Why paper?Why paper?

Paper because….

What percentage of consumers actually read or skim advertising mail delivered to their home?

o 5%o 75%o 81%o 25%

Correct answer: 81%

• Junk e-mails are often sent straight to spam filters– 81% of consumers still read or skim their

advertising mail– Pitney Bowes survey- 85% of business were

pleased with their direct mail response rates• Higher in 2009 than the previous year

Paper because….

Which advertising medium generates the highest response rates?

o Direct Mailo Magazine Advertisingo Newspaper Advertisingo Broadcast Media

Correct Answer: Direct Mail

• Efficient marketing medium– Response rated typically measured in whole, single or

even double-digit figures

• Magazine and newspaper rates usually measured in hundredths of a percentage point of the total audience reached

• Broadcast media response rated measured in thousandths of a single percentage point.

Paper because…

How much money did advertising mail contribute to the U.S. economy in 2009?

o $72 billiono $702 billiono $72 milliono $702 million

Correct Answer: $702 billion

• Direct mail is less expensive than broadcast or other media and helps smaller companies compete with larger companies.

According to U.S. Postal Service®¹…

• consumers spend an average of 30 minutes looking at catalogs and 25 minutes with direct mail– they eagerly await their arrival (can you say as much for

most of your e-mails?)

• 98% of consumers bring in their mail the day it’s received and 77% sort through it immediately.

• 67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product. Thirty-nine percent of those respondents then make a purchase.²

…80% of people read or scan promotional material they find in their mailbox.1

…print ads and editorial coverage were viewed as the most important advertising options by B2B customers.2

…61% of small business owners surveyed believe traditional marketing and advertising methods are more effective than web-based counterparts at bringing in customers.2

1. Paper is still effective in the Web Age by Gina Testa, Xerox www.dmnews.com/print-is-still-effective-in-the-web-age/printarticle/110508/2. Small Business Owners: Print Ads Most Effective, Print in the Mix www.printinthemix.rit.edu/fastfacts/show/339

PAPER because…

…print continues to be the preferred medium for many consumers.

• Reading on paper is 10-30% faster than reading online.

• Paper is a better tool for fully assimilating information.

• 70% of individuals say it’s preferable and easier to learn from books than from a computer.

• More than 63% of paper used in the U.S. was recovered for recycling in 2009.

• The overall area of forestland today in the United States is nearly identical to what it was over a century ago.

• Domtar has certified all of its pulp and paper mills, converting facilities and distribution centers to FSC, SFI, and/or PEFC Chain-of-Custody standards.

• North America and Europe are home to 90% of the world’s certified sustainable forests.

• There are an estimated 25% more trees in North America today than there were a century ago.

• All Domtar facilities hold FSC Chain-of-Custody certification, meaning they comply with FSC’s Controlled Wood requirements.

• Domtar EarthChoice® is the largest family of environmentally responsible paper ever assembled.

• Domtar EarthChoice® enjoys the support of Rainforest Alliance and the World Wildlife Fund-Canada.

• Domtar used over 100 million pounds of post-consumer fiber in its products during 2009.

• Our mood will improve by up to 29% if exposed to a positive tactile feeling (like flipping over a postcard you’ve received to see who it’s from).

• 98% of consumers bring in their mail the day it’s received and 77% sort through it immediately.

• The use of direct mail has increased 57% over the last 15 years.

• Those who received a printed catalog from a retailer were twice as likely to buy online as consumers who did not.

• 67% of the population is driven by offline messages to perfom online searches for a company, service or product... 38% then make a purchase.

• 60% of senior executives say they turn to print when they want in-depth analysis.

• 61% of small business owners believe traditional marketing and advertising methods are more effective than web-based counterparts at bringing in customers.

• 64% of workers prefer ink on paper when it comes to reading.

• The business card is the most powerful single business tool - dollar for dollar - that you can invest in.

• Handwritten letters, printed photographs, and homemade crafts will never become obsolete or incompatible.

• The look and feel of a handwritten note is incomparable and deeply personal. Compared to everything else electronic, paper stands the test of time.

• We have printed documents dating back over two milennia that can still be read and enjoyed today.

• Nearly one-third of us say they keep the special cards they receive “forever”.

• The majority of U.S. adults feel that printed media is easier to read that something onscreen.