Google Slammed For “Go Paperless in 2013” Adv Campaign

Date: Thursday January 17, 2013 09:01:28 am

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Google Slammed For “Go Paperless in 2013” Advertising Campaign By Printing Industry 
<a href=”http://www.paperless2013.org/”><cite>www.paperless2013.org/</cite></a> 
 
By David Ward http://www.printweek.com 
Google has come under pressure from print industry advocacy group Two Sides and the Printing Industries of America (PIA) after the search engine giant signed up to the Go Paperless in 2013 campaign. 
 
n an open letter to Google chief executive Larry Page and chairman Eric Schmidt, PIA president and chief executive Michael Makin wrote: “We all must do our part to respect the environment, but pitting one segment of the communications spectrum against another is not the right way to achieve this goal.
”How would your company feel if the almost 1 million direct workers in the printing industry encouraged their families and friends to go “Google-Less” in 2013? This is something to consider given that 67% of online searches are actually driven by offline messages.”
Two Sides UK director Martyn Eustace and Phil Riebel, president of Two Side US, also penned a letter to Schmidt, noting: “While the products and services delivered by Google are to be admired, this new initiative is clearly another example of a self-interested organization using an environmentally focused marketing campaign to promote its services while ignoring its own impact upon the environment.”
The Two Sides letter – and press release – went on to catalog the negative environmental impact of Google’s business, including that the search giant uses 2.3bn kilowatt-hours of electricity a year, enough to power 207,000 US homes for 12 months, or about 41 Empire State Buildings.
Though the letters singled out Google, it is only one member of the Paperless Coalition, which is made up of companies such as Xero, Manilla, Expensify and Fujitsu’s ScanSnap line, and sponsors such as email marketing software provider Constant Contact – all of which have stake in moving everything from billing to expense reports away from paper.
”My sense is the appeal of the campaign is aimed primarily at the small office/home office getting them to not print out their emails,” Makin told PrintWeek in an interview. “But when you look at the partners, it’s rather conspiratorial in the way that all of the players have a vested interest in non-paper offices, not because it’s good for the environment, because it’s best for their business.”
Makin conceded that the commercial printing and paper industries faces a bit of an uphill fight because people don’t really think about the environmental impact of the all the electronic devices they use.
”The environmental lobby has done a very good job with the message that if you chop down a tree and you’re in the printing industry you’re hurting the environment,” he explained. “So it’s a huge challenge, but that’s why we have to continue to speak out and use the (PIA) Value of Print campaign to dispel many of these myths that are out there.”
Riebel told PrintWeek that much of the Two Sides efforts are spent making sure opponents of the use of paper are factual in their claims. “We often let them know they are not respecting marketing guidelines and that they should remove many of the environmental claims around going paperless because those are not substantiated and are based on perception,” he added.
Two Sides US and the PIA did have one highly visible success last year when Toshiba USA backed away from a planned National No Print Day after hearing from both groups. Riebel said Two Sides US has spent much of the latter half of 2012 educating banks, utilities and telecoms on the need to be factual when trying to urge their consumers to switch to paperless billing.
”From my side we’ve had five companies make changes to their messaging and I’ve got a lot of discussions underway with banks that are interested in talking to us,” he added. “Many of them are unaware that they are upsetting people in our industry – as well as not respecting marketing guidelines. Overall it’s going well but we also know it’s going to be a slow process because it’s takes a while to deal with these large corporations.”
 
<a href=”http://www.prweb.com/releases/2013/1/prweb10327519.htm”>http://www.prweb.com/releases/2013/1/prweb10327519.htm</a> 
Online Printer Print360.com Releases Budget-Conscious Green Business Reminders 
Amid Print Industry Controversy Over Google’s “Go Paperless in 2013” Campaign, Digital Printer Print360.com Releases Simple and Economical Green Business Reminders 
 

