RISI, an information provider for the global forest products industry, is combining its two magazines into a new, global publication.
Pulp and Paper International, which once covered non-US companies, and the US-based Pulp and Paper will become the new Pulp and Paper International (PPI) magazine as of January. In 2007, Pulp and Paper had qualified circulation of 40,000, and Pulp and Paper International had 15,000. The new PPI will launch with a global circulation of 30,000. No jobs will be lost in the combination of the two titles.
“We found that the pulp and paper industry is really moving to be more global, so it would be better for both readers and advertisers to have all that information in one place,” said Rhiannon James-van Beuningen, SVP of marketing services for RISI.
PPI, following a qualified circulation strategy, will be sent to key decision-makers for pulp and paper mills worldwide. RISI is using telemarketing and internal lists to target its mailings. The company is focusing heavily on the China and Russia markets and will release Pulp and Paper International China, a quarterly print publication in Mandarin, in 2009, James-van Beuningen said.
RISI also is planning a digital edition of the new PPI, slated for a January debut. The digital edition is expected to reach a circulation of 10,000, and RISI is promoting the new offering with direct mail, e-mail blasts and print and online ads.
“It is a challenge launching a digital edition in the paper industry, but we’ve found that readers have been asking for digital, especially those in more far-flung places,” James-van Beuningen said. “We’ll be looking very carefully at our circ numbers, especially on the digital side.”
