Hastings, Barnes and Noble Stores to Promote Eco-friendly Magazines
Nearly 400 Barnes and Noble and Hastings Books and Music stores nationwide will run in-store promotions highlighting magazines that use recycled paper, as a result of a campaign by Co-op America’s Magazine PAPER project and Next Steps Marketing.
The “Green Paper for People and Planet” promotion will be displayed prominently within these stores to call attention to the magazines’ commitment to the environment. Each publication featured in these displays uses paper made up of at least 30-percent post-consumer content.
Shape, Fast Company, Mother Jones, ReadyMade, Nickelodeon Magazine and Body + Soul will be featured throughout November in 153 Hastings Books and Music stores across the country.
Barnes and Noble has agreed to offer 10 magazines that use recycled paper at a heavily discounted rate with special signage in their top 240 stores in January.
“This promotion demonstrates that magazines are committed to the environment in a time where environmental issues are at the forefront,” says Maire Walsh, director of client services for Next Steps Marketing. “For the participating magazines, it can mean building awareness for their titles [and] increasing sale and market penetration. More importantly, it shows that there are magazines in our industry that are embracing recycled paper.”
“The Hastings and Barnes and Noble promotions are a great way to introduce magazine readers nationwide to leading publications in their field that use recycled paper,” says Frank Locantore, who directs the Magazine PAPER Project for Co-op America. “When magazines tell their readers that they are using recycled paper, publishers are rewarded with deeper loyalty. Readers are increasingly supportive of magazines that use environmentally responsible paper, giving those publishers a competitive advantage for advertising dollars.”