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InfoTrends/CAP Ventures Launches Major Study on Highly Competitive Coated Cover Paper Market

(Weymouth, MA) July 20, 2004… The coated cover and bristols market is a very competitive segment of the paper industry, with over 20 suppliers and 50 brands competing in North America alone. The challenge facing suppliers of coated cover stock is that there are numerous “pressure points” within the industry that influence brand selections. To examine the relative importance and the impact of brand in the coated cover paper market, InfoTrends/CAP Ventures announces the launch of a new study entitled North American Coated Cover Paper Brand and Usage.

Printers, print customers, and paper merchants all play critical roles in brand selection. They are influenced by previous experiences, job requirements, price, and availability. These numerous cross-currents for brand choices create challenges for the paper suppliers.

“Our study provides paper mills and private-label suppliers with the critical information necessary to support their marketing efforts, product planning, and distribution initiatives,” commented Jeff Hayes, Director of Research at InfoTrends/CAP Ventures.

Research for the study will consist of interviews with 250 print providers, 200 interviews with print customers, and 50 interviews with paper merchants and related distributors. The research will provide a complete understanding of brand decisions and usage in the coated cover market.

Key objectives of the study include:

• Measuring unaided and aided brand awareness
• Determining brand share
• Assessing printers’ and print customers’ brand preference
• Understanding the role of print customers in specifying grades and brands
• Determining the role of merchants in brand selection
• Determining the information sources used in making brand decisions
• Understanding the use of marketing collateral and Web sites
• Assessing the role of the mill sales representative
• Identifying the key factors in brand selection
• Quantifying the use of coated cover stock by key metrics (e.g. type of printing system, sheet size, basis weight, finish)
• Determining the order frequency and supplier type
• Measuring the brand performance by key factors (e.g. performance, price, availability)
• Determining factors for switching brands

To learn more about the study or to sign up as a client, contact Scott Phinney at or via e-mail at . Early subscriber discounts are available until August 15, 2004.

InfoTrends/CAP Ventures is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help our clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Additional information about InfoTrends/CAP Ventures is available on the Web at www.infotrendsresearch.com.