<strong>in</strong>gsystem<br />
If<br />
you<br />
can<br />
reachout<br />
to5billion<br />
peopleonl<strong>in</strong>e,<br />
whywouldyou<br />
pr<strong>in</strong>tapublication<br />
thatcan’treachone<br />
ofthemunlessitis<br />
delivered<strong>in</strong>totheirhands<br />
ortotheirhomeorwork?<br />
andbrowser<br />
doyouuse?<br />
Isyour<br />
cache<br />
clear?<br />
Justbe<strong>in</strong>gonl<strong>in</strong>edoesnot<br />
enableyoutoreachorconnect<br />
<strong>with</strong>anyone.Tighterprivacy<br />
lawsrequiremoreeffortto<br />
obta<strong>in</strong>permissiontocontact<br />
anypersonorusetheirdata,<br />
whileglobaltechgiants’focus<br />
onmonetisationreducesthe<br />
reachoffree,organicsocial<br />
mediaactivity.Asthecostof<br />
reach<strong>in</strong>gcustomersonl<strong>in</strong>e<br />
cont<strong>in</strong>uesto<strong>in</strong>crease,reach<strong>in</strong>g<br />
yourtargetaudienceisnowa<br />
challenge<strong>in</strong>everymedium.<br />
Target<strong>in</strong>g <strong>with</strong> pr<strong>in</strong>t<br />
<strong>Pr<strong>in</strong>t</strong>publicationsoffera<br />
varietyofdistributionoptions:<br />
1. Handapr<strong>in</strong>tedpublication<br />
directlytoaclienttoachieve<br />
100%target<strong>in</strong>gaccuracyand<br />
deliveryconfirmation<strong>with</strong>a<br />
personaltouch.<br />
2. Totargetageographical<br />
area,usedoordropstoensure<br />
publicationsreachyourtarget.<br />
3. Usedirectmailshotsto<br />
reachspecificnamedtargets<br />
bymailcosteffectively.<br />
4. Toraiselong-termlocal<br />
awareness,locatehubs<strong>with</strong><strong>in</strong><br />
Creat<strong>in</strong>g &<br />
manag<strong>in</strong>g<br />
publications<br />
ZARYWACZhas30+years<br />
experienceofwrit<strong>in</strong>g,edit<strong>in</strong>g,<br />
design<strong>in</strong>gandproduc<strong>in</strong>gpr<strong>in</strong>t<br />
publicationsandweapplyour<br />
expertisetocreateeveryissue<br />
of<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>magaz<strong>in</strong>e.<br />
Wecanadviseyouonwhat<br />
pr<strong>in</strong>tedpublicationscan<br />
achieveforyouandhelpyou<br />
developyourown.Ifrequired,<br />
wecancreateandproduceyour<br />
magaz<strong>in</strong>esandpublicationsfor<br />
you,handl<strong>in</strong>geveryth<strong>in</strong>gfrom<br />
writ<strong>in</strong>gtodistribution.<br />
Earlyon,websiteswere<br />
designedsolelyforview<strong>in</strong>gon<br />
desktopPCs–allow<strong>in</strong>gfor<br />
muchmorecreativity.<br />
Now,theyareoftenbuilt<strong>in</strong><br />
contentmanagementsystems,<br />
suchasWordPress,<strong>with</strong>layers<br />
ofcomplexadd-onsthatcan<br />
diluteyourorig<strong>in</strong>alvisionby<br />
splitt<strong>in</strong>git<strong>in</strong>tomultipleversions<br />
tosatisfydifferentplatforms<br />
andviewercircumstances.<br />
Take full control<br />
Youhavefullcontrolof<br />
howyourreader<br />
experiencespr<strong>in</strong>ted<br />
material.Yourtext<br />
andgraphics<br />
an<br />
area,<br />
suchas<br />
surgeries,<br />
hairdressers,<br />
officereception<br />
areasandother<br />
places<strong>with</strong>asteady<br />
flowofpeople,thatwill<br />
stockyourpublication.<br />
appearprecisely<br />
howyou<br />
create<br />
them<br />
<strong>with</strong><br />
no<br />
Peopleoftenreadmagaz<strong>in</strong>es<br />
whilewait<strong>in</strong>gforappo<strong>in</strong>tments<br />
andthismethodcangiveyour<br />
publicationsaverylonglife.<br />
5. Insertyourpr<strong>in</strong>tmaterials<br />
<strong>with</strong>orders,displaythemat<br />
exhibitionsandeventsorat<br />
