Different Not Difficult

di≈erent, this publication is made possible through the generous support provided from these companies and organizations:

how to make sustainability happen

not di÷cult

C re a t i v e D e v e l o p m e n t by The Design Office of Catherine and James Donnelly. designoffice.com

Printed with soy ink on 100% post consumer paper.

different, not difficult: As magazine publishers, printers, non-profit organizations and advertisers, we share a common responsibility to the environment for the materials we produce. That said, we are pleased to open a dialogue that combines conservation and the goal of increasing your publication’s prestige and marketability. As evidence, we present “sustainability principles.” Something we’ve created for our own organizations which demonstrates that we can all “do well by doing good.”

table of contents

message to the executive cost / quality 4 / 5 availability / supportive customers 6 / 7

supportive advertisers / balanced benefits 8 / 9

tool kit

steps to sustainability 10 / 11 paper purchasing guide / printing 12 / 13

On the following pages, we outline our business model for adopting sustainability principles and enhancing your publication’s overall image. In addition, we have included contact information at the end to help guide you through this process, While this may be new to you and your staff, we can assure you —it is not difficult— only different. Our sole intent of offering you these helpful tools is to enable your magazine to reach its fullest, all-around green potential— economically, environmentally and socially.

cover coatings / shipping 14 / 15

appendices full testimonials 16 / 17 full testimonials 17 / 18 glossary of terms 20 / 21 green magazines / contacts 22 / 23

In cooperation, Aveda, Co-op America, National Wildlife Federation, and Quad Graphics

different, not difficult: As magazine publishers, printers, non-profit organizations and advertisers, we share a common responsibility to the environment for the materials we produce. That said, we are pleased to open a dialogue that combines conservation and the goal of increasing your publication’s prestige and marketability. As evidence, we present “sustainability principles.” Something we’ve created for our own organizations which demonstrates that we can all “do well by doing good.”

table of contents

message to the executive cost / quality 4 / 5 availability / supportive customers 6 / 7

supportive advertisers / balanced benefits 8 / 9

tool kit

steps to sustainability 10 / 11 paper purchasing guide / printing 12 / 13

On the following pages, we outline our business model for adopting sustainability principles and enhancing your publication’s overall image. In addition, we have included contact information at the end to help guide you through this process, While this may be new to you and your staff, we can assure you —it is not difficult— only different. Our sole intent of offering you these helpful tools is to enable your magazine to reach its fullest, all-around green potential— economically, environmentally and socially.

cover coatings / shipping 14 / 15

appendices full testimonials 16 / 17 full testimonials 17 / 18 glossary of terms 20 / 21 green magazines / contacts 22 / 23

In cooperation, Aveda, Co-op America, National Wildlife Federation, and Quad Graphics

“In 2002 we reduced the costs of our body paper by as much as 20% when we switched from a sheet with low recycled content to our current recycled sheet.” Justin Neal, Production Manager Mother Jones Magazine Full testimonial on page 16

myth:

quality m e s s a g e t o t h e e xe c u t i v e : cost / quality

cost

“Natural Health and Shape are printed on paper with 30–40% post consumer recycled fiber. This environmentally sound paper has a superior reproductive quality surface that our readers and advertisers have come to expect.” Diane Newman, Senior Vice President/Group Publisher Shape/Natural Health Full testimonial on page 18

myth:

hi 4

m e s s a g e t o t h e e xe c u t i v e : cost / quality

3

Being environmentally conscious is expensive.

fact: Recycled papers today are comparable in price to virgin papers. Paper mills can often manufacture environmentally preferable papers for currently used papers at the same specifications and similar cost. Planning ahead and working with printers and paper suppliers can yield cost and consumption savings.

conclusion: Planning ahead and working with your printer and paper supplier can yield cost and consumption savings.

Success Stories The National Wildlife Federation, Pepsi-Cola Co., and UPS all saved money by switching to more environmentally friendly practices. In the last ten years, the National Wildlife Federation has not paid any premiums for post consumer recycled paper. In fact, through buying its own paper and setting up strategic partnerships with mills and merchants, NWF saves a significant amount of money per year. Just for one title alone, NWF, through smart paper use decisions, saved approximately $46,000 last year in paper costs. The nonprofit Business for Social Responsibility reports that Pepsi-Cola Co. conserved 196 million pounds of cardboard and saved $44 million by switching from disposable corrugated-cardboard shipping containers to reusable ones. UPS has potentially halved the paper used for overnight delivery packaging by introducing packages that can be used twice.

Recycled paper and non-toxic inks are of poor quality.

fact: Ecopapers are of the same quality as virgin paper products and are visually indistinguishable. Modern deinking technology produces a recycled paper fiber of the same smoothness, brightness, opacity and cleanliness as virgin paper. While most inks are petroleum based, some ink manufacturers substitute renewable resources (such as soy, linseed, and corn oils) for a portion of the petroleum.

conclusion: All printer standards which virgin paper must meet (runnability, web break occurrences, etc.) must also be met by ecopapers. Vegetable oil replacement ink must meet the same specifications as petroleum-based ink, and it does not release a significant volume of volatile organic compounds (VOCs) into the air when it dries. Success Stories Norm Thompson/Alliance for Environmental Innovation studied the issue of ecopaper quality in 2001. They found that thanks to advances in papermaking technology—especially the ability to remove dirt and contaminants during the de-inking process— papermakers now offer ecopapers whose appearance, smoothness and strength match those of virgin paper. The marketing department did not discern any difference in the look and feel of the ecopaper catalogues, nor could the consumer tell the difference between the ecopaper and virgin paper catalogue. Studies showed that there were no problems with runnability or color reproduction on the ecopapers.

Tool Kit Resource

Tool Kit Resource

Purchasing Guide on page 11

Printing on page 11

soy beans

The National Soy Ink Information Center commissioned an extensive research study on consumer awareness of soy ink and the SoySeal. Of the more than 1,800 people surveyed, more than 80% identified soy ink as a renewable product that is better for the environment than petroleum-based inks and that soy ink causes fewer health risks. In addition, 77% of consumers say that they are more likely to purchase products or services from a company known to have switched to soy ink. (Moore Information Public Research Firm, 2004)

“In 2002 we reduced the costs of our body paper by as much as 20% when we switched from a sheet with low recycled content to our current recycled sheet.” Justin Neal, Production Manager Mother Jones Magazine Full testimonial on page 16

myth:

quality m e s s a g e t o t h e e xe c u t i v e : cost / quality

cost

“Natural Health and Shape are printed on paper with 30–40% post consumer recycled fiber. This environmentally sound paper has a superior reproductive quality surface that our readers and advertisers have come to expect.” Diane Newman, Senior Vice President/Group Publisher Shape/Natural Health Full testimonial on page 18

myth:

hi 4

m e s s a g e t o t h e e xe c u t i v e : cost / quality

3

Being environmentally conscious is expensive.

fact: Recycled papers today are comparable in price to virgin papers. Paper mills can often manufacture environmentally preferable papers for currently used papers at the same specifications and similar cost. Planning ahead and working with printers and paper suppliers can yield cost and consumption savings.

conclusion: Planning ahead and working with your printer and paper supplier can yield cost and consumption savings.

Success Stories The National Wildlife Federation, Pepsi-Cola Co., and UPS all saved money by switching to more environmentally friendly practices. In the last ten years, the National Wildlife Federation has not paid any premiums for post consumer recycled paper. In fact, through buying its own paper and setting up strategic partnerships with mills and merchants, NWF saves a significant amount of money per year. Just for one title alone, NWF, through smart paper use decisions, saved approximately $46,000 last year in paper costs. The nonprofit Business for Social Responsibility reports that Pepsi-Cola Co. conserved 196 million pounds of cardboard and saved $44 million by switching from disposable corrugated-cardboard shipping containers to reusable ones. UPS has potentially halved the paper used for overnight delivery packaging by introducing packages that can be used twice.

Recycled paper and non-toxic inks are of poor quality.

fact: Ecopapers are of the same quality as virgin paper products and are visually indistinguishable. Modern deinking technology produces a recycled paper fiber of the same smoothness, brightness, opacity and cleanliness as virgin paper. While most inks are petroleum based, some ink manufacturers substitute renewable resources (such as soy, linseed, and corn oils) for a portion of the petroleum.

conclusion: All printer standards which virgin paper must meet (runnability, web break occurrences, etc.) must also be met by ecopapers. Vegetable oil replacement ink must meet the same specifications as petroleum-based ink, and it does not release a significant volume of volatile organic compounds (VOCs) into the air when it dries. Success Stories Norm Thompson/Alliance for Environmental Innovation studied the issue of ecopaper quality in 2001. They found that thanks to advances in papermaking technology—especially the ability to remove dirt and contaminants during the de-inking process— papermakers now offer ecopapers whose appearance, smoothness and strength match those of virgin paper. The marketing department did not discern any difference in the look and feel of the ecopaper catalogues, nor could the consumer tell the difference between the ecopaper and virgin paper catalogue. Studies showed that there were no problems with runnability or color reproduction on the ecopapers.

