An ad campaign being launched today urges Americans to get hot off the presses.

“Smart is the new sexy”—and the way to get smarter is by reading newspapers, says the campaign of the Newspaper Association of America, a trade group. “Be able to find Iran on a map,” one ad suggests. “Know what the city council is up to behind closed doors. Find out how to make an icebox peanut butter pie from scratch. Get it all in the newspaper, print or digital, because a little depth looks great on you.”

“Who wants to go to a cocktail party and not know what’s going on in the world?” asks Mike Hughes in the New York Times. Hughes is president of the Martin Agency, which created the campaign. “You’ll be sexier if you’re current with what’s going on in the world,” he promises.