Today’s cutting-edge publishers are busting the myth that a high quality magazine must go glossy. They daily demonstrate that choosing to go with more earth-friendly papers and processes simply requires asking different questions, then making better decisions. They even find that doing the right thing by the Earth can save money.

Industry pioneers’ demands for more ecologically sound publishing methods are prompting a growing number of suppliers to respond. And readers are loving it.

Natural Awakenings of West Michigan is among the impressive list of local and national magazines actively pursuing the aim of sustainable publishing. "Our local vision aligns with that of our parent company–to become a role model in the industry, to support healthy living both through our content and the way we do business," say Bill and Sara Peterson, publishers of Natural Awakenings West Michigan Edition.

To that end, the Petersons are committed to consistently using an industry-leading 100 percent post consumer recycled paper in their magazines along with soy-based ink, and–equally important–printing only on uncoated stock. "When you know the facts, how we all pay for the needless environmental destruction and waste still resulting from use of old-school glossy technology, going green is the obvious choice," they say. "Everyone benefits."

Problem: Disappearing Forests

First let us share a few facts gathered by Co-Op America, a non-profit organization working for healthy, safe and thriving communities worldwide:

Fact: World forests are disappearing at the rate of 20 football fields per second because of pulp and paper production. The Union of Concerned Scientists reports that more than 90 percent of printing and writing paper still comes from virgin trees.

Fact: Nearly 50 percent of all trees harvested in North America are turned into some type of paper product. Magazines combine soft- and hardwood fibers for strength and flexibility.

Fact: Some 42 percent of the global wood harvest for "industrial purposes" now goes to paper production according to the Worldwatch Institute.

Fact: Global output by the pulp, paper and publishing sector likely will increase 77 percent from 1995 to 2020 according to the Organization for Economic Co-operation and Development.

Fact: The United Nations Environment Program reports that industrialized nations have 20 percent of the world’s population, but consume 87 percent of all printing and writing papers. U.S. consumption scarfs 92,000 metric tons a year.

Making matters worse, more than two-thirds of this escalating paper supply comes from forest-harvested timber. Tree plantations still produce just 30 percent. Unsurprisingly, these wood plantations host 90 percent fewer species than the forests that preceded them.

Thus, today’s urgent need for every glossy magazine and catalog published in this and every market to switch to sustainable methods of paper manufacturing. Publications like Shape, Mother Jones Magazine, E/The Environmental Magazine, Ms., Mothering, Utne Reader, Blue, Discover, Outside, Sierra and Yes! are leading the way. Plus, of course, Natural Awakenings magazine.

Main Answer: Recycled Paper

All agree that "the #1 step in reducing a magazine’s ecological footprint is the use of recycled paper. Using

100 percent post-consumer content is not an unrealistic target. Amazingly, the Recycled Paper Coalition notes that "the fibers in fine paper can be recycled up to a dozen times" before they become unfit for papermaking.

Co-op America reports that for every ton of recycled fiber that displaces a ton of virgin fiber a publisher measurably reduces their environmental impact. Each ton of recycled fiber saves 100 percent of the wood, 27 percent in energy consumption, 33 percent of the waste-water, 28 percent in air pollution emissions and 54 percent of potential solid waste.

More, The PAPER Project (Printing Alternatives Promoting Environmental Responsibility), a joint effort of Co-Op America, Conservatree and the Independent Press Association, unequivocally states that "today’s recycled paper is available from top paper manufacturers and satisfies all printing requirements," including aspects of brightness, opacity and smoothness, thanks to advancing technologies. And all at comparable prices.

More Answers: Beyond Paper

Printing on traditional glossy stock is a poor environmental choice for other reasons. "To start, if it’s glossy, it normally has a clay coat on it," explains an industry insider.

Savvy publishers know that when glossy magazines are discarded for recycling, any type of clay or other coating is hard to remove, contaminates processing, and can result in low-grade recycled paper. De-inking mills tend to accept less coated paper for recycling because the quantity of waste clay removed nearly equals that of the usable paper fiber.

The Magazine PAPER Project pleads that the very least a glossy magazine can do in the interest of protecting the environment is to forego the second ultraviolet sealant coating, which consumes vast amounts of energy, commonly involves volatile organic compounds (VOCs) and complicates recycling. Alternative sealants now exist that are VOC-free, including non-volatile varnish and water-based coatings.

Hands-down, the best choice for a magazine publisher committed to protecting the environment is to go with an uncoated paper.

Unfortunately, according to The PAPER Project, most glossy magazine publishers still seem unnecessarily stuck on using "bright" papers made with toxic chlorine, when chlorine-free alternatives will do the job just as well. New Processed Chlorine Free (PCF) whitening is the most environmentally safe method for recovered de-inked fiber. Total Chlorine Free (TCF) whitening is best for 100 percent virgin fiber. A widespread "no chlorine" policy by more publishers is needed to completely move mills away from any use of this highly toxic contaminant.

Inks too can leave a "black mark" on the environment. Common petroleum-based printing inks not only release VOCs into the atmosphere, they also can include toxic heavy metals like lead, cadmium and barium that contaminate our soil and groundwater. Metallic and neon inks are particularly bad.

The good news is that recent updates in the category of non-toxic and biodegradable vegetable inks, which were in standard use before the 1960s, have redefined high-performance inks. Soy, linseed and corn oil are common substitutes for most or all of the petroleum base. There’s no excuse not to use them.

Finally, today’s eco-friendly publishers have a policy of printing only the number of copies equal to demand. Co-op America reports that three billion copies of unsold magazines are delivered to newsstands each year by unenlightened publishers solely to boost circulation numbers reported to advertisers. Placed end to end, these unread copies "would circle the Earth 20 times."

"It is a fine balancing act for any business to maintain a fiscally, environmentally and socially responsible bottom line while abiding by the highest standard of integrity" conclude the Petersons.

"Perhaps it’s especially true for publishers. But with broad-based support from our advertisers, suppliers and readers, we are proving that it’s possible to publish in a socially responsible and environmentally sustainable way."

Conscious publishers’ collective move away from glossy and toward low-impact production methods is a move that has the potential to trans- form the marketplace. Readers every- where can help by continually asking their favorite magazines to "go green and greener." Choosing our magazines wisely is one more way that together we can make a difference in the survival of the world’s natural forests and wider environment.

Primary Sources: Buy Recycled Business Alliance,Turning the Page by The PAPER Project partnership, and The Magazine PAPER Project at www.CoopAmerica.org/programs/woodwise/publishers/magazines/index.cfm