If what you want for Christmas is a
paperless world some day, you might
just end up with a lump of coal
instead. Or maybe a glossy catalog
on the latest wide array of
coal-oriented merchandise, to be
more specific.
A recent article in the Wall
Street Journal addressed the topic
of the catalog, ubiquitous and even
overwhelming this time of year. It
said annual catalog mailings amount
to 56 per each American. Much of
that is unsolicited, and the
catalogs generate relatively
miniscule direct sales.
But marketers still swear by the
paper catalog, because those glossy
pictures still appeal to consumers
in a way that computer images don't.
And while people usually don't buy
directly from the catalog, those
catalogs are perceived as critical
for driving consumers to Web sites,
where they do make their purchases.
Further, catalog paper tends to
have much less recycled content than
other paper uses. The reason again
goes to the basic appeal of
catalogs: Products look better on
thin, glossy paper, which is harder
to make with recycled fibers.
And in our complicated
intertwined economy, there are
ancillary economic impacts of
catalog mailing. The U.S. Postal
Service argues that catalog mailing
helps pay for the regular daily mail
we all get.
So should we change our buying
preferences for environmental
benefits? Maybe we will eventually.
But our catalog habits to me are
just one example of change that may
come very slowly, if it all. And
there's nothing wrong with that. As
important as the environment is, we
have to temper those concerns with
other things we value.
There needs to be options for
those who don't want catalogs, for
environmental or other reasons.
There has been a petition to set up
a government "do not mail" list
similar to the "do not call" list
available to avoid telemarketers.
But for the rest of us, maybe
it's an indulgence we can be allowed
for a little while longer. After a
long day of recycling and shopping
for compact fluorescent bulbs in our
hybrid cars, the environment can
survive us unwinding with a good
catalog.
Allan Gerlat
is editor of Waste & Recycling News.
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