 Google’s call to “Go Paperless in 2013” has stirred controversy within the <a href=”http://www.printcan.com/news/2013/20130108903.shtml” title=”Printing Industry”>printing industry</a>. The CEO of Printing Industries of America, Michael Makin, rejected the call in an open letter to members and Two Sides has asked Google to reconsider its participation in the campaign in a public letter to Eric Schmidt, Chairman of the Board and CEO at Google. In response to these heightened discussions in the printing industry around sustainability, <a href=”http://www.print360.com/?utm_source=PRWeb&utm_medium=PressRelease&utm_campaign=GreenBusinessTips” title=”Print360.com”>Print360</a> releases some simple green business reminders for home and small businesses that want to save money and be eco-conscious at the same time.
“One of the biggest costs for some businesses can be printing and it can create significant waste as well,” says Matt Marcus, Senior Vice President at Print360. “When searching for ways to cut down on costs and reduce environmental impact, there are some simple ways to do both. We don’t want folks to forget that there are steps they can take right now to go green, whether they’re ready to go paperless in 2013 or not,” he says. “We know that everyone in the printing industry wants to be part of positive change.”
1) Reuse paper whenever possible: one of the biggest factors in overall printing costs can be the paper itself. Use printed drafts and other throwaway items like <a href=”http://www.print360.com/category/letterhead?utm_source=PRWeb&utm_medium=PressRelease&utm_campaign=GreenBusinessTips” title=”custom printed letterhead”>custom printed letterhead</a> with an outdated logo or old address as scratch paper. Consider reusing paper by printing on the backside of drafts that are no longer needed. Make sure each desk in your home or office has a convenient bin for paper recycling. Make sure that each printing station at home or at work has an area for reusable paper, in addition to a new ream of paper with which to refill the printing tray.
2) Consider paper choice: If appropriate for your needs, reconsider your paper choices. Is the paper made of partially or completely recycled materials? Is it from sustainably managed forestry? What about stock? A heavy bond paper may be needed for some professional documents or for <a href=”http://www.print360.com/category/business-cards?utm_source=PRWeb&utm_medium=PressRelease&utm_campaign=GreenBusinessTips” title=”custom business cards”>custom business cards</a> but such paper is unnecessary for the demands of everyday printing.
3) Understand how to order printed materials: Using an online printing service can cut back on printing costs. Do the research and compare the numbers. A myriad of paper and color choices are available from online printers and bulk orders usually incur discounts. Costly, complicated or customized printing projects involving labels, letterhead, or envelopes, for example, are often cheaper from an <a href=”http://www.print360.com/?utm_source=PRWeb&utm_medium=PressRelease&utm_campaign=GreenBusinessTips” title=”online printer”>online printer</a> and can be more environmentally friendly. An online printer likely uses higher quality equipment than a small business or home office and professional experience eliminates botched runs.
“With all the discussions going on we thought this was a good opportunity to offer a discount for those who are ready to try more economical and efficient custom printing to reduce their home or small business printing costs and waste,” says Matt Marcus at Print360.com. At this time, Print360 is offering a site-wide sale: Take 20% off all products using code <a href=”http://www.print360.com/?utm_source=PRWeb&utm_medium=PressRelease&utm_campaign=GreenBusinessTips” title=”GET20NOW | Print360 | Printing Discounts”>GET20NOW</a> at checkout. The offer applies to all custom printing, including product labels, envelopes, letterhead, return address labels, mailing labels and post-it notes, as well as business cards, buttons, magnets, bumper stickers, window decals, and stamps. Recently Print360 introduced custom playing cards that are included in the site-wide sale also. The offer Get20NOW cannot be combined with other offers from Print360.com.
About Print360: 
Print360 specializes in custom printed products, including playing cards, bumper stickers, business cards, buttons, product labels, envelopes, letterhead, custom magnets, mailing labels, post-it notes, return address labels, stamps and window decals. Operating in several state-of-the-art printing facilities across North America, Print360 utilizes both off-set and high-speed digital printers to meet a variety of product needs with fast turnaround times. The quality of Print360 products is a result of its team of talented print industry experts, some with more than 30 years of printing experience. Combining this expertise with high quality production capabilities, Print360 maintains its affordable prices and speed. For more information, visit Print360.com and find Print360 on <a href=”https://www.facebook.com/Print360Social” title=”Facebook | Print360″>Facebook</a>, <a href=”https://twitter.com/Print360″ title=”Twitter (@Print360)”>Twitter (@Print360)</a>, and Google+.
 
<div style=”text-align: center; width:100%;” class=”nismall clearfix”><img width=”249″ height=”171″ class=”newsImage” src=”http://ww1.prweb.com/prfiles/2013/01/15/10327519/gI_110923_Print%20360%20Go%20Green.jpg” alt=”digital printing resources” /></div>
Reduce small business printing costs and waste with economical green business decisions.
<div class=”releaseQuote”><img width=”29″ hspace=”5″ height=”25″ alt=”Quote start” src=”http://www.prweb.com/images/release-topquote.gif” />When searching for ways to cut down on costs and reduce environmental impact, there are some simple ways to do both, whether businesses are ready to go paperless in 2013 or not.<img width=”29″ hspace=”5″ height=”25″ align=”absmiddle” alt=”Quote end” src=”http://www.prweb.com/images/release-bottomquote.gif” /></div>
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January 17, 2013 at 9:01 AM

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