Holmen Paper

Holmen’s paper 2 – 2009
“For centuries, books have captivated people and played a
part in changing societies. As well as broadening views,
they have also been a source of entertainment and a way of
sharing experiences; and they are likely to continue to play
these roles during the digital era as well.
Because what medium allows your eyes to read in a relaxed way? What can communicate the written word best
on a clean and even surface? What conveys a feeling of intimacy and quality? Paper.”
Håkan Falck
Deputy Managing Director, Holmen Paper Central Europe GmbH
2
Papers are in order for
carbon footprints
Pages 4–5
Of course there is
room for both!
Would you like a nice,
sensual experience?
Pages 6–9
First machine bought
by correspondence
Page 10
SWOT analyses are well known. Let’s do one for paper
and the printed word in the digital era. Of course there are
both threats and weaknesses because technology, forms
of distribution and the media habits of readers are changing so rapidly. However, we should definitely not underestimate the opportunities and strengths.
Paper books are easily available and easy to read, and the
prices of a paperback are affordable for most people. And
we shouldn’t forget the soft values that paper books represent. Or, as Wolfgang-Michael Hanke, Director of Production
at the Verlagsgruppe Random House in Munich puts it:
“Reading a book is a total sensual experience.”
So of course there is room for
both paper books and
e-books in the information
society that we all live in.
Pages 6–9
Blue boats stand
for green transport
Pages 11–13
Simpler choice gives
heavier weight
Pages 14–15
TEXT: Strateg Marknadsföring and Anders Thorén
PHOTOGRAPHY: Andreas Hylthén and Hans Jonsson
GRAPHIC DESIGN: Strateg Marknadsföring
PRINTING: Norrköpings tryckeri
PAPER: Holmen Ideal Volym 100 g
Holmen’s paper is issued by Holmen Paper and produced
in collaboration with Strateg Marknadsföring.
EDITOR: Henrik Sjölund
Holmen Paper AB
601 88 Norrköping, Sweden
Tel.: +46 (0)11-23 50 00
Website: www.holmenpaper.com
3
Papers in order
Carbon footprints for
all product groups
Holmen Paper is now able to
report its products’ carbon footprints to its customers.
“The climate is an extremely
important issue and our customers are becoming more interested in carbon footprints, so
I’m even happier that we can do
this for them,” says Anders
Lindström, Technical Director at
Holmen Paper.
4
The carbon footprint is a measurement of direct and indirect emissions of carbon dioxide
and other greenhouse gases caused by the
manufacture of a product, see below. Carbon
footprint calculations have been made for all
of Holmen Paper’s product groups, and are an
interesting supplement to the environmental
information that customers already receive in
Paper Profile and the group’s sustainability report ‘Holmen and its World’.
Interest in carbon footprints has increased
considerably, particularly among British retail
chains, but also in other countries and industries as well. Different kinds of marks for carbon footprints are now appearing on an increasing number of goods in stores, including
home electronics, hygiene products, drinks and
food products.
This means that carbon footprints are used
as a competitive tool, and this has also affected
the products from the forestry industry. For
example, cardboard is now being compared
with other packaging material such as plastic,
metal, glass and aluminium; and the quality of
cardboard is also being compared between different suppliers. A similar development is also
taking place in the printing paper sector. For
example, The Times, a newspaper in Britain,
has calculated the carbon footprint of its newspaper; a trend that is set to become even more
common among newspapers, magazines and
printed advertising material.
To ensure that these comparisons are fair
different organisations are working to produce
standardised methods to calculate carbon footprints. In the autumn of 2007 CEPI, the Confederation of European Paper Industries presented its guidelines for calculating the carbon
footprint of paper. Following this, Cepiprint
worked alongside Cepifine to produce a calculation manual for writing and printing paper
and this is the manual that Holmen Paper uses.
“Holmen Paper products from Hallsta and
Braviken have generally reported low carbon
footprint values. In Sweden, Holmen uses its
own forests and its own hydro power, which
means that we can base our production on renewable raw materials and energy that provides
low climate impact,” says Anders Lindström.
Holmen Paper Madrid, like other continental mills, is more dependent on fossil fuels,
which obviously results in higher carbon footprint values. However, in Madrid, our energy
supply is primarily based on natural gas,
which has advantages for the climate compared with other fossil fuels. 100% of our production is based on recycled paper, which is
also positive as it means that the electricity
consumption of our products is extremely low.
