di≈erent,

this publication is made possible through the generous support provided from these companies and organizations: how to make sustainability happen

not di÷cult

C re a t i v e D e v e l o p m e n t by The Design Office of Catherine and James Donnelly. designoffice.com

Printed with soy ink on
100% post consumer paper.
 different, message to the executive
table of contents
not difficult:
cost / quality 4 / 5
As magazine publishers, printers,
non-profit organizations and advertisers, availability / supportive customers 6 / 7
we share a common responsibility to
the environment for the materials we supportive advertisers / balanced benefits 8 / 9
produce. That said, we are pleased to open
a dialogue that combines conservation and
the goal of increasing your publication’s
prestige and marketability. As evidence, tool kit
we present “sustainability principles.”
Something we’ve created for our own
organizations which demonstrates that steps to sustainability 10 / 11
we can all “do well by doing good.”
paper purchasing guide / printing 12 / 13
On the following pages, we outline our business model for adopting sustainability principles
and enhancing your publication’s overall image. In addition,
we have included contact information at the end to help guide cover coatings / shipping 14 / 15
you through this process, While this may be new to you and
your staff, we can assure you
—it is not difficult—
only different. appendices
Our sole intent of offering you these helpful tools is to enable full testimonials 16 / 17
your magazine to reach its fullest,
all-around green potential—
economically, full testimonials 17 / 18
environmentally
and socially. glossary of terms 20 / 21

green magazines / contacts 22 / 23

In cooperation, Aveda, Co-op America, National Wildlife Federation, and Quad Graphics
 different, message to the executive
table of contents
not difficult:
cost / quality 4 / 5
As magazine publishers, printers,
non-profit organizations and advertisers, availability / supportive customers 6 / 7
we share a common responsibility to
the environment for the materials we supportive advertisers / balanced benefits 8 / 9
produce. That said, we are pleased to open
a dialogue that combines conservation and
the goal of increasing your publication’s
prestige and marketability. As evidence, tool kit
we present “sustainability principles.”
Something we’ve created for our own
organizations which demonstrates that steps to sustainability 10 / 11
we can all “do well by doing good.”
paper purchasing guide / printing 12 / 13
On the following pages, we outline our business model for adopting sustainability principles
and enhancing your publication’s overall image. In addition,
we have included contact information at the end to help guide cover coatings / shipping 14 / 15
you through this process, While this may be new to you and
your staff, we can assure you
—it is not difficult—
only different. appendices
Our sole intent of offering you these helpful tools is to enable full testimonials 16 / 17
your magazine to reach its fullest,
all-around green potential—
economically, full testimonials 17 / 18
environmentally
and socially. glossary of terms 20 / 21

