Domtar continues Paperbecause campaign
Montreal-based paper company Domtar will run a 1960s-style print ad in the March 19 issue of Newsweek magazine. That issue of the publication will feature a retro style to coincide with the new season of the television series Mad Men. The ad is part of Domtar's ongoing "Paperbecause" campaign and promotes paper as the superior option for reading. The creative depicts a boy dressed as a superhero reading a comic book. "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, vice-president of sustainable business and brand management at Domtar. "Whether you are learning or sharing important information, there are good reasons to make sure people still read the material on paper. A lot has changed since the 1960s, but we wanted to use this retro theme to make a serious point. There are several studies that prove there's a value in reading on paper that helps people learn and communicate."