There are MANY brands of copy paper on the market and 'STAPLES MULTIPURPOSE PAPER' seems to describe itself as a run-of-the-mill variety. Far from it. I have seen many more expensive papers out there and they do NOT match this one at 96 brightness. So many of them are only 92. For a standard 20 weight paper I have no reason to go look for anything else. This is QUALITY paper and it does not jam on me. The price is reasonable and rebates are available much of the time. How can you go wrong ?