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Understand the key components that make for wise environmental publishing.
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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
Keaty Gross
Green America Better Paper Project
www.BetterPaper.org
