Mohawk News : Mohawk Introduces Ultimate Cover Collection as Follow-up to Groundbreaking Text and Cover Strategy

COHOES, NY – Mohawk Paper Mills, Inc. has announced the release of its latest promotion, The Cover Story. This promotion marks the launch of Mohawk's Ultimate Cover Collection. This new collection represents the paper industry's most complete range of premium cover weights available, and features legendary Superfine and Navajo, the brightest uncoated papers on the market.

This initiative also marks the debut of the heaviest weight premium paper ever, a new 180 lb. double thick cover. The new collection, notes Laura Shore, creative director, is not just about ultra-heavy weight covers. "It's about having the right weights for the right application. A 60 lb. cover paper [110 text] is an elegant choice for a French-fold business card. But a business card created in a double-thick weight will offer a very different impression in the hands of the recipient," she adds. Many of the new weights are demonstrated in the new promotion.

The strategic impetus for Mohawk's Ultimate Cover Collection is based on Mohawk's ongoing research and analysis of the Text & Cover industry. Proprietary research, coupled with AF&PA data reveal that "the potential market for premium cover weight papers is untapped," according to Craig Slemp, Vice President, Marketing and Business Planning. "This work is a follow up to Mohawk's White Paper Strategy, a business initiative to focus on profitable white and off white shades and smooth papers." This groundbreaking move has been universally lauded by merchants around the country.

The Cover Story, a highly interactive book designed by Robert Valentine, The Valentine Group, features pull-out, dimensional samples. These samples represent but a dozen of the hundreds of end uses now possible with Mohawk's heavy weight covers, from luxury packaging to structured portfolios to unique envelopes. "With laser-like focus needed for today's market, this 'pull out all the stops' promotion is the first in a series of initiatives that will enable Mohawk customers to capitalize on this unleveraged opportunity," says Slemp.

Mohawk Paper Mills, Inc. is a leader in the manufacture of premium printing papers. From its flagship grade, Mohawk Superfine^TM, through proprietary Inxwell^® products, Navajo^® and Options^®, Mohawk has engineered its papers to provide optimal performance for sheetfed, web and digital printing.