My friend Jack is a writer. When I gift him paper he is so excited that the brightness is 96. He prints his books. The brightness of this paper allows nice crisp pages. I too love the brightness even though I only use to print my coupons. I'm on disability and a widow and I do lots of couponing. My sister and step-daughter taught me the most efficient ways. If you want your coupons to pop and be clear for the cashier to read then this is the paper for you. If people watch your ads they will get a great deal on this paper. I print your coupons and love your rebating online. Thanks Staples!