Ah, print marketing, we love it. But you can’t have print marketing without the key ingredient: paper.

We all know the pandemic was difficult to live through, but now in the post-pandemic world, we’re faced with a whole new set of challenges. One of them being, paper shortages. And I mean this kind of paper [copy paper]… not this [toilet paper]. Even though shortages of this kind of paper can be terrifying.

Yes, paper shortages are a real thing, so real that paper prices have gone up more than 25% since January of 2021. So why are there paper shortages?

There’s a variety of reasons for these shortages. At the beginning of the pandemic, a large portion of schools and offices shifted to mostly working remote, so paper mills began reducing their workforce and production as paper products demand lowered. Then like many industries, mills couldn’t hire enough workers to reach demand once everything opened back up.

And to add to the strain, many of these paper mills pivoted to survive and went from making paper to making cardboard boxes to keep up with the increased demand for shipping materials. That pivot caused many paper types to be discontinued, which has been a continuous occurrence but was rapidly accelerated due to that shift, which has thrown companies and printers to a frenzy to find replacements.

Even transportation took a hit: increases in fuel costs, backups at ports and a lack of drivers raise the delivery time and shipping costs.

With so many factors impacting the paper shortage, it’s time for the million dollar question…. When will this end?

Well… it depends who you ask. We’ve heard anywhere from the third quarter this year, which is very optimistic, to late 2023.

Don’t lose hope though! You can still use print marketing, and here are a few pointers to help.. Tip 1: Order early, like.. Really early. This will give you a better chance of getting what you want, when you want it.

Tip 2: Be flexible on paper and timing. Bottlenecks are appearing left and right in the print industry right now, so if you’re offered an alternative, consider it. More common paper is just that, more common. By opting for those options, you’ll get your product sooner and you won’t be sacrificing quality.

And the Final Tip: Lean into diversifying. If you’ve been considering dipping a toe into other types of marketing, now is the time to do it. A well-rounded and diverse portfolio can help you combat issues in certain channels, without sacrificing your reach and impact. This is just a quick run down so if you still have questions, drop them in the comments. Oh, and if you liked this video make sure to hit that like button! I’m Sarah from Third Angle, thanks for watching.

Want to dive deeper? Awesome! Check out my video “6 Local SEO Tips You Need to Know”, where Randy gives you a few great info on how to start improving your online presence. And if you enjoy this kind of content then make sure to subscribe and hit that bell icon so you never miss an upload.