An Eco-Friendly Resource: Pinnacle Press’ new director of publishing is set to promote environmental initiatives
When book-component printer Pinnacle Press hired Deborah Bruner as its new director of publishing in late December, she also assumed an additional role: director of eco-friendly initiatives.
Bruner says she will not only work with publishers in regard to their print needs, but she also will help them incorporate eco-friendly papers into their business without “blowing their bottom line.” She spoke with Book Business Extra about the growing trend of printers focusing on eco-friendly business practices and how she will support publishers who are considering using more recycled stock.
Book Business Extra: What is your role going to be with Pinnacle Press?
Deborah Bruner: My primary role will be offering customers Pinnacle Press services, and to some degree [parent company] Kohler Print Group services: book-component as well as some commercial and short-run, four-color printing. When I was production and design manager at Cornell University Press (CUP) from 1996 to 2005, Pinnacle Press was one of [CUP’s] main suppliers, so I have first-hand knowledge of Pinnacle Press and the high levels of service and printing the company offers. In addition, Pinnacle Press was not only the first component printer to positively respond to my request to stock a specific recycled paper for book jackets, but they also began a stocking program with [that paper] grade and offered it at price parity with [paper made with virgin fibers]. In 2005, I became director of book publishing papers at New Leaf Paper, and worked with Pinnacle Press and Kohler Print Group to expand their offerings of recycled stock.
Extra: How can book publishers benefit from a printer bringing on someone who has such an extensive background in working with environmentally friendly printing procedures and products?
Bruner: I can save production managers a lot of time by being a resource for them. For many years, I have given workshops to help publishers and authors understand everything from the benefits of vegetable-based inks to paper-bleaching methods to [Forest Stewardship Council] certification. I can help publishers sort out the fact from fiction in choosing the most eco-friendly options. More and more publishers are curious about lessening their eco-footprint, but they are not sure what steps to take, and that’s where I can help.
Extra: How much of your new position will revolve around serving the eco-friendly portion of your title?
Bruner: I expect my position to evolve somewhat over time, but in addition to helping customers with their print needs—ideally on the recycled papers Pinnacle Press currently offers—I hope to expand Pinnacle’s stocking program to provide an even greater selection of papers at an affordable price.
Extra: What else has Pinnacle focused on in its eco-friendly initiative?
Bruner: Pinnacle Press is already FSC certified and will continue to be a leader in evaluating and utilizing eco-friendly paper options throughout its divisions. [It] is currently engaged in becoming a member of [the nonprofit organization] Green Press Initiative. We also want to focus on offering eco-friendly paper in the digital printing division. I hope to also examine its internal operations to find eco-friendly solutions within the plant and administrative offices. Being an eco-friendly printer means more than offering recycled paper.
Extra: Why are more printers looking into environmentally friendly practices?
Bruner: Green Press Initiative in the U.S. and Markets Initiative in Canada have been quite effective in getting publishers to make commitments to using recycled paper, and consequently, printers are realizing that they need to offer customers recycled options. How to do so and make these recycled options affordable is something I think most printers are still grappling with. I have spent a lot of time in my workshops educating publishers and printers on how to partner to make these options work for both parties. It’s important to remember that printers have concerns not just about price, but also printing quality and availability, and with recycled papers coming from all parts of the globe, this, along with being able to assure customers that no old-growth fiber is in the paper they buy, can become a real challenge. … In my role, I will continue to help publishers implement best-buying practices.
Extra: What are some of the other challenges, innovations or changes you foresee for book printing? What priorities are on the top of your list?
Bruner: Printers need to realize that educating their sales forces on eco-friendly options is a top priority—publishers want answers to questions, and many printers are still unable to readily meet this need. As printers utilize more and more short-run digital equipment, adopting recycled papers is another round of educating and testing, since papers that perform well on offset equipment don’t always work equally well on digital equipment. My goal is to help the company in these areas. In addition, it’s my job to stay abreast of current trends and topics being discussed by the many environmental communities, and continually incorporate best eco-friendly practices within the company and as offerings to our customers.