po<strong>in</strong>tofsale.<br />
Invest for success<br />
Thereiscosttodistributeall<br />
communications,whether<br />
digitallyor<strong>in</strong>pr<strong>in</strong>t,anditis<br />
goodf<strong>in</strong>ancialpracticetoboth<br />
managecostsandmeasure<br />
yourreturnon<strong>in</strong>vestment.<br />
Whenmanagedeffectively,<br />
distributedpr<strong>in</strong>tpublications<br />
canachieveimpressiveresults.<br />
What is your aim?<br />
Startbydef<strong>in</strong><strong>in</strong>gthereaders<br />
youaretarget<strong>in</strong>gandwhatyou<br />
wantyourpublicationto<br />
achieve:rais<strong>in</strong>gawareness,<br />
educationorpromot<strong>in</strong>g<br />
specificproductsorservices.<br />
Resource requirements<br />
Whenyouwanttoproducea<br />
periodicalmagaz<strong>in</strong>e,determ<strong>in</strong>e<br />
thesize,formatandfrequency.<br />
A48-pagemonthlyA4<br />
magaz<strong>in</strong>erequiresconsiderably<br />
moreresourcesthana24-page<br />
quarterlyA5magaz<strong>in</strong>e.<strong>Pr<strong>in</strong>t</strong><br />
anddistributioncostswillalso<br />
varyconsiderably.<br />
Plann<strong>in</strong>g ahead<br />
Whenproduc<strong>in</strong>gaperiodical,<br />
planrecurr<strong>in</strong>gfeatures,suchas<br />
<strong>in</strong>terferencefromthesystems<br />
ofmyriadtechgiantstoalter<br />
theexperienceyoudesigned.<br />
Create size and shapes<br />
Unconstra<strong>in</strong>edbyfixedscreen<br />
proportions,youcanpr<strong>in</strong>t<strong>in</strong><br />
anysizeorshape,eitherus<strong>in</strong>g<br />
<strong>in</strong>ternationalISOstandard<br />
sizes(egA5,A4,A3,etc)or<br />
specify<strong>in</strong>gyourownpage<br />
dimensionsandproportions.<br />
Youcanalsoselecttype,<br />
weightandf<strong>in</strong>ishofmaterial<br />
(egpaper,card,v<strong>in</strong>yl;lightor<br />
heavy;glossormatt).Thiswill<br />
becuttothesizeandshapeyou<br />
specify.Non-standardshapes<br />
andsizeswilllikelycostmore<br />
thanus<strong>in</strong>gtheISOsizes.<br />
Creativity <strong>with</strong>out limit<br />
Whendesign<strong>in</strong>gforpr<strong>in</strong>t,you<br />
havefewerconsiderationsthan<br />
forwebsiteswherethesame<br />
materialviewedondifferent<br />
devicetypesorbrowserscould<br />
vary<strong>in</strong>appearance.<br />
Sometypefacesarenot<br />
easytoreadonscreenand<br />
neitherarecerta<strong>in</strong><br />
characteristicsusedfor<br />
emphasissuchasitalicisation.<br />
Freedomfromthese<br />
constra<strong>in</strong>tswhendesign<strong>in</strong>gfor<br />
pr<strong>in</strong>tunleashestheimag<strong>in</strong>ation<br />
–takefulladvantageofthem.<br />
<strong>Pr<strong>in</strong>t</strong> + web<br />
<strong>Pr<strong>in</strong>t</strong>certa<strong>in</strong>lyofferssome<br />
advantagesoverwebsites,but<br />
thereverseisalsotrue.<br />
Animationandvideosare<br />
verypowerfulonl<strong>in</strong>e,butnot<br />
anoption<strong>with</strong>pr<strong>in</strong>t.<br />
It’sagoodideanottochoose<br />
onemediumanddiscardthe<br />
other,buttoconsiderhowthe<br />
twocanworktogether.<br />
Forexample,whenyouhave<br />
persuadedamagaz<strong>in</strong>ereaderto<br />
makeapurchase,youcanadda<br />
QRcodeonpagetotakethem<br />
straighttoanonl<strong>in</strong>estoreto<br />
orderandpaythereandthen.<br />
Comb<strong>in</strong><strong>in</strong>gthefeaturesof<br />
onl<strong>in</strong>eandpr<strong>in</strong>tpublish<strong>in</strong>g<br />
givesyoufargreaterpower<br />
thanus<strong>in</strong>goneonitsown.<br />
Addtheprecisionofpr<strong>in</strong>tto<br />
yourcommunicationstoolbox.<br />
