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The book industry comes to Hallsta Record interest in Holmen book event

Book paper is a high priority product. The changes now being implemented will lead to increased capacity, better service and eventually new products.

Armed with these messages, Holmen Paper welcomed book paper customers from near and far to its third book event in Hallsta. Around 60 customers from publishing houses and printing companies signed up, more than double the figure for the previous event.

“It’s fantastic that so many decided to come. It confirms that our products have a good reputation and that ever more publishers and printers want to see what Holmen is up to,” says Karolina Svensson, sales manager for Holmen Paper’s book paper business.

Strong position

In her market overview, Karolina Svensson reported that Holmen’s market share in Europe has now risen to almost 40 per cent in the area of wood-containing book paper. This type of paper was once used almost exclusively for paperbacks, but today’s high quality also makes wood-containing book paper an extremely competitive option for hardbacks. Analyses suggest there is considerable potential, and not just in Europe.

Greater flexibility

To meet the rising demand, increased production capacity for book paper is being created within Holmen. In addition to PM 12 in Hallsta, which has long been working at full tilt, PM 52 in Braviken is also being used for book paper.

“Holmen Paper now has two of the world’s largest book paper machines to play with, which provides greater flexibility. This means shorter lead times and even better service,” said Daniel Peltonen, mill manager at Hallsta Paper Mill.

Investing in product development

This greater flexibility also opens up opportunities for radical improvements in product development. Tommy Wiksand, sales and development director at Holmen Paper, explained that there was a great deal happening on that front and that close contact with customers is one of the key factors for success. The existing products Holmen BOOK, Holmen BOOK Cream and Holmen BOOK Bulky will gradually be further developed, and in the slightly longer term new products will also be launched. Challenges include improving brightness, shade and readiness for digital printing.

Stable market

Demand in the book paper market is considered to be relatively stable and Holmen Paper intends to capture new market share. In global Mike Levaggi, HarperCollins, UK “For us as book publishers, the e-book represents both a threat and an opportunity, hopefully mostly the latter. Although sales of e-books have rocketed, sales of paper books have only seen quite marginal falls. I suspect the e-books have actually introduced new groups of consumers to reading books in general. “E-books have an estimated 10−15 per cent share of the UK market. I would expect this to stabilise somewhere around the 20−30 per cent mark,” comments Mike Levaggi, group production director at HarperCollins Publishers in London. Annette Hillig, Egmont, Germany “The opportunity for direct contact with specialists in different parts of the company is an important factor for us when choosing our paper suppliers. We’re not just interested in hard facts about technology, logistics and so on, either. Personally, I also want to get a picture of the corporate culture, what the company is doing about sustainable development, etc. Meeting Holmen’s employees here, and getting to know them better, is therefore invaluable,” says Annette Hillig, purchasing director for paper at Egmont Verlagsgesellschaften in Cologne. Davide Bonelli, Sergio Bonelli Editore, Italy “Our sales of comics and comic books have fared relatively well, despite the crisis in Europe. People really seem to need humour and excitement when times are hard. “We’ve had an extremely long relationship with Holmen and we like the product development that’s going on. Our business is still mainly in black & white, but the ability to print in high quality colour has become increasingly important,” relates Davide Bonelli, owner of the family business Sergio Bonelli Editore in Milan. terms, production capacity fell in 2012 and there are strong indications of further shrinkage to come. Holmen Paper is in a favourable competitive situation and the company’s market position is set to become even stronger, according to Holmen Paper’s marketing director Nils Ringborg, who brought the book event to a close.

“We take a long-term view, and we have the right people and the right equipment. As our customers, you can therefore be confident that Holmen Paper is set for further growth in the area of book paper,” concluded Nils Ringborg.

Mike Levaggi, HarperCollins, UK

Mike Levaggi, HarperCollins, UK

“For us as book publishers, the e-book represents both a threat and an opportunity, hopefully mostly the latter. Although sales of e-books have rocketed, sales of paper books have only seen quite marginal falls. I suspect the e-books have actually introduced new groups of consumers to reading books in general.

“E-books have an estimated 10−15 per cent share of the UK market. I would expect this to stabilise somewhere around the 20−30 per cent mark,” comments Mike Levaggi, group production director at HarperCollins Publishers in London.

Annette Hillig, Egmont, Tyskland

Annette Hillig, Egmont, Germany

“The opportunity for direct contact with specialists in different parts of the company is an important factor for us when choosing our paper suppliers. We’re not just interested in hard facts about technology, logistics and so on, either. Personally, I also want to get a picture of the corporate culture, what the company is doing about sustainable development, etc. Meeting Holmen’s employees here, and getting to know them better, is therefore invaluable,” says Annette Hillig, purchasing director for paper at Egmont Verlagsgesellschaften in Cologne.

Davide Bonelli, Sergio Bonelli Editore, Italy

Davide Bonelli, Sergio Bonelli Editore, Italy

“Our sales of comics and comic books have fared relatively well, despite the crisis in Europe. People really seem to need humour and excitement when times are hard.

“We’ve had an extremely long relationship with Holmen and we like the product development that’s going on. Our business is still mainly in black & white, but the ability to print in high quality colour has become increasingly important,” relates Davide Bonelli, owner of the family business Sergio Bonelli Editore in Milan.

Good news awaited the mill’s visitors. With book paper production in both Hallsta and Braviken, flexibility is up and lead times are down.

Sustainable forestry in practice was the theme of the customers’ trip to the forest.
“I love paper books, because I know they’ll still be readable by my grandchildren’s grandchildren,” says author Anna Jansson, whose work includes books about Gotland’s Inspector Maria Wern.

Anna took part in the book event, at which she launched the English version of her book Strange Bird, printed on Holmen BOOK Cream. pil
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The Holmen Group

Holmen is a forest industry group that manufactures printing paper, paperboard and sawn timber and runs forestry and energy production operations. The company’s extensive forest holdings and its high proportion of energy production are strategically important resources for its future growth.

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Tel: 08-666 21 00

E-post: info@holmen.com

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