Tool Kit Resource

Tool Kit Resource

Purchasing Guide on page 11

Printing on page 11

soy beans

The National Soy Ink Information Center commissioned an extensive research study on consumer awareness of soy ink and the SoySeal. Of the more than 1,800 people surveyed, more than 80% identified soy ink as a renewable product that is better for the environment than petroleum-based inks and that soy ink causes fewer health risks. In addition, 77% of consumers say that they are more likely to purchase products or services from a company known to have switched to soy ink. (Moore Information Public Research Firm, 2004)

“There are certainly more mills today manufacturing recycled and chlorine-free papers than there were in the 1980s. Speaking generally, many mills offer paper grades with some post consumer content. It is important to request recycled paper at the time the order is placed.”

supportive customers “Our customers have rewarded our efforts. They tell us that we are a preferred place to shop because of our commitment to social and environmental issues. One anecdote: When we switched to recycled content in our catalogs, over 5,000 consumers wrote to us to say “thanks”.” Derek Smith, Corporate Sustainability Manager Norm Thompson Outfitters Full testimonial on page 17

Maureen Cassidy, President Central Lewmar South Full testimonial on page 16

myth:

m e s s a g e t o t h e e xe c u t i v e : availability / supportive customers

availability

myth:

hi 6

m e s s a g e t o t h e e xe c u t i v e : availability / supportive customers

5

There is not enough recycled chlorinefree or FSC-certified paper available.

fact:

Customers will not support the switch to ecopapers.

fact:

Most paper companies and many printers offer post consumer recycled paper options that conform with current mainstream paper and printer specifications. ASK!

With U.S. consumers spending about $110 billion annually on socially and environmentally progressive products, the value to brand image and customer loyalty is clear.

One of the obstacles to greater availability of alternative papers is lack of demand from magazine publishers and their printers. A commitment that environmentally produced papers are preferred, is one of the most important steps a publisher can take to help increase availability of ecopapers.

Customers are better informed today than ever before and websites such as sustainablebusiness.com, greenbiz.com, crswire.com, coopamerica.org, provide consumers with information about companies and their commitment to social and environmental improvement. Customers choose to support and remain loyal to companies that are socially and environmentally conscious.

Recycled, chlorine-free, or FSC-certified paper is readily available for publishers.

conclusion:

conclusion:

There is plenty of ecopaper available for use by magazine companies if publishers just ask.

Customers are growing more and more supportive of companies that are socially and environmentally conscious.

Success Stories

Success Stories

Even large paper suppliers are finding a market for recycled paper and showing their commitment to the environment. Stora Enso has a Recycled Pulp Mill that makes de-inked pulp from scrap paper to be used at the paper mill. The facility has been included in the Dow Jones Sustainability Index since 2000.

Norm Thompson conducted a series of tests which were aimed at determining customer response to the ecopaper catalogue and found that customers responded the same, if not better to the ecopaper catalogue version.

Visions Paper was founded in 1989 with the mission “to economically produce the most environmentally positive paper products.” The paper company offers tree-free alternatives and kenaf paper which are readily available for use.

Tool Kit Resource

Tool Kit Resource

Contact Information on page 21

Cover Coatings page 13

availability

All North American producers of magazine quality paper have the ability to produce a line of recycled papers.

“There are certainly more mills today manufacturing recycled and chlorine-free papers than there were in the 1980s. Speaking generally, many mills offer paper grades with some post consumer content. It is important to request recycled paper at the time the order is placed.”

supportive customers “Our customers have rewarded our efforts. They tell us that we are a preferred place to shop because of our commitment to social and environmental issues. One anecdote: When we switched to recycled content in our catalogs, over 5,000 consumers wrote to us to say “thanks”.” Derek Smith, Corporate Sustainability Manager Norm Thompson Outfitters Full testimonial on page 17

Maureen Cassidy, President Central Lewmar South Full testimonial on page 16

myth:

m e s s a g e t o t h e e xe c u t i v e : availability / supportive customers

availability

myth:

hi 6

m e s s a g e t o t h e e xe c u t i v e : availability / supportive customers

5

There is not enough recycled chlorinefree or FSC-certified paper available.

fact:

Customers will not support the switch to ecopapers.

fact:

Most paper companies and many printers offer post consumer recycled paper options that conform with current mainstream paper and printer specifications. ASK!

With U.S. consumers spending about $110 billion annually on socially and environmentally progressive products, the value to brand image and customer loyalty is clear.

One of the obstacles to greater availability of alternative papers is lack of demand from magazine publishers and their printers. A commitment that environmentally produced papers are preferred, is one of the most important steps a publisher can take to help increase availability of ecopapers.

Customers are better informed today than ever before and websites such as sustainablebusiness.com, greenbiz.com, crswire.com, coopamerica.org, provide consumers with information about companies and their commitment to social and environmental improvement. Customers choose to support and remain loyal to companies that are socially and environmentally conscious.

Recycled, chlorine-free, or FSC-certified paper is readily available for publishers.

conclusion:

conclusion:

There is plenty of ecopaper available for use by magazine companies if publishers just ask.

Customers are growing more and more supportive of companies that are socially and environmentally conscious.

Success Stories

Success Stories

Even large paper suppliers are finding a market for recycled paper and showing their commitment to the environment. Stora Enso has a Recycled Pulp Mill that makes de-inked pulp from scrap paper to be used at the paper mill. The facility has been included in the Dow Jones Sustainability Index since 2000.

Norm Thompson conducted a series of tests which were aimed at determining customer response to the ecopaper catalogue and found that customers responded the same, if not better to the ecopaper catalogue version.

Visions Paper was founded in 1989 with the mission “to economically produce the most environmentally positive paper products.” The paper company offers tree-free alternatives and kenaf paper which are readily available for use.

Tool Kit Resource

Tool Kit Resource

Contact Information on page 21

Cover Coatings page 13

availability

All North American producers of magazine quality paper have the ability to produce a line of recycled papers.

m e s s a g e t o t h e e xe c u t i v e : suppor tive adver tisers / balanced benefits

supportive advertisers

balanced benefits

“Environmental interest and healthy lifestyle magazines must use a minimum of 10% post consumer recycled content paper in their publication to earn Aveda’s business.” Dominque Conseil, President Aveda Corporation Full testimonial on page 15

myth:

Environment

m e s s a g e t o t h e e xe c u t i v e : supportive advertisers / balanced benefits

7

Advertisers will not support the switch to recycled papers.

fact: The environmentally conscious companies listed below are supportive of magazines making the switch to post consumer recycled paper and soy inks. Seventh Generation The Timberland Company Patagonia Green Mountain Coffee Roasters Stonyfield Farm “There is incredible power when individuals come together with a common goal of creating positive, sustainable impact. When you layer in businesses and community organizations who share this passion—to make it better—the vision for what we can achieve is limitless.” Jeffrey Swartz, President and CEO The Timberland Company

conclusion:

Research shows that each ton of recycled fiber that displaces a ton of virgin fiber has the following impacts: Forests: reduces wood use by 100% Energy: reduces total energy consumption by 27% Water: reduces waste water by 33% Air Pollution: reduces particulate emissions by 28% Solid Waste: reduces solid waste by 54% Business Being an environmentally conscious company is good business. The cost of ecopaper is comparable to virgin paper, and sometimes even cheaper. Reducing consumption in general can also drastically lower costs. Ecopapers are of the same quality as conventional products and are readily available. Becoming an environmentally conscious business helps to forge new relationships with other likeminded companies and organizations as well as give you a competitive edge over your competitors. Social Our choices have widespread impacts. For example, the residents of Green Swamp, North Carolina* no longer drink local water as studies have shown a correlation between a recent rise in cancer cases and the existence of near-by pine plantation.

More and more companies are committing to social and environmental standards and want to advertise their products in magazines whose companies are committed to the same goals.

It is important to be a good corporate citizen and for companies to market themselves as such. It is important to play a healthy and positive role in your community of readers, employees and beyond.

Success Stories

Good environmental choices build on one another. Ask readers to recycle the magazine or donate them to a library.

Patagonia, Inc., designs, markets, and distributes outdoor gear and apparel through its catalog, retail stores, wholesale dealers, and Web site. The company donates one percent of sales to the restoration and protection of the natural environment and has granted over $20 million to grassroots environmental organizations in the form of financial and in-kind donations since 1985. Patagonia offers products made from organic cotton, hemp, and recycled materials and makes use of alternative energy sources, reclaimed materials, and energy efficient technologies in its buildings.

Tool Kit Resource Shipping on page 14

8

Companies who switch to ecopapers set an example for their peers as well as for their readers.

The Blue Ridge Paper Products Canton facility works with local residents to assure that they may voice their concerns regarding the printing facility. The facility is constantly reducing their environmental and social impact, which has facilitated a supportive, profitable relationship between residents and the paper company.