P<strong>in</strong>po<strong>in</strong>t<br />
precision<br />
<strong>in</strong> pr<strong>in</strong>t<br />
articlesfocus<strong>in</strong>gondifferent<br />
people,teams,locationsor<br />
products.Themorepeople<br />
<strong>in</strong>volvedassubjects,themore<br />
complexthemanagementof<br />
eachissue.Sometimes<br />
<strong>in</strong>terviewswillneedtobe<br />
arrangedmonths<strong>in</strong>advanceto<br />
ma<strong>in</strong>ta<strong>in</strong>theflowofarticles<br />
andmeetpublish<strong>in</strong>gschedules.<br />
<strong>Zarywacz</strong>hasconsiderable<br />
experienceofprojectmanag<strong>in</strong>g<br />
publications,book<strong>in</strong>gand<br />
conduct<strong>in</strong>g<strong>in</strong>terviews,and<br />
writ<strong>in</strong>garticles.Thelatestissue<br />
of<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>magaz<strong>in</strong>e<br />
requiredmanag<strong>in</strong>garticles,<br />
list<strong>in</strong>gsandadvertsfromsome<br />
100bus<strong>in</strong>esses,alltoatight<br />
deadl<strong>in</strong>e.Wecanmanagethis<br />
foryourmagaz<strong>in</strong>e.<br />
We put it all together<br />
Aftercreat<strong>in</strong>galltheelements,<br />
wedesignthepublicationand<br />
managepr<strong>in</strong>t<strong>in</strong>gforyou.<br />
Doyouhavepublications<br />
youwantustoproduce?<br />
Discussyourpublish<strong>in</strong>gneeds<br />
<strong>with</strong>us–call0127187100or<br />
scantheQRcodebelow.<br />
ii<br />
Call 01271 879100 | Email hello@z2z.com | Visit Z 2 Z<br />
bus<strong>in</strong>ess action | <strong>Pr<strong>in</strong>t</strong> communication supplement | bus<strong>in</strong>ess-action.co.uk
AUTHENTICITY<br />
HEADER<br />
The real th<strong>in</strong>g<br />
The strik<strong>in</strong>g cover photo,the<br />
gentlesurfacesheen,therustle<br />
ofpagesturn<strong>in</strong>g,theweightof<br />
thestapledsheets,eventhe<br />
smellofnewpr<strong>in</strong>t:allstimulate<br />
oursenseswhenwehandlea<br />
pr<strong>in</strong>tedmagaz<strong>in</strong>e.<br />
Unlikeasocialmediapost<br />
whichscrollspastonour<br />
timel<strong>in</strong>e,gone<strong>in</strong>seconds,the<br />
sensationsprovokedbypr<strong>in</strong>t<br />
arelast<strong>in</strong>g.<br />
<strong>Pr<strong>in</strong>t</strong>istherealth<strong>in</strong>g.<br />
Short attention spans<br />
Andthat’s<strong>in</strong>valuablewhenwe<br />
wantouraudiencetoreta<strong>in</strong>our<br />
messageformorethanafew<br />
secondsandforitnottoflyout<br />
oftheirm<strong>in</strong>dswhenthenext<br />
postgrabstheirattention.<br />
Thisisakeypo<strong>in</strong>tto<br />
rememberifyouspendhours<br />
creat<strong>in</strong>gstunn<strong>in</strong>gphotography,<br />
composecomplexvideoshoots<br />
andspendaheftybudgetonly<br />
toseeyouronl<strong>in</strong>ereelsattract<br />
thousandsofviews,then<br />
disappear<strong>with</strong>outgenerat<strong>in</strong>g<br />
anyactualenquiries.<br />
It’snotthatsocialmedia<br />
doesnotwork,butthatthe<br />
shortattentionspanwhichit<br />
encouragesdoesnothelpthe<br />
retentionofmessages.<br />
Andthat’swhypr<strong>in</strong>t,which<br />
doesaidretentionandcanbe<br />
keptasapermanentrem<strong>in</strong>der,<br />
The team<br />
beh<strong>in</strong>d the<br />
magaz<strong>in</strong>e<br />
The expertise we applyto<br />
produce<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>has<br />
beenacquiredover30years,<br />
work<strong>in</strong>g<strong>with</strong>corporateclients<br />
acrosstheUK.<br />
We’rebrothers–Robert<br />
andSimon<strong>Zarywacz</strong>–and<br />
orig<strong>in</strong>allyestablishedour<br />
