Sappi Europe recently announced that it has now joined Intergraf's group of 22 national member associations and 15 associate members across 25 countries, which will further its role in promoting the European print industry.

In the evolving print industry, Sappi strongly believes in the role of print for the next generation of readers, and for brands. People are hardwired to hold print--72% of people prefer printed material versus a digital version. It is viewed as 200% more intimate--people feel more valued when receiving printed mail over e-mail, and twice as likely to feel positive toward the sender. The return on investment speaks volumes--60% of people look up a brand online after receiving printed materials.

With declining print volumes, Sappi acknowledges that the paper industry must provide value beyond the product by aligning with projects and organisations that further the unique strengths of the European printing industry.