Anders Lindström stresses that the climate
work is being carried out throughout the
group and that good results have been
achieved in all business areas. Oil use has fallen by 25 percent since 2005 among the Swedish units of the Holmen Group and the aim is
to phase oil out completely in the long term.
Other important climate targets are to increase
growth in the company’s own forests, produce
more biofuel and increase the group’s own
production of fossil-free electric energy. This
will result in a further fall in the carbon footprint of our products.
“Calculating and following up the carbon
footprint of our products is an important part
of the Group’s overall work on sustainability
and climate issues,” says Anders Lindström.
Definitions:
Cepiprint is an association for producers of woodcontaining printing paper. www.cepiprint.com
Cepifine is an association for producers of woodfree paper. www.cepifine.com
Paper Profile is an environmental declaration that
is used when buying paper. www.paperprofile.com
”Climate and energy issues are central for Holmen
Paper. The carbon footprint calculations will allow
Holmen and Holmen Paper to give our customers a
transparent report on the climate impact of our
products,” says Anders Lindström.
‘The ten toes’ – how to
calculate carbon footprints
Holmen forests are good for
the climate
Two kinds of carbon dioxide
Carbon dioxide is carbon dioxide –
however, when talking about the climate there is every reason to make a
distinction between where it comes
from. Biogenous carbon dioxide is released when trees decompose or when
you burn fuel from the forest and this
is already part of the carbon cycle of
the atmosphere. These biofuels are
‘climate neutral’ and do not increase
the greenhouse effect. Fossil carbon
dioxide is released when oil or other
fossil fuels are burnt, which supply the
atmosphere with new amounts of carbon dioxide. Oil has of course been in
the earth’s crust for millions of years.
Fossil carbon dioxide is seen as the
villain in climate issues.
Source Holmen and its World 2008.
www.holmen.com
The annual growth in Holmen’s forests
is around four million cubic metres, of
which 80 percent is felled. For each tree
that is felled, at least three new ones are
planted. The forests are therefore growing at a higher rate than they are being
used, which means that the timber stock
is increasing all the time and even higher
amounts of carbon dioxide are being
taken and stored in the trees.
In recent years, Holmen has carried
out studies into the Group’s role for the
climate. The result of these studies and
from research carried out at the Swedish
University of Agricultural Sciences, the
Forestry Research Institute of Sweden
and the LUSTRA research programme
have shown that Holmen’s forests annually remove 560,000 tonnes of carbon
dioxide from the atmosphere. This corresponds to around 200 kg per tonne of
paper, cardboard or wood products that
are produced within the Holmen Group.
The analysis is described in Holmen’s
sustainability report ‘Holmen and its
World 2008’ (www.holmen.com)
“Unfortunately, in accordance with
the Carbon Footprint manual, we are
not able to include this positive climate
effect. However, when we report on
the carbon footprint of our products
for our customers, we will also provide
information about the positive climate
effect of Holmen’s forests. So in actual
fact the climate impact of our products
is even less than what is set out in the
values that are now being reported,”
says Anders Lindström.
The carbon footprint is a measurement
of the emissions of carbon dioxide and
other greenhouse gases caused by the
manufacture of a product, see below.
Holmen Paper has used the calculation
manual that Cepiprint and Cepifine
produced as a standard for writing and
printing paper. It covers the whole
chain from the forest and the collection
of recycled paper to the products being
produced and sent to the customers.
This manual is based on CEPI’s guidelines and its ten points or ‘toes’:
1. Carbon sequestration in forests
2. Carbon in forest products
3. Greenhouse gas emissions from
forest product manufacturing facilities
4. Greenhouse gas emissions associated with producing fibre
5. Greenhouse gas emissions associated with producing other raw
materials
6. Greenhouse gas emissions associated with purchased electricity
and steam
7. Transport-related greenhouse gas
emissions
8. Emissions associated with product
use (e.g. printing)
9. Greenhouse gas emissions associated with product end-of-life
10. Avoided emissions.
A value is calculated for the emission
of greenhouse gases per tonne of products for each of these points (calculated
as carbon dioxide equivalents).
