Last year, with the green push across various industries, paper makers took steps to get certified by environmental-grading agencies and programs such as the Forest Stewardship Council, Sustainable Forestry Initiative and Program for the Endorsement of Forest Certification. But publishers' demand for more recycled paper has waned this year.
“If you get down to the recycling process—and the small amount of fiber that is retained and the amount of wasted energy to drive the stuff around and the disposal of the byproduct—recycling loses its luster,” Chisholm said. “When you go environmentally friendly and get the stamp of approval from these outside organizations, you can put the logo on your magazine and everyone is happy.”
Most of the green effort has gone toward using less paper and pushing readers online, though the likelihood of print magazines being fully replaced by Kindle-like readers or e-paper in the near future seems remote. “I believe the masses aren't going to spend $300 to $400 for black-and-white readers, though I think my son's generation wouldn't have a problem [with that],” said Robert Wilcox, manager of manufacturing at Bobit Business Media. M