"Low-sulfur coal from Arch mines is primarily used to generate electricity," the ads said. "Whenever you switch on the air conditioning or boot up a computer, you are using power from West Virginia coal.
"Coal is the source for more than one-half of the electricity generated in the United States. In West Virginia, 99 percent of all electricity comes from coal, which is the primary reason our energy costs are lower than many other states."
Todd said Arch Coal bought the two-page ads in 10 West Virginia newspapers, including all daily and weekly papers in the southern coal counties, and in papers in Morgantown, Fairmont and Clarksburg.
Ads the size and type Arch Coal bought cost about $10,600 in the Charleston Sunday Gazette-Mail.
The ads were produced by Charles Ryan Associates, a Charleston public relations firm.
"The overall goal is to educate and inform from an objective viewpoint about mountaintop removal, and the reclamation success being achieved under the surface mining act," Todd said.
The ads come after an aborted industry campaign that described mountaintop removal mine sites as "West Virginia's Own Field of Dreams" for economic development.
Cindy Rank, mining chairwoman of the West Virginia Highlands Conservancy, said of the Arch Coal ads: "It's their spin on the facts that doesn't necessarily give people the full story."
"These are the facts that are attractive to the industry in its quest to make big profits," she said.
"They say nothing at all about the damage to communities and people and the illegality of filling in streams and all the other aspects of their operations that affect people and the environment."