Forest Friendly Publishing

Seminar Reviewed by MastheadOnline.com

March 22, 2007
Eco papers becoming more available, affordable TORONTO‹The paper industry is
making steady progress in providing more environmentally friendly magazine
stock at prices within the budgets of many publishers, a small group of
production managers and circulators learned yesterday. Some eco paper stocks
are even slightly less expensive.

At a presentation called ³Forest Friendly Publishing,² Mark Patenaude, VP
sales and marketing for St. Joseph Print, showed how some publishers ³can
even put money in [their] pocket² by using eco papers. For example, a #4
coated stock from Europe with 100% recycled fibre now costs slightly
less‹about 1%‹than an equivalent #4 stock with all virgin fibre, based on
the example of a 96-page, 100,000-circulation magazine at 8 3/8² x 10 78².

However, while the supply of eco papers continues to grow thanks largely to
increased demand from publishers and other buyers, it¹s true most eco papers
are still more expensive. His sample magazine showed paper costs ranging
from $24,200 for a #5 coated virgin stock, to $38,550 for a #3 coated with
30% post-consumer waste certified by the Forest Stewardship Council (FSC),
the best-known and most widely accepted certification body for eco papers.

That¹s why Patenaude urged publishers to plan carefully if they intend to
switch. To pay for the extra cost, some publishers have dropped a grade,
reduced page dimensions, or reduced page counts. Toronto-based explore
magazine, for example, was the first Canadian magazine to switch to
FSC-approved coated stock that¹s also stamped ³Ancient Forest Friendly² by
Markets Initiative, the B.C.-based environmental organization that works
closely with book, magazine and newspaper publishers. Explore dropped from a
#3 to #4 grade to afford the eco paper premium, but took advantage of the
switch to declare its leadership positionÐ and didn¹t lose any advertisers.

The other challenge is availability. Although the list of eco papers is
growing, so is demand, and publishers need to plan well to ensure adequate
supply. Eco papers from Europe take a minimum of 90 to 120 days for
delivery, while domestic stocks can take 30 to 45 days. Also, some stocks
require minimum orders, though buyers have been able to team up to meet the
minimum. Toronto¹s Green Living magazine, for example, was able to tag along
on a paper order for Mountain Equipment Co-op¹s catalogue.

Neva Murtha, magazine campaigner for Markets Initiative, showed how Canadian
consumer magazines could save 400,000 trees a year by switching to 30%
recycled fibre content. Hitting that target will take some years, but she
noted Canadians are trailblazers. ³I would say Canadian magazines are the
leaders in North America because of the way we¹ve been pulling together,²
she said. So far, 74 magazine publishers have signed Ancient Forest Friendly
paper policies, 21 are using AFF paper, and more than 30 printers stock AFF
or other eco papers.

Among the magazines to switch are: explore, U of T Magazine, Outpost, Know,
Canadian Home Workshop, Cottage Life, Yes Magazine, The Walrus, and
Vancouver-based Hobo, which went from coated to an uncoated eco paper and
³advertisers loved it,² said Murtha.

Murtha and Patenaude also reviewed the confusing alphabet-soup of
certification bodies and logos. AFF might be considered ³top of the food
chain² because it requires the maximum amount of recycled fibre; any virgin
fibre must be FSC certified from well-managed forests; and bleaching must be
chlorine free. FSC is probably the best-known certification system, is the
most widely accepted by environmental groups, and also has the blessing of
paper industry groups and others such as First Nations. FSC certifies paper
consumption from the forest level right through to the end user, and many
Canadian printers are now FSC certified and undergo FSC audits. PEFC is a
European standard and many PEFC forests are also FSC certified, but it
hasn¹t grown as quickly as FSC and it¹s just starting to become known in
North America. Other bodies such as CSA or SFI don¹t apply the same rigour
or independent auditing provided by FSC.

Markets Initiative maintains a database of eco papers at its web site here.
It has also produced a one-page chart showing good-better-best when it comes
to eco papers.

Magazines Canada and the CMC Circulation Management Association jointly
produced the Forest Friendly Publishing seminar. Murtha noted that more
circulation stocks are also becoming certified, such as American Eagle BRC
which is AFF approved with 100% recycled fibre, including 30% post-consumer
waste.