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It’s easy to assume that in today’s tech-savvy world, organisations are placing their sole focus on digital marketing efforts. But while digital-first is a great strategy, some of the most successful organisations are using a blend of online marketing techniques and printed collateral.

This calculated combination is great for allowing organisations to reach their audience both in the broad online sense and also in hyper-local area targeting.

Unfortunately, over the past year, paper prices have been on a steep incline. And when you combine this with the current energy crisis, the print industry has found itself in a uniquely challenging situation.

If, like us, you're obsessed with the simple beauty and possibilities of printed collateral (just take a look at G.F Smith's paper journal for inspiration) here's what you can do about it...


Why is this happening?

The price of paper has been creeping up for a few reasons. The pandemic created a huge strain on supply chains, which in turn saw a worldwide drop in production. A shortage of HGV drivers and workers due to Brexit compounded the problem further. And now with significant strikes taking place at UPM – one of Europe’s key paper mills – the knock-on effect on cost has been significant. And it shows no signs of slowing.


What can you do about it?

Although the cost of paper is rising, and will continue to do so for the foreseeable, there are thankfully some things you can do to help mitigate these costs.

  • Revisit your specifications: We always work collaboratively with our clients on any given project, to make sure that the brief meets the objectives in the most efficient way. This could involve exploring opportunities to change the print specifications to make sure that you’re using the right quantities and minimising any waste. And remember - it's all about quality rather than quantity!
  • Be flexible on finish: Sometimes certain paper stocks are in high demand and simply not available at the time you want them. Therefore, make yourself open to alternative stock finishes and it might even cost you less in the long run.
  • Allow as much time as possible: The more time you allow to plan for a print project, the better your chances of securing the stock and supply you need. You’ll also often find that increased fees are applied for ‘rush’ jobs, so it’s best to give as much notice as possible to avoid spending more than you need to.


This isn’t the first time the industry has been impacted by a paper shortage. But as a trusted marketing agency, our job is to work with our suppliers to provide the very best solutions for our clients. We also work with a number of reputable print suppliers, which means that we’re able to increase the chances of the right stock and supply being made available for any given project.

If you’re looking for support with your next print project, get in touch with a member of our team today and we’ll be happy to help provide the right solution.

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