[Portland, OR, Jan 6, 2026] – Building on the success and impactful research of the Paper and Packaging Board (P+PB), Two Sides North America (TSNA) will step up to take the lead in promoting positive and environmentally-focused messaging for the sector. TSNA and the Love Paper Campaign will continue championing the story of sustainability, innovation, and the essential role of paper products and packaging materials.  “As stewards of sustainability messaging for the industry, Two Sides North America is proud to carry forward the foundational work done by the Paper + Packaging Board,” said Jules Van Sant, Executive Director of Two Sides North America. “We are committed to leveraging their extensive research and data to inform consumers and stakeholders about the renewable, recyclable, and essential qualities of paper.”  “The Paper + Packaging Board consumer sustainability program was recently discontinued, passing its sustainability mantle to Two Sides North America,” states Mary Anne Hansan, President of the Paper + Packaging Board.

Hearst Magazines, the world’s largest lifestyle publisher, announced the launch of AURA, a revolutionary, first-party ad targeting tool that utilizes proprietary AI-enabled technology and multi-dimensional contextual, behavioral and commerce signals to connect advertisers to their most valuable and engaged customers at scale. The announcement was made by Hearst Magazines President Debi Chirichella and Global Chief Revenue Officer Lisa Ryan Howard. AURA analyzes and activates Hearst’s broad and deep portfolio of first-party data and hundreds of millions of purchase actions from Hearst’s 145 million monthly visitors across its portfolio of more than 25 U.S. brands. The next-gen tool — which leverages a new, proprietary content taxonomy and sophisticated AI — provides a more comprehensive picture of a user than ever before and makes predictive and informed decisions about which ads to serve. The tool will expand globally across Hearst’s 50 brands and 300 million users in late 2024.

Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to emails—we need to ask ourselves, “What do we want the customer to do?” Indeed, high-level, impactive brand campaigns can be relieved of the CTA burden when awareness itself is the end goal. But for most of our day-to-day work, the collective “we” need to consider what behavior we are trying to provoke. Once that preferred action is defined, the CTA has the football. So many right and wrong ways to create a strong Call to Action. And so many opportunities to be creative while still getting the job done! Here are just a few thoughts in case you’re in a rut. For more, go to: https://www.jschmid.com/blog/breakthrough-creative-art-of-the-cta/