<strong>partnership</strong><strong>in</strong>Berkshire.<br />
Ourclientwork<strong>in</strong>cludes<br />
writ<strong>in</strong>g,edit<strong>in</strong>g,proofread<strong>in</strong>g<br />
andproduc<strong>in</strong>gpublications<br />
along<strong>with</strong>webdevelopment<br />
andmanagement.<br />
isaneffectivecomplementto<br />
onl<strong>in</strong>epromotion.<br />
Reta<strong>in</strong><strong>in</strong>g your message<br />
Abigadvantageofferedby<br />
pr<strong>in</strong>tisthatareader’ssolefocus<br />
isonthemagaz<strong>in</strong>eorleaflet<br />
theyareread<strong>in</strong>g–nopop-ups,<br />
nonotifications,notimel<strong>in</strong>e<br />
refreshes<strong>in</strong>terruptthem.<br />
Accord<strong>in</strong>gtostatistics<br />
publishedbytheBritish<strong>Pr<strong>in</strong>t</strong><strong>in</strong>g<br />
IndustriesFederation,some60%<br />
ofthetimewespendread<strong>in</strong>ga<br />
magaz<strong>in</strong>eornewspaperisspent<br />
solelyfocusedonthatmedium.<br />
Figuresalsosuggestthat<br />
newspaperadvertsareviewed<br />
for2.5timeslongerthanthe<br />
averagedigitaladvertandthe<br />
long-termmemoryencod<strong>in</strong>gof<br />
pr<strong>in</strong>tedmailis49%stronger<br />
thanemail,and35%stronger<br />
thansocialmediaadvertis<strong>in</strong>g.<br />
Natural curiosity<br />
Weknowfromfiveyears’<br />
experienceofdistribut<strong>in</strong>g<br />
<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>magaz<strong>in</strong>ethat<br />
recipientswhohavenotasked<br />
toreceivethemagaz<strong>in</strong>ereadit<br />
voluntarily.Wealsoreceive<br />
warmthankswhenleav<strong>in</strong>gthe<br />
magaz<strong>in</strong>e<strong>with</strong>mostbus<strong>in</strong>esses.<br />
Thatisbecausethereisno<br />
hardsellandthemagaz<strong>in</strong>e<br />
<strong>in</strong>vitesreaderstoopenitup<br />
andviewthecontents.<br />
Robertspecialised<strong>in</strong><br />
writ<strong>in</strong>gontechnologynews<br />
forThe<strong>Bus<strong>in</strong>ess</strong>Magaz<strong>in</strong>e,<br />
distributedto25,000<br />
bus<strong>in</strong>esses<strong>in</strong>theThames<br />
Valley,aswellaswork<strong>in</strong>gon<br />
theproductionside.<br />
Simondevelopedthe<strong>in</strong>itial<br />
websiteforWanderlust<br />
magaz<strong>in</strong>e,develop<strong>in</strong>gasecure<br />
onl<strong>in</strong>esubscriptionservice<br />
beforepaymentandstore<br />
systemswereavailable,bothof<br />
whichwereverysuccessful.<br />
Devon and Wiltshire<br />
RobertmovedtoIlfracombe<br />
<strong>in</strong>2004,whileSimonmoved<br />
toWilton<strong>in</strong>2016.We<br />
cont<strong>in</strong>uetoworkremotelyas<br />
avirtual<strong>partnership</strong>,<br />
provid<strong>in</strong>gservicestoour<br />
Build trust <strong>with</strong> pr<strong>in</strong>t<br />
Whilethewebsiteprivacypolicytemplate<br />
suppliedbytheInformationCommissioner’s<br />
Officerecommendsabus<strong>in</strong>esspublishesits<br />
trad<strong>in</strong>gname,address,phonenumberand<br />
emailaddress,veryfewbus<strong>in</strong>essesdoso.<br />
Inthisageofphish<strong>in</strong>g,fraudandscams,<br />
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notth<strong>in</strong>kitimportantenoughorisnot<br />
confidentenoughtotellyou<br />
whotheyareandwherethey<br />
arebased?Isthisnot<br />
essentialwhenconsumers<br />
areworriedaboutbe<strong>in</strong>g<br />
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<strong>Pr<strong>in</strong>t</strong>ispermanent.<br />
<strong>Pr<strong>in</strong>t</strong>doesnot<br />
disappearand<br />
