North American paper manufacturer Domtar has grabbed media attention for an ad campaign and website (paperbecause.com), which stylishly makes the case for paper products. Included is a link — titled “Paper Is Purposeful” — that leads to content that touts the countless virtues of direct mail, including cost efficiency, measurability and trackability. The site points to a variety of recent studies, including a stat revealing that 81 percent of consumers still read or skim their advertising mail. The campaign appears to be working. Domtar earned kudos for its 1950s-styled “Paper Because” print ads printed in a throwback issue of Newsweek.