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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."