|The Silverman brothers show off their new toilet paper|
(Scroll down for video) Soon you will always have what to do in the bathroom.
Two Rye Brook, New York brothers, are giving a new meaning for reading anywhere.
Jordan and Bryan Silverman are offering companies the opportunity to advertise on a slightly unusual platform, toilet paper.
"It is an active unmatched audience," said Jordan, co-founder of Star Toilet Paper. "A person looks at an advertisement an average of two to five seconds. People look at our toilet paper advertisements for much longer," he said.
The environmentally friendly toilet paper has coupons and advertisements printed with soy-based ink that sells for half a cent per advertisement. Users can redeem the coupons on the website of Star Toilet Paper.
Businesses willing to load those advertisement filled toilet papers in their bathrooms, get the rolls for free.
Jordan, a recent graduate of the University of Michigan, came up with the innovative marketing plan about two years ago, when he found himself looking at the wall of a bathroom stall in Ann Arbor, Michigan.
"I thought it's one of the times that people want to read," said Jordan, who quickly turned to his brother with the plan. "We really felt that we have this one right," he said.
Since then, Jordan, 22, and Bryan, 18, have found that the idea is flush with opportunities.
They obtained a patent for the product in 2010, and they are working with 50 advertisers, from large companies such as Ben & Jerry's to small businesses like the local doctor's office.
Several places have agreed to take the rolls. They are looking to expand into bars, cinemas and other places that have large turnover.
Their efforts have not gone unrecognized.
Bryan, a sophomore at Duke University, is one of five finalists for the 2012 Entrepreneur Magazine Entrepreneur College competition. Bryan is currently working for the company part time as a school representative.
The brothers would like to expand beyond toilet paper while refusing to leave the bathroom. They have a plan for paper towels printed with advertisements and coupons in the works.
"Personally, I think our product is for everyone," said Jordan.