green magazines / contacts 22 / 23

In cooperation, Aveda, Co-op America, National Wildlife Federation, and Quad Graphics
 cost
“In 2002 we reduced the costs of our body paper
by as much as 20% when we switched from
a sheet with low recycled content
to our current recycled sheet.”
Justin Neal, Production Manager
Mother Jones Magazine
Full testimonial on page 16
myth:
3 hi 4
Being environmentally
m e s s a g e t o t h e e xe c u t i v e :
cost / quality
conscious is expensive.
fact:
Recycled papers today are comparable
in price to virgin papers.
Paper mills can often manufacture
environmentally preferable papers for
currently used papers at the same
specifications and similar cost.
Planning ahead and working with
printers and paper suppliers can yield
cost and consumption savings.
conclusion:
Planning ahead and working with
your printer and paper supplier can
yield cost and consumption savings.
Success Stories
The National Wildlife Federation, Pepsi-Cola Co.,
and UPS all saved money by switching to more
environmentally friendly practices.
In the last ten years, the National Wildlife
Federation has not paid any premiums for post
consumer recycled paper. In fact, through buying
its own paper and setting up strategic partnerships
with mills and merchants, NWF saves a significant
amount of money per year. Just for one title alone,
NWF, through smart paper use decisions, saved
approximately $46,000 last year in paper costs.
The nonprofit Business for Social Responsibility
reports that Pepsi-Cola Co. conserved 196 million
pounds of cardboard and saved $44 million by
switching from disposable corrugated-cardboard
shipping containers to reusable ones.
UPS has potentially halved the paper used for
overnight delivery packaging by introducing packages
that can be used twice.
Tool Kit Resource
Purchasing Guide on page 11
quality
m e s s a g e t o t h e e xe c u t i v e :
“Natural Health and Shape are printed on paper
with 30–40% post consumer recycled fiber.
This environmentally sound paper has a superior
reproductive quality surface that our readers and
advertisers have come to expect.”
cost / quality
Diane Newman, Senior Vice President/Group Publisher
Shape/Natural Health
Full testimonial on page 18
myth:
Recycled paper and non-toxic inks
are of poor quality.
fact:
Ecopapers are of the same quality as
virgin paper products and are visually
indistinguishable.
Modern deinking technology produces
a recycled paper fiber of the same
smoothness, brightness, opacity and
cleanliness as virgin paper.
While most inks are petroleum based,
some ink manufacturers substitute
renewable resources (such as soy,
linseed, and corn oils) for a portion
of the petroleum.
conclusion:
All printer standards which virgin
paper must meet (runnability, web
break occurrences, etc.) must also be
met by ecopapers.
Vegetable oil replacement ink must
soy beans The National Soy Ink Information Center commissioned an
extensive research study on consumer awareness of soy ink and the SoySeal. Of the more than
meet the same specifications as 1,800 people surveyed, more than 80% identified soy ink as a renewable product that is better for
petroleum-based ink, and it does not the environment than petroleum-based inks and that soy ink causes fewer health risks. In addition,
release a significant volume of volatile 77% of consumers say that they are more likely to purchase products or services from a company
organic compounds (VOCs) into the known to have switched to soy ink. (Moore Information Public Research Firm, 2004)
air when it dries.
Success Stories
Norm Thompson/Alliance for Environmental Innovation
studied the issue of ecopaper quality in 2001.
They found that thanks to advances in papermaking
technology—especially the ability to remove dirt and
contaminants during the de-inking process—
papermakers now offer ecopapers whose appear-
ance, smoothness and strength match those of
virgin paper.
The marketing department did not discern any
difference in the look and feel of the ecopaper
catalogues, nor could the consumer tell the difference
between the ecopaper and virgin paper catalogue.
Studies showed that there were no problems with
runnability or color reproduction on the ecopapers.
Tool Kit Resource
Printing on page 11
 cost
“In 2002 we reduced the costs of our body paper
by as much as 20% when we switched from
a sheet with low recycled content
to our current recycled sheet.”
Justin Neal, Production Manager
Mother Jones Magazine
Full testimonial on page 16
myth:
3 hi 4
Being environmentally
m e s s a g e t o t h e e xe c u t i v e :
cost / quality
conscious is expensive.
fact:
Recycled papers today are comparable
in price to virgin papers.
Paper mills can often manufacture
environmentally preferable papers for
currently used papers at the same
specifications and similar cost.
Planning ahead and working with
printers and paper suppliers can yield
cost and consumption savings.
conclusion:
Planning ahead and working with
your printer and paper supplier can
yield cost and consumption savings.
Success Stories
The National Wildlife Federation, Pepsi-Cola Co.,
and UPS all saved money by switching to more
environmentally friendly practices.
In the last ten years, the National Wildlife
Federation has not paid any premiums for post
consumer recycled paper. In fact, through buying
its own paper and setting up strategic partnerships
with mills and merchants, NWF saves a significant
amount of money per year. Just for one title alone,
NWF, through smart paper use decisions, saved
approximately $46,000 last year in paper costs.
The nonprofit Business for Social Responsibility
reports that Pepsi-Cola Co. conserved 196 million
pounds of cardboard and saved $44 million by
switching from disposable corrugated-cardboard
shipping containers to reusable ones.
UPS has potentially halved the paper used for
overnight delivery packaging by introducing packages
that can be used twice.
Tool Kit Resource
Purchasing Guide on page 11
quality
m e s s a g e t o t h e e xe c u t i v e :
“Natural Health and Shape are printed on paper
with 30–40% post consumer recycled fiber.
This environmentally sound paper has a superior
reproductive quality surface that our readers and
advertisers have come to expect.”
cost / quality
Diane Newman, Senior Vice President/Group Publisher
Shape/Natural Health
Full testimonial on page 18
myth:
Recycled paper and non-toxic inks
are of poor quality.
fact:
Ecopapers are of the same quality as
virgin paper products and are visually
indistinguishable.
Modern deinking technology produces
a recycled paper fiber of the same
smoothness, brightness, opacity and
cleanliness as virgin paper.
While most inks are petroleum based,
some ink manufacturers substitute
renewable resources (such as soy,
linseed, and corn oils) for a portion
of the petroleum.
conclusion:
All printer standards which virgin
paper must meet (runnability, web
break occurrences, etc.) must also be
met by ecopapers.
Vegetable oil replacement ink must
soy beans The National Soy Ink Information Center commissioned an
extensive research study on consumer awareness of soy ink and the SoySeal. Of the more than
meet the same specifications as 1,800 people surveyed, more than 80% identified soy ink as a renewable product that is better for
petroleum-based ink, and it does not the environment than petroleum-based inks and that soy ink causes fewer health risks. In addition,
release a significant volume of volatile 77% of consumers say that they are more likely to purchase products or services from a company
organic compounds (VOCs) into the known to have switched to soy ink. (Moore Information Public Research Firm, 2004)
air when it dries.
Success Stories
Norm Thompson/Alliance for Environmental Innovation
studied the issue of ecopaper quality in 2001.
They found that thanks to advances in papermaking
technology—especially the ability to remove dirt and
contaminants during the de-inking process—
papermakers now offer ecopapers whose appear-
ance, smoothness and strength match those of
virgin paper.
The marketing department did not discern any
difference in the look and feel of the ecopaper
catalogues, nor could the consumer tell the difference
between the ecopaper and virgin paper catalogue.
Studies showed that there were no problems with
runnability or color reproduction on the ecopapers.
Tool Kit Resource
Printing on page 11
 availability
“There are certainly more mills today manufacturing
recycled and chlorine-free papers than there were
in the 1980s. Speaking generally, many mills
offer paper grades with some post consumer
content. It is important to request recycled paper
at the time the order is placed.”
Maureen Cassidy, President
Central Lewmar South
Full testimonial on page 16
myth:
5 hi 6
There is not enough recycled chlorine-
m e s s a g e t o t h e e xe c u t i v e :
availability / supportive customers
free or FSC-certified paper available.
fact:
Most paper companies and many
printers offer post consumer recycled
paper options that conform with
current mainstream paper and printer
specifications. ASK!
One of the obstacles to greater
availability of alternative papers is lack
of demand from magazine publishers
and their printers. A commitment that
environmentally produced papers are
preferred, is one of the most important
steps a publisher can take to help
increase availability of ecopapers.
Recycled, chlorine-free, or FSC-certified
paper is readily available for publishers.
conclusion:
There is plenty of ecopaper available
for use by magazine companies if
publishers just ask.
Success Stories
Even large paper suppliers are finding a market
for recycled paper and showing their commitment
to the environment. Stora Enso has a Recycled Pulp
Mill that makes de-inked pulp from scrap paper
to be used at the paper mill. The facility has
been included in the Dow Jones Sustainability
Index since 2000.
Visions Paper was founded in 1989 with the
mission “to economically produce the most
environmentally positive paper products.” The
paper company offers tree-free alternatives and
kenaf paper which are readily available for use.
Tool Kit Resource
Contact Information on page 21
supportive
customers
availability / supportive customers
m e s s a g e t o t h e e xe c u t i v e :
“Our customers have rewarded our efforts. They tell
us that we are a preferred place to shop because of
our commitment to social and environmental issues.
One anecdote: When we switched to recycled
content in our catalogs, over 5,000 consumers
wrote to us to say “thanks”.”
Derek Smith, Corporate Sustainability Manager
Norm Thompson Outfitters
Full testimonial on page 17
myth:
Customers will not support the
switch to ecopapers.
fact:
With U.S. consumers spending about
$110 billion annually on socially and
environmentally progressive products,
the value to brand image and customer
loyalty is clear.
Customers are better informed today
than ever before and websites such as
sustainablebusiness.com, greenbiz.com,
crswire.com, coopamerica.org, provide
consumers with information about
companies and their commitment to
social and environmental improvement.
Customers choose to support and
remain loyal to companies that are
socially and environmentally conscious.
conclusion:
Customers are growing more and more
supportive of companies that are
socially and environmentally conscious.
Success Stories
Norm Thompson conducted a series of tests which
availability All North American producers of magazine quality paper
have the ability to produce a line of recycled papers.
were aimed at determining customer response to
the ecopaper catalogue and found that customers
responded the same, if not better to the ecopaper
catalogue version.
Tool Kit Resource
Cover Coatings page 13
 availability
“There are certainly more mills today manufacturing
recycled and chlorine-free papers than there were
in the 1980s. Speaking generally, many mills
offer paper grades with some post consumer
content. It is important to request recycled paper
at the time the order is placed.”
Maureen Cassidy, President
Central Lewmar South
Full testimonial on page 16
myth:
5 hi 6
There is not enough recycled chlorine-
m e s s a g e t o t h e e xe c u t i v e :
availability / supportive customers
free or FSC-certified paper available.
fact:
Most paper companies and many
printers offer post consumer recycled
paper options that conform with
current mainstream paper and printer
specifications. ASK!
One of the obstacles to greater
availability of alternative papers is lack
of demand from magazine publishers
and their printers. A commitment that
environmentally produced papers are
preferred, is one of the most important
steps a publisher can take to help
increase availability of ecopapers.
Recycled, chlorine-free, or FSC-certified
paper is readily available for publishers.
conclusion:
There is plenty of ecopaper available
for use by magazine companies if
publishers just ask.
Success Stories
Even large paper suppliers are finding a market
for recycled paper and showing their commitment
to the environment. Stora Enso has a Recycled Pulp
Mill that makes de-inked pulp from scrap paper
to be used at the paper mill. The facility has
been included in the Dow Jones Sustainability
Index since 2000.
Visions Paper was founded in 1989 with the
mission “to economically produce the most
environmentally positive paper products.” The
paper company offers tree-free alternatives and
kenaf paper which are readily available for use.
Tool Kit Resource
Contact Information on page 21
supportive
customers
availability / supportive customers
m e s s a g e t o t h e e xe c u t i v e :
“Our customers have rewarded our efforts. They tell
us that we are a preferred place to shop because of
our commitment to social and environmental issues.
One anecdote: When we switched to recycled
content in our catalogs, over 5,000 consumers
wrote to us to say “thanks”.”
Derek Smith, Corporate Sustainability Manager
Norm Thompson Outfitters
Full testimonial on page 17
myth:
Customers will not support the
switch to ecopapers.
fact:
With U.S. consumers spending about
$110 billion annually on socially and
environmentally progressive products,
the value to brand image and customer
loyalty is clear.
Customers are better informed today
than ever before and websites such as
sustainablebusiness.com, greenbiz.com,
crswire.com, coopamerica.org, provide
consumers with information about
companies and their commitment to
social and environmental improvement.
Customers choose to support and
remain loyal to companies that are
socially and environmentally conscious.
conclusion:
Customers are growing more and more
supportive of companies that are
socially and environmentally conscious.
Success Stories
Norm Thompson conducted a series of tests which
availability All North American producers of magazine quality paper
have the ability to produce a line of recycled papers.
were aimed at determining customer response to
the ecopaper catalogue and found that customers
responded the same, if not better to the ecopaper
catalogue version.
Tool Kit Resource
Cover Coatings page 13