The total is the product’s carbon footprint, expressed as a kilogram of carbon
dioxide equivalents (CO2eq) per tonne
of paper.
5
Facts about Random House
With over 11,000 new publications and 500
million books sold per year, Random House
is the world’s largest publishing group. The
Group has 120 publishing companies in 19
countries, including Doubleday and Alfred A.
Knopf (USA), Ebury and Transworld (United
Kingdom), Plaza & Janés (Spain), Sudamericana (Argentina) and Goldmann (Germany).
Random House is also a global leader in ebooks. In 2008 Random House reported a
6
turnover of around EURO 1.7 billion and
employs around 5,800 people.
Its German operations, Verlagsgruppe Random House, comprise 40 publishing companies that publish around 60 million books per
year. Its head office is in Munich.
Part of Bertelsmann
Random House is part of the international
media group Bertelsmann, with operations in
TV, radio, books, magazines, online services,
online sales, etc. The Bertelsmann Group includes Europe’s largest magazine publishers
Grüner+Jahr; the media and communication
services supplier Arvato, which is one of
Europe’s largest suppliers; and Random House, which is in a class of its own as the largest
supplier of printing services. In 2008 the Bertelsmann Group reported a turnover of
EURO 16 billion and employs around
105,000 people.
“Printed books have special values, which I hope and I
believe future generations will appreciate,” says Wolfgang-Michael Hanke, General Production Director at
Verlagsgruppe Random House in Munich.
Books are hard to beat
“Books are weathering the storm, despite the economic crisis and the advance of new
media. Reading books is a total experience that is difficult to replace,” says WolfgangMichael Hanke at Random House in Munich.
“Cautiously optimistic – with an emphasis on the word ‘cautiously’”.
This is how Wolfgang-Michael Hanke describes his view of the current situation on the German book market. Hanke has more than 20
years’ experience in the publishing industry and is the General Production Director of the German operations of Random House, one
of the world’s largest publishing companies.
Has not noticed the crisis
The German company, Verlagsgruppe Random House, enjoyed a
financial year that saw good growth and stable market positions.
“Even at the end of 2008, we didn’t notice the crisis that everyone was talking about. Our annual turnover increased because we
acquired the publishing houses Prestel and Hugendubel during the
year. But even if we don’t count the figures from these acquisitions,
we have still reported growth,” says Wolfgang-Michael Hanke.
2008 was therefore a good year for Verlagsgruppe Random
House. The picture was gloomier on the other side of the Atlantic
and the market in the United Kingdom was quite shaky. On the other side of the Alps, there were worrying signals of a continuing fall in
book sales.
Deep-rooted reading habits
It is difficult to find one simple explanation as to why Verlagsgruppe
Random House went against the trend, but a contributing factor is
definitely the fact that Germany is a conservative market. A large
proportion of German book readers are 50-plus, are financially stable and have deep-rooted reading habits. Their book-buying behaviour is not particularly affected by tough economic times.
“In 2008 Random House also had a number of successful titles,
which helped push up figures considerably in Germany, including
Helmut Schmidt’s memoirs; Elizabeth George’s, Charlotte Link’s and
Stieg Larsson’s popular novels; the third book in Christopher Paolini’s Eragon series, and the surprising success of Richard David
Precht’s “Who am I – and if so, how many?”.
Forty publishing houses
At the moment, Verlagsgruppe Random House has 40 publishing
houses, which publish everything from fiction, children’s literature,
and non-fiction, to theology, self-help books, audio books and ebooks. This breadth of range contributes to its stability. Of around
60 million books that Random House sells in Germany, two thirds
are paperbacks. Holmen Paper is a partner in this key market segment, supplying Holmen Book paper from Hallstavik.
Despite tough competition and squeezed margins, the quality
requirements for the paper used in paperbacks are high in Germany.
It is important for the paper to be easy-to-read and thick
Encouraging children to read is an important thing to do. In conjunction
with Unesco’s World Book Day on 23 April Verlagsgruppe Random House,
along with Holmen Paper Gmbh and several other companies, sponsored
this book, which had a circulation of more than 1.2 million and was distributed
free to book stores throughout Germany.
7
Reading a book is a total
sensual experience. This is
difficult to copy digitally.”
enough for the book to be sturdy, and have a pleasant surface. There
is also a requirement for the paper to be environmentally certified.
