Domtar Leveraging ‘Mad Men’ Premiere to Promote the Benefits of Reading on Paper
MONTREAL—March 19, 2012—Domtar Corp. announced that with Newsweek planning a retro edition to promote the new season of “Mad Men,” Domtar will run a 1960s-style ad with the message that, while we live in a more digital age, people still read faster on paper.
“We’ve seen studies that show whether you’re an executive or a millennial, people prefer to read on paper, and it’s faster to read on paper,” said Lewis Fix, Domtar’s vice president of Sustainable Business and Brand Management. “Whether you are learning or sharing important information, there are good reasons to make sure people still read the material on paper.”
The Domtar ad—part of its award-winning PAPERbecause campaign—will run in Newsweek’s March 19 issue. It shows a boy dressed as a superhero and reading a comic book, while his mother proudly watches. The message: while entertainment options may have changed, people still enjoy reading on paper.
“A lot has changed since the 1960s, but we wanted to use this retro theme to make a serious point,” Fix said. “There are several studies that prove there’s a value in reading on paper that helps people learn and communicate.”
Fix highlighted four studies, in particular:
A 2011 survey of “millennials” (people born after 1985) showed that 65 percent think it’s easier to view or read something on paper. About the same percentage of senior executives agree, according to a 2007 study. It showed that 59 percent trust printed material more than online sources, and that 60 percent prefer printed information when they need to do an in-depth analysis.
A 2009 study revealed that 64 percent of workers prefer ink on paper rather than a screen when it comes to reading. The rate was even higher (70 percent) among employees of technology companies. Further research (PDF), conducted at Wayne State University, found that reading on paper is actually 10 to 30 percent faster than reading online, partly because it is easier to track where you are on the page.
Starting March 19, you can click here to see the Mad Men issue of Newsweek.
Domtar Corp. (NYSE: UFS) designs, manufactures, markets and distributes a wide variety of fiber-based products including communication papers, specialty and packaging papers and adult incontinence products. The foundation of its business is a network of world class wood fiber converting assets that produce papergrade, fluff and specialty pulps. The majority of its pulp production is consumed internally to manufacture paper and consumer products. Domtar is the largest integrated marketer of uncoated freesheet paper in North America with recognized brands such as Cougar, Lynx Opaque Ultra, Husky Opaque Offset, First Choice and Domtar EarthChoice®. Domtar is also a leading marketer and producer of a complete line of incontinence care products marketed primarily under the Attends brand name. Domtar owns and operates Ariva, an extensive network of strategically located paper and printing supplies distribution facilities.