*Dogwood Alliance September 16, 2001

deforestation

The magnitude of clear-cut logging becomes apparent in this NASA photograph taken above the Cascade Mountain Range in west central Oregon in 2000. The checkered texture shows the clear-cut acres in orange, forests in green, and mountain snow in blue.

m e s s a g e t o t h e e xe c u t i v e : suppor tive adver tisers / balanced benefits

supportive advertisers

balanced benefits

“Environmental interest and healthy lifestyle magazines must use a minimum of 10% post consumer recycled content paper in their publication to earn Aveda’s business.” Dominque Conseil, President Aveda Corporation Full testimonial on page 15

myth:

Environment

m e s s a g e t o t h e e xe c u t i v e : supportive advertisers / balanced benefits

7

Advertisers will not support the switch to recycled papers.

fact: The environmentally conscious companies listed below are supportive of magazines making the switch to post consumer recycled paper and soy inks. Seventh Generation The Timberland Company Patagonia Green Mountain Coffee Roasters Stonyfield Farm “There is incredible power when individuals come together with a common goal of creating positive, sustainable impact. When you layer in businesses and community organizations who share this passion—to make it better—the vision for what we can achieve is limitless.” Jeffrey Swartz, President and CEO The Timberland Company

conclusion:

Research shows that each ton of recycled fiber that displaces a ton of virgin fiber has the following impacts: Forests: reduces wood use by 100% Energy: reduces total energy consumption by 27% Water: reduces waste water by 33% Air Pollution: reduces particulate emissions by 28% Solid Waste: reduces solid waste by 54% Business Being an environmentally conscious company is good business. The cost of ecopaper is comparable to virgin paper, and sometimes even cheaper. Reducing consumption in general can also drastically lower costs. Ecopapers are of the same quality as conventional products and are readily available. Becoming an environmentally conscious business helps to forge new relationships with other likeminded companies and organizations as well as give you a competitive edge over your competitors. Social Our choices have widespread impacts. For example, the residents of Green Swamp, North Carolina* no longer drink local water as studies have shown a correlation between a recent rise in cancer cases and the existence of near-by pine plantation.

More and more companies are committing to social and environmental standards and want to advertise their products in magazines whose companies are committed to the same goals.

It is important to be a good corporate citizen and for companies to market themselves as such. It is important to play a healthy and positive role in your community of readers, employees and beyond.

Success Stories

Good environmental choices build on one another. Ask readers to recycle the magazine or donate them to a library.

Patagonia, Inc., designs, markets, and distributes outdoor gear and apparel through its catalog, retail stores, wholesale dealers, and Web site. The company donates one percent of sales to the restoration and protection of the natural environment and has granted over $20 million to grassroots environmental organizations in the form of financial and in-kind donations since 1985. Patagonia offers products made from organic cotton, hemp, and recycled materials and makes use of alternative energy sources, reclaimed materials, and energy efficient technologies in its buildings.

Tool Kit Resource Shipping on page 14

8

Companies who switch to ecopapers set an example for their peers as well as for their readers.

The Blue Ridge Paper Products Canton facility works with local residents to assure that they may voice their concerns regarding the printing facility. The facility is constantly reducing their environmental and social impact, which has facilitated a supportive, profitable relationship between residents and the paper company.

*Dogwood Alliance September 16, 2001

deforestation

The magnitude of clear-cut logging becomes apparent in this NASA photograph taken above the Cascade Mountain Range in west central Oregon in 2000. The checkered texture shows the clear-cut acres in orange, forests in green, and mountain snow in blue.

tool kit: steps to sustainability 10

tool kit: steps to sustainability

9

commit

Socially responsible businesses respect and preserve the natural environment. Helping to improve the quality and opportunities of life, they empower people and invest in communities where a business operates.

steps towards sustainability Beginnings: Know where you are, and where you want to go.

1

2

3

Make a commitment to sustainability. Begin by drafting and adopting an environmental mission for your company. The most important first step is to evaluate all of your environmental impacts. Convey your purchasing intent and needs to your suppliers often, and negotiate your contracts to reflect your environmental commitment. Identify the environmental specifications available from your current paper supplier. Purchase ecopapers that demonstrate your values and that contain the highest post consumer recycled (PCR) content (30% for coated paper and 50% for uncoated paper).

Improving: Make smart changes to reduce your environmental impact.

4

Use 30% pcr for publishing materials.

5

Use 50% to 100% pcr for printing marketing materials and media kits.

6

Note in your masthead the environmental characteristics of the paper for which you print on.

7

8

Striving for the Best: Be environmentally and financially aware of all inputs and outputs.

9

10

Upgrade to a higher percentage of PCR in both marketing and publishing materials.

11

Support suppliers whom embrace and practice sustainability concepts as part of their business strategy.

12

Source polybags made from recycled or alternative materials.

13

Remind your readers that magazines can be recycled.

Talk to your printer about non-toxic inks which are better for the environment as well as employee health. Consider cover coatings and their environmental impact. Try to use one that is less harmful to employees and the environment.

Consider the lifecycle of your project. Try to minimize your environmental impact all along the way.

14 Encourage your colleagues to do the same. This is an industry wide initiative and critical mass will help make the shift happen sooner.

tool kit: steps to sustainability 10

tool kit: steps to sustainability

9

commit

Socially responsible businesses respect and preserve the natural environment. Helping to improve the quality and opportunities of life, they empower people and invest in communities where a business operates.

steps towards sustainability Beginnings: Know where you are, and where you want to go.

1

2

3

Make a commitment to sustainability. Begin by drafting and adopting an environmental mission for your company. The most important first step is to evaluate all of your environmental impacts. Convey your purchasing intent and needs to your suppliers often, and negotiate your contracts to reflect your environmental commitment. Identify the environmental specifications available from your current paper supplier. Purchase ecopapers that demonstrate your values and that contain the highest post consumer recycled (PCR) content (30% for coated paper and 50% for uncoated paper).

Improving: Make smart changes to reduce your environmental impact.

4

Use 30% pcr for publishing materials.

5

Use 50% to 100% pcr for printing marketing materials and media kits.

6

Note in your masthead the environmental characteristics of the paper for which you print on.

7

8

Striving for the Best: Be environmentally and financially aware of all inputs and outputs.

9

10

Upgrade to a higher percentage of PCR in both marketing and publishing materials.

11

Support suppliers whom embrace and practice sustainability concepts as part of their business strategy.

12

Source polybags made from recycled or alternative materials.

13

Remind your readers that magazines can be recycled.

Talk to your printer about non-toxic inks which are better for the environment as well as employee health. Consider cover coatings and their environmental impact. Try to use one that is less harmful to employees and the environment.

Consider the lifecycle of your project. Try to minimize your environmental impact all along the way.

14 Encourage your colleagues to do the same. This is an industry wide initiative and critical mass will help make the shift happen sooner.

tool kit: paper purchasing guide / printing

paper purchasing guide Beginnings: Know where you are, and where you want to go.

tool kit: paper purchasing guide / printing

11

Paper Goals The paper you strive to use papers with: The highest level of post consumer recycled fiber as possible. Virgin fiber components certified as harvested sustainably. Manufacturing processes with a reduced number of chemicals. Questions to Ask About Paper What kind of paper am I using now? What are the ecopaper options available? What are the different ecopaper specifications? Percentage post consumer content, percentage deinked fiber? Try to get the highest percentages of PCR possible. Questions to Ask About the Manufacturing Process How is the paper processed? What sorts of chemicals are added to the pulp? Is the paper processed chlorine free (PCF)? Totally chlorine free (TCF)? Try to get paper with the smallest amount of chemical additives. note: Certain hazardous chemicals are being phased out because they damage the environment. Early work with vendors to find safe alternatives will help avoid future costs. Ask Yourself, Ask Your Paper Vendors Does it achieve environmental improvements without compromising purchasing or cost?

4

Making the Budget Work Alerting your paper vendor early of your environmental goals will help assure that you are able to use an ecopaper of the highest quality without a dramatic increase in costs. Work with your vendor to match environmental and quality specifications to the ecopaper alternative. Find an available ecopaper that can reduce or match costs. Costs can be reduced by changing the trim size and basic weight of the paper. Don’t forget to ask about alternatives available (bulk options) that will reduce packaging and save money. Encourage “take back” programs with vendors which will help control handling, storage, and disposal costs. Other Points to Consider When talking to vendors, consider the economic and environmental costs associated with the product including packaging, transportation and disposal. Ecopapers are of the same quality as virgin papers. Find one that meets your specifications. Know that new products are constantly being added to the list of alternative and recycled goods.

hi 12

de-inking

Utilize Strategic Partnerships There are many organizations aimed at providing support for socially and environmentally conscious businesses. Team up with organizations to establish efficient supply chain management. business for social responsibility wisconsin environmental initiative buy recycled business alliance green seal wastecap center for new american dream

printing Improving: Make smart changes to reduce your environmental impact. Printing Goals The printer you choose to work with should have: A commitment to the environment in terms of the products they use and the waste they produce. Inks chosen which reduce the amount of toxic chemicals released into the air and environment. Cover coating which uses a process other than UV cover coating in order to facilitate the recycling.

In the paper recycling process, waste paper is deinked prior to recovery of the fiber. During this process, a fiber sludge is generated which contains particles of ink clay, fillers and fibers too short to be converted to a finished paper product. Many environmentally conscious paper producers are recovering the energy from this waste stream and creating innovative ways to either re-use or dispose of this byproduct.

Questions to Ask Your Printer Is the ink I currently use harmful to the environment? Most standard inks contain: VOCs (volatile organic compounds) which contribute to ground-level ozone problems CFC (chlorofluorocarbons) which deplete the stratospheric ozone layer Chlorinated substances are toxic and can deplete the ozone. Recycled ink produces far less toxic chemical emissions than conventional ink manufacturing. Should I stop using ink with heavy metals? Heavy metals (i.e. barium, copper, and zinc) can leach into the environment and can contaminate soil and groundwater. There are inks available which do not contain heavy metals and can match any color requested by customers.

What about metallic inks? Some metallic inks provide a desirable sheen without the toxicity of heavy metals. Such metallic inks are usually made from aluminum, copper and/or bronze flakes. These inks do not hinder the recycling of paper, however the more ink added to the piece regardless of type, the harder to de-ink. Ask your printer if they recycle their ink or how they dispose of it. The printer should have, or be in the process of researching, an ink recycling program. Do they recycle it themselves? Send it back to the ink vendor to be re-worked into new, black ink. Waste offset ink can also be sent to energy facilities which can use the ink and other refuse as fuel to generate electricity.

