Impact of ELECTRONIC Media on Coated Papers, 1998 Coating Conference Proceedings

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This article is an attempt to analyse the modern media technology trends in respect to the human driving forces and motivation to use such technology. As a “macro-picture” it bridges the rational elements of technology with the emotional aspects of the individuals to understand the overall impact of electronic media on the use of paper for communication. Despite the many electronic media options available today printed products represent 80% of total communication market and paper -based carriers are used, though not exclusively, almost everywhere. This media market can be divided into 3 “motivation” segments, each one with particular challenges from new technologies and also opportunities for paper-based information carriers. Internet must be seen as communication revolution because it combines all elements of the 3 motivation segments. With its almost unlimited technical capabilities Internet offers a wide range of communication options and does therefore hardly allow more than qualitative forecasts on its future impact on the use of paper. Traditional print has lost its leading position and electronic tools will further change the role of paper. Future success will depend on good technology know-how and media mix understanding to allow fast paper developments for new and innovative solutions. Paper “as emotional product” will keep a major portion as communication and information carrier with clear coated paper growth opportunities.