Hug a Tree
Enough with the declining markets already. There’s actually a vibrant, emerging market for printed paper business documents, and it’s being driven by technology. While the migration from paper-based forms to electronic formats has been the undoing of many in the industry, Chris Ruback, marketing manager for Phoenix-based Greenleaf Paper (www.greenleafpaper.com) said the proliferation of hand-held printing devices within the past five years is significantly growing sales of roll paper products, particularly for direct thermal applications.
Greenleaf Paper produces blank and custom pre-printed roll paper used for point-of-sale receipts, automatic teller machine records, credit card processing, travel itineraries at airport kiosks and a variety of other applications. Ruback said mobile printers are increasingly being used for route deliveries and issuing traffic tickets, as well as processing food orders at sporting events and busy restaurants where “line-busting” strategies help speed things along. Now, Greenleaf Paper’s “Got Print” PowerPoint presentation shows distributors how end-users can use rolls as more than just supply items.
Custom pre-printed rolls can effectively promote products and services, reinforce brands and logos and even specify return policies. Through co-op arrangements, companies can offer advertising space on roll receipts to vendors for additional cost savings. “Consumers have been trained to look at receipts,” observed Ruback, “so why not print something on them that promotes other products, such as gift cards, while defraying some of the cost of the receipt? There is no end to where it can go.”
Headquartered in Appleton, Wis., Appleton’s (www.appletonideas.com) Manager of Corporate Communication, Bill Van Den Brandt, agreed that market demand for thermal paper has grown. “The United States and Canadian thermal markets experienced strong growth during the 1990s, and should continue growing as the advantages of thermal printing systems become more widely recognized, such as their competitive cost, quiet operation, cleanliness, speed, high print quality, reliability, portability and use of a single consumable,” he explained.