“We have a policy to only buy FSC-certified paper, as this is the
certificate that is most well-known on the international market. FSC
certification guarantees that the raw material comes from sustainable
forests.”
Major changes
You might get the impression that the German book market is quite
idyllic; a stable market where quality and environmental aspects are
important and where established players are guaranteed a relatively
secure future. However, Herr Hanke thinks that this kind of conclusion is both wrong and dangerous. The reality is that technology, distribution forms and particularly consumer’s media habits are changing rapidly. Of course, the ‘world’s largest publisher’ is working not
only to adapt itself to the new conditions, but also trying to guide developments.
The revolution is primarily from the Internet and e-books. In the
USA, Random House multiplied its sales of e-books in 2008. At the
same time, the Internet and digital technology have fundamentally
changed the sales and distribution channels for paperbacks. This development is definitely not as strong in Germany, but the pattern is
the same and digital literature is definitely gaining ground, even in
Goethe’s and Schiller’s homeland.
New business opportunities
One important feature is the fact that key consumer groups in Germany are not constantly connected to the Internet and prefer to buy
their books in traditional book stores, even though Amazon and other online stores have been gaining ground for several years. Wolfgang-Michael Hanke counts himself in this category. He still buys
most of his books from his favourite book stores and enjoys the ex-
change with a book dealer that he knows. Just like many others from
the older and middle generations who have grown up with ‘proper
books’, he thinks that he would find it difficult to get used to mobile
phones or e-book readers, particularly when reading a long novel.
However, as a publisher, he has a completely different attitude...
“Digital technology is opening up exciting business opportunities
and it’s strategically important for Random House to head this development. The Group is a world leader in e-books and we believe that
we have to offer good books to our readers in the format that they
want. This is particularly true for young people.”
Books survive
However, what will happen to paper books? There is, of course, a
striking parallel to the daily newspaper’s fight against digital media,
which has not been very successful. But Wolfgang-Michael Hanke believes that books will cope much better.
Reading a book is a total sensual experience, with long traditions
and many dimensions, and this is difficult to copy digitally. In addition, collecting books is a key part of people’s identity and is a strong
feature of the cultural environment we live in. Books that have been
downloaded might be deleted after you have read them, and would
then lose their permanence.
“Finally, I think it’s important to think about what it would be
like to lie on a beach, enjoying a good book in my mobile phone or
Kindle (e-book reader). In these situations and in many others, I believe that books are still unbeatable.”
“However, the development of e-books on the market will continue rapidly in the coming years. Just as when audio books were introduced a number of years ago, I think that we will appeal to a new
target group with e-books,” adds Wolfgang-Michael Hanke.
The FSC environmental mark is important on the German book market. Many
readers also want the paper to be easy to read, have a light cream colour and
a pure and even surface. The paper should also be thick enough and have a
high bulk to ensure that the book feels sturdy. In 2007, sales of the Holmen
Book book paper increased in Germany by more than 20 percent.
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E-books: 400
percent increase
Reporting sales of more than half a billion books per
year, Random House is one of the world’s largest
publishing companies for printed books. However,
Random House also enjoys a leading position on
the e-book market.
In the USA, which is heading the field,
Random House increased its sales of ebooks by almost 400 percent in 2008, although this was admittedly from a low
level. More than 15,000 e-book titles are
now offered to the company’s customers
in the USA and more are on the way.
When new printed books are launched, it
will become normal to produce e-book
versions as well.
In the United Kingdom the e-book
had its breakthrough during the Christmas holidays in 2008, when the e-book
readers from Sony were high up on people’s Christmas lists. During the Christmas and New Year period, British people
downloaded 1,000 e-books from Random House’s range every day.
The e-book is also starting to gain a
foothold in Germany and Verlagsgruppe
Random House is at the forefront. More
than 1,500 titles are now being offered in
an e-book version on the German market
and this number is growing rapidly. On
the Group’s website, you can test read 50
pages for all available e-books – a marketing device that consumers appreciate.
This has also had a positive effect on
sales of printed books.
The fact that e-book consumers are
no longer restricted to their PC has
opened up new business opportunities
and created new alliances. In the USA,
UK and Germany, more titles are now
being offered in formats that are compatible with the iPhone and iPod touch.
