In conjunction with Newsweek’s March 19 retro edition to promote the new season of “Mad Men,” Domtar ran 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 – 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.”