Potential Threats Towards Publication and Catalogue Papers, 1995 Coating Conference Proceedings

Günter Schneider

Stora Feldmühle AG

Publication and catalogue papers can be divided into Newsprint, SC-Magazine paper and Coated papers. The main-consuming areas are newspapers, magazines, catalogues and inserts / flyers. The driving force for the consumption of publication and catalogue papers is advertising. Unlike many had feared, TV advertising did not prevent press advertising from expanding. Instead both grew and the total advertising expenditures increased dramatically. Overall press lost share to TV, but only at a slow rate. In spite of the challenge of the electronic media, the future looks promising for the printed media. Nevertheless newspapers and magazines have to increase their appeal to the readership and advertisers. Most new electronic information products will complement and not replace newspapers and magazines. In general print on paper remains a passive medium that is actively consumed at a time and place chosen by the reader.