Domtar “Paper Because” Campaign to Launch Monday

By | September 24, 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!

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