This article was originally posted on Novell’s wedding ring blog:
The November 2008 edition of JCK Magazine features a quote from Novell marketing guy Rick Mulholland about the methods Novell employs to reduce environmental waste within the jewelry industry.
Have you ever stopped to wonder about the fate of the various catalogs, flyers, and brochures you send out on a daily, monthly, or yearly basis? Ever wondered how much of that ends up in the hands of people who may not have one of those nice blue recycling buckets next to their desks? Rick Mulholland, marketing director for Novell Design Studio in Roselle, N.J., looked at the amount of money his company was spending on paper, and he knew—from both an economic and an ecological standpoint—that it had to be reduced. Over the last two years he has been actively promoting the availability of the company’s catalog and latest brochures as PDF downloads. Mulholland says that thousands of Novell customers have downloaded the online material over the last few years. In doing so, they’ve helped to reduce the expenses and environmental impact related to collateral production and mailing while simultaneously increasing the reach of the company’s message. “About a year ago, if 100 catalogs were downloaded in a month, that was a good month,” he says. “Now, for some months we see at least 1,000 downloads of fairly large files. And I rarely send out a physical catalog.” Mulholland says his downloads in a 30-day period peaked at 6,636 in November 2007. “Imagine the cost if I had to mail them all out!” he says. Not to mention the paper waste. “If more companies encouraged downloads or electronic distribution, then less paper would be used, and the jewelry industry would be a greener industry to work in.”
Read the entire article “Go Green – How Jewelry Makers Are Reducing Their Environmental Impact”…