cannotbealteredor<br />
amendedonce<strong>in</strong>a<br />
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most<strong>in</strong>formation<br />
publishedonl<strong>in</strong>e.<br />
Invaluable tool<br />
<strong>Pr<strong>in</strong>t</strong>maynotoffer<br />
the<strong>in</strong>teractivityand<br />
<strong>in</strong>stantaneouspublish<strong>in</strong>g<br />
possibleonl<strong>in</strong>e,butitdoesoffer<br />
<strong>in</strong>valuablecomplementary<br />
advantages.<br />
Whenused<strong>in</strong>comb<strong>in</strong>ation<br />
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Robertalsoappliedhis<br />
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NorthDevonJournalfrom<br />
2009to2017,<strong>in</strong>clud<strong>in</strong>g<br />
driv<strong>in</strong>gapprenticeship<br />
campaignsto<strong>in</strong>creaseuptake.<br />
Professional standards<br />
Allalong,wehavema<strong>in</strong>ta<strong>in</strong>ed<br />
our<strong>in</strong>volvement<strong>in</strong>bothpr<strong>in</strong>t<br />
andonl<strong>in</strong>ecommunications,<br />
recognis<strong>in</strong>gthestrengthsand<br />
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In2019,Robertlaunched<br />
<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>asNorth<br />
Devon’s<strong>in</strong>dependentbus<strong>in</strong>ess<br />
magaz<strong>in</strong>e,aspartofanew<br />
bus<strong>in</strong>ess,<strong>in</strong>itiallywork<strong>in</strong>g<br />
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The<br />
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ofthe<br />
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ledtothe<br />
launchofthe<br />
NorthDevon<br />
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abouttoentertheirfifthyear,<br />
andhelpedestablishBBxpo,<br />
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<strong>Pr<strong>in</strong>t</strong> communication supplement | <strong>in</strong> <strong>partnership</strong> <strong>with</strong> Z A R Y W A C Z<br />
iii<br />
bus<strong>in</strong>ess-action.uk | <strong>Pr<strong>in</strong>t</strong> communication supplement | bus<strong>in</strong>ess action
We’ve been environmentally<br />
consciousfordecadesand<br />
workedtoreduceourimpact,<br />
butit’snowclearthatthe<br />
issuesaremorecomplexthan<br />
mostpreviouslythought.<br />
We’vebothalwaysworked<br />
fromhomeoffices,believ<strong>in</strong>g<br />
thatelim<strong>in</strong>at<strong>in</strong>gthedaily<br />
commutem<strong>in</strong>imisedtravel.<br />
Elim<strong>in</strong>at<strong>in</strong>gjourneyscerta<strong>in</strong>ly<br />
doessavetimeand<strong>in</strong>crease<br />
efficiency,mak<strong>in</strong>gitpractical<br />
towork<strong>with</strong>ourlongstand<strong>in</strong>g<br />
clientsbased100+milesaway.<br />
Wealsobelievedthat<br />
communicat<strong>in</strong>gonl<strong>in</strong>ehad<br />
lessofanenvironmental<br />
impactthanpr<strong>in</strong>t<strong>in</strong>g(and<br />
post<strong>in</strong>g)paper.Wehave<br />
def<strong>in</strong>itelyreducedofficepaper<br />
usage–westoppedpurchas<strong>in</strong>g<br />
five-reamboxesofA4paper<br />
yearsago.<br />
However,the<strong>in</strong>crease<strong>in</strong><br />
comput<strong>in</strong>gand<strong>in</strong>ternetusage<br />
nowcalls<strong>in</strong>toquestiontheir<br />
environmentalbenefits.<br />
Studies,<strong>in</strong>clud<strong>in</strong>gonequoted<br />
byAllianz,suggestthat<br />
emissionsproducedbythe<br />
globalICT<strong>in</strong>dustryarebig<br />
enoughtoequalthatofthe<br />