supportive
advertisers
“Environmental interest and healthy lifestyle
magazines must use a minimum of 10% post
consumer recycled content paper in their
publication to earn Aveda’s business.”
Dominque Conseil, President
Aveda Corporation
Full testimonial on page 15
myth:
7 Research shows that each ton of recycled fiber that
Advertisers will not support the switch
m e s s a g e t o t h e e xe c u t i v e :
supportive advertisers / balanced benefits
to recycled papers.
fact:
The environmentally conscious
companies listed below are supportive
of magazines making the switch to
post consumer recycled paper and
soy inks.
Seventh Generation
The Timberland Company
Patagonia
Green Mountain Coffee Roasters
Stonyfield Farm
“There is incredible power when individuals
come together with a common goal of creating
positive, sustainable impact. When you layer in
businesses and community organizations who
share this passion—to make it better—the vision
for what we can achieve is limitless.”
Jeffrey Swartz, President and CEO
The Timberland Company
conclusion:
More and more companies are
committing to social and environmental
standards and want to advertise
their products in magazines whose
companies are committed to the
same goals.
Success Stories
Patagonia, Inc., designs, markets, and distributes
outdoor gear and apparel through its catalog,
retail stores, wholesale dealers, and Web site.
The company donates one percent of sales to
the restoration and protection of the natural
environment and has granted over $20 million
to grassroots environmental organizations in the
form of financial and in-kind donations since 1985.
Patagonia offers products made from organic
cotton, hemp, and recycled materials and makes
use of alternative energy sources, reclaimed
materials, and energy efficient technologies
in its buildings.
Tool Kit Resource
Shipping on page 14
suppor tive adver tisers / balanced benefits
balanced
benefits
m e s s a g e t o t h e e xe c u t i v e :
Environment
8
displaces a ton of virgin fiber has the following impacts:
Forests: reduces wood use by 100%
Energy: reduces total energy consumption by 27%
Water: reduces waste water by 33%
Air Pollution: reduces particulate emissions by 28%
Solid Waste: reduces solid waste by 54%
Business
Being an environmentally conscious company
is good business.
The cost of ecopaper is comparable to virgin
paper, and sometimes even cheaper.
Reducing consumption in general can also
drastically lower costs.
Ecopapers are of the same quality as conventional
products and are readily available.
Becoming an environmentally conscious business
helps to forge new relationships with other like-
minded companies and organizations as well as
give you a competitive edge over your competitors.
Social
Our choices have widespread impacts. For example, the
residents of Green Swamp, North Carolina* no
longer drink local water as studies have shown a
correlation between a recent rise in cancer cases
and the existence of near-by pine plantation.
It is important to be a good corporate citizen and
for companies to market themselves as such. It is
important to play a healthy and positive role in
your community of readers, employees and
beyond.
Companies who switch to ecopapers set an example
for their peers as well as for their readers.
Good environmental choices build on one another.
Ask readers to recycle the magazine or donate
them to a library.
The Blue Ridge Paper Products Canton facility works
with local residents to assure that they may voice
their concerns regarding the printing facility. The
deforestation
facility is constantly reducing their environmental
and social impact, which has facilitated a supportive,
profitable relationship between residents and the
paper company. The magnitude of clear-cut logging becomes apparent
in this NASA photograph taken above the Cascade Mountain Range in west central Oregon in 2000.
The checkered texture shows the clear-cut acres in orange, forests in green, and mountain snow in blue.
*Dogwood Alliance September 16, 2001