New e-book readers have been
launched and this has given the e-book
market a boost. In the spring, Sony Reader received a major launch in Germany
with the slogan Das Buch der Bücher (the
Book of Books). It is still difficult
to determine how much impact
this campaign has had, but it is
clear that many major players
are ready to invest heavily in
the digital book market for
the long term.
Although modern versions of hardware and ebooks might not be that
impressive, the technology
has great potential. The
next generation of e-book
readers will work wirelessly with the Internet,
be integrated with emails, allow for blogging, etc. E-books will
become more interactive and will be able
to be upgraded with
films, games, music etc. When this has
been fully developed, the e-book will
make an even deeper impression on the
market - even though it will never quite
become ‘the book of books’...
Internet and food stores are
challengers
The traditional book store still enjoys a
stronger position in Germany than in
many other countries. However, they are
being squeezed even more by competition,
not only by online stores, but also by other retailers such as hypermarkets, local
shops and kiosks. However, there is still a
way to go before the situation mirrors the
situation in Britain and Sweden, where paperbacks can be bought virtually anywhere where there are people.
Sony Reader RPS505
9
Trozelli, Swartz, Donkin and Captain Krook
made sure that Holmen got its first paper machine
On 10 August 1836, 155 crates arrived at Norrköping harbour. The documents said that they contained ‘paper processing machinery’. It was almost half a year later when the machine was put into
operation. Holmen had left its era as a manual paper mill behind it once and for all. This investment for
the future amounted to 18,000 riksdaler banco, which was the Swedish currency at that time.
Although we would now smile if we looked
at the machine, which was eight metres long
and had a paper web that was 135 cm wide,
it was something of a technical miracle at
that time. After it had been in operation for
three years, production had increased fivefold
compared to production during the final year
of the manual paper mill.
Swartz paved the way
Holmen bought the machine by correspondence from Bryan Donkin & Co in England.
Lars Magnus Trozelli, who owned Holmen at
that time, understood that it was necessary to
keep up with the technical developments in
paper production, which had gained real momentum in the 1820s.
The reason it took such a long time from
the idea to actually buying the machine was
because Trozelli could not speak English and
did not have any business contacts with England. But another person from Norrköping,
Johan Swartz, did. He was doing business
with the colonial goods company T W Smith
& Co in London and helped the dialogue
with Donkin get off the ground.
This took place through correspondence
and after some exchanges of letters, Donkin
and his colleagues received the information
they needed to move forwards. However, the
price tag for the proposed delivery made Trozelli think twice.
chine to arrive, a building was constructed at
Valsverksholmen in Strömmen which would
later house this technical miracle.
The delivery from London came on the
ship ‘Arfprinsen af Gefle’ with Captain
Krook (!) at the helm. On 10 August 1836
she arrived at Norrköping harbour.
A month later a mechanic and a papermill foreman from Bryan Donkin came to
Norrköping. This meant that everything was
in place and at the beginning of 1837 production was able to start using Holmen’s
first paper machine.
Partnership solved the problem
Footnote
However, the solution was close at hand;
Donkin and Swartz became partners. And so
on 6 May 1835 a formal order was placed
for the machine. While waiting for the ma-
This article is based on Lars Klingström’s jubilee
book ‘Holmen – a journey in four centuries’.
At the beginning of 1837 production started at Holmen’s first
paper machine. A technical miracle at the time, it was eight
metres long and had a paper web that was 135 cm wide. The
machine was bought by correspondence from Bryan Donkin
& Co in England. In 1837 production was able to start using
Holmen’s first paper machine.
10
Three generations of the Pettersson
family have transported paper for
Holmen Paper
The message comes in at 20.40; loading is complete. Mats Pettersson, the captain of the Baltic
Bright, makes all the necessary functional checks, gets the go-ahead from the engine room and gives
the order to start the engines. Around ten minutes later, the Baltic Bright is heading out on the glassy
Bråviken bay. Mats and his crew have set off on another week-long trip. It will take them from Braviken
Paper Mill, outside Norrköping, via the mill in Hallstavik to Gdynia and Lübeck.
Over the years Mats and his crew have transported countless tonnes of paper from Holmen Paper to terminals and customers in Europe, and they have crossed the Baltic Sea
and the North Sea countless times.
