Domtar Uses 'Mad Men' Season Premiere to Promote the Benefits of Reading on Paper
March 15 2012 - 6:39PM
PR Newswire (Canada)
TICKER SYMBOL Ad in Special Edition of Newsweek Has a 1960s Feel,
But the Message Still Applies: Studies Show You Read 30 Percent
Faster MONTREAL, March 19, 2012 /CNW Telbec/ - Domtar Corporation
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: -- 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, 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. To vote on your favorite ad in the
issue, please visit this site. ____________________________ About
Domtar Domtar Corporation 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(TM), 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. SOURCE DOMTAR CORPORATION Image with caption:
"Domtar Ad, part of its PAPERbecause campaign (CNW Group/DOMTAR
CORPORATION)". Image available at:
http://photos.newswire.ca/images/download/20120319_C5640_PHOTO_EN_11270.jpg
DOMTAR CORPORATION CONTACT: MEDIA AND INVESTOR RELATIONSPascal
BosseVice-PresidentCorporate Communications and Investor
RelationsTel.: 514-848-5938FOR MORE INFORMATIONLewis
FixVice-PresidentSustainable Business and Brand ManagementTel.:
803-802-8137
Copyright