What about inks that contain renewable oils? Inks can be made from renewable oils (agri-based inks) extracted from linseed, corn and soybeans and used without a change in quality on marketing and media publications. Heatset web printings on coated paper require a mixture of renewable oils which maintain the environmental and quality standards of printers. All of these inks are available for use if you ask your printer in advance or if you switch to a printing company with a history of environmental commitment.

tool kit: paper purchasing guide / printing

paper purchasing guide Beginnings: Know where you are, and where you want to go.

tool kit: paper purchasing guide / printing

11

Paper Goals The paper you strive to use papers with: The highest level of post consumer recycled fiber as possible. Virgin fiber components certified as harvested sustainably. Manufacturing processes with a reduced number of chemicals. Questions to Ask About Paper What kind of paper am I using now? What are the ecopaper options available? What are the different ecopaper specifications? Percentage post consumer content, percentage deinked fiber? Try to get the highest percentages of PCR possible. Questions to Ask About the Manufacturing Process How is the paper processed? What sorts of chemicals are added to the pulp? Is the paper processed chlorine free (PCF)? Totally chlorine free (TCF)? Try to get paper with the smallest amount of chemical additives. note: Certain hazardous chemicals are being phased out because they damage the environment. Early work with vendors to find safe alternatives will help avoid future costs. Ask Yourself, Ask Your Paper Vendors Does it achieve environmental improvements without compromising purchasing or cost?

4

Making the Budget Work Alerting your paper vendor early of your environmental goals will help assure that you are able to use an ecopaper of the highest quality without a dramatic increase in costs. Work with your vendor to match environmental and quality specifications to the ecopaper alternative. Find an available ecopaper that can reduce or match costs. Costs can be reduced by changing the trim size and basic weight of the paper. Don’t forget to ask about alternatives available (bulk options) that will reduce packaging and save money. Encourage “take back” programs with vendors which will help control handling, storage, and disposal costs. Other Points to Consider When talking to vendors, consider the economic and environmental costs associated with the product including packaging, transportation and disposal. Ecopapers are of the same quality as virgin papers. Find one that meets your specifications. Know that new products are constantly being added to the list of alternative and recycled goods.

hi 12

de-inking

Utilize Strategic Partnerships There are many organizations aimed at providing support for socially and environmentally conscious businesses. Team up with organizations to establish efficient supply chain management. business for social responsibility wisconsin environmental initiative buy recycled business alliance green seal wastecap center for new american dream

printing Improving: Make smart changes to reduce your environmental impact. Printing Goals The printer you choose to work with should have: A commitment to the environment in terms of the products they use and the waste they produce. Inks chosen which reduce the amount of toxic chemicals released into the air and environment. Cover coating which uses a process other than UV cover coating in order to facilitate the recycling.

In the paper recycling process, waste paper is deinked prior to recovery of the fiber. During this process, a fiber sludge is generated which contains particles of ink clay, fillers and fibers too short to be converted to a finished paper product. Many environmentally conscious paper producers are recovering the energy from this waste stream and creating innovative ways to either re-use or dispose of this byproduct.

Questions to Ask Your Printer Is the ink I currently use harmful to the environment? Most standard inks contain: VOCs (volatile organic compounds) which contribute to ground-level ozone problems CFC (chlorofluorocarbons) which deplete the stratospheric ozone layer Chlorinated substances are toxic and can deplete the ozone. Recycled ink produces far less toxic chemical emissions than conventional ink manufacturing. Should I stop using ink with heavy metals? Heavy metals (i.e. barium, copper, and zinc) can leach into the environment and can contaminate soil and groundwater. There are inks available which do not contain heavy metals and can match any color requested by customers.

What about metallic inks? Some metallic inks provide a desirable sheen without the toxicity of heavy metals. Such metallic inks are usually made from aluminum, copper and/or bronze flakes. These inks do not hinder the recycling of paper, however the more ink added to the piece regardless of type, the harder to de-ink. Ask your printer if they recycle their ink or how they dispose of it. The printer should have, or be in the process of researching, an ink recycling program. Do they recycle it themselves? Send it back to the ink vendor to be re-worked into new, black ink. Waste offset ink can also be sent to energy facilities which can use the ink and other refuse as fuel to generate electricity.

What about inks that contain renewable oils? Inks can be made from renewable oils (agri-based inks) extracted from linseed, corn and soybeans and used without a change in quality on marketing and media publications. Heatset web printings on coated paper require a mixture of renewable oils which maintain the environmental and quality standards of printers. All of these inks are available for use if you ask your printer in advance or if you switch to a printing company with a history of environmental commitment.

tool kit: c ov e r c o a t i n g s / s h i p p i n g

13

shipping

Are magazines with glossy cover coatings recyclable? Yes. De-inking mills are equipped with a wide array of cleaning processes to recycle magazine paper. They can be made into tissue, newsprint and other products that don’t necessarily have to be bright white.

Striving for the Best: Be environmentally and financially aware from inputs to outputs. Shipping Goals Strive to reduce the environmental impact in all aspects of production and shipping. Starting with awareness will help facilitate positive change and work towards a better environmental policy.

Are there alternatives to the common UV cover coating? There are cover coatings* which are better for the environment than the standard cover coatings such as: UV-cured coating Water-based catalytic coating Water-based coating Over-print varnish coating

What are standard polybags made of? Polybags are plastic wraps used as alternatives to paper envelopes or over-wraps on a catalog and are usually made from non-renewable resources. They can be recycled, but usually most reader don’t realize this. Why are polybags an environmental problem? In the landfill they remain a waste problem because they do not biodegrade, effectively adding to the growing waste problem we have in the United States. Polybags could be recycled along with grocery and dry cleaning bags, but few collection sites for these materials exist.

*The best coating to use for your publication will differ based on your desired goals. Having a goal to use environmentally preferable cover coating does not limit your options.

Is using a paper wrap better? Paper and plastic take hundreds of years to decompose in a landfill.

shipping Ask your printer if they use pallets made of recycled materials, and if they recycle plastic straps, bands, and shrinkwrap in their shipping operations.

What should I do? Make the switch to polybags. Less energy is used in their transportation (they are lighter than paperwraps). Encourage your readers to recycle the polybags with their grocery and dry cleaning bags. Move to polybags with recycled content. Be aware of new packaging alternatives and utilize those as soon as they become available. Are there alternatives to conventional polybags? Sourcing polybags from recycled materials is a great way to reduce your environmental impact. Use biodegradable plastics from renewable sources such as cornstarch, rice starch, and potato starch films. These alternatives are becoming increasingly viable.

tool kit: c ov e r c o a t i n g s / s h i p p i n g

cover coatings

Holistic Thinking The following is a sampling of questions to ask a printer to help you determine how the company approaches environmental concerns as part of its business management plan. The answers are examples of ideal environmentally hi 14 conscious responses. How are you minimizing air emissions? The company should have a plan to reduce air pollution through technology. Use of catalytic oxidizers are more than 95 percent efficient at destroying harmful volatile organic chemicals (VOCs). Gravure presses should be built to capture and recover solvent emissions. Printer should use and reuse solvents safely. How do you reduce solid waste? Paper waste? The printer should have an in-house recycling program. Work with other vendors to expand markets for recycling waste materials or to provide mechanisms for the reuse and recycling of containers and packaging. Other Questions: What are you doing to reduce your energy consumption? Are your solvents safe for employees and the environment?

tool kit: c ov e r c o a t i n g s / s h i p p i n g

13

shipping

Are magazines with glossy cover coatings recyclable? Yes. De-inking mills are equipped with a wide array of cleaning processes to recycle magazine paper. They can be made into tissue, newsprint and other products that don’t necessarily have to be bright white.

Striving for the Best: Be environmentally and financially aware from inputs to outputs. Shipping Goals Strive to reduce the environmental impact in all aspects of production and shipping. Starting with awareness will help facilitate positive change and work towards a better environmental policy.

Are there alternatives to the common UV cover coating? There are cover coatings* which are better for the environment than the standard cover coatings such as: UV-cured coating Water-based catalytic coating Water-based coating Over-print varnish coating

What are standard polybags made of? Polybags are plastic wraps used as alternatives to paper envelopes or over-wraps on a catalog and are usually made from non-renewable resources. They can be recycled, but usually most reader don’t realize this. Why are polybags an environmental problem? In the landfill they remain a waste problem because they do not biodegrade, effectively adding to the growing waste problem we have in the United States. Polybags could be recycled along with grocery and dry cleaning bags, but few collection sites for these materials exist.

*The best coating to use for your publication will differ based on your desired goals. Having a goal to use environmentally preferable cover coating does not limit your options.

Is using a paper wrap better? Paper and plastic take hundreds of years to decompose in a landfill.

shipping Ask your printer if they use pallets made of recycled materials, and if they recycle plastic straps, bands, and shrinkwrap in their shipping operations.