“The Baltic Bright has the capacity to
transport 5,500 tonnes of paper. If you rolled
all the paper out, it would be enough to go
around half the equator.”
Third generation
Mats has never even thought about how many
tonnes he and his family company Charterfrakt have transported throughout the years.
The company received its first charter from
Holmen Paper back in 1966 and they have
had a contract with Ro-Ro boats for 16 years.
“I’ve grown up transporting paper for
Holmen,” says Mats, who already did various jobs for the ‘boat people’ when he was a
young boy in Norrköping harbour.
“It was a natural thing for me to tag along
during the summer holidays.”
It remains to be seen whether there will be
a fourth generation transporting paper over
the sea – Mats’ children are still only eight
and five years old. However, sea travel has already had an influence on them. Here is the
proof of this: one day his son was suffering
from earache, so they went to the clinic.
When the doctor asked which ear hurt, he answered straightaway, “The starboard one…”!
Close to the sea and to each other
Mats started work as a deck-hand, went to
an upper-secondary school that focused on
shipping and worked as a seaman for one
year in the family business. He then studied a
three-year degree in nautical sciences in Göteborg. After his studies, he progressed through
the ranks from second mate and first mate to
become captain.
He has now been the captain for 16 years.
However, his time on the ship pales in significance compared to some others in
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the crew. The cook, John Berglund, has been
with the company since 1982; but Sten Bjurgaard, the engineman, has been with Charterfrakt even longer, since 1968.
“We have employees who are both loyal
and skilled. We all like the closeness that this
family company stands for.”
There are a total of eight men in the crew
– the captain, first mate, second mate, two
seamen, a cook, a technical manager and a
mechanical engineer.
Emil Kanefur is a student who is on the
vessel at the moment. He is 18 and is studying at the Maritime College in Skärhamn.
The course includes an internship of 32
weeks on board.
“Unfortunately, it’s difficult to recruit
young people to the industry, even though
there is a guaranteed job at the end of their
studies,” says Mats Pettersson.
High-tech
At midnight Jan Gauffin, the first mate, takes
over from Mats. He checks the radar, the electronic navigational chart and all of the other
high-tech instruments that help him to steer
the Baltic Bright to where she needs to go.
Jan is now on duty for four hours, after
which he will rest for eight hours. There is a
lot to keep him active in his free time, as the-
12
re is both a gym and a sauna onboard. If
people want to jog, they can also run a few
circuits around the deck. You can quickly
clock up a few kilometres!
Morning walk on deck
As the night falls, the Baltic Bright continues
on her journey, going through the archipelago
outside Stockholm and reaching Roslagen at
dawn.
By this time, John Berglund has already
prepared a breakfast which would not be out
of place at a good quality hotel.
“Food is important,” says John and
Holger Pettersson, who works in the engine
room, agrees.
Holger has also already found time to
walk around the deck a few times before his
morning meal.
“Good to have some fresh air,” is his
short, concise comment.
He works in the engine room along with
Anders Lindquist. He is the technical manager, went to the Maritime Academy in Kalmar 1978 and has been working for Charterfrakt since 1988.
“I’ve been here for 19 years, so I obviously
enjoy it,” says Anders who has a wife and
children on dry land.
Anders does not see any problems in
working for a month and then being at home
for a month.
“The wife of a sailor has to be able to make
and be responsible for her own decisions. We
also have access to email and mobile phones,
so nowadays we don’t have any problems
keeping in touch with family and friends.”
Sea eagle appears
Just an hour before reaching Hallstavik, they
spot a sea eagle, gliding majestically over the
water at Galtgrynnan.
“I’ve actually seen 20 in one single journey before,” says Mats who soon has other
things to focus on than animals and nature.
It is time to make dock at the paper mill in
Hallsta. Slowly and surely, Mats makes sure
that the Baltic Bright enters the harbour and
can be moored so that the next load can be
put on. When this is finished, they have a
long journey over the Baltic Sea to Gdynia
and then Lübeck ahead of them.
After the paper has been delivered, the Baltic
Bright returns with a cargo of Mercedes cars
for Sweden and Södertälje.
“In principle, all Mercedes cars that are
brought into Sweden come this way,” says
Mats while he and his crew have a few hours
on land, after John has tempted them with a
delicious lunch.
