Submitted: The Two Sides Team April 9, 2014
42 associations unite to support the launch of the Two Sides initiative in Brazil.
Two Sides U.K. Press Release
(LONDON, April 8, 2014) – Already well-established in major European countries in addition to the United States, Australia and South Africa, the Two Sides campaign now comes to Brazil. "By joining this campaign, we take part in the most successful global initiative for promoting the sustainability of printed communications. We will work resolutely in order to show that we carry out an activity which is essential to people's lives and to the proper functioning of society. Not to mention how important our productive chain is in the generation of jobs, incomes, technologies and other added values", declares Fabio Arruda Mortara, President of the Brazilian Graphic Industry Association (Abigraf) and the Sao Paulo State Printing Industry Union (Sindigraf-SP).
The launch, in Sao Paulo, was attended by the Director of Two Sides UK, Martyn Eustace. "To have Brazil join the Two Sides network is fantastic news. In 2013 alone, Brazil produced 15 million tons of pulp and 10.4 million tons of paper. It is now one of the world's fast growing economies and with ambitious new pulp and paper projects planned and in production, Brazil is fast becoming a global leader in forest products. It's exciting to be able to add the fantastic sustainability story of this country to the facts which Two Sides communicates about the paper and print industries worldwide," says Eustace.
The protocol was signed by 42 associations which represent the various segments of the industry. In total, these associations represent over 80,000 companies generating 615,000 direct jobs and with a turnover of approximately 40 billion USD. The National Newspaper Association (ANJ), the National Magazine Editors Association (ANER), the Brazilian Association of Companies with Rotating Offset (ABRO) are some of the entities backing up this initiative.
Print in a multi-media world
Mortara explains that aggressive competition between printed and electronic communication must be resisted. "The growing number of media channels favours the propagation of knowledge and information for all and the more the population becomes educated, the more the people will access the Internet and consume newspapers, magazines and books. In this changing media landscape, Print will not be annihilated by electronic media, rather it will remain, we believe, a vital and preferred means of communication" advocates the President of ABIGRAF.
This is backed up by Pesquisa Brasileira de Media 2014, a survey released in February by the Brazilian Federal Government's Social Communication Department, which shows that the use of newspapers, magazines and the Internet increases in accordance with the income and education level. Two Sides reinforces the notion that printed media continues to be attractive, practical and sustainable, in addition to being supremely reliable.