What should I do? Make the switch to polybags. Less energy is used in their transportation (they are lighter than paperwraps). Encourage your readers to recycle the polybags with their grocery and dry cleaning bags. Move to polybags with recycled content. Be aware of new packaging alternatives and utilize those as soon as they become available. Are there alternatives to conventional polybags? Sourcing polybags from recycled materials is a great way to reduce your environmental impact. Use biodegradable plastics from renewable sources such as cornstarch, rice starch, and potato starch films. These alternatives are becoming increasingly viable.

tool kit: c ov e r c o a t i n g s / s h i p p i n g

cover coatings

Holistic Thinking The following is a sampling of questions to ask a printer to help you determine how the company approaches environmental concerns as part of its business management plan. The answers are examples of ideal environmentally hi 14 conscious responses. How are you minimizing air emissions? The company should have a plan to reduce air pollution through technology. Use of catalytic oxidizers are more than 95 percent efficient at destroying harmful volatile organic chemicals (VOCs). Gravure presses should be built to capture and recover solvent emissions. Printer should use and reuse solvents safely. How do you reduce solid waste? Paper waste? The printer should have an in-house recycling program. Work with other vendors to expand markets for recycling waste materials or to provide mechanisms for the reuse and recycling of containers and packaging. Other Questions: What are you doing to reduce your energy consumption? Are your solvents safe for employees and the environment?

testimonials A v e d a Co r p o r at i o n Aveda strives in all ways to be a responsible steward of the environment—including becoming the first privately held corporation to sign the CERES (Coalition for Environmentally Responsible Economies) Principles in 1989. The CERES report outlines Aveda’s successes and challenges on the road to becoming a more sustainable business. appendices: full testimonials

15

There are certainly more mills today manufacturing recycled and chlorine-free papers then there were in the 1980’s. Speaking generally, many mills offer paper grades with some post consumer content. The current “standard” for coated paper is 10% PCW, which is down from 20%. Paper with higher post consumer content can be special ordered for larger quantities from some mills. Unfortunately, some mills are reversing the trend of including recycled content in their standard grades and are now manufacturing virgin paper unless specified PCW. It is important to request recycled paper at the time the order is placed.

Operating a green business means helping suppliers and partners green their business as well. One of Aveda’s goals is to share internal practices to conserve energy and reduce waste in order to help reduce global warming and protect biodiversity. By sharing our successes and challenges we hope to help others in their efforts to protect biodiversity. Beginning in 2003, Aveda established an environmental media strategy and began working with our advertising partners to improve their environmental performance. During 2003-2004, we engaged existing partners and prospective advertising media in several ways. We conducted a baseline survey of the environmental practices at the magazines where we currently advertise including the use of Energy Star® office equipment, PCR in office paper, soy-based ink in printing the magazine, and PCR in the magazine paper. The response rate was very high and provided an understanding of common industry practices. In the next phase, we will develop performance standards for vendors and work with them on implementation. Aveda’s advertising partners are required to complete a survey of practices and meet minimum PCR content in the magazine paper that varies with the publishing sector. General audience fashion and beauty magazines do not yet have standards in place, while environmental interest and healthy lifestyle magazines must use a minimum of 10 percent PCR content paper in their publication to earn Aveda’s business. Dominique Conseil, President Aveda Corporation

There is no difference between the quality of recycled coated papers and their virgin equivalent. In most instances, a 10% PCW coated free-sheet is competitively priced against its virgin counterpart. There is an up charge for mills to increase the post consumer content beyond 10%. In most instances the cost difference would be less than 5%, depending on the mill.

appendices: full testimonials

Central Lewmar South I’m happy to give my endorsement to environmentally friendly papers, based on the past 15 or so years of representing paper mills that manufacture recycled, chlorine-free, and more recently, FSC certified papers.

hi 16

Mother Jones Magazine The Foundation for National Progress, the publisher of Mother Jones magazine, is committed to printing on the highest content of post consumer Recycled (PCR) paper available. As an organization deeply concerned about our environment, all of our operational material (letterhead, business envelopes, business cards, etc.) is printed on 100% PCR paper. The body of our magazine is printed on 85% recycled paper, containing a good percentage of PCR content.

372,820

Pounds of solid waste.

In 2002 we reduced the costs of our body paper by as much as 20% when we switched from a sheet with low recycled content to our current recycled sheet. We worked closely with our printer, Quad Graphics, to address some problems that were encountered with this higher recycled content paper—a new product at the time. Since then we have maintained lower costs while paper improvements have been made to increase both print quality and sheet strength. Having worked closely with our print and paper partners, we are pleased by how the magazine looks, the amount of trees we save every year, and the money we have saved in making the switch.

410,205

Gallons of water.

Justin Neal, Production Manager Mother Jones Magazine

535,050

Kilowatt hours of electricity.

677,730

Pounds of greenhouse gases.

1,029

Cubic yards of landfill space.

1 project

can have an impact.

By using 100% recycled paper for the Aveda magazine in 2002, saved:

4,116

Trees.

57.2 Years of electric power required by the average U.S. home. 548,770

Miles traveled in the average American car.

FSC papers are more limited in availability, and presently command an up charge in price. This price differential is approximately 10%. As more FSC fiber becomes available this differential will decrease. There is no difference in paper quality and the goal will be to have all paper manufactured with certified fiber. Maureen Cassidy, President Central Lewmar South

testimonials A v e d a Co r p o r at i o n Aveda strives in all ways to be a responsible steward of the environment—including becoming the first privately held corporation to sign the CERES (Coalition for Environmentally Responsible Economies) Principles in 1989. The CERES report outlines Aveda’s successes and challenges on the road to becoming a more sustainable business. appendices: full testimonials

15

There are certainly more mills today manufacturing recycled and chlorine-free papers then there were in the 1980’s. Speaking generally, many mills offer paper grades with some post consumer content. The current “standard” for coated paper is 10% PCW, which is down from 20%. Paper with higher post consumer content can be special ordered for larger quantities from some mills. Unfortunately, some mills are reversing the trend of including recycled content in their standard grades and are now manufacturing virgin paper unless specified PCW. It is important to request recycled paper at the time the order is placed.

Operating a green business means helping suppliers and partners green their business as well. One of Aveda’s goals is to share internal practices to conserve energy and reduce waste in order to help reduce global warming and protect biodiversity. By sharing our successes and challenges we hope to help others in their efforts to protect biodiversity. Beginning in 2003, Aveda established an environmental media strategy and began working with our advertising partners to improve their environmental performance. During 2003-2004, we engaged existing partners and prospective advertising media in several ways. We conducted a baseline survey of the environmental practices at the magazines where we currently advertise including the use of Energy Star® office equipment, PCR in office paper, soy-based ink in printing the magazine, and PCR in the magazine paper. The response rate was very high and provided an understanding of common industry practices. In the next phase, we will develop performance standards for vendors and work with them on implementation. Aveda’s advertising partners are required to complete a survey of practices and meet minimum PCR content in the magazine paper that varies with the publishing sector. General audience fashion and beauty magazines do not yet have standards in place, while environmental interest and healthy lifestyle magazines must use a minimum of 10 percent PCR content paper in their publication to earn Aveda’s business. Dominique Conseil, President Aveda Corporation

There is no difference between the quality of recycled coated papers and their virgin equivalent. In most instances, a 10% PCW coated free-sheet is competitively priced against its virgin counterpart. There is an up charge for mills to increase the post consumer content beyond 10%. In most instances the cost difference would be less than 5%, depending on the mill.

appendices: full testimonials

Central Lewmar South I’m happy to give my endorsement to environmentally friendly papers, based on the past 15 or so years of representing paper mills that manufacture recycled, chlorine-free, and more recently, FSC certified papers.

hi 16

Mother Jones Magazine The Foundation for National Progress, the publisher of Mother Jones magazine, is committed to printing on the highest content of post consumer Recycled (PCR) paper available. As an organization deeply concerned about our environment, all of our operational material (letterhead, business envelopes, business cards, etc.) is printed on 100% PCR paper. The body of our magazine is printed on 85% recycled paper, containing a good percentage of PCR content.

372,820

Pounds of solid waste.

In 2002 we reduced the costs of our body paper by as much as 20% when we switched from a sheet with low recycled content to our current recycled sheet. We worked closely with our printer, Quad Graphics, to address some problems that were encountered with this higher recycled content paper—a new product at the time. Since then we have maintained lower costs while paper improvements have been made to increase both print quality and sheet strength. Having worked closely with our print and paper partners, we are pleased by how the magazine looks, the amount of trees we save every year, and the money we have saved in making the switch.

410,205

Gallons of water.

Justin Neal, Production Manager Mother Jones Magazine

535,050

Kilowatt hours of electricity.

677,730

Pounds of greenhouse gases.

1,029

Cubic yards of landfill space.

1 project

can have an impact.

By using 100% recycled paper for the Aveda magazine in 2002, saved:

4,116

Trees.

57.2 Years of electric power required by the average U.S. home. 548,770

Miles traveled in the average American car.

FSC papers are more limited in availability, and presently command an up charge in price. This price differential is approximately 10%. As more FSC fiber becomes available this differential will decrease. There is no difference in paper quality and the goal will be to have all paper manufactured with certified fiber. Maureen Cassidy, President Central Lewmar South

N ati on a l W i l d l i f e F e d e r ati on Walking the Talk

N o r m Th om p s o n

Protecting wildlife through education and action since 1936, the National Wildlife Federation is America’s conservation organization creating solutions that balance the needs of people and wildlife now and for future generations.