Short facts about Baltic Bright
Quartet going around Europe
Baltic Bright was built by the Karlskrona
shipyard in 1996. This vessel is the latest, and
probably the last, to be built in this size class
in Sweden for Swedish owners and for Swedish charters. The vessel measures 134.40
long, 20 metres wide and 5.70 tall.
The two main engines are diesel engines,
MAK 6M32, 2640 kW. It also has three
auxiliary engines, Volvo Penta TAMD 162C,
390 kW.
The engines run on HFO 180 (heavy furnace oil). When both of the main engines are
operating at full capacity, they use 0.9 m3/h
– which is almost 22 m3 in a 24-hour period.
The emissions from the main engines are
NOX 11.1 g/kwh and 10.63 g/kwh from the
auxiliary engines, which are below the applicable limit values.
Holmen Paper currently has four vessels that
transport paper. In addition to Baltic Bright,
it also uses Baltic News, Baltic Excellent and
Lehmann Paper.
Baltic News, like Baltic Bright, goes on
weekly trips. It goes from Hallsta to Braviken
and Amsterdam. Baltic Excellent goes on 34
trips a year to Terneuzen in the Netherlands
and Chatham in England. Baltic Excellent
picks up waste paper to bring back to Braviken. Her capacity is around 5,100 tonnes
divided into two cargo spaces.
Lehmann Paper has a capacity of around
3,800 tonnes, and goes on 34 trips a year to
Terneuzen and Chatham. She also brings
back waste paper.
“We used to have five vessels, but we are
only going to be using four vessels this year
and in 2010. Over the next 12 months, most
of our fleet will be replaced and we will only
use Ro-Ro vessels,” says Ronny Björklund,
logistics coordinator at Holmen Paper.
Transport by sea is the best
environmental option
There are both practical and environmental
reasons why Holmen transports its paper by
sea. By transporting the cargo by sea rather
than by land, countless tonnes of emissions
can be avoided by not using lorries. Hallsta
and Braviken are also located by the water
and both have harbours.
“We wouldn’t be able to transport the
number of tonnes that the mill produces using lorries or trains. The storage spaces at our
mills are not big enough. We have to move a
large quantity of paper out of storage at the
same time,” says Ronny Björklund.
13
Unique study into paper choice
Thinking in a new way can help get
your message across and access
your market more often
Paper certainly has an influence on how successful DM is. If you make a smart paper choice, you
can access your market more often – increasing the frequency, without increasing your paper costs
– and you can get your message across more effectively using a popular paper.
This was the result of a unique study that Holmen Paper commissioned from the research company Icebreak. The company studied how effectively two different kinds of paper communicated –
Holmen XLNT and a wood-free paper.
14
“Holmen XLNT showed the same high capacity to convey rational messages – hard
facts – as the wood-free paper,” says Tommy
Wiksand, Head of the Holmen Paper business group Retailers, Publishers and Printers.
One other interesting finding was that the
people who received the mailshot printed on
Holmen XLNT liked the paper more than
those who received the same mailshot printed on wood-free paper. The difference in paper preference is statistically secure.
remember receiving the mailshot. Similarly,
there was no difference between the papers
when it came to conveying rational arguments – facts about the offer.
“An extremely interesting result was that
people who received Holmen XLNT said
that the paper was completely OK and they
liked it. Their marks were significantly higher than the marks given by the recipients in
the other city, who received the mailshot on
wood-free paper.”
More popular among the recipients
DM gets the message across
The study was carried out in conjunction
with one of Viking Line’s campaigns in the
spring of 2009. As part of the introductory
study, 200 recipients in two cities in central
Sweden received the same campaign
mailshot, but printed on different paper. For
one city, they used an uncoated, wood-free
100 g paper, while for the other they used
Holmen XLNT 75 with a grammage of 55 g.
When they compared the responses from
the two cities, it was clear that there was no
difference in recall – how well the recipients
However, the wood-free paper was better
able to create feelings, which was shown in
the responses to questions that captured
emotional factors. DM was also shown to be
the primary source of information in both
cities, when people were asked spontaneously if they remembered where they had found
out about the Viking Line offer.
