POINT/COUNTERPOINT

The DMA's statement implies that catalogers should wait for recycled-paper costs to come down before they switch. While it's true that in some cases recycled paper costs more to make than virgin paper, those cost differences are as much a result of the lack of demand as the other way around.

Only strong and steady demand for recycled paper will create the economies of scale that will bring costs down. To set this cycle in motion, catalog companies need to start buying recycled paper now.