Need a coupon? Reach for a toilet paper ad

Published On: Aug 30 2012 04:36:53 PM EDT
Updated On: Aug 21 2012 12:05:21 PM EDT

Star ToiletPaper/YouTube

RYE BROOK, N.Y. -

Just when you thought advertisers had locked into every possible medium to market to consumers, a pair of brothers in New York said they've found an untapped way to reach out to a captive audience: toilet paper ads.

The Journal-News reported that Bryan and Jordan Silverman's Star Toilet Paper features advertisements and coupons that are printed with a non-abrasive soybean-based ink on two-ply toilet paper that is made from 100% recycled materials.

According to the newspaper, motivated stall readers can obtain the coupons by using their smartphones to scan printed codes on the tissues or by visiting the company’s website.

Jordan Silverman, 22, said he came up with the idea for the business in 2010, while he was in a bathroom reading his own phone. He later rolled out the idea to his younger brother, Bryan, 18, and they got to work.

The brothers from Rye Brook told the Journal-News that they have secured about 50 advertisers so far, who pay $99 for 20,000 advertisements that are displayed on about 160 rolls.

Locations that choose to wipe away the stigma of stocking their stalls with ad-driven toilet tissue can receive it at no cost.

"My brother and myself are both extremely passionate about this," Bryan Silverman said.

Flushed with excitement over their "Don't Rush, Look Before You Flush!" concept, the brothers have launched ads of their own on YouTube, and have entered their concept into a collegiate business contest run by Entrepreneur magazine.

"Our target market is two-fold: public venues and advertisers," Bryan Silverman told Entrepreneur magazine. "Our unique product combines these two distinct industries in a mutually beneficial manner."

On its website, Star Toilet Paper states that its special toilet paper is septic safe, comfortable to use and easy to read. But it still remains to be seen whether more advertisers will embrace the idea of rolled up ads within intimate reach, or pooh-pooh the approach as a pipe dream in an already overflowing ad market.

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