The world is getting smaller. Methods of transportation have made getting from here to there easier, faster and more efficient. Whether transporting objects via high-speed trains instead of trucks; sending information via swift modems instead of fax machines, or-on a different level-students getting to class via roller-blades instead of on foot, people, ideas and products are on a roll and moving forward. Transportation technology has also dramatically changed the way people communicate, the way in which they conduct business and the manner in which they share information.

With the help of the International Corrugated Packaging Foundation (ICPF), corrugated box industry members and students were introduced to a stellar new phase in the age of information technology on September 11, 1998. On this day a 21/2-hour teleconference was broadcast via satellite from Michigan State University (MSU), the first of hopefully many high-tech recruiting devices designed to excite students about careers in corrugated packaging.

There were about 50 MSU students present for the inaugural broadcast, which used satellite technology akin to that often applied in sports bar-type television broadcasts of professional boxing matches and playoff games. The viewing auditorium, equipped with a dozen 19-in. ceiling-mounted color monitors and a full-scale media control room in the rear, was the stage for a full-scale attack on promoting the box industry and its intriguing opportunities. The briefing was also aired on MSU's campus television channel to increase its exposure to other non-packaging students.

Corrugated-what, why and how? Several energetic converting executives accepted the challenge presented to them by the ICPF, that of speaking to young people about careers in corrugated-what they are, why to seek them out and how to obtain them. The speakers were chosen for various reasons, however, they all had one thing in common-a sincere enthusiasm for the corrugated box industry. Each offered his or her unique perspective on the industry, its solid future and the great opportunities it can hold for young people looking for a rewarding career. The presenters included Mike Keough, Gaylord Container; Dennis Woodall, International Paper; Sarilee Norton, Tenneco Packaging; Mike Flinn, Scope Packaging; Rick Eastwood, Central Graphics and Container Group; Maro Imerzian, Weyerhaeuser Co.; and Dwight Schmidt and Tom Graves, Inland Paperboard and Packaging.

The program, moderated by Keough, began with Norton's overview of the global packaging industry and the role corrugated plays in it. Other speakers, including Graves, emphasized the scope and breadth of the North American corrugated market and the fact that unlike other industries-such as electronics-plants in every state mean jobs for everyone, everywhere, regardless of location preference.

The broadcast demonstrated a phase of technology that allows people from all parts of the United States and perhaps the world to participate simultaneously in one interactive program. Technological gimmicks can certainly help captivate an audience. But with or without a satellite, it is imperative to have qualified and engaging speakers to get a message across. In many instances, the key to attracting the attention of young people today is to "tune in" to what already interests them and tie your subject into that existing interest.

For example, graphic arts is often an attractive industry for people of all ages, particularly young people. Woodall discussed graphics in his presentation-which is admittedly one of the more exciting aspects of corrugated-to encourage excitement about careers in the industry. His passionate knowledge of color, as well as a good sense of humor, is what grabbed the MSU audience's attention.

Color, as Woodall explained, is used differently to appeal to different ages of consumers. "Twenty-five million in-line skaters are in America, and most of them are adults," began Woodall, as he held up helmets for his audience to see. "Look at these. These are hot, sexy adult color combinations-silvers, magentas, purples, blues-appealing to the adult dollar." Woodall stressed the importance of sending a positive color message to consumers. "Green is a very dangerous color to use for food packaging-consumers might get seasick," he continued amidst chuckles from his audience.

Dr. Page Crouch, alumni professor at Clemson, intimated details of his entry into the corrugated package industry by way of his specialization in graphics. "My first impression of the industry was in the form of an advisor who came to me and said, 'Page, you need to get involved in the corrugated industry'," said Crouch. He further explained that although he was very polite to this associate, he was extremely unsure of how to entice young people to get excited about brown boxes. "That might be what some of you are thinking," he explained to his student audience, "and let me assure you, I started looking at it a little more closely."

through the eyes of others Another way of establishing a connection between young people and industry, is to show it to them through the eyes of other young people. Maggie Frampton Beamguard, a former Clemson student, shared with viewers via satellite her early experiences in the industry, which began with an internship with Central Graphics and Container Group, an independent box plant in Canada. "It was a wonderful opportunity for me to obtain hands-on experience working with corrugated medium and learning the science behind

the corrugated box," said Beamguard.

Liam O'Hara, another recent Clemson graduate, showed a corrugated project he designed and explained the advantages he has seen having been schooled in packaging at Clemson. "All the technological requirements needed to create this box were things that we learned here at the university," said O'Hara. "I'm out in the field now and I see a lot of people, but very few of them have this sort of well-rounded, hands-on experience-most of them are trained on the job." He went on to explain how the corrugated industry has taken off technically, and has developed a very short learning curve within the last few years requiring more and more graduates trained in packaging at the university level, which eventually translates to job security.

In addition to MSU and Clemson, the briefing was transmitted to San Jose State University (SJSU) and the University of Wisconsin-Stout. Dr. Jorge Marcondes, associate professor of packaging and program coordinator for SJSU in San Jose, California, found the corrugated briefing conducted by the ICPF excellent for several reasons, most importantly because it showed his students how important packaging education is for industry. "It also provided an opportunity for our students to meet representatives from two local manufacturers and several others via satellite, and the material covered was relevant, complementing what we cover in our classes," said Marcondes. "We enjoyed participating and are looking forward to new ways to bring industry to university and vice-versa."

Members of the box industry are clearly learning how to use their abilities to communicate to the fullest. Through increased attendance of association meetings, the proliferation of school-to-work partnerships and now, educational satellite telecasts, people from both education and business are being "beamed" into corrugated, bringing their innovative ideas together into one virtual room in the process. It's a small world after all.

A videotape of the corrugated briefing will be made available. Contact Robin Jackson for more information-(703) 836-2422.