Put special printer paper on the stationary list; paper makers anticipate PC boom

Discount Store News, June 3, 1996

NATIONWIDE DSN REPORT -- Move over pens! The home PC printer is quickly becoming the writing accessory of choice for stationery and paper goods manufacturers, or at least new product announcements from these companies over the past month are pointing in that direction.

Although only four in 10 households currently have a PC, paper product makers are readying themselves for a boom in the home PC market. In the past six months, cardmakers like Hallmark and American Greetings have gone on line or created software that allows home PC users to make their own cards, but in the past few weeks, correspondence and school and office suppliers have launched products that are made expressly for the home PC printer.

Mead has introduced product from its premium uncoated paper division, already a leading supplier to commercial printers, to the home user through the office superstore and mass retail channels.

Mead Gilbert Paper, Menasha, Wis., has shipped Wal-Mart, Kmart and regional computer stores a whole family of high-quality paper for both ink jet and laser printers. The company cited a home office segment of 40 million people and a huge small office customer base (90% of U.S. firms employ fewer than 100 workers) as fuel for a skyrocketing home computer and dual printer environment.

Cashing in on the brand equity of the Mead name, the five lines of paper product will carry the Mead Gilbert Paper name and will be packaged in color-coded casing to aid shoppers in selecting the correct paper for their particular needs.

Jet-Tech Premium (one of two lines designed for the ink jet printer user) offers a patented coated surface designed for color reproduction (for reports, graphs and charts). Neutech Cotton is made specifically for laser printing, and the Ultratech line is an economical business paper for everyday use.

Hallmark last month also launched three lines of "computer papers" with social stationery designs (everyday, invitations/announcements and labels) made specifically for home PC use. The new lines are the company's first launch of paper products to be targeted to shoppers in the computer and office superstore channels.

The papers were made to work with ink jet and laser printers and most major software programs. The products were developed to bring consumers a convenient, valuerich and easy way to express their own personal style, said Linda Fuello, a Hallmark spokeswoman.

The product should ship to Hallmark card stores, the mass market, college bookstores, party superstores and office and computer superstores in late July. Prices range from a 20-count pack of computer stationery sheets (printed with Hallmark designs) for $4.95 to a 12pack of invitations/announcements for $8.95.