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Reveals that decline of the price of paper in the United States. Decline of paper consumption by publishing companies; Move of paper companies to reduce their production; Impact of the decline in advertising expenditures to the paper and publishing industries.

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

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.