How the pen industry hangs on in a digital world

By Becky Yerak, The Chicago Tribune

Karyn Martin uses only one type of pen for everyday writing: a Uni-ball Vision with pink ink.

“I do a lot of writing and editing, and all of my notes are in pink,” Martin, 36, said. “People know that when they see pink ink it’s my comments.”

At the same time, her firm believes that employees might like at least one expensive pen in their tool kits.

“When you’re at the company for three years, you get a Cross pen engraved with your name as an anniversary gift,” said the executive vice president of 451 Marketing in Boston. The pens cost about $100 each. “That’s the type of pen you write a check with for buying your first house or signing important contracts.”

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Martin’s pen preferences illustrate how, even in an increasingly digital world, consumers haven’t written off the pen industry, data show.

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Who is Agency 451 ?

Agency 451 knows it’s not about you or us, it’s about THEM…Your customers! By starting with consumer insights, our agency provides strategic creative, digital marketing and public relations campaigns that are compelling and engaging. Founded in 2004, 451 is one of the fastest growing independent agencies in the country with three offices and over eighty-five full-time staff. Winners of numerous industry awards for creative excellence, outstanding achievement in public relations, and innovation in digital marketing, 451 prides itself and credits its growth to the agency’s motto to always “exceed our clients’ expectations.”