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Management Side
Week of 27 November 2023: Innovation--your turn

Email Jim at jim.thompson@ipulpmedia.com

Here at Paperitalo Publications, we strive to be at the front of the pack without bragging about it. We do this in several ways, which results in you, the reader, benefiting not only from the timeliest information and insights in the industry, but also from a clutter free and honest experience.

How do we do this?

First, we remember who "signs our paychecks" and this is the advertisers, or, as we like to say, our marketing partners. We know we work for our marketing partners. Second, we operate with integrity--we don't sell email lists or burden our readers with deceptive emails that are only advertisements (unless you put "Helen's Newsletter" in this category, but we see it as something of a living supplier directory). You don't like those, and we don't either. The second part of "Second" is that we don't write ambiguous articles that are really advertisements. Articles (and podcasts) about our marketing partners are clearly labeled.

This leads to the important number Three. We do our best to provide plenty of extremely valuable information for our readers. For an abundance of quality readers equals digital magazines with which our marketing partners want to associate.

Now, this must be working, for our readership and listenership this year is up 65% year over year (October statistics) from an already impressive base which reflected our past twenty years of operation.

If you are only a reader, you do not see everything we do. We do many things for our marketing partners by compiling important statistics and other current information that is vital to their business (if you want to become a marketing partner, we will be happy to go over these benefits with you).

By now you are asking yourself, "Jim, what's with the title, 'Innovation--your turn?"

I was getting to this, but I needed to set the stage.

The question for you, dear reader and marketer, is what are we missing? Our typical product cycle is to try out a feature or a concept and gauge the reaction. Then it lives or dies. But let's turn this around. You may know better than we do what the next innovation in digital marketing to the pulp and paper industry should be.

Sometimes one can be so close to something that they miss the obvious. We want to make sure that is not happening to us. Hence we want to hear from you.

Now, somewhere in your pondering over this question of what we are missing you should make sure you know what we are doing now. Your key to this knowledge is one URL, www.paperitalo.com, which will lead you to today's provisions from Paperitalo Publications. Check it out first, in the middle of your thoughts, or as the last thing you do in this exercise. But do check it out.

Then, if you have any great ideas, please email them to me, Jim Thompson, at jim.thompson@ipulpmedia.com. We'll send the first five respondents a book from our selection on www.amazon.com.

Thanks, be safe and we will talk next week.

#pulpandpaper

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