It is an exhilarating time to be involved in the world of paper and print—with dangers and opportunities at every turn. As we've seen: Consumers are in control. Advertising will determine the future of print. Print remains an indispensable part of anintegrated media mix. One thing we can say with certainty: The future will be even more amazing than anything we envision today. So let's welcome change as it unfolds, track it, understand it, and use it to our advantage. Whether we are producing paper,selling it, printing it, or publishing with it, let's work to surprise and delight our ultimate customer, the consumer. Remember, catching fleeting messages on TV, radio, or the Internet cannot compare to the luxury of spending time with the "quiet" medium—print. Whether it is a newspaper, magazine, book, catalog, or other printed piece—ink on paper offers a deeply rewarding, tangible experience. It conveys a mood, an energy, an emotion that no other medium can match. So, let's push beyond the traditional boundaries of our various disciplines. Let's take some risks. Let's imagine the best possible print media solutions and make them happen. As Charles Darwin said, "It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change."
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