supportive
advertisers
“Environmental interest and healthy lifestyle
magazines must use a minimum of 10% post
consumer recycled content paper in their
publication to earn Aveda’s business.”
Dominque Conseil, President
Aveda Corporation
Full testimonial on page 15
myth:
7 Research shows that each ton of recycled fiber that
Advertisers will not support the switch
m e s s a g e t o t h e e xe c u t i v e :
supportive advertisers / balanced benefits
to recycled papers.
fact:
The environmentally conscious
companies listed below are supportive
of magazines making the switch to
post consumer recycled paper and
soy inks.
Seventh Generation
The Timberland Company
Patagonia
Green Mountain Coffee Roasters
Stonyfield Farm
“There is incredible power when individuals
come together with a common goal of creating
positive, sustainable impact. When you layer in
businesses and community organizations who
share this passion—to make it better—the vision
for what we can achieve is limitless.”
Jeffrey Swartz, President and CEO
The Timberland Company
conclusion:
More and more companies are
committing to social and environmental
standards and want to advertise
their products in magazines whose
companies are committed to the
same goals.
Success Stories
Patagonia, Inc., designs, markets, and distributes
outdoor gear and apparel through its catalog,
retail stores, wholesale dealers, and Web site.
The company donates one percent of sales to
the restoration and protection of the natural
environment and has granted over $20 million
to grassroots environmental organizations in the
form of financial and in-kind donations since 1985.
Patagonia offers products made from organic
cotton, hemp, and recycled materials and makes
use of alternative energy sources, reclaimed
materials, and energy efficient technologies
in its buildings.
Tool Kit Resource
Shipping on page 14
suppor tive adver tisers / balanced benefits
balanced
benefits
m e s s a g e t o t h e e xe c u t i v e :
Environment
8
displaces a ton of virgin fiber has the following impacts:
Forests: reduces wood use by 100%
Energy: reduces total energy consumption by 27%
Water: reduces waste water by 33%
Air Pollution: reduces particulate emissions by 28%
Solid Waste: reduces solid waste by 54%
Business
Being an environmentally conscious company
is good business.
The cost of ecopaper is comparable to virgin
paper, and sometimes even cheaper.
Reducing consumption in general can also
drastically lower costs.
Ecopapers are of the same quality as conventional
products and are readily available.
Becoming an environmentally conscious business
helps to forge new relationships with other like-
minded companies and organizations as well as
give you a competitive edge over your competitors.
Social
Our choices have widespread impacts. For example, the
residents of Green Swamp, North Carolina* no
longer drink local water as studies have shown a
correlation between a recent rise in cancer cases
and the existence of near-by pine plantation.
It is important to be a good corporate citizen and
for companies to market themselves as such. It is
important to play a healthy and positive role in
your community of readers, employees and
beyond.
Companies who switch to ecopapers set an example
for their peers as well as for their readers.
Good environmental choices build on one another.
Ask readers to recycle the magazine or donate
them to a library.
The Blue Ridge Paper Products Canton facility works
with local residents to assure that they may voice
their concerns regarding the printing facility. The
deforestation
facility is constantly reducing their environmental
and social impact, which has facilitated a supportive,
profitable relationship between residents and the
paper company. The magnitude of clear-cut logging becomes apparent
in this NASA photograph taken above the Cascade Mountain Range in west central Oregon in 2000.
The checkered texture shows the clear-cut acres in orange, forests in green, and mountain snow in blue.
*Dogwood Alliance September 16, 2001

9 10
tool kit:
steps to sustainability
commit
steps towards sustainability
Beginnings: Know where you are,
and where you want to go.
1 Make a commitment to sustainability.
Begin by drafting and adopting an environmental
mission for your company. The most important
first step is to evaluate all of your
environmental impacts.
2 Convey your purchasing intent and needs to
your suppliers often, and negotiate your contracts
to reflect your environmental commitment.
3 Identify the environmental specifications
available from your current paper supplier.
Purchase ecopapers that demonstrate your values
and that contain the highest post consumer
recycled (PCR) content (30% for coated paper
and 50% for uncoated paper).
Socially responsible businesses respect and preserve the natural environment.
Helping to improve the quality and opportunities of life, they empower people
and invest in communities where a business operates.
Improving: Make smart changes to reduce
your environmental impact.
4 Use 30% pcr for publishing materials.
5 Use 50% to 100% pcr for printing marketing
materials and media kits.
6 Note in your masthead the environmental
characteristics of the paper for which you print on.
7 Talk to your printer about non-toxic inks
which are better for the environment as well
as employee health.
8 Consider cover coatings and their
environmental impact. Try to use one that is
less harmful to employees and the environment.
steps to sustainability
tool kit:
Striving for the Best: Be environmentally and financially aware
of all inputs and outputs.
9 Consider the lifecycle of your project.
Try to minimize your environmental impact all
along the way.
10 Upgrade to a higher percentage of PCR
in both marketing and publishing materials.
11 Support suppliers whom embrace and
practice sustainability concepts as part
of their business strategy.
12 Source polybags made from recycled or
alternative materials.
13 Remind your readers that magazines
can be recycled.
14 Encourage your colleagues to do the same.
This is an industry wide initiative and critical
mass will help make the shift happen sooner.

