Two Sides is the first industry-wide initiative that aims to dispel the "barrage of misleading information" that the NAPM said continues to surround paper and its impact on the environment.

Alistair Gough, NAPM president and managing director of merchant Robert Horne Group, said: "Environmental issues are at the fore of paper and there is a continued demand for FSC products.

"However, as an industry, we don't have a common voice and that is the aim of Two Sides."

In the past four years, the NAPM has recorded a 6.5% reduction in the consumption of fine and graphic arts paper.

Gough warned that the current economic climate would also increase the likely fall in the usage of paper.

A recent report by the NAPM interviewed media buyers and found they believe there is "a significant lack of understanding" among the general public regarding the environmental impact of paper.

While 80% of media buyers interviewed said environmental considerations play a role in their paper purchasing decisions, 48% said they believe paper production is a "major cause" of deforestation.

The NAPM is asking for funding from across the industry to spend on reprints and revisions of the Two Sides booklet, further distribution of CD presentation material, website maintenance, continuing marketing and the development of further ideas.

So far, the NAPM has spent £60,000 on the scheme, but for the next three years it said it needs to secure £25 per million UK turnover from all UK paper, print and allied trades, as well as contributions from industry associations.

It needs to raise £150,000 per annum to sustain the continuing campaign, and said that merchants can generate £35,000 based on present NAPM funding formula.

Gough said that commitment and funding must be secured across the industry: "Paper has a great environmental story to tell and we need to tell that story with a common voice."