Ward/Kraft Incorporates New Paper Brightness
Ward/Kraft, Ft. Scott, Kan., recently announced that it will transition to 92 brightness bond paper in the company's forms and labels divisions within the coming months. Many of the other bond paper suppliers are also in the process of converting their inventories from the traditional 84/87 brightness to the new level. "This is exciting news for us and our distributors," said Roger Buck, national sales manager. "A 92 level will allow highlight and process colors to be more eye-catching on products such as integrated cards, labels, pressure-seal mailers and traditional forms."
Ward/Kraft anticipates that the change will help drive a new level of pressure-seal mailers to direct mail markets, combining integrated cards, affixed cards and magnets.
Furthermore, the company offered several points for distributors to consider when selling the new paper:
• Review all orders that currently have significant color and consider how the new brightness levels will affect the color on the reorder. Trademarked colors or brand colors should carry special attention, as the 92-brightness level can have an impact on the color.
• Suggest that customers add more color for advertising on reorders to increase marketing impact to existing clients.
• Consider shorter runs of upcoming high-color orders so that they can be reordered on the brighter stock.
• Be aware that paper mills and merchants have large inventories of traditional stock that must be depleted before the new stock will be readily available.
• Sell the change to your customers now as an improvement to the industry, even though the new stock is not available. Don't let a competitor be the first to share this industry-wide change.
For more information, call (800) 821-4021 or visit www.wardkraft.com.