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A key component of Glatfelter's vision is to reach $1 billion in sales by 2004, with an annual return on capital of 17 percent. The company posted net sales of $724 million in 2000, he says. But for the next two years, Glatfelter is quite confident in the market outlook.
For other paper players, cult of personality becomes a way to illustrate product usefulness while treading new commercial waters. For ICG/Holliston (www.icg-online.com), a producer of book cover materials, Michael Jordan, Martha Stewart and Elton John will become synonymous with its DigiTex bookcloth, a material that the company says it will promote heavily in 2002, using the celebrity names.
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