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Magazines Using Recycled Paper on the Rise
Green Technology Featured Articles
August 12, 2013

Magazines Using Recycled Paper on the Rise

By Brittany Walters-Bearden
TMCnet Contributor

Going green can hold big rewards for companies, as the publishing industry is quickly discovering. The members of the Green America Better Paper Project have something to smile about: a 50-percent increase in newsstand sales. This increase is largely attributed to Barnes & Noble, as it makes an effort to point out which publications are printed on recycled paper.


Even though single-copy magazine sales are on the decline for the ninth straight year, including a 10-percent drop in the first six months of 2013, members of the Green America Better Paper Project recently saw an increase in magazine sales. Children’s magazines Ranger Rick and Ranger Rick, Jr. have seen an increase of 116 percent and 137 percent, respectively. Natural Health has risen by 107 percent and Experience Life has jumped by 85 percent.

Other members of the Green America Better Paper Project include: American Cowboy, Arts and Crafts Home, Audubon Magazine, Boom: A Journal of California, Fast Company, Every Day with Rachel Ray, National Green Pages, Natural Solutions: Vibrant Health, Balanced Living, Poets and Writers Magazine, and South Dakota School of Mines and Technology Hardrock Magazine. These publications are just a small sampling of the members involved in this project, and the number is continuing to grow.

Frank Lacantore, the director of the Green America Paper Project, says, “Since we've started these promotions in 2007, our magazine members and the participating retailers have enjoyed very positive sales.” He added, “There's great consternation within the magazine industry about newsstand sales. We've seen that giving people the opportunity in the marketplace to choose magazines printed on recycled paper is a simple and effective way to build both sales and brand loyalty in a tough market."

In a recent study by the Shelton Group entitled “Eco Pulse (News - Alert) Study,” it was revealed that Americans who buy green are a much more attractive target for companies as a target market. Suzanne Shelton, the chief executive officer of the Shelton Group, states, “They make up 24 percent of Americans, are affluent early adopters and the most brand-loyal segment. They're willing to pay more for a brand they trust, they shop frequently, and they like having shiny new 'green' things." 

Whether businesses are reaping the rewards through green stakeholder engagement efforts or green chambers of commerce, the publishing industry’s success offers an important lesson to all who are in business.




Edited by Alisen Downey


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