environmental publishing foundation

Building Blocks for Wise Environmental Publishing

Frank LocantoreDirector, Better Paper Project

www.BetterPaper.orgGreen America

Seven “Building Blocks”

I. Knowing the issues – “the story”

II. Recognizing challenges

III. Developing teamwork

IV. Creating a vision, policy, and goals

V. Determining priorities

VI. Implementing and improving

VII. Marketing achievements

BetterPaper.org Protecting Forests, Climate, Communities.

I. Knowing the issues

• Forests

• Climate

• Energy

• Waste

• Social

BetterPaper.org Protecting Forests, Climate, Communities.

• Forests are more than trees

• Sustain plant and animal life

• Provide filtration for aquifers

• Regulate climate

• Rejuvenate

BetterPaper.org Protecting Forests, Climate, Communities.

I. Issue - Forests

Frontier Forests 8,000 Years Ago

BetterPaper.org Protecting Forests, Climate, Communities.

Habitat loss is a leading cause of species extinctions

Frontier Forests Today

BetterPaper.org Protecting Forests, Climate, Communities.

Plantations = Forests

BetterPaper.org Protecting Forests, Climate, Communities.

More trees? Perhaps.More forests? Definitely not.

I. Issue - Climate

The “Vicious-Cycle”

A. Forest logging reduces carbon storage

B. Virgin paper production v. recycled paper – Emits more GHGs– Visit www.PaperCalculator.org to compare

C. Without recycled paper demand– Paper goes to landfills and incinerators– More pressure on forests

BetterPaper.org Protecting Forests, Climate, Communities.

Carbon Storage in a Managed Forest (Model)

Courtesy of Borealis Centre

0 10 20 30 40 50 60 70 80 90time (years)c

arb

on

sto

red

in

fore

st

40 Year Rotation Forest

Undisturbed Forest

BetterPaper.org Protecting Forests, Climate, Communities.

I. Issue - Energy

• Recycled paper = 27% less energy use

• Biomass is not carbon neutral

• Energy infrastructure should evolve to renewables

BetterPaper.org Protecting Forests, Climate, Communities.

I. Issue - Waste

“Waste.” One ton of paper from:

• Recycled needs 1.4 tons recovered paper

• Groundwood needs 2.2 tons fresh wood

• Freesheet needs 4.4 tons fresh wood

Efficiency

• Less Paper, less expense• Newsstand (stay tuned for Feb 26 Webinar)

BetterPaper.org Protecting Forests, Climate, Communities.

I. Issue - Social

• Health

• Economic

• Cultural

Note FSC-certification later in presentation

BetterPaper.org Protecting Forests, Climate, Communities.

What’s in your paper?

This is a clear-cut on the lands of First Nations people in Canada

WhatsInYourPaper.com

BetterPaper.org Protecting Forests, Climate, Communities.

There is help – and often free

• We work with magazines– Develop policy– Explore options– Anticipate obstacles– Implement solutions

• Groups for other paper sectors

BetterPaper.org Protecting Forests, Climate, Communities.

What does all this mean?

Message:

• Paper is necessary and important

• Impacts of use/production are great

• Create a “narrative”

BetterPaper.org Protecting Forests, Climate, Communities.

II. Business challenges

• Costs– Is recycled paper at price parity?

• Perceptions– What have staff experienced?

• Information– What’s correct?

• Decision-making– Framing the decisions, involving depts.

BetterPaper.org Protecting Forests, Climate, Communities.

BetterPaper.org Protecting Forests, Climate, Communities.

III. Teamwork - Internal

Recycled PaperUse

Editorial

Production

Finance

Distribution

CEO

Advertising Sales Consumer Marketing

BetterPaper.org Protecting Forests, Climate, Communities.

III. Teamwork - External

Recycled PaperUse

Printer

Paper Merchant

Trade Associations

Paper Mill

Advertisers Readers

Financiers

IV. Vision, policy, goals

Develop Stewardship Policy• Your roadmap with objectives and timeline

• Communicates intentions

• Builds support internally and externally

• Demonstrates commitment

• Necessary for FSC

BetterPaper.org Protecting Forests, Climate, Communities.

IV. Vision, policy, goals

Stewardship Policy “Pillars”• Conservation

• Life-cycle approved paper (ex: Recycled)

• FSC-certification

• Cleaner manufacturing

• Continual improvement

• Policy template @ - www.BetterPaper.org under “Resource” tab

BetterPaper.org Protecting Forests, Climate, Communities.

V. Priorities

Articulate priorities in your policy

• Maintain or improve market share

• Reduce volume

• Recycled paper

• FSC-certification

• Cleaner manufacturing

• Continual improvement

BetterPaper.org Protecting Forests, Climate, Communities.

VI. Implementing & improving• Establish first and next steps w/timeline

• Follow the guidelines in your policy

• Create metrics for success– Environmental savings– Market: Reader and advertiser loyalty– Budget impact vs. savings benefits

• Test before implementing

• Analyze after implementing

• Revise, improve, continueBetterPaper.org Protecting Forests, Climate, Communities.

VII. Marketing achievements

• Communication strategy– Readers & advertisers– NGO support adds “news-worthiness”

• Bookstore promotions

• Awards programs• Buying guide on the Web site (soon)

BetterPaper.org Protecting Forests, Climate, Communities.

• www.BetterPaper.org

• Stewardship policy template, info

• Marketing oppty announcements

• News and events

• Bulk purchasing

BetterPaper.org Protecting Forests, Climate, Communities.

Summary

I. Know the issues and build support

II. Identify challenges before they happen

III. Involve “teams” to address challenges

IV. Create and share policy & timelines

V. Determine priorities & trajectory

VI. Implement priorities, measure, improve

VII. Create marketing plan to promote achievements

BetterPaper.org Protecting Forests, Climate, Communities.

Building Blocks for Wise Environmental Publishing

Frank Locantore

202.872.5308Frank@GreenAmericaToday.org

Keaty Gross

202.872.5364Keaty@GreenAmericaToday.org

Green America Better Paper Project

www.BetterPaper.org