5 minutes with… Jonathan Tame

Name:  Jonathan Tame

Job title: Managing Director

Organisation: Two Sides

How did you get your current job / how long have you worked in your current role?

I joined Two Sides 6 years ago. If you cut me through the middle, I have rings like a tree, with all my working life in the Paper and Print industry, having worked for paper merchants, mills and printers. In sustainability I worked for Defra, as a consultant, advising government and large business on sustainable procurement, and then head of environment for a national paper merchant.

What do you enjoy most in your role?

Changing consumers perception of paper and print. Through our Love Paper campaign, adverts in newspapers and magazines, we can connect with over 10million UK consumers to explain the great story and sustainable nature of our products. www.lovepaper.org

What sort of mail do you receive at home?

We receive all forms of mail and printed communications. Despite companies encouraging us to switch to digital communications, because it saves them money, research shows those who receive bank statements, financial documents physically on paper have a much better understanding of their affairs.

My hate is emails from companies, particularly insurance, advanced notice of automated renewals which typically increase your premiums by 30%+. With all the digital noise we get, spam and filters, an email sent is not an email received read or understood. Physical mail is much more likely to be read, understood, especially to older and less advantage people in our society and those who can afford things least.

What do you think direct marketing / mail / print will look like a year from now?

We are in completely unchartered waters but there is no doubt this pandemic will have major impacts and outcomes for our industry where much now depends how quick life, and global economies recover.  Tourism, travel and general retail have significant short-term impacts on printed marketing spend, but the reality is all sectors of our economy and all areas of print media, from newspapers, magazines to business and marketing mail, will be impacted.

Whilst many companies will see this as an opportunity to hasten moving their customers to digital communications, to reduce their costs, to recover as an industry we must be ready and able to tell brands and agencies about the critical role it has to play and physical power of putting your brand into the consumers hands.

What is the greatest challenge your company has faced during this crisis?

As a not-for-profit membership organisation, our challenge as the economy tightens is renewals and funding. We can only hope companies in our sector understand the crucial necessity for Two Sides where, more than ever, we must promote the sustainability and attractiveness of paper and printed media.

Two Sides is a not-for-profit global campaign to promote the sustainability and attractiveness of paper and paper-packaging. We engage companies to stop making misleading statements that digital communications are better for the environment and, through Love Paper, explain to consumers the sustainable nature of our products. We have research, facts, tools and resources for the industry to use. For more information visit; www.twosides.info