Don't Fear New Paper
Auto industry executives strongly opposed seat belts and air bags when calls for regulations requiring same were first heard. Decades later, the auto industry has learned how to profitably integrate seat belts and air bags into their products. Some (many) even trumpet their superior safety standards in one area or another as a means to gain consumer favor and market share.
The recycled paper industry is going through a similar adolescence. There was a time, not long ago, when consumer product recycling was but a topic of conversation among progressive thinkers. No municipalities, states, or federal legislation mandated target levels of trash to be recycled. No infrastructure existed for collecting, transporting, storing, sorting, and processing recyclable post-consumer content (no demand, no industry). There were no internationally recognized green recycling logos to affix on all manner of packaged goods.
Just a few decades later, millions of Americans regularly buy paper products with post-consumer recycled (PCR) content. The public's commitment, plus affordable and high-quality PCR magazine paper, should encourage the magazine industry to participate by switching their publications to PCR papers. This switch would benefit the environment, without affecting the publication's bottom line, opening the opportunity for publishers to gain market share by tapping into consumer goodwill in a time of increasing consumer environmental awareness.
In tight economic times, I can understand publishers' fears about trying something new. I agree that true ecological sustainability must include economic viability in addition to environmental and social responsibility.
If a magazine makes a switch to PCR papers and then goes out of business, it would benefit no one except the headline writers, and would discourage other publishers from adopting PCR papers.
Fortunately, the fact is, PCR papers are virtually indistinguishable from their virgin paper counterparts in every way except one: they have a much smaller impact on the environment. Let's examine some facts.