8 Tips for Making Enviro Goals a Reality
Even five years ago, few magazine publishers were printing on eco-friendly paper. Few eco-papers were available, and even fewer were of required quality. Today, a growing list of about 100 magazines are published on eco-friendly papers, and more than 100 publication papers are available, matching virgin-fiber papers in cost and quality. If you're considering a switch to eco-papers, these strategies can help:
1 Gain management support. … Having management acknowledge the value and opportunity of utilizing recycled content is a critical first step …. Also … any department determined to make a change must build support from all departments affected—including editorial, marketing, advertising sales, production, distribution and (let's not forget) finance.
—Diane Newman, senior vice president/group publisher, American Media Inc.'s Active Women's Lifestyles Group
2 Clarify priorities. A manageable improvement process takes on one environmental issue at a time. For instance, if your priority is resource-consumption reduction, then focus on post-consumer recycled (PCR) content. If it's toxics and chemicals, look at bleaching criteria and the mill's environmental record. …
—Laura Hickey, senior director, production, National Wildlife Federation
3 Create a vision for excellence. Map out your "environmental vision." This Letter of Intent, should set goals and benchmarks for: a) using ecopapers; b) communicating goals to your supply chain; and c) continually improving environmental characteristics of production as technology improves.
—Frank Locantore, Magazine Paper Project director, Co-op America
4 Invest your supply chain as partners. To make an eco-paper switch happen: First, build investment in the vision from the outset so that everyone believes in what you are doing and will think 'outside the box'; second, recognize people's limits—help one another when needed; and third, don't recreate the wheel—find existing resources, and ask for help from others who have already switched.
—Alicia Daly, associate publisher,