Posts Tagged ‘paperbecause’

Paper Still Works!

Friday, January 14th, 2011

In 2011, more than ever we live in a technology driven society. Communication has become instant and it can be said it can be better. It is much different than say 10 years ago but is it still better than print on paper?  Does paper based communication still have a place in the world? Well let’s look at some facts.

Paper communication can’t be deleted, lost because of a power outage. Paper documents can be read no matter whether or not your monitor can display it. Because print and paper is a physical form it can be copied then stored in different locations! It doesn’t have to be charged.  You don’t need to reboot it and when done with it you can shread it or recycle it fairly easy and it is used again in some other product.

Paper can be fun, personal and important. Paper if you think about has a value in our lives. Paper based communication can’t be hacked. Your paper based bank and credit card statement won’t be compromised. Think about it how many of your important documents are on paper. Paper’s serious side can be the important letter from a college letting you know that you have been accepted. Paper can be that refund check from the tax man. Paper can be that birthday card from a friend or a love letter from someone important. It is still a very personal way to communicate.

Try sending your resume out on paper today. It will get noticed! Paper and print have a feel to it. It can be portable, taken with you and looked at whenever. On a plane they don’t ask you to turn off your book do they ! E Readers are all the rage but do you really curl up next to a fire with it  like that favorite book you have? When we look around us pape ris every where. Paper companies have made great efforts to lower their “footprint” in sourcing, production and transporting paper. Forest certification has helped insure things are being done right in the forest where raw material is sourced. Recycled material is at it’s all time high being used in many different paper based products. Renewable energy usage is on the rise and less water also is being used.

Paper also is sustainable.

So look at that piece of paper with informantion differently next tme. Print and paper is the original “wireless” communication. Paper Still Works!

Domtar “Paper Because” Campaign to Launch Monday

Friday, September 24th, 2010

A sweeping campaign designed to highlight the importance of paper in our lives will debut Monday.

Domtar Corporation (nyse/tsx:UFS) is launching its “Paper Because” campaign through advertisements that will appear in major U.S. and Canadian media outlets, including: The Wall Street Journal, The New York Times, The Globe & Mail, Fast Company, Audubon, National Geographic and other consumer and trade publications. The campaign will also feature online banner ads and a series of short videos that will appear in a variety of online media.

“There are times when no substitute for paper will suffice – it is how great ideas begin, how the world learns, how important news gets shared and how people meaningfully connect with each other,” said John D. Williams, President and Chief Executive Officer. “What has evolved over time is the continued improvement of our environmentally sound forestry practices and high levels of recycling that have made Domtar a leader in the effort to make paper sustainable and renewable.”

Domtar’s “Paper Because” campaign will demonstrate that paper is sustainable, personal and purposeful:

  • It’s easier to learn on paper, because reading on paper is up to 30 percent faster than reading online.
  • Nearly 60 percent of senior executives prefer print versus online information.
  • Three out of four people have made a purchase as a result of direct mail.
  • Paper is one of the most recycled products on the planet; more than 63 percent of the paper that’s used gets recycled.

The information above was part of the Domtar press release distributed today on PRNewswire via COMTEX.

So… “Paper Because” looks interesting, but I’m a little disappointed that Domtar did not provide sources for the statistics cited. Regarding the statistic that reading is 30% faster in print, I’ve tracked down a study by Kurniawan and Zaphiris from 2001 where they were testing reader preferences for 1, 2 and 3 column formats. They also tested reading speeds in this context and found that reading on paper was 10 to 30 percent faster in 1 and 2 column formats (no difference for 3 column formats.) If anyone has sources for the other statistics cited I’d love to know.

Interesting also that it is “Paper Because” but not Paper Only. Note the combination of major print ad buys along with online display ads and a multi-media website. Even the paper guys need to be multi-channel!