“DM beat TV, newspaper adverts and the
Internet, all of which were in the media mix
used by Viking Line for the campaign we
studied,” says Tommy Wiksand.
Twice as much
Conclusions? Yes, that it is worth thinking
carefully about the choice of paper, for many
different reasons. Sticking to a routine can
cost money!
“In our particular case, if you choose Holmen XLNT, you will receive almost twice as
many squared metres of paper to use for your
DM products,” says Tommy Wiksand.
If you simply focus on paper costs, then
the following example speaks for itself: If
you send DM on 100 g wood-free paper 12
times a year and have a circulation of 3 million, you could send out 15 more mailshots
if you choose Holmen XLNT 75 with a 55 g
grammage!
“You can work on your market much
more often. This increases your chances of
commercial success. Daring to choose a noncoated paper is extremely cost-effective – particularly when you are communicating informative messages,” says Tommy Wiksand.
“Daring to choose a non-coated
paper is extremely cost-effective –
particularly when you are communicating informative messages,” says
Tommy Wiksand.
This conclusion is based on the
study that Holmen Paper commissioned from the research company
Icebreak about how effectively two
different kinds of paper, Holmen
XLNT and a wood-free paper,
communicated.
15
Two versions of
Holmen Bravo
Holmen Bravo 80 is the latest addition to Holmen Paper’s product
range. We have increased the
brightness and the printing gloss
compared with the well-established
Holmen Bravo 75.
Holmen Paper launched Holmen Bravo 80 to meet the wishes
of customers, who wanted a recycled LWC paper that combined
good printing gloss and good
readability in an even stronger
way.
“These properties mean that
the paper is perfect for standard
magazines, for example. It also
has good runnability,” says Andreas
Boo, Commercial
Manager, Business
Group RPP.
Both Holmen
Bravo 75 and
Holmen Bravo 80
are available in the following
grammages: 54, 57, 60, 65 and
70 g/m2.
Holmen Bravo 80 is also available in 80 g/m2.
“This was also something the
market asked for. We are giving
them a paper with a grammage
that makes Holmen Bravo 80–80 g
an interesting alternative to traditional paper choices in this product
segment,” says Andreas Boo.
The launch of Holmen Bravo
80 means that more companies
will have access to Bravo, which is
produced at Holmen Paper’s plant
in Spain. Bravo used to be marketed mainly in southern Europe,
but now companies in the Netherlands, Belgium and Germany are
standing in line to buy and say
Bravo.
Customer’s views
have now been
turned into concrete development projects
It has been around a year since
Holmen Paper presented its last
customer survey, carried out by
Opticom International Research.
Work is now in full swing to further develop delivery services,
product quality and technical support. All mills and people working
centrally are involved in a number
of different projects.
“A lot of the improvement work
is being carried out through quality
projects at our mills,” says Fredrik
Holgersson who is the project
manager of ‘Preferred Supplier’.
The aim of this improvement
work is to ensure that Holmen Paper is the customer’s first choice.
Representatives from the mills have
carried out a number of customer
visits in order to gain more detailed
comments from their customers.
In the future, meetings will also
be held between the sales offices
and paper mills. Representatives
from, for example, the mill in
Spain will meet employees from
the sales offices in Spain, France
and Italy. This is being done to listen to any suggestions for improvements and initiate projects
that will benefit the customers.
“When we carry out our next
survey, our customers will be able
to say that we have taken their
viewpoints into consideration and
that they have had a major influence on our development work,”
says Fredrik Holgersson.
The basis for our improvement
work is Holmen Paper’s four key
values; customer focus, professionalism, courage and commitment.
DHL took home
the prize of
Direct Marketer
of the Year
The prestigious title of FEDMA
& Holmen Paper Direct Marketer
of the Year went to Germany this
year. Dr Diane Rinas from DHL
Global Mail was named the winner. She received her award at the
NextMarketing Conference in
Madrid at the beginning of May.
The prize was given by Gilberto
Mokbel, Sales Manager from
Holmen Paper in Spain.
Rinas is a specialist in interna-
tional direct marketing and was
given the award for the high professional level she always achieves
when planning and carrying out
international campaigns.
The prize winner herself said
that the prize from FEDMA and
Holmen Paper was great recognition for DHL Global Mail’s services and the company’s strategic
investment in DM.
www.holmenpaper.com