9 10
tool kit:
steps to sustainability
commit
steps towards sustainability
Beginnings: Know where you are,
and where you want to go.
1 Make a commitment to sustainability.
Begin by drafting and adopting an environmental
mission for your company. The most important
first step is to evaluate all of your
environmental impacts.
2 Convey your purchasing intent and needs to
your suppliers often, and negotiate your contracts
to reflect your environmental commitment.
3 Identify the environmental specifications
available from your current paper supplier.
Purchase ecopapers that demonstrate your values
and that contain the highest post consumer
recycled (PCR) content (30% for coated paper
and 50% for uncoated paper).
Socially responsible businesses respect and preserve the natural environment.
Helping to improve the quality and opportunities of life, they empower people
and invest in communities where a business operates.
Improving: Make smart changes to reduce
your environmental impact.
4 Use 30% pcr for publishing materials.
5 Use 50% to 100% pcr for printing marketing
materials and media kits.
6 Note in your masthead the environmental
characteristics of the paper for which you print on.
7 Talk to your printer about non-toxic inks
which are better for the environment as well
as employee health.
8 Consider cover coatings and their
environmental impact. Try to use one that is
less harmful to employees and the environment.
steps to sustainability
tool kit:
Striving for the Best: Be environmentally and financially aware
of all inputs and outputs.
9 Consider the lifecycle of your project.
Try to minimize your environmental impact all
along the way.
10 Upgrade to a higher percentage of PCR
in both marketing and publishing materials.
11 Support suppliers whom embrace and
practice sustainability concepts as part
of their business strategy.
12 Source polybags made from recycled or
alternative materials.
13 Remind your readers that magazines
can be recycled.
14 Encourage your colleagues to do the same.
This is an industry wide initiative and critical
mass will help make the shift happen sooner.
 paper purchasing guide / printing
paper purchasing guide
Beginnings: Know where you are, and
where you want to go.
Paper Goals Making the Budget Work

The paper you strive to use papers with:
The highest level of post consumer
recycled fiber as possible.
Virgin fiber components certified as
11 harvested sustainably.
Manufacturing processes with a reduced
number of chemicals.
tool kit:
paper purchasing guide / printing
tool kit:
Alerting your paper vendor early of your
environmental goals will help assure that
you are able to use an ecopaper of the
highest quality without a dramatic increase
in costs. hi 12
Work with your vendor to match
environmental and quality specifications to

the ecopaper alternative. Find an available

Questions to Ask About Paper
What kind of paper am I using now?
What are the ecopaper options available?
What are the different ecopaper specifications?
Percentage post consumer content,
percentage deinked fiber?
Try to get the highest percentages
of PCR possible.
Questions to Ask About
the Manufacturing Process
How is the paper processed?
What sorts of chemicals are added
to the pulp?
ecopaper that can reduce or match costs.
Costs can be reduced by changing the trim
size and basic weight of the paper.
Don’t forget to ask about alternatives
available (bulk options) that will reduce
packaging and save money.
Encourage “take back” programs with
vendors which will help control handling,
storage, and disposal costs.
Other Points to Consider
When talking to vendors, consider the
economic and environmental costs
associated with the product including
packaging, transportation and disposal.
Ecopapers are of the same quality as virgin

Is the paper processed chlorine free (PCF)?
Totally chlorine free (TCF)?
Try to get paper with the smallest amount of
chemical additives.
note: Certain hazardous chemicals are
being phased out because they damage the
environment. Early work with vendors to find
safe alternatives will help avoid future costs.
Ask Yourself, Ask Your Paper Vendors
Does it achieve environmental improvements
without compromising purchasing or cost?
4
de-inking
papers. Find one that meets your
specifications. In the paper recycling process, waste paper is deinked prior to recovery of
Know that new products are constantly being the fiber. During this process, a fiber sludge is generated which contains
added to the list of alternative and
recycled goods. particles of ink clay, fillers and fibers too short to be converted to a finished
paper product. Many environmentally conscious paper producers are recovering
Utilize Strategic Partnerships
There are many organizations aimed
the energy from this waste stream and creating innovative ways to either
at providing support for socially and re-use or dispose of this byproduct.
environmentally conscious businesses.
Team up with organizations to establish
efficient supply chain management.
business for social responsibility
wisconsin environmental initiative
buy recycled business alliance
green seal
wastecap
center for new american dream

printing
Improving: Make smart changes to
reduce your environmental impact.
Printing Goals
The printer you choose to work with
should have:
A commitment to the environment in
terms of the products they use and
the waste they produce.
Inks chosen which reduce the amount of
toxic chemicals released into the air
and environment.
Cover coating which uses a process other
than UV cover coating in order to
facilitate the recycling.
Questions to Ask Your Printer
Is the ink I currently use harmful to the
environment?
Most standard inks contain:
VOCs (volatile organic compounds) which
contribute to ground-level ozone problems
CFC (chlorofluorocarbons) which deplete
the stratospheric ozone layer
Chlorinated substances are toxic and can
deplete the ozone.
Recycled ink produces far less toxic chemical
emissions than conventional ink manufacturing.
Should I stop using ink with heavy metals?
Heavy metals (i.e. barium, copper, and zinc)
can leach into the environment and can
contaminate soil and groundwater.
There are inks available which do not
contain heavy metals and can match any
color requested by customers.
What about metallic inks?
Some metallic inks provide a desirable sheen
without the toxicity of heavy metals.
Such metallic inks are usually made from
aluminum, copper and/or bronze flakes.
These inks do not hinder the recycling of
paper, however the more ink added to
the piece regardless of type, the harder
to de-ink.
Ask your printer if they recycle their ink or
how they dispose of it.
The printer should have, or be in the process
of researching, an ink recycling program.
Do they recycle it themselves?
Send it back to the ink vendor to be
re-worked into new, black ink.
Waste offset ink can also be sent to energy
facilities which can use the ink and other
refuse as fuel to generate electricity.
What about inks that contain renewable oils?
Inks can be made from renewable oils
(agri-based inks) extracted from linseed,
corn and soybeans and used without a
change in quality on marketing and media
publications.
Heatset web printings on coated paper
require a mixture of renewable oils which
maintain the environmental and quality
standards of printers.
All of these inks are available for use if you
ask your printer in advance or if you
switch to a printing company with a
history of environmental commitment.
 paper purchasing guide / printing
paper purchasing guide
Beginnings: Know where you are, and
where you want to go.
Paper Goals Making the Budget Work

The paper you strive to use papers with:
The highest level of post consumer
recycled fiber as possible.
Virgin fiber components certified as
11 harvested sustainably.
Manufacturing processes with a reduced
number of chemicals.
tool kit:
paper purchasing guide / printing
tool kit:
Alerting your paper vendor early of your
environmental goals will help assure that
you are able to use an ecopaper of the
highest quality without a dramatic increase
in costs. hi 12
Work with your vendor to match
environmental and quality specifications to

the ecopaper alternative. Find an available

Questions to Ask About Paper
What kind of paper am I using now?
What are the ecopaper options available?
What are the different ecopaper specifications?
Percentage post consumer content,
percentage deinked fiber?
Try to get the highest percentages
of PCR possible.
Questions to Ask About
the Manufacturing Process
How is the paper processed?
What sorts of chemicals are added
to the pulp?
ecopaper that can reduce or match costs.
Costs can be reduced by changing the trim
size and basic weight of the paper.
Don’t forget to ask about alternatives
available (bulk options) that will reduce
packaging and save money.
Encourage “take back” programs with
vendors which will help control handling,
storage, and disposal costs.
Other Points to Consider
When talking to vendors, consider the
economic and environmental costs
associated with the product including
packaging, transportation and disposal.
Ecopapers are of the same quality as virgin

