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Paperitalo Publications
Talo Analytic International, Inc.
September 2013
Legends of the Industry
Older Issues
More marketing resources
This objective of this newsletter is to clarify and debunk the world of electronic advertising.  If this does not interest you or is not in your line of work, please kindly unsubscribe below.  We certainly don't want to clutter your inbox with irrelevant material.


Maintenance is a common concept to all aspects of our life, including our business life.  We must be diligent in maintaining the health and welfare of our bodies, our minds and families or they will not function as designed.  We must also be diligent in maintaining our financial being, tweaking, updating and making wise choices.  The same is true in our businesses.


In retail businesses, management must maintain a careful watch on sales and inventory to ensure that the supply and demand of a product does not result in unwanted, unsold inventory and excessive overhead costs.  They consider the actions and activities of the competition to maintain their position in the market.  Through careful maintenance of their investments in personnel, products and marketing, they succeed or fail.


In the world of manufacturing (and paper production), maintenance is a critical and integral part of the production process.  Through diligent and often daily monitoring of equipment and processes, management is able to avoid unnecessary delays or prolonged unscheduled interruptions in the production process.  Maintenance can also mean the replacement or updating of those equipment or processes to gain the competitive edge.


Marketing and advertising programs and strategies must also be "maintained" as the market or technology impacts the effectiveness of the current program.  The evolution of marketing from word of mouth to today's real time exposure via social media and media has made it necessary for marketing departments to reconsider their strategies on a more frequent and inclusive basis.  Handbills still employed by some small business are not necessarily a very cost effective way to reach prospective clients.  I often wonder at the wisdom and effectiveness of the small yard care providers who drive through neighborhoods like mine tossing Ziploc bags containing their flyer and several small stones onto each driveway.  Do they really get enough business to justify the expense of time, effort and gas expended to get their name in front of people?  I guess the answer to that question depends on the result and your perspective.


Maintaining an effective marketing program requires careful consideration of the medium chosen to make one's company or name known to their specific target market/clients.  It is unlikely that a distributor of equipment or chemicals for the pulp and paper industry would spend the time and money to develop and acquire one the coveted Super Bowl commercials.  On the other hand, I would not expect to see the Coca-Cola or Pepsi advertising in one of the several publications in our industry.   


So what is my point?


To reach your prospects and clients in the pulp and paper industry, and to use your marketing/advertising dollars wisely, you should carefully consider all options for reaching the widest audience possible.  Times have changed, and the vehicles for reaching that audience have also changed; we at Paperitalo Publications are proud to be a part of that changing world.  We are reaching worldwide audiences through our online publications (Nip Impressions and PaperMoney), our Internet radio program (Pulp & Paper Radio International) which airs each Monday morning, our various newsletter and our presence on various social media sites including LinkedIn and Facebook.  Our goal is provide you with alternatives to reaching your prospects and clients and keeping your name top of mind when they have a need for your products and services.  


We look forward to hearing from you to discuss how we may help you.  But don't be surprised if you hear from us first.  We are working to maintain our growing influence in dissemination of information to your marketplace.  




Donna Schmid

Director of Sales


[email protected]

Skype: donna.schmid64


Pulp & Paper Radio International's new Bio series is proving popular.

Our first biography was on David Ashcraft, a well-known industry leader.  If you know someone we should interview, or if you are interested in sponsoring this series, one show or many, just contact us below.
More Paperitalo Resources on Marketing...          

Thoughts on Marketing, Episode 1
  The need for marketing, no matter your business.

Thoughts on Marketing, Episode 2
  One of the most effective marketing tools--if you have the patience.

Thoughts on Marketing, Episode 3
  The power of the QR Code and other techniques.


 "Paperitalo" (pop-er-ree-towel-o) is Finnish for "Paper House."  We produce and distribute, electronically only, many publications dealing with all matters in the pulp and paper industry worldwide.  You can see a list of these here.  Additionally, we broadcast live, and in podcast form, from Pulp and Paper Radio International.

Our print publications are the highest ranked publications in the pulp and paper industry worldwide according to alexa.com.  We publish our and our major competitors' Alexa rankings each Monday here.

We currently experience around 19,000-plus clicks, or as we like to call them "touches", every day from around the world.  This means on average, every minute of every day, slightly more than 13 people choose to click on to one of our publications or podcasts.
Paperitalo Publications, a subsidiary of
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096

Publisher & Editor--Steve Roush

Director of Sales--Donna Schmid

Advertising Sales-- Wayne Bucher

Executive Editor--Jim Thompson

Vice President, Operations--Allison Gifford
Talo Analytic International, Inc.
4018 Keeneland Court
Duluth, Georgia 30096