The visual and tactile appeal of text and cover papers make them a vital weapon in the publishers' armoury, discovers Nosmot Gbadamosi
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"To those who believe that paper and print will disappear, I have only one word - nonsense." That robust view belongs to Condé Nast's international chairman Jonathan Newhouse. Speaking at this month's FIPP World Magazine Conference, he argued that print and paper was here to stay. "There is a pleasure in the tactile sensation of pages and holding the world in one's hands that can never be replaced," he said. It's this kind of emotional response that makes text and cover paper an important tool for the publisher. The feel of a title can be a factor for the customer at the newsstand or bookshop. For the magazine sector, though, it's difficult to predict who will stick around over the coming months - the market has certainly had its ups and downs with several titles biting the dust. Condé Nast itself closed its luxury US business title Portfolio. On the other hand, the publisher recently unveiled new titles Wired and Love in the UK. While some titles are disappearing in their print form, others are moving in the opposite direction. It's Nice That, an online design blog, published its first print issue this month as a biannual publication. The covers are printed on Colorset Ash 270gsm paper, while text pages are on Redeem 100% Recycled 100gsm. Both were supplied by Fenner Paper. As you'd expect, the environment is the driving issue for text and cover papers. Paper manufacturer UPM has recorded a shift in customer recognition and understanding of sustainable forest management and certification. "Several of our customers have adopted an all-inclusive policy," says Phillippe Riebel, UPM vice president for environmental affairs. This means that all of a publisher's stable of titles will be FSC or PEFC accredited. "The text and cover market continues to be heavily influenced by the green agenda," adds Angela De Vorchik, operational marketing manager at Arjowiggins Graphic. "Product launches are focused on sustainability and existing ranges are being refreshed to improve environmental credentials." At the same time, the growth in on-demand digital book printing has meant that new papers are better equipped for digital presses. UPM launched a grade for high-speed digital inkjet printing, which claims to offer fast ink absorption and low bleed. UPM's Digi is available in reel and sheet format. This chimes with book publisher Penguin's view that book publishers are shying away from long runs and producing more ultra short-run teaser editions to test the market. Penguin has increased its volumes of 12-16pp basic layout and design teaser titles. Trends are being driven by designers, who are keen to come up with highly individual products, where visual and tactile properties are a major weapon to attract consumers to part with their money.
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WHAT'S NEW IN TEXT AND COVER PAPER
- Random House blamed a lack of supply for its decision in February to stop using FSC-certified paper for its mass-market paperbacks. The book publisher will still print hardbacks and some paperbacks on FSC
- German start-up PediaPress is offering custom-made, on-demand books with content from Wikipedia. The titles are printed by Lightning Source and are 200x140mm perfect-bound books with colour covers and black-and-white text pages
- UPM launched its Digi paper at Hunkeler Innovation Days in Lucerne in February. The woodfree uncoated stock can be used for printing transactional documents and books
- Wired, published by Condé Nast, launched last month with Novapress Silk 80gsm for the text paper and 170gsm Lumipress Art, with a matt finish for the cover
- Paperback is now manufacturing the Metaphor paper range following the closure of Curtis Fine Papers last year
- Fenner paper has supplied the paper for It’s Nice That, a biannual 128pp design publication printed by Push and designed by HudsonBec
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