Q: How?
A: As mail in all its guises plays a dominate part of this celebration of print, we have to acknowledge the part paper wrapping is playing in the ‘revolution of mail’.
As publishers and content creators adapt to evolving audience expectations and environmental responsibilities, paper wrapping has become the gold standard for not only distributing but selling published printed content, be it magazines, newsletters, or direct mail.
More than just an eco-friendly alternative to using plastics, paper wrapping is a formidable product which offers a highly customisable format with vast choices of print styles and paper weights that enhances brand visibility, delivers impact, improves reader perception and engagement, and can even reduce mailing costs.
Paper wrapping involves forming a sleeve around your publication which can be up to 15mm in thickness and variable in size which would otherwise be difficult to enclose into envelopes at speed.
The outer reel of paper used can be either digitally printed with variable graphics, litho printed with a design with additional personalisation to the householder / recipient or mono inkjet printed onto a plain wrap, all in one pass.
Whether it’s for a consumer newstrade magazine, membership journal, or sales promotional piece, paper wrapping is entire recyclable and perceived as more premium and environmentally responsible by readers.
Paper wrapping is a powerful communication tool. It provides a seamless blend of sustainable packaging and valuable marketing space.
The outer wrap offers space to promote subscriptions or offers, and reinforce your brand identity before the magazine is even opened.
Sustainability is now a focal point of discussion and rightly so. The concern for us all is demonstrating a tangible commitment to reducing environmental impact and raising your title’s standing to an increasingly eco-conscious audience. Positive feedback from subscribers is commonplace when switching from plastic to paper.
Whether a luxury lifestyle magazine or an academic journal, the paper option can be adapted to align with your brand values.
Some key points about paper wrapping:
- Fully printed outer wrap turns every mailing into an advertising opportunity.
- Variable digital graphics and full personalisation allow you tailor messaging to different audience segments, whether by geography, subscriber tier, or demographics.
- Paper stock choices such as uncoated, recycled, or FSC-certified materials allow you to reflect your sustainability values.
- Postal savings are available through use of Mailmark and consolidated international post.
In an era where readers are increasingly selective about the brands they engage with, every touchpoint counts. A well-designed, sustainable paper wrap creates a strong impact moment on receipt. It’s a powerful way to differentiate your title on the doorstep and deepen subscriber loyalty.
For publishers, paper wrapping is more than a packaging choice — it’s a statement of intent. It supports environmental goals, elevates your brand, and offers new opportunities for personalisation and engagement. In a competitive market, it enhances the offering and delivers results.
Q: What are your three top tips?
1. Make an impact: This is especially important for newstrade copies with their need to stand out on crowded shelves. But, also for subscriber copies, an eye grabbing design clearly identifying the contents of the pack is crucial.
2. Be engaging: Engagement with your subscribers is important from day one, so use the wrap to flag up special features and extra subscriber-only content in the issue, or to publicise upcoming events.
3. Control costs: Work with your mailing house to control production costs and to make sure you are using the most cost-effective postal delivery service. Not all printing or mailing companies are the same, be prepared to review.
First Mailing offers comprehensive direct mail and printing services, including data processing, design, print, and distribution. We specialise in targeted B2B and B2C marketing campaigns and publication distribution utilising naked mailers, envelope inserting, poly and paper wrapping and postal optimisation ensuring cost-effective delivery. These services cater to businesses seeking efficient, high-impact communication solutions across various channels, including mail, email, and digital platforms.
Tel: 01480 450661
Email: sales@firstmailing.co.uk
This article was included in the 'Celebration of Print' special, published by InPublishing in August 2025. Click here to see the other articles in this special feature.
