Domtar Corporation (NYSE: UFS) (TSX: UFS) today announced that with Newsweek planning a retro edition to promote the new season of “Mad Men,” Domtar will run a 1960s-style ad that shows 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:
Domtar Corporation (NYSE: UFS) (TSX: 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 ArivaTM, an extensive network of strategically located paper and printing supplies distribution facilities. In 2011, Domtar had sales of US$5.6 billion from nearly 50 countries. The Company employs approximately 9,100 people. To learn more, visit www.domtar.com.