Environmental Sustainability

Nuts & Bolts: Partnering for the Good of the Planet
December 1, 2006

“I know we can impact the environment by working with people who are as committed as we are,” asserts Marge Maxbauer, director of marketing for medical liability provider ProAssurance Group, when describing one of the key things her company is doing to improve the environmental footprint of its marketing efforts: partnering with like-minded vendors. That insistence on collaboration seems to be working, as ProAssurance Group has made great strides in implementing earth-friendly programs, particularly when it comes to production of its printed collateral. Maxbauer identifies four key environmental solutions that have come out of these partnerships. • Recycling—and not just of paper. ProAssurance’s print vendor

The New Vanguard
September 9, 2006

Every industry has its luminaries—pioneers whose names become synonymous with the techniques or products they developed. Ed Burnett, Ralph Lane Polk II, Richard Benson, John Caples, Leon L. Bean, Lillian Vernon, Jeff Bezos and, of course, Lester Wunderman come to mind. But not every trailblazer operates in the white-hot spotlight. Many conduct brilliant work day after day for their companies in relative anonymity. That is, until Target Marketing decided to nose around and find those professionals who are setting new standards for direct marketing performance. With the help of our Editorial Advisory Board and other key industry figures, we’ve selected eight exceptional direct marketers who

The Skinny on Soy-based Inks
July 12, 2006

Even though they’ve only recently entered the spotlight, soy-based inks are not a new phenomenon. Inks made from vegetable oils were popular before the 1960s—primarily for newspapers—because of their environmental benefits. However, they were supplanted by cheaper and more cost-efficient petroleum-based inks, which proved costly to both workers’ health and the environment. But soy inks have made a comeback, being increasingly specified by environmentally conscious print buyers. In fact, as long ago as the late 1980s, soy inks for sheetfed presses began showing up on the market. But are they any good? What are the pros and cons of soy inks? Why Soy-based Inks? Petroleum-based solvents

Recycled Papers: Don’t Forget the Chlorine
May 10, 2006

Recycled. Sustainable forest. Tree-free. Post-consumer content. Happily, direct marketers have a dizzying array of recycled paper options for their direct mail projects. But while much of the emphasis continues to focus on fiber sources, direct marketers interested in making a commitment to earth-friendly—and, increasingly, consumer-friendly—direct mail practices also should consider the processes used to create paper. In particular, the bleaching process produces harmful dioxin gases, even when taking post-consumer material and deinking it for reuse. The following terminology, as reported by San Francisco-based paper manufacturer New Leaf Paper on its Web site, www.newleafpaper.com, applies to papers that have been created without chlorine for bleaching,

Five-minute Interview with Under the Canopy’s Marci Zaroff
October 1, 2004

For direct marketers, environmentalism is not just about using recycled paper and soy-based inks; it’s about building every component of your campaign around environmentally sound practices. From design and production to lists and fulfillment, there are a number of places where environment-friendly direct marketers can make a difference. We spoke with Marci Zaroff, founder, president and CEO of Under the Canopy, a catalog and Internet-based retailer of apparel and home products made from organic fibers, about the efforts her company makes to minimize its environmental impact. Target Marketing: What does your company do to be environmentally friendly? Marci Zaroff: Under the Canopy was founded on the