Benefits to Pursuing Sustainability Fits with our values Our vision is to become a model company that is respected by all our stakeholders– consumers, non-profit organizations, governments and our colleagues in the business world. Pursuing sustainability helps us work toward this aim.

appendices: full testimonials

17

NWF produces four magazines, with a combined circulation of 1.9–2.2 million monthly. These titles are: National Wildlife®, Ranger Rick®, Your Big Backyard®, and Wild Animal Baby®.

Improves profitability We’ve saved money by using resources more wisely. Some examples: Three years ago we made an envelope change that resulted in $50,000 savings and $50,000 in increased demand due to improved response rate. Last year we saved $400,000 in packaging materials, freight and labor due to our “Ship All Together” program. Our green headquarters building saves 35% a year on energy compared to conventional buildings. In addition, we use a minimum 10% post consumer recycled content for all catalog paper. We have never always been able to get recycled at price parity through effective negotiation with our supply chain partners.

In 1991, NWF began sourcing a consistent supply of recycled paper stock. At that time, few coated mills were willing to make recycled paper because of the problems experienced by printers in running this type of paper during the 1970’s. Two mills agreed to make recycled papers for NWF with no upcharge in cost. We started with 10% post consumer waste, but quickly moved this up to 20%. In the mid-1990’s, because of NWF’s work on the Cluster Rules litigation (a suit against EPA on the Best Available Technology with regard to bleaching), and NWF’s associated work on endocrine disruptors, NWF began to source chlorine-free papers. No mill in the United States would make a coated totally chlorine-free (TCF) or processed chlorine-free (PCF) paper at that time, so NWF sourced paper from Europe. This paper was totally chlorine-free. NWF paid a slight upcharge for this stock which was considered worth the price, because we wanted to show that we did, indeed, “walk the talk” about this issue. Sometimes, doing the right thing can cost a little more initially, but we felt that we must strike that acceptable balance between environmental stewardship and fiscal responsibility. And, we believed that driving a market demand for these preferable products would reduce the costs over time.

Strengthens relationships with suppliers As we’ve pursued objectives like recycled content in our catalog paper and chemical reductions in our apparel products, our vendors have understood our needs better. These discussions have created venues for more meaningful dialogues on a variety of subjects beyond environmental issues. Enhances employee morale, productivity, retention and acquisition Our employees consistently tell us that they come to work for our company–and stay with us–because of what we stand for. People are proud of contributing to our shared desire for making the world a better place. Provides brand protection and customer appreciation We have been cited by environmental groups as a leadership company and have avoided being targeted by activists. Most importantly, our customers have rewarded our efforts. They tell us that we are a preferred place to shop because of our commitment to social and environmental issues. One anecdote: When we switched to recycled content in our catalogs, over 5,000 consumers wrote to us to say thanks. Derek Smith, Corporate Sustainability Manager Norm Thompson Outfitters

However, NWF’s desire to combine multiple environmental benefits with regard to paper provided the impetus for discussions and negotiations with a multi-national mill (Stora Enso) to manufacture a processed chlorine-free paper in the United States. Stora sends in TCF pulp from Europe, and blends it with 15-30% post consumer waste at their mills in Wisconsin specifically for the National Wildlife Federation’s magazine titles.

leaders

In Jackson County, Missouri, the county’s Executive Committee encourages purchasing officers to procure recycledcontent or remanufactured products. In 2001, the county spent more than $12,000 on recycled-content products. Dispelling a common myth about the higher cost of buying recycled, the county saved more than $121,000 by purchasing 30 percent post consumer recycled copy paper instead of virgin paper.

We also have been working with Stora to certify their Wisconsin-based forest holdings under FSC, as well as sourcing FSC-certified pulp for use in our magazine papers. Today, Stora uses 8% FSC pulp in our fiber blend, and is working on increasing this percentage. In addition, we have also worked closely with our printer, Quad/Graphics, and merchant (Central Lewmar) to encourage them to obtain FSC chain-of-custody certification. Quad received its certification in December 2003, and Central Lewmar received its certification in April 2004. The power of knowledge of what are better choices for the environment combined with strong partnerships has allowed us to purchase papers that meet our stringent quality and financial goals as well as our very important conservation goals. Laura Hickey, Senior Director, Production National Wildlife Federation

S h a p e a n d N at u r a l H e a lth American Media’s Natural Health magazine is dedicated to helping readers feel good and look good, and—as a byproduct—do good in the world around them. Taking this mission one step further, Natural Health, in partnership with Aveda, set out to be more environmentally conscious by finding a paper stock that not only had a significant content of post consumer recycled fiber, but also printed to the quality level we wanted for the magazine. AMI initially tried working with a domestic supplier, but the paper stock did not have as high a percentage of PCR fiber or the print quality we were attempting to achieve. After continued searching, we tried a sheet from UPM’s Augsburg mill. We were pleasantly surprised with its high content of PCR fiber, which currently averages between 30-40% PCR fiber with the majority of it produced at the 40% range, and its improved print quality. In addition, the Augsburg paper is listed as an EDF (Elementary Chlorine Free) sheet. With all these environmental benefits, we converted Natural Health’s paper. Shortly after Natural Health, AMI decided to set precedent once more with Shape, the leading Active Lifestyle title, by converting 20% of the magazine to be manufactured from PCR fiber. Now, Natural Health and Shape are printed on environmentally sound paper, whose substrate produces one of the better reproductive quality surfaces. As a result, Natural Health and Shape continue to maintain the level of superiority our readers have come to expect and are both among the better quality publications on the newsstand. Diane Newman, Senior Vice President/Group Publisher Shape/Natural health

appendices: full testimonials

testimonials

18

N ati on a l W i l d l i f e F e d e r ati on Walking the Talk

N o r m Th om p s o n

Protecting wildlife through education and action since 1936, the National Wildlife Federation is America’s conservation organization creating solutions that balance the needs of people and wildlife now and for future generations.

Benefits to Pursuing Sustainability Fits with our values Our vision is to become a model company that is respected by all our stakeholders– consumers, non-profit organizations, governments and our colleagues in the business world. Pursuing sustainability helps us work toward this aim.

appendices: full testimonials

17

NWF produces four magazines, with a combined circulation of 1.9–2.2 million monthly. These titles are: National Wildlife®, Ranger Rick®, Your Big Backyard®, and Wild Animal Baby®.

Improves profitability We’ve saved money by using resources more wisely. Some examples: Three years ago we made an envelope change that resulted in $50,000 savings and $50,000 in increased demand due to improved response rate. Last year we saved $400,000 in packaging materials, freight and labor due to our “Ship All Together” program. Our green headquarters building saves 35% a year on energy compared to conventional buildings. In addition, we use a minimum 10% post consumer recycled content for all catalog paper. We have never always been able to get recycled at price parity through effective negotiation with our supply chain partners.

In 1991, NWF began sourcing a consistent supply of recycled paper stock. At that time, few coated mills were willing to make recycled paper because of the problems experienced by printers in running this type of paper during the 1970’s. Two mills agreed to make recycled papers for NWF with no upcharge in cost. We started with 10% post consumer waste, but quickly moved this up to 20%. In the mid-1990’s, because of NWF’s work on the Cluster Rules litigation (a suit against EPA on the Best Available Technology with regard to bleaching), and NWF’s associated work on endocrine disruptors, NWF began to source chlorine-free papers. No mill in the United States would make a coated totally chlorine-free (TCF) or processed chlorine-free (PCF) paper at that time, so NWF sourced paper from Europe. This paper was totally chlorine-free. NWF paid a slight upcharge for this stock which was considered worth the price, because we wanted to show that we did, indeed, “walk the talk” about this issue. Sometimes, doing the right thing can cost a little more initially, but we felt that we must strike that acceptable balance between environmental stewardship and fiscal responsibility. And, we believed that driving a market demand for these preferable products would reduce the costs over time.

Strengthens relationships with suppliers As we’ve pursued objectives like recycled content in our catalog paper and chemical reductions in our apparel products, our vendors have understood our needs better. These discussions have created venues for more meaningful dialogues on a variety of subjects beyond environmental issues. Enhances employee morale, productivity, retention and acquisition Our employees consistently tell us that they come to work for our company–and stay with us–because of what we stand for. People are proud of contributing to our shared desire for making the world a better place. Provides brand protection and customer appreciation We have been cited by environmental groups as a leadership company and have avoided being targeted by activists. Most importantly, our customers have rewarded our efforts. They tell us that we are a preferred place to shop because of our commitment to social and environmental issues. One anecdote: When we switched to recycled content in our catalogs, over 5,000 consumers wrote to us to say thanks. Derek Smith, Corporate Sustainability Manager Norm Thompson Outfitters

However, NWF’s desire to combine multiple environmental benefits with regard to paper provided the impetus for discussions and negotiations with a multi-national mill (Stora Enso) to manufacture a processed chlorine-free paper in the United States. Stora sends in TCF pulp from Europe, and blends it with 15-30% post consumer waste at their mills in Wisconsin specifically for the National Wildlife Federation’s magazine titles.

leaders

In Jackson County, Missouri, the county’s Executive Committee encourages purchasing officers to procure recycledcontent or remanufactured products. In 2001, the county spent more than $12,000 on recycled-content products. Dispelling a common myth about the higher cost of buying recycled, the county saved more than $121,000 by purchasing 30 percent post consumer recycled copy paper instead of virgin paper.

