Push-Pull Strategies

According to Gretchen Kray, director of purchasing, Wausau Coated has shifted away from commodity business, and turned its focus toward the specialized needs of creative end users, as well as markets "not traditionally touched by pressure-sensitive suppliers."

Continual product evolution is also a leading strategy at Crown Roll Leaf (Paterson, N.J.), where pressure-sensitive converters can choose from 12 pixellated and holographic patterns available with permanent acrylic adhesive, and either a 50-lb. release liner for roll label applications or a 90-lb., stay-flat release liner for sheeting applications. COO/Owner James Waitts says holographic materials manufacturers must "routinely produce new patterns" and evolve at the pace of the pressure-sensitive marketplace.