Two Sides targets paper lovers with new campaign
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By News Desk
26 June 2012
Two Sides is focusing on the 80 percent of UK consumers who prefer reading from paper than off a screen with its ads
Two Sides is aiming to rectify consumers' perception of print and paper with a new campaign targeted at newspaper and magazine readers, called 'No Wonder You Love Paper'.
The organisation has placed adverts in national magazines and newspapers including The Daily Telegraph which draw attention to the sustainability of print, by giving information such as that European forests are 30 percent larger than in 1950. Two Sides states its research suggests readers would be 'surprised' by such statistics.
"This is a really important campaign which is urgently needed to correct consumer misunderstandings," says Martyn Eustace, Two Sides director. "Our research tells us that magazine and newspaper readers are unaware of the industry's great record on recycling and that European forests, where the majority of raw material is sourced, are actually growing in size."
David Newell, director of the Newspaper Publishers Association, adds: "Newspapers still dominate the news media landscape and we need to ensure that our readers understand the environmental facts concerning the paper we use. We take our environmental responsibilities very seriously and this campaign helps to get the good messages about forests and recycling into the public domain."
Comments in chronological order (Total 1 comments)
28 June 2012 9:11PM
Pretty impressive that 80% of UK consumers prefer reading from paper, as opposed to reading off of a screen. Are the statistics similar in the US, I wonder? Is it mainly due to the ads that bombard us when we're looking at anything online? Those ads don't seem to really bother me and, frequently, the ads are related, so it may give me an opportunity to see or read about something I wouldn't normally see or be exposed to. Although these stats are good for the printing industry, I'm a little surprised. I guess there are still a large number of people who do not use the computer on a day to day basis.