By Luciano Paolini

Nothing is more engaging than reading/viewing a digital brochure. The ease, vivid shades and level of digitalinformation often lacked by printed matter, is the preferred choice of readers worldwide. By planning Digital it is possible to advertise your business affordably and at large right now, because chances arethat there are more readers online than offline.The Digital Revolution is on!

Just a matter of TIME v COSTS v READERSHIP

Timing is a crucial factor in today’s advertising world. A matter of First Out, First Viewed. In a market so

competitive about arriving first to the eyes of the viewer, nothing beats online advertising. Statistics now show atakeover of readers online to conventional readers offline. Whether it’s news or that cool product that youmeant to buy sometimes earlier, viewers can access these units at anytime. So it makes so much sense toadvertise online. Google, Facebook, You tube, Twitter all of them compete for a slice of the action.This is the reason Tablets and larger interface smart phones have replaced that little mobile you kept for so longin your left pocket of your pants or jacket; hardly anyone uses them anymore!Of course there is a reason for this. Australia is one of the major countries in the world to embrace this newtechnology, due to our lifestyle and also level of affordability. It’s cheaper to own a Tablet or an I phone than alaptop or Desktop that often you don’t carry with you. Yet Australia per capita contributes to the worstenvironmental disasters of the world, “Printed Matter”; the sort that we carry a burden of receiving in our PostalBox (Junk Mail it’s appropriate name), the sort we only read, hardly act upon because of its un_demographicaltarget market, that ends up in our Recycle bins. Quite ridiculous to think that the majority of printed matter isnot printed on recycling paper? Anyhow of course the catch is the touch, the feel, the paper in our hand, theamazing pictures, the stimulus to get you to the shop because we can’t click on it and buy it online from thatpiece of information. So here we have a good excuse to get out! Although unless we you are talking about apersonal effects that requires your persona present, realistically the rest could easily be brought online with justa click of your stylus!

But let’s be sensible and investigate the Costs involved.

Australians per capita contribute to 230-40 kg a year of junk mail. This junk mail is costly to produce anddistribute, but more so, to get rid of!In Australia production of a ten(10) page catalogue (Printed Matter) average from .50-.89 cents per copydelivered. The removal of it is extra! Why is it than we are still printing catalogues? After all the cost productionof the same thing Online is only .02 cents! Sealed and Delivered?I am quite sure, that the difference in production costs, becomes also an inflated cost to the actual product

itself!. Readership is also a key factor. In the next page I will report on our government research in Electronic

Ownership and specifically Tablets and Smart phones.

The Digital Revolution is onThe popularity of using tablets and mobilephones use to access the Internet inAustralia, differs with age.While mobile phones are used by a greaterpercentage of Australians for accessing theInternet across all age groups, tablets showa peak in popularity for those aged 35–44,while mobile phones peak In popularity forInternet access for 18-34 olds.This popularity is shown in the Nielsenreport, commissioned By the AustralianGovernment in estimating the growth ofTablets and smart phones in Australia.Often business people asks this very samequestion. Can Digital have the same effectas conventional printing Matter? Theanswer to the question is absolutely “YES”.In Australia a Target market in printingmatter doesn’t exist.And anyone that says otherwise, shouldprove it in writing!So Printing is like “ the more the Better”;but at what cost? Could this cost put youout of the purchasing affordability market?Because if it does, than you are wastingtime and more so, money!

Nielsen report in usage of Tablets in Australia

ContentsA digital brochure can enhance and compliment your business. Digital brochurestoday can even be e-commerce directed; creating a live shopping experience in

just a matter of a few clicks!

COMPARISON TABLE OF PRINTED CATALOGUES v ONLINE DIGITAL CATALOGUES

Development Printed Online Notes

Design and application The process is the same

Development * * The process is the same

Printing Printed matter contributes toincrease waste costs

DistributionWhilst distribution online isby way of Email Broadcast,the other is totally manual

Finished CostsPrinted matter has very highcosts whilst online isgenerically much cheaper

Natural Interference

Whilst weather plays amajor factor in Cataloguedistribution there is quasi nointerference with the Onlineproduct

Speed of Delivery Very slow with printedmatter

ReadershipPrinted matter is mainly alocal readership, whilstonline can be evenInternational

Downloading ? Straight forward here

Duration ?Printer matter is limitedmaximum to a weekadvertising

E-commerceDigital catalogues nowadayscan be enhanced with e-commerce

Mobile Access

Tablet Access

Sharing

Email

Environmental Impact Printed matter is noxious

Portability

Message Reach

Waste * 230-40 Kg per capitaannually

Storage *

= Negative = Negative impact = Positive impact = Thumbs up Good work

Environmental impact of paper in Australia

This is what Australia Science had to say about the matter

Reference Australia Science http://www.australianscience.com.au/environmental-science/paper-consumption-impact-in-australia/

Even though environmental organisations may talk of green initiatives to reduce paper consumptionthe idea of a paperless-society is far from being a possibility. People are still heavily reliant on paper torun a business, school or organisation and to fuel general lifestyle products such as boxes, packaging,magazines, newspapers and labels. Since European Settlement Australia has cleared almost half of itsforest areas and we continue to deforest an area the size of the ACT every year. The act of paper-want is putting a heavy burden on Australia’s ecological sustainability. In 2007-2008 Clean UpAustralia reported that we used 4,250, 000 tonnes of paper and of that we sent 1.9 million tonnesstraight to landfill. Every office uses 10,000 sheets of A4 paper on average and 50% of that will end upas garbage. These statistics are a sobering reminder of Western waste. Paper production is a processthat has not changed in over 2000 years. In today’s measures it takes 24 trees to produce one tonneof virgin printer paper but only 25% of each tree is used to produce the paper product. The paperindustry is a greedy resource consumer that uses more water to produce a tonne of its product thanany other industry. It uses a staggering 90,000 litres of water per tonne of virgin paper. Recycled papernot only assuages environmental impact but drastically reduces the amount of vital resources neededto produce it. Creating one tonne of recycled paper consumes 50% less energy than virgin paperwhich equates to only 4100 kilowatt hours of electricity per tonne as well as only requiring 25% of theamount of bleach used new office paper. It also saves: 13-24 trees 31,780 litres of water 2.5 barrels ofoil 4 cubic metres of landfill 27 kilograms of air pollutantsRead more at the URL link above.

The environmental management of paper is an ever present issue which individuals, groups and continents mustacknowledge before the world’s forests are depleted to a point of complete environmental hazard.

Everyone must play their part in creating sustainablefutures or the world’s commodities. Paper is a hugecommodity and consumed at exorbitant rates asoutlined by Forest Ethics‘ recent research. Theyreported that across the world Australia Per capita onaverage uses 230kg per person per year. It is clearthat the paper industry demands exponentialresources to continue to fulfill the demand and ifAustralia would like to achieve sustainability we mustrethink our consumerist ways.

Credits to Australia Science, Planet Ark and Tourism Australia