WE.LOVE.PRINT, pro-print initiative launched in Germany with international support from Print Power

Ulbe Jelluma, was there a specific trigger for launching the initiative?

RD: "As an expert in the graphic arts industry, the last year was particularly challenging for me. On the one hand, we received news about Rewe and OBI withdrawing from print; on the other, I observed the reaction from the graphic arts industry, which was nearly non-existent. I said, 'Hey, don't worry about the decisions made by Rewe. We need to focus on our position.' Yes, we are partly to blame for this situation. We have struggled for the last 20 years to inform advertising agencies and marketers about the values of print and its sustainability."

Maaß, who has been the CEO of the Fachverband Medienproduktion (FMP) for over 25 years, recognised a pressing need for action within the industry. "As an entrepreneur, you have to do something. You can't wait for the market to grow or for new business to come to you. You have to create this market," he stated. "It's negligent not to pursue our efforts, not to try, and not to keep pushing forward, especially since we are integral to the market." The print industry has faced significant challenges, including declining market shares and the necessity for a paradigm shift in how print is perceived. "We know the power of print, but we have to explain our market not only from a technical perspective but also in terms of the solutions we offer our customers."

UJ: Germany has experienced numerous campaigns in the past, including Print Wirkt. How does this initiative set itself apart?

The WE.LOVE.PRINT initiative is not merely a short-term campaign; it is a long-term commitment to reposition print within the broader communications landscape. "This is an open association of partners from the graphic arts industry, all contributing to a generic marketing initiative aimed at promoting the value of print," Maaß explained. The initiative operates as a non-profit organisation, with financial contributions from its partners directed towards activities that enhance the visibility and understanding of print. It is telling that the launch of the campaign was at the globally most important print event: DRUPA including support from Sabine Geldermann (DRUPA Director).

Also the German pulp and paper industry is positive about the initiative. As Alexander von Reibnitz, CEO of Die Papierindustrie says:" Congratulations on the initiative WE.LOVE.PRINT! You get to the heart of the matter: print is manifold; print is sustainable; print is a plattform for ideas and creativity. As a representative of the German pulp and paper industry, I can fully underline this. WE.LOVE.PRINT attracts and inspires people from outside the industry while, at the same time, it offers a unique chance for industry insiders to network and cooperate on a sustainable future for the whole print industry."

UJ: Changing attitudes from brands, agencies and consumers will take time and effort. How will you be able to create continuity?

The initiative is closely linked to the FMP and is supported by various partners, including well-known companies such as Konica Minolta and Berberich Papier. Maaß highlighted the importance of collaboration, stating, "We want to work closely with other organisations in the printing sector. Each printing house must understand not just the technologies but also how advertising agencies make decisions."

The operational activities of WE.LOVE.PRINT is managed by the agency HotSushi, which not only executes the initiative's strategies but also invests in it. "HotSushi is not just an agency; they are sponsors who believe in this initiative," Maaß noted, emphasising the collective effort required to drive change. He refers to the German printers association BVDM as an important ambassador for the initiative.

Looking to the future, Maasß outlined the initiative's objectives. "Our first goal is to increase membership within the graphic arts industry. We need a robust budget to expand our reach," he said. The strategy includes not only engaging more companies but also communicating with advertising agencies and marketers to foster a broader understanding of print's capabilities.

Additionally, Maaß indicated that the initiative aims to reach consumers directly, highlighting the importance of print in their daily lives. "We want to change the perception that print is outdated or unsustainable. We need to show consumers the value of print in a multi-channel world," he asserted.

UJ: Brands decide to reduce their overall carbon footprint, to what extent does sustainability impact the use of print in the marketing mix?

Sustainability is a critical theme in the current discourse surrounding print. Maaß acknowledged that many companies are using sustainability as a rationale for reducing print budgets, particularly in light of rising paper costs. "I believe many decisions are made for budgetary reasons rather than genuine sustainability concerns," he remarked.

He stressed the need for the industry to communicate the sustainability of print effectively, stating, "We need to create a mindset shift about print being sustainable. Print can be recycled multiple times, and we must educate society about this."  The paper industry is also making major decisions to reduce its carbon footprint. The initiative aims to demonstrate that print can sustainably coexist with digital media.

"Given the significant rise in paper costs over the past year, marketing budgets have increased considerably. I can imagine that during the planning stages for 2024 in October and November, many marketing directors realised they needed to take action due to budget constraints. It seems that many decisions are being driven more by financial considerations than by a genuine commitment to sustainability."

UJ: Can we expect innovation in print?

RM: "The question is to be innovative, but not to create an innovation and how to communicate that innovation effectively. If we have terms like 'programmatic print,' we need to ensure that we can connect with advertising agencies and marketers using the same language. The challenge lies not just in finding these terms but in explaining the underlying concepts in a way that resonates with the industry."

And AI? I think it is an innovation, but it's very difficult. It seems to be an innovation. I think that's the problem because everybody thinks it's an innovation, but it isn't an innovation. It's only a new style to combine technology and to get a new result in combination with existing content.

The WE.LOVE.PRINT initiative represents an important move towards rejuvenating the print sector in Germany, the number one paper market in Europe. Through collaboration, education, and a focus on sustainability, Rüdiger Maaß and his partners aim to reshape the narrative around print, ensuring it remains a vital component of modern communication strategies. "If we want to be relevant, we must invest in understanding and explaining the value of print in today's digital age," Maaß aptly put it.

Print Power Europe is pleased to work together with the WE.LOVE.PRINT initiative in amplifying and sharing messages and collaborating on shared programmes.

www.we-love-print.org