aviationsector.Certa<strong>in</strong>ly,<br />
manybus<strong>in</strong>essesand<br />
<strong>in</strong>dividualsownandoperate<br />
moreelectricaldevices,us<strong>in</strong>g<br />
equipmenttoundertakemore<br />
activitiesthatwerepreviously<br />
completedmanuallyordidnot<br />
evenexist.Toviewadocument<br />
onl<strong>in</strong>e,ithastobestoredon<br />
energy-consum<strong>in</strong>gequipment<br />
<strong>Pr<strong>in</strong>t</strong> your<br />
greens<br />
andyourbrows<strong>in</strong>gdevicehas<br />
tobepoweredorcharged.<br />
Multiplythisbybillionsand<br />
weseethattheenvironmental<br />
impactofthe<strong>in</strong>ternetishuge<br />
andneedsconsideration.<br />
Thegenerallyaccepted<br />
beliefthatpr<strong>in</strong>t<strong>in</strong>gisbadfor<br />
theenvironment,oftenquoted<br />
<strong>with</strong>outreferencetoup-todatestatistics,alsoneedstobe<br />
reassessed.Thatdoesnot<br />
meanthatweshouldjustpr<strong>in</strong>t<br />
moreandemailless,butthat<br />
weshouldweighupall<br />
activity,identifywhatis<br />
justifiableandnecessary,and<br />
worktoreducethosethat<br />
causeharm.<br />
Wherepr<strong>in</strong>tcanbeseento<br />
achievebetterresultsthanor<br />
improvetheperformanceof<br />
onl<strong>in</strong>ecommunications,it<br />
rema<strong>in</strong>sareasonableoption.<br />
Therearealsochoiceswe<br />
canmaketoensureour<br />
pr<strong>in</strong>t<strong>in</strong>gactivitiesareas<br />
environmentallyfriendlyand<br />
susta<strong>in</strong>ableaspossible.This<br />
<strong>in</strong>cludesselect<strong>in</strong>gvegetablebased<strong>in</strong>ksandpaperthatis<br />
FSC-certified,aswellas<br />
recycl<strong>in</strong>git.<br />
Regard<strong>in</strong>gthesusta<strong>in</strong>ability<br />
ofpaper,theWorldEconomic<br />
ForumstatesthatEuropean<br />
forests,fromwheremostUK<br />
paperissourced,<strong>in</strong>creasedby<br />
90,000squarekilometres–an<br />
arearoughlythesizeof<br />
Portugal–between1990and<br />
2015.Accord<strong>in</strong>gtoTwoSides,<br />
whichaimstoseparatepr<strong>in</strong>t<br />
andpaperfactfrommyth,<br />
paperrecycl<strong>in</strong>g<strong>in</strong>Europe<br />
results<strong>in</strong>paperbe<strong>in</strong>greused<br />
anaverageof3.8times–56%<br />
offibrousrawmaterialused<strong>in</strong><br />
thepaper<strong>in</strong>dustrycomesfrom<br />
recycl<strong>in</strong>g.Therecycl<strong>in</strong>grateis<br />
74%,closetotheestimated<br />
practicalmaximumof78%.<br />
Anotherwaytoreusepaper<br />
iscompost<strong>in</strong>g.Wenotonly<br />
securelyshredpapertoensure<br />
confidentially,butcompostit<br />
toprovidesoilforgrow<strong>in</strong>gthe<br />
vegetablespictured.<br />
Webelieveitisimportant<br />
toelim<strong>in</strong>ateunnecessary<br />
activitiesandreduceorf<strong>in</strong>d<br />
alternativesforthose<strong>with</strong>a<br />
harmfulimpact.<br />
Wealsoth<strong>in</strong>kthatpr<strong>in</strong>t<strong>in</strong>g<br />
cont<strong>in</strong>uestoplayavaluable<br />
role<strong>in</strong>communicationsand<br />
canbeajustifiablechoice<br />
whenbothaimsandimpact<br />
areproperlyconsidered.<br />
Showcase your<br />
bus<strong>in</strong>ess <strong>in</strong><br />
text & images<br />
Weth<strong>in</strong>kpr<strong>in</strong>tiseffective,but<br />
whatdothebus<strong>in</strong>esseswe<br />
writeabout<strong>in</strong><strong>Bus<strong>in</strong>ess</strong><strong>Action</strong><br />
magaz<strong>in</strong>eth<strong>in</strong>k?<br />
Belowarecommentsfrom<br />
twofeaturedbus<strong>in</strong>esses:<br />
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