We also have been working with Stora to certify their Wisconsin-based forest holdings under FSC, as well as sourcing FSC-certified pulp for use in our magazine papers. Today, Stora uses 8% FSC pulp in our fiber blend, and is working on increasing this percentage. In addition, we have also worked closely with our printer, Quad/Graphics, and merchant (Central Lewmar) to encourage them to obtain FSC chain-of-custody certification. Quad received its certification in December 2003, and Central Lewmar received its certification in April 2004. The power of knowledge of what are better choices for the environment combined with strong partnerships has allowed us to purchase papers that meet our stringent quality and financial goals as well as our very important conservation goals. Laura Hickey, Senior Director, Production National Wildlife Federation

S h a p e a n d N at u r a l H e a lth American Media’s Natural Health magazine is dedicated to helping readers feel good and look good, and—as a byproduct—do good in the world around them. Taking this mission one step further, Natural Health, in partnership with Aveda, set out to be more environmentally conscious by finding a paper stock that not only had a significant content of post consumer recycled fiber, but also printed to the quality level we wanted for the magazine. AMI initially tried working with a domestic supplier, but the paper stock did not have as high a percentage of PCR fiber or the print quality we were attempting to achieve. After continued searching, we tried a sheet from UPM’s Augsburg mill. We were pleasantly surprised with its high content of PCR fiber, which currently averages between 30-40% PCR fiber with the majority of it produced at the 40% range, and its improved print quality. In addition, the Augsburg paper is listed as an EDF (Elementary Chlorine Free) sheet. With all these environmental benefits, we converted Natural Health’s paper. Shortly after Natural Health, AMI decided to set precedent once more with Shape, the leading Active Lifestyle title, by converting 20% of the magazine to be manufactured from PCR fiber. Now, Natural Health and Shape are printed on environmentally sound paper, whose substrate produces one of the better reproductive quality surfaces. As a result, Natural Health and Shape continue to maintain the level of superiority our readers have come to expect and are both among the better quality publications on the newsstand. Diane Newman, Senior Vice President/Group Publisher Shape/Natural health

appendices: full testimonials

testimonials

18

appendices: glossary of terms

19

Pa p e r Co nt e nt de-inking the process by which ink is lifted off used paper, which is then broken back down into fibers to be recycled into new paper. post consumer recycled/waste paper (PCR/PCW) is recovered from paper that was previously used by an end use consumer, such as paper collected from offices and residential collection programs. preconsumer materials have not reached an end-use consumer; for instance, the paper scraps after the paper is trimmed to size and printer scraps. recycled paper is made with paper fibers recovered from paper that was diverted from landfills and incinerators and may include both preand post consumer recycled fiber. tree-free paper is made from agricultural waste/residue fiber or agricultural fibers. virgin is produced from trees and tree parts (chips, sawdust, branches, etc.) that were harvested in order to make lumber or paper. (See post consumer recycled paper)

Forests/Fibers forest stewardship council (FSC) an independent, international, environmentally and socially oriented forestry certification organization. It trains, accredits and monitors third-party certifiers around the world and works to establish international forest management standards. Although other organizations, including forest and paper associations, offer some types of certification systems, FSC is the only one that is verifiably performance-based, has widespread market acceptance, and has established credibility with the major environmental and social organizations worldwide. recycled fiber Fiber derived from recovered material which is included in the fiber finish of an end product.

ecf

elemental chlorine free compared to elemental chlorine bleaching processes, ECF bleaching reduces the formation of many chlorinated organic compounds.

Manufacturing Process acid-free refers to a non-acidic, or alkaline, pulping process that increases the longevity of paper. CFCs (Chlorofluorocarbons) gaseous product of the printing process which has been linked to ozone depletion. coated paper or glossy paper refers to magazine paper that has a shine from a very thin “coating” of clay that is used in paper production. (See Uncoated Paper) elemental chlorine free (ECF) is a bleaching process that substitute chlorine dioxide for elemental chlorine in the bleaching process. Compared to elemental chlorine bleaching processes, ECF bleaching reduces the formation of many chlorinated organic compounds. However, the quantity of effluent from the mill is not reduced. (See TCF, PCF, and Enhanced ECF) enhanced ecf with extended or oxygen.

delignification removes more lignin from the wood before bleaching. Therefore, fewer bleaching chemicals are required. In addition, compared with traditional ECF, this process reduces energy consumption by 30%, improves the quality of mill wastewater, and reduces the quantity of mill wastewater by nearly 50%. (See TCF, ECF w/ ozone, and PCF). enhanced ECF with ozone substitutes ozone for chlorine or chlorine dioxides as a brightening agent in the initial stages of the bleaching process. (Final stage uses chlorine dioxide.) This process further improves the quality of the wastewater and enables recovery of most mill wastewater. In addition, this process reduces mill wastewater by 70 to 90% compared to traditional ECF. (See TCF, ECF, extended ECF, PCF).

fsc

taking trees down that are supposed to come down.

processed chlorine free (pcf ) recycled paper in which the recycled content is unbleached or bleached without chlorine or chlorine derivatives. Any virgin material portion of the paper must be TCF. totally chlorine free (tcf ) virgin paper that is unbleached or processed with a sequence that includes no chlorine or chlorine derivatives. uncoated paper does not have a clay coating and is not glossy. volatile organic compounds (voc’s) gases released during the printing process which contribute to ground-level ozone depletion.

A g r i c u lt u r a l P r o d u c ts and Residues kenaf is an annually renewable source of fiber for the manufacture of newsprint and other pulp and paper products. It was grown for thousands of years in Africa where its leaves are consumed in human and animal diets, the bast fiber used for cordage. hemp is a high yield commercial fiber crop. The fiber length and the content of cellulose and lignin are important quality parameters for raw material used in the cordage, textile, paper and fiberboard industries. residues Byproducts of agricultural operations such as wheat, rice and seed flax straw, sorghum, cotton, bagasse from sugar canes and rye seed have characteristics that make them suitable inputs for producing paper.

appendices: glossary of terms

glossary of ecopaper terms

20

appendices: glossary of terms

19

Pa p e r Co nt e nt de-inking the process by which ink is lifted off used paper, which is then broken back down into fibers to be recycled into new paper. post consumer recycled/waste paper (PCR/PCW) is recovered from paper that was previously used by an end use consumer, such as paper collected from offices and residential collection programs. preconsumer materials have not reached an end-use consumer; for instance, the paper scraps after the paper is trimmed to size and printer scraps. recycled paper is made with paper fibers recovered from paper that was diverted from landfills and incinerators and may include both preand post consumer recycled fiber. tree-free paper is made from agricultural waste/residue fiber or agricultural fibers. virgin is produced from trees and tree parts (chips, sawdust, branches, etc.) that were harvested in order to make lumber or paper. (See post consumer recycled paper)

Forests/Fibers forest stewardship council (FSC) an independent, international, environmentally and socially oriented forestry certification organization. It trains, accredits and monitors third-party certifiers around the world and works to establish international forest management standards. Although other organizations, including forest and paper associations, offer some types of certification systems, FSC is the only one that is verifiably performance-based, has widespread market acceptance, and has established credibility with the major environmental and social organizations worldwide. recycled fiber Fiber derived from recovered material which is included in the fiber finish of an end product.

ecf

elemental chlorine free compared to elemental chlorine bleaching processes, ECF bleaching reduces the formation of many chlorinated organic compounds.

Manufacturing Process acid-free refers to a non-acidic, or alkaline, pulping process that increases the longevity of paper. CFCs (Chlorofluorocarbons) gaseous product of the printing process which has been linked to ozone depletion. coated paper or glossy paper refers to magazine paper that has a shine from a very thin “coating” of clay that is used in paper production. (See Uncoated Paper) elemental chlorine free (ECF) is a bleaching process that substitute chlorine dioxide for elemental chlorine in the bleaching process. Compared to elemental chlorine bleaching processes, ECF bleaching reduces the formation of many chlorinated organic compounds. However, the quantity of effluent from the mill is not reduced. (See TCF, PCF, and Enhanced ECF) enhanced ecf with extended or oxygen.

delignification removes more lignin from the wood before bleaching. Therefore, fewer bleaching chemicals are required. In addition, compared with traditional ECF, this process reduces energy consumption by 30%, improves the quality of mill wastewater, and reduces the quantity of mill wastewater by nearly 50%. (See TCF, ECF w/ ozone, and PCF). enhanced ECF with ozone substitutes ozone for chlorine or chlorine dioxides as a brightening agent in the initial stages of the bleaching process. (Final stage uses chlorine dioxide.) This process further improves the quality of the wastewater and enables recovery of most mill wastewater. In addition, this process reduces mill wastewater by 70 to 90% compared to traditional ECF. (See TCF, ECF, extended ECF, PCF).

fsc

taking trees down that are supposed to come down.

processed chlorine free (pcf ) recycled paper in which the recycled content is unbleached or bleached without chlorine or chlorine derivatives. Any virgin material portion of the paper must be TCF. totally chlorine free (tcf ) virgin paper that is unbleached or processed with a sequence that includes no chlorine or chlorine derivatives. uncoated paper does not have a clay coating and is not glossy. volatile organic compounds (voc’s) gases released during the printing process which contribute to ground-level ozone depletion.

