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The article focuses on the rising costs of paper. Magazine publishers are dealing with numerous rising costs, including technology investments, postage, editors, and paper. Due to the weakness of the American dollar, publishers' overseas options are increasingly being restricted. In 2007, paper is emerging from an era of rising and falling prices. Coupled with structural changes, including mergers and a growing role for private equity, prices will continue to increase into 2008.

Forecasts the increase in paper prices in 1996. Percentage increase of paper prices since mid-1994; Comments of Sherman Chao, a paper industry analyst at Merrill Lynch; Reasons for paper mills' financial losses in the early 1990s.

Reports on the marketing strategies of catalogers to deal with the paper price hike. Analysis of the situation by Bill Dean, managing director of Bruce, Dean & Co., a San Francisco-based catalog consultant; Note on the effect of the paper cost hike on leading catalogers like Dodgeville, Wisconsin-based Lands' End, the Minnetonka, based in Minnesota and others.

Reports on the effect of the paper price hike brought on by worldwide demand for paper, on the newspaper and magazine publishing in the United States. Paper mills that have announced price hikes effective September 1, 1995; Times Mirror Co.'s move to merge the `Evening Sun' into the revamped morning Sun'; Price hike in magazines; Advertisement rate hikes planned; Factors that could keep paper prices high.

Editorial. Focuses on the impact on the advertising industry of the rising costs of paper. Strategies by direct marketers.

This article focuses on the utilization of recycled paper by Advertising Age effective with its June 28, 1993 issue. The 40-pound recycled paper stock provides readers and advertisers with the same, previous high-quality production standards and meets current industry and U.S. Environmental Protection Agency requirements for recycled paper. Though the paper will cost more to buy and mail, Advertising Age publisher Ed Erhardt said the investment will pay off in the long run. The move coincides with an Advertising Age-sponsored environmental conference on June 30, 1993 at the United Nations. Speakers at the conference, on Business & the Environment: Partnerships for Profit & sustainability, include executives from Procter & Gamble Co., Wal-Mart Stores Inc. and Coca-Cola Co.

This article reports on the use of different approaches by school supplies manufacturer Mead Corp. when advertising virtually the same line of school binders and papers to boys and girls, in the U.S. in 1993.