environmental publishing foundation

Building Blocks for Wise Environmental Publishing

Frank LocantoreDirector, Better Paper Project

www.BetterPaper.orgGreen America

http://www.betterpaper.org/

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


• Forests are more than trees

• Sustain plant and animal life

• Provide filtration for aquifers

• Regulate climate

• Rejuvenate


I. Issue - Forests

Frontier Forests 8,000 Years Ago


Habitat loss is a leading cause of species extinctions

Frontier Forests Today


Plantations = Forests


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


http://www.papercalculator.org/

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


I. Issue - Energy

• Recycled paper = 27% less energy use

• Biomass is not carbon neutral

• Energy infrastructure should evolve to renewables


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)


I. Issue - Social

• Health

• Economic

• Cultural

Note FSC-certification later in presentation


What’s in your paper?

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

WhatsInYourPaper.com


There is help – and often free

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

• Groups for other paper sectors


What does all this mean?

Message:

• Paper is necessary and important

• Impacts of use/production are great

• Create a “narrative”


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.



III. Teamwork - Internal

Recycled PaperUse

Editorial

Production

Finance

Distribution

CEO

Advertising Sales Consumer Marketing


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


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


V. Priorities

Articulate priorities in your policy

• Maintain or improve market share

• Reduce volume

• Recycled paper

• FSC-certification

• Cleaner manufacturing

• Continual improvement


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)


• www.BetterPaper.org

• Stewardship policy template, info

• Marketing oppty announcements

• News and events

• Bulk purchasing


http://www.betterpaper.org/

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


Building Blocks for Wise Environmental Publishing

Frank Locantore

[email protected]

Keaty Gross

[email protected]

Green America Better Paper Project

www.BetterPaper.org

environmental publishing foundation

Documents