Is the paper processed chlorine free (PCF)?
Totally chlorine free (TCF)?
Try to get paper with the smallest amount of
chemical additives.
note: Certain hazardous chemicals are
being phased out because they damage the
environment. Early work with vendors to find
safe alternatives will help avoid future costs.
Ask Yourself, Ask Your Paper Vendors
Does it achieve environmental improvements
without compromising purchasing or cost?
4
de-inking
papers. Find one that meets your
specifications. In the paper recycling process, waste paper is deinked prior to recovery of
Know that new products are constantly being the fiber. During this process, a fiber sludge is generated which contains
added to the list of alternative and
recycled goods. particles of ink clay, fillers and fibers too short to be converted to a finished
paper product. Many environmentally conscious paper producers are recovering
Utilize Strategic Partnerships
There are many organizations aimed
the energy from this waste stream and creating innovative ways to either
at providing support for socially and re-use or dispose of this byproduct.
environmentally conscious businesses.
Team up with organizations to establish
efficient supply chain management.
business for social responsibility
wisconsin environmental initiative
buy recycled business alliance
green seal
wastecap
center for new american dream

printing
Improving: Make smart changes to
reduce your environmental impact.
Printing Goals
The printer you choose to work with
should have:
A commitment to the environment in
terms of the products they use and
the waste they produce.
Inks chosen which reduce the amount of
toxic chemicals released into the air
and environment.
Cover coating which uses a process other
than UV cover coating in order to
facilitate the recycling.
Questions to Ask Your Printer
Is the ink I currently use harmful to the
environment?
Most standard inks contain:
VOCs (volatile organic compounds) which
contribute to ground-level ozone problems
CFC (chlorofluorocarbons) which deplete
the stratospheric ozone layer
Chlorinated substances are toxic and can
deplete the ozone.
Recycled ink produces far less toxic chemical
emissions than conventional ink manufacturing.
Should I stop using ink with heavy metals?
Heavy metals (i.e. barium, copper, and zinc)
can leach into the environment and can
contaminate soil and groundwater.
There are inks available which do not
contain heavy metals and can match any
color requested by customers.
What about metallic inks?
Some metallic inks provide a desirable sheen
without the toxicity of heavy metals.
Such metallic inks are usually made from
aluminum, copper and/or bronze flakes.
These inks do not hinder the recycling of
paper, however the more ink added to
the piece regardless of type, the harder
to de-ink.
Ask your printer if they recycle their ink or
how they dispose of it.
The printer should have, or be in the process
of researching, an ink recycling program.
Do they recycle it themselves?
Send it back to the ink vendor to be
re-worked into new, black ink.
Waste offset ink can also be sent to energy
facilities which can use the ink and other
refuse as fuel to generate electricity.
What about inks that contain renewable oils?
Inks can be made from renewable oils
(agri-based inks) extracted from linseed,
corn and soybeans and used without a
change in quality on marketing and media
publications.
Heatset web printings on coated paper
require a mixture of renewable oils which
maintain the environmental and quality
standards of printers.
All of these inks are available for use if you
ask your printer in advance or if you
switch to a printing company with a
history of environmental commitment.
 c ov e r c o a t i n g s / s h i p p i n g
cover coatings shipping
Are magazines with glossy cover Striving for the Best: Be environmentally
coatings recyclable? and financially aware from inputs to outputs.
Yes. De-inking mills are equipped with a
Shipping Goals Holistic Thinking
wide array of cleaning processes to recycle

tool kit:
Strive to reduce the environmental impact in The following is a sampling of questions to
magazine paper. They can be made into
all aspects of production and shipping. ask a printer to help you determine how the
tissue, newsprint and other products that
Starting with awareness will help facilitate company approaches environmental concerns
don’t necessarily have to be bright white.
positive change and work towards a better as part of its business management plan. The
13 Are there alternatives to the common environmental policy. answers are examples of ideal environmentally hi 14
UV cover coating? conscious responses.
tool kit:
c ov e r c o a t i n g s / s h i p p i n g

There are cover coatings* which are better What are standard polybags made of?
Polybags are plastic wraps used as alternatives
for the environment than the standard
to paper envelopes or over-wraps on a
cover coatings such as:
catalog and are usually made from
UV-cured coating
non-renewable resources.
Water-based catalytic coating
They can be recycled, but usually most reader
Water-based coating
don’t realize this.
Over-print varnish coating
*The best coating to use for your publication Why are polybags an environmental problem?
will differ based on your desired goals. In the landfill they remain a waste problem
Having a goal to use environmentally because they do not biodegrade, effectively
preferable cover coating does not limit adding to the growing waste problem we
your options. have in the United States.
Polybags could be recycled along with grocery
and dry cleaning bags, but few collection
sites for these materials exist.
Is using a paper wrap better?
Paper and plastic take hundreds of years to
decompose in a landfill.
What should I do?
Make the switch to polybags. Less energy is
How are you minimizing air emissions?
The company should have a plan to reduce air
pollution through technology.
Use of catalytic oxidizers are more than
95 percent efficient at destroying harmful
volatile organic chemicals (VOCs).
Gravure presses should be built to capture
and recover solvent emissions.
Printer should use and reuse solvents safely.
How do you reduce solid waste? Paper waste?
The printer should have an in-house
recycling program.
Work with other vendors to expand markets
for recycling waste materials or to provide
mechanisms for the reuse and recycling of
containers and packaging.
Other Questions:
What are you doing to reduce your
energy consumption?

