5 Tips for Environmental Sustainability: Success Through Communication
The key for a magazine publisher interested in switching to environmentally and socially responsible paper is clear communication. There is a vicious “chicken & egg” dynamic at foot in that paper purchasers have difficulty sourcing responsible papers, because they aren’t as plentiful as virgin-fiber papers. Manufacturers aren’t risking shifting their production, because they are unsure about the staying power of the demand for responsible paper. Visit www.MagazinePAPER.org for more details on the concepts outlined below. Here are five steps to help get you on the road to responsible paper use.
1) Create Success From Your Supply Chain.
Don’t just “Ask Jeeves” for a paper quote. You want your supplier to be your recycled paper expert and to be your partner in finding environmental options that will help you publish more sustainably. In order to avoid the pitfall of a quote for recycled paper that short-circuits your exploration because it is too expensive, inform your supplier of your short-, interim- and long-range plans for more environmentally responsible publishing. Make sure that all components of your supply chain—the printer, merchant and mill—understand both the sincerity of your request and your commitment to finding environmental solutions. To help demonstrate your sincerity and commitment, see tip 3 below.
2) Create Success From Your Staff.
There’s no “I” in “recycled paper,” and a successful switch to recycled paper will require a team effort from your staff. Make sure that all divisions are involved in the process—production exploring paper options, editorial announcing the switch to readers, marketing announcing the switch to the media and advertisers, etc. Lead your team so all staffers understand that together you will figure out how to make the goal a reality, and if that cannot be achieved right now, that you are committed to continuing the effort until you can get all the environmental and financial pieces in place successfully.