A g r i c u lt u r a l P r o d u c ts and Residues kenaf is an annually renewable source of fiber for the manufacture of newsprint and other pulp and paper products. It was grown for thousands of years in Africa where its leaves are consumed in human and animal diets, the bast fiber used for cordage. hemp is a high yield commercial fiber crop. The fiber length and the content of cellulose and lignin are important quality parameters for raw material used in the cordage, textile, paper and fiberboard industries. residues Byproducts of agricultural operations such as wheat, rice and seed flax straw, sorghum, cotton, bagasse from sugar canes and rye seed have characteristics that make them suitable inputs for producing paper.

appendices: glossary of terms

glossary of ecopaper terms

20

appendices: g re e n m a g a z i n e s / c o n t a c t s

magazines that have made the switch The list below is a sampling of magazines currently using ecopapers (post consumer recycled, processed chlorine-free, or FSC-certified papers) in their publications: Adbusters AfterImage All Round Amicus Journal Audubon appendices: g re e n m a g a z i n e s / c o n t a c t s

21

Bay Nature Bitch Birding Blue Planet Chicago Wilderness Clamor Conscious Choice Defenders of Wildlife E Magazine Earth First Journal Earth Island Journal Earthlight Extra! Forest Friends of the Earth Grassroots Fundraising Journal Herbal Gram Heron Dance Home Power In These Times

Lohas Massage and Bodywork Mother Earth News Mother Jones Mothering Mountain Astrologer Ms. Magazine National Parks Natural Health Natural Home Nature Conservancy Neighborhood Parks Journal New Age Retailer Nutrition Industry Executive National Wildlife Ode OnEarth Organic Product Retailer Organic Style Orion Outside

Tikkun The Ecologist The Green Guide The Progressive The Sun The Surfer’s Path

22

Utne Voices of the Bioneers Watershed Sentinel What is Enlightenment Wild Animal Baby Wild Earth Wildlife North Carolina Winging It WorldWatch Yes! Magazine Yoga Journal Yoga Living Your Big Backyard

Pure Ranger Rick ReadyMade Sage Woman Shape Sierra Synthesis/Regeneration

production contact information Production Processes/Inks Q u a d Gr a p h i c s N63 W23075 State HWY 74 Sussex, WI 53089-2827 Contact: Tom Estock Corporate Manager of Environmental and Safety 414.566.7617 [email protected] www.QG.com

Na t i o n a l W i l d l i f e Fe d e r a t i o n 11100 Wildlife Center Drive Reston, VA 20190-5362 Contact: Laura Hickey Senior Director, Production 703.438.6289 [email protected] www.nwf.org

can be defined as the fine balance that often has to be walked between meeting the environmental and social commitments of an organization while maintaining a high level of quality and fiscal responsibility for its manufacturing budgets. Recycled & Alternative Fiber Paper Wo o d W i s e , C o - o p A m e r i c a 1612 K Street, NW Suite 600 Washington, DC 20006 Contact: Frank Locantore WoodWise/Paper Director 202.872.5334 [email protected] www.woodwise.org

Susta i n a b l e Fo r e st M a n agem e nt Fo re s t St e w a rd s h i p C o u n c i l , u . s . 1155 3oth Street, NW Suite 300 Washington, DC 20007 Contact: Dr. Michael Washburn Vice President of Forestry and Marketing 202.342.0413 [email protected] www.fscus.org

Pa p e r R e s o u rc e s Co r p o r ate S u s ta i n a b i l i t y Av e d a C o r p o r a t i o n 4000 Pheasant Ridge Drive Minneapolis, MN 55449 Contacts: Rachael Ostrom Media Director 763.783.4201 Mary Tkach Executive Director Environmental Sustainability 763.783.4215 www.aveda.com

C o n s e r v a t re e 100 Second Avenue San Francisco, CA 94118 Contacts: Susan Kinsella Executive Director Gerard Gleason Associate Director 415.721.4230 509.756.6987 fax [email protected] www.conservatree.org

Pa p e r M e rc h a nts Vision Paper: KP Products Inc. 4930 Jefferson NE Albuquerque, NM 87109 505.294.0293 505.294.7040 fax [email protected] www.visionpaper.com Stora Enso North America (Minneapolis) 1360 Energy Park Drive, Suite 320 St. Paul, MN 55108 651.307.9300 651.603.9301 fax www.storaenso.com Central Lewmar South 7751 Waterloo Road Jessup, MD 20794 Contact: Maureen Cassidy President 866.205.0113 (toll free) [email protected] www.centrallewmar.com Lindenmeyr Central 3 Manhattanville Road Purchase, NY 10577 Contact: Anne Cowherd Account Manager 914.696.9306 [email protected] www.lindenmeyr.com

Living Tree Paper, Co. 1430 Willamette Street, Suite 367 Eugene, OR 97401 Contact: Carolyn Moran 541.342.297 541.687.7744 fax [email protected] www.livingtreepaper.com New Leaf Paper 215 Leidesdorff Street, 4th Floor San Francisco, CA 94111 Contact: John Black Vice President Sales 2214 Observatory Place, NW Washington, DC 20007 202.337.4722 [email protected] www.newleafpaper.com

appendices: g re e n m a g a z i n e s / c o n t a c t s

magazines that have made the switch The list below is a sampling of magazines currently using ecopapers (post consumer recycled, processed chlorine-free, or FSC-certified papers) in their publications: Adbusters AfterImage All Round Amicus Journal Audubon appendices: g re e n m a g a z i n e s / c o n t a c t s

21

Bay Nature Bitch Birding Blue Planet Chicago Wilderness Clamor Conscious Choice Defenders of Wildlife E Magazine Earth First Journal Earth Island Journal Earthlight Extra! Forest Friends of the Earth Grassroots Fundraising Journal Herbal Gram Heron Dance Home Power In These Times

Lohas Massage and Bodywork Mother Earth News Mother Jones Mothering Mountain Astrologer Ms. Magazine National Parks Natural Health Natural Home Nature Conservancy Neighborhood Parks Journal New Age Retailer Nutrition Industry Executive National Wildlife Ode OnEarth Organic Product Retailer Organic Style Orion Outside

Tikkun The Ecologist The Green Guide The Progressive The Sun The Surfer’s Path

22

Utne Voices of the Bioneers Watershed Sentinel What is Enlightenment Wild Animal Baby Wild Earth Wildlife North Carolina Winging It WorldWatch Yes! Magazine Yoga Journal Yoga Living Your Big Backyard

Pure Ranger Rick ReadyMade Sage Woman Shape Sierra Synthesis/Regeneration

production contact information Production Processes/Inks Q u a d Gr a p h i c s N63 W23075 State HWY 74 Sussex, WI 53089-2827 Contact: Tom Estock Corporate Manager of Environmental and Safety 414.566.7617 [email protected] www.QG.com

Na t i o n a l W i l d l i f e Fe d e r a t i o n 11100 Wildlife Center Drive Reston, VA 20190-5362 Contact: Laura Hickey Senior Director, Production 703.438.6289 [email protected] www.nwf.org

can be defined as the fine balance that often has to be walked between meeting the environmental and social commitments of an organization while maintaining a high level of quality and fiscal responsibility for its manufacturing budgets. Recycled & Alternative Fiber Paper Wo o d W i s e , C o - o p A m e r i c a 1612 K Street, NW Suite 600 Washington, DC 20006 Contact: Frank Locantore WoodWise/Paper Director 202.872.5334 [email protected] www.woodwise.org

Susta i n a b l e Fo r e st M a n agem e nt Fo re s t St e w a rd s h i p C o u n c i l , u . s . 1155 3oth Street, NW Suite 300 Washington, DC 20007 Contact: Dr. Michael Washburn Vice President of Forestry and Marketing 202.342.0413 [email protected] www.fscus.org

Pa p e r R e s o u rc e s Co r p o r ate S u s ta i n a b i l i t y Av e d a C o r p o r a t i o n 4000 Pheasant Ridge Drive Minneapolis, MN 55449 Contacts: Rachael Ostrom Media Director 763.783.4201 Mary Tkach Executive Director Environmental Sustainability 763.783.4215 www.aveda.com

C o n s e r v a t re e 100 Second Avenue San Francisco, CA 94118 Contacts: Susan Kinsella Executive Director Gerard Gleason Associate Director 415.721.4230 509.756.6987 fax [email protected] www.conservatree.org

Pa p e r M e rc h a nts Vision Paper: KP Products Inc. 4930 Jefferson NE Albuquerque, NM 87109 505.294.0293 505.294.7040 fax [email protected] www.visionpaper.com Stora Enso North America (Minneapolis) 1360 Energy Park Drive, Suite 320 St. Paul, MN 55108 651.307.9300 651.603.9301 fax www.storaenso.com Central Lewmar South 7751 Waterloo Road Jessup, MD 20794 Contact: Maureen Cassidy President 866.205.0113 (toll free) [email protected] www.centrallewmar.com Lindenmeyr Central 3 Manhattanville Road Purchase, NY 10577 Contact: Anne Cowherd Account Manager 914.696.9306 [email protected] www.lindenmeyr.com

Living Tree Paper, Co. 1430 Willamette Street, Suite 367 Eugene, OR 97401 Contact: Carolyn Moran 541.342.297 541.687.7744 fax [email protected] www.livingtreepaper.com New Leaf Paper 215 Leidesdorff Street, 4th Floor San Francisco, CA 94111 Contact: John Black Vice President Sales 2214 Observatory Place, NW Washington, DC 20007 202.337.4722 [email protected] www.newleafpaper.com

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C re a t i v e D e v e l o p m e n t by The Design Office of Catherine and James Donnelly. designoffice.com

Printed with soy ink on 100% post consumer paper.