shipping
used in their transportation (they are lighter Are your solvents safe for employees
than paperwraps). and the environment?
Encourage your readers to recycle the polybags
with their grocery and dry cleaning bags.
Move to polybags with recycled content.
Ask your printer if they use pallets made of recycled materials, and if they Be aware of new packaging alternatives
recycle plastic straps, bands, and shrinkwrap in their shipping operations. and utilize those as soon as they
become available.
Are there alternatives to conventional polybags?
Sourcing polybags from recycled materials
is a great way to reduce your
environmental impact.
Use biodegradable plastics from renewable
sources such as cornstarch, rice starch, and
potato starch films. These alternatives are
becoming increasingly viable.
 c ov e r c o a t i n g s / s h i p p i n g
cover coatings shipping
Are magazines with glossy cover Striving for the Best: Be environmentally
coatings recyclable? and financially aware from inputs to outputs.
Yes. De-inking mills are equipped with a
Shipping Goals Holistic Thinking
wide array of cleaning processes to recycle

tool kit:
Strive to reduce the environmental impact in The following is a sampling of questions to
magazine paper. They can be made into
all aspects of production and shipping. ask a printer to help you determine how the
tissue, newsprint and other products that
Starting with awareness will help facilitate company approaches environmental concerns
don’t necessarily have to be bright white.
positive change and work towards a better as part of its business management plan. The
13 Are there alternatives to the common environmental policy. answers are examples of ideal environmentally hi 14
UV cover coating? conscious responses.
tool kit:
c ov e r c o a t i n g s / s h i p p i n g

There are cover coatings* which are better What are standard polybags made of?
Polybags are plastic wraps used as alternatives
for the environment than the standard
to paper envelopes or over-wraps on a
cover coatings such as:
catalog and are usually made from
UV-cured coating
non-renewable resources.
Water-based catalytic coating
They can be recycled, but usually most reader
Water-based coating
don’t realize this.
Over-print varnish coating
*The best coating to use for your publication Why are polybags an environmental problem?
will differ based on your desired goals. In the landfill they remain a waste problem
Having a goal to use environmentally because they do not biodegrade, effectively
preferable cover coating does not limit adding to the growing waste problem we
your options. have in the United States.
Polybags could be recycled along with grocery
and dry cleaning bags, but few collection
sites for these materials exist.
Is using a paper wrap better?
Paper and plastic take hundreds of years to
decompose in a landfill.
What should I do?
Make the switch to polybags. Less energy is
How are you minimizing air emissions?
The company should have a plan to reduce air
pollution through technology.
Use of catalytic oxidizers are more than
95 percent efficient at destroying harmful
volatile organic chemicals (VOCs).
Gravure presses should be built to capture
and recover solvent emissions.
Printer should use and reuse solvents safely.
How do you reduce solid waste? Paper waste?
The printer should have an in-house
recycling program.
Work with other vendors to expand markets
for recycling waste materials or to provide
mechanisms for the reuse and recycling of
containers and packaging.
Other Questions:
What are you doing to reduce your
energy consumption?

shipping
used in their transportation (they are lighter Are your solvents safe for employees
than paperwraps). and the environment?
Encourage your readers to recycle the polybags
with their grocery and dry cleaning bags.
Move to polybags with recycled content.
Ask your printer if they use pallets made of recycled materials, and if they Be aware of new packaging alternatives
recycle plastic straps, bands, and shrinkwrap in their shipping operations. and utilize those as soon as they
become available.
Are there alternatives to conventional polybags?
Sourcing polybags from recycled materials
is a great way to reduce your
environmental impact.
Use biodegradable plastics from renewable
sources such as cornstarch, rice starch, and
potato starch films. These alternatives are
becoming increasingly viable.
 testimonials
A v e d a Co r p o r at i o n
Aveda strives in all ways to be a responsible
steward of the environment—including
becoming the first privately held corporation to
sign the CERES (Coalition for Environmentally
Responsible Economies) Principles in 1989.
The CERES report outlines Aveda’s successes
and challenges on the road to becoming a
more sustainable business.
15
Operating a green business means helping
suppliers and partners green their business
appendices:
full testimonials
as well. One of Aveda’s goals is to share
internal practices to conserve energy and
reduce waste in order to help reduce global
warming and protect biodiversity. By sharing
our successes and challenges we hope
to help others in their efforts to
protect biodiversity.
Beginning in 2003, Aveda established an
environmental media strategy and began
working with our advertising partners to
improve their environmental performance.
During 2003-2004, we engaged existing
partners and prospective advertising media
in several ways.
We conducted a baseline survey of the
environmental practices at the magazines
where we currently advertise including the
use of Energy Star® office equipment, PCR
in office paper, soy-based ink in printing the
magazine, and PCR in the magazine paper.
The response rate was very high and provided
an understanding of common industry
practices. In the next phase, we will develop
performance standards for vendors and
work with them on implementation.
Aveda’s advertising partners are required to
complete a survey of practices and meet
minimum PCR content in the magazine
paper that varies with the publishing sector.
General audience fashion and beauty
magazines do not yet have standards in
place, while environmental interest and
healthy lifestyle magazines must use a
minimum of 10 percent PCR content paper in
their publication to earn Aveda’s business.
Dominique Conseil, President
Aveda Corporation
Central Lewmar South
I’m happy to give my endorsement to
environmentally friendly papers, based on
the past 15 or so years of representing paper
full testimonials
mills that manufacture recycled, chlorine-free,
and more recently, FSC certified papers.
appendices:
There are certainly more mills today
manufacturing recycled and chlorine-free
papers then there were in the 1980’s.
Speaking generally, many mills offer paper
grades with some post consumer content.
The current “standard” for coated paper is hi 16
10% PCW, which is down from 20%. Paper
with higher post consumer content can be
special ordered for larger quantities from
some mills. Unfortunately, some mills are
reversing the trend of including recycled
Mother Jones Magazine
content in their standard grades and are
The Foundation for National Progress, the
now manufacturing virgin paper unless
publisher of Mother Jones magazine, is
specified PCW. It is important to request
committed to printing on the highest content
recycled paper at the time the order is placed.
of post consumer Recycled (PCR) paper
There is no difference between the quality available. As an organization deeply
of recycled coated papers and their virgin concerned about our environment, all of
equivalent. In most instances, a 10% PCW our operational material (letterhead, business
coated free-sheet is competitively priced envelopes, business cards, etc.) is printed
against its virgin counterpart. There is an up on 100% PCR paper. The body of our magazine
charge for mills to increase the post consumer is printed on 85% recycled paper, containing
content beyond 10%. In most instances the a good percentage of PCR content.
cost difference would be less than 5%,
depending on the mill. In 2002 we reduced the costs of our body
paper by as much as 20% when we switched
1 project
FSC papers are more limited in availability, from a sheet with low recycled content to our
and presently command an up charge in price. current recycled sheet. We worked closely with
This price differential is approximately 10%. our printer, Quad Graphics, to address some
can have an impact. As more FSC fiber becomes available this problems that were encountered with this
differential will decrease. There is no higher recycled content paper—a new product
By using 100% recycled paper for the difference in paper quality and the goal at the time. Since then we have maintained
Aveda magazine in 2002, saved: will be to have all paper manufactured lower costs while paper improvements have
with certified fiber. been made to increase both print quality and
4,116 Trees. Maureen Cassidy, President
sheet strength. Having worked closely with our
print and paper partners, we are pleased by
Central Lewmar South how the magazine looks, the amount of trees
372,820 Pounds of solid waste. we save every year, and the money we have
saved in making the switch.
Justin Neal, Production Manager
410,205 Gallons of water. Mother Jones Magazine
535,050 Kilowatt hours of electricity.
677,730 Pounds of greenhouse gases.
1,029 Cubic yards of landfill space.
57.2 Years of electric power required
by the average U.S. home.
548,770 Miles traveled in the
average American car.
 testimonials
A v e d a Co r p o r at i o n
Aveda strives in all ways to be a responsible
steward of the environment—including
becoming the first privately held corporation to
sign the CERES (Coalition for Environmentally
Responsible Economies) Principles in 1989.
The CERES report outlines Aveda’s successes
and challenges on the road to becoming a
more sustainable business.
15
Operating a green business means helping
suppliers and partners green their business
appendices:
full testimonials
as well. One of Aveda’s goals is to share
internal practices to conserve energy and
reduce waste in order to help reduce global
warming and protect biodiversity. By sharing
our successes and challenges we hope
to help others in their efforts to
protect biodiversity.
Beginning in 2003, Aveda established an
environmental media strategy and began
working with our advertising partners to
improve their environmental performance.
During 2003-2004, we engaged existing
partners and prospective advertising media
in several ways.
We conducted a baseline survey of the
environmental practices at the magazines
where we currently advertise including the
use of Energy Star® office equipment, PCR
in office paper, soy-based ink in printing the
magazine, and PCR in the magazine paper.
The response rate was very high and provided
an understanding of common industry
practices. In the next phase, we will develop
performance standards for vendors and
work with them on implementation.
Aveda’s advertising partners are required to
complete a survey of practices and meet
minimum PCR content in the magazine
paper that varies with the publishing sector.
General audience fashion and beauty
magazines do not yet have standards in
place, while environmental interest and
healthy lifestyle magazines must use a
minimum of 10 percent PCR content paper in
their publication to earn Aveda’s business.
Dominique Conseil, President
Aveda Corporation
Central Lewmar South
I’m happy to give my endorsement to
environmentally friendly papers, based on
the past 15 or so years of representing paper
full testimonials
mills that manufacture recycled, chlorine-free,
and more recently, FSC certified papers.
appendices:
There are certainly more mills today
manufacturing recycled and chlorine-free
papers then there were in the 1980’s.
Speaking generally, many mills offer paper
grades with some post consumer content.
The current “standard” for coated paper is hi 16
10% PCW, which is down from 20%. Paper
with higher post consumer content can be
special ordered for larger quantities from
some mills. Unfortunately, some mills are
reversing the trend of including recycled
Mother Jones Magazine
content in their standard grades and are
The Foundation for National Progress, the
now manufacturing virgin paper unless
publisher of Mother Jones magazine, is
specified PCW. It is important to request
committed to printing on the highest content
recycled paper at the time the order is placed.
of post consumer Recycled (PCR) paper
There is no difference between the quality available. As an organization deeply
of recycled coated papers and their virgin concerned about our environment, all of
equivalent. In most instances, a 10% PCW our operational material (letterhead, business
coated free-sheet is competitively priced envelopes, business cards, etc.) is printed
against its virgin counterpart. There is an up on 100% PCR paper. The body of our magazine
charge for mills to increase the post consumer is printed on 85% recycled paper, containing
content beyond 10%. In most instances the a good percentage of PCR content.
cost difference would be less than 5%,
depending on the mill. In 2002 we reduced the costs of our body
paper by as much as 20% when we switched
1 project
FSC papers are more limited in availability, from a sheet with low recycled content to our
and presently command an up charge in price. current recycled sheet. We worked closely with
This price differential is approximately 10%. our printer, Quad Graphics, to address some
can have an impact. As more FSC fiber becomes available this problems that were encountered with this
differential will decrease. There is no higher recycled content paper—a new product
By using 100% recycled paper for the difference in paper quality and the goal at the time. Since then we have maintained
Aveda magazine in 2002, saved: will be to have all paper manufactured lower costs while paper improvements have
with certified fiber. been made to increase both print quality and
4,116 Trees. Maureen Cassidy, President
sheet strength. Having worked closely with our
print and paper partners, we are pleased by
Central Lewmar South how the magazine looks, the amount of trees
372,820 Pounds of solid waste. we save every year, and the money we have
saved in making the switch.
Justin Neal, Production Manager
410,205 Gallons of water. Mother Jones Magazine
535,050 Kilowatt hours of electricity.
677,730 Pounds of greenhouse gases.
1,029 Cubic yards of landfill space.
57.2 Years of electric power required
by the average U.S. home.
548,770 Miles traveled in the
average American car.
 testimonials
N o r m Th om p s o n
Benefits to Pursuing Sustainability
Fits with our values
Our vision is to become a model company
that is respected by all our stakeholders–
consumers, non-profit organizations,
governments and our colleagues in the
business world. Pursuing sustainability
helps us work toward this aim.
Improves profitability
17 We’ve saved money by using resources
more wisely. Some examples:
appendices:
full testimonials
Three years ago we made an envelope
change that resulted in $50,000 savings
and $50,000 in increased demand due
to improved response rate.
Last year we saved $400,000 in packaging
materials, freight and labor due to our
“Ship All Together” program.
Our green headquarters building saves 35%
a year on energy compared to conventional
buildings.
In addition, we use a minimum 10%
post consumer recycled content for all
catalog paper. We have never always
been able to get recycled at price parity
through effective negotiation with our
supply chain partners.
Strengthens relationships with suppliers
As we’ve pursued objectives like recycled
content in our catalog paper and chemical
reductions in our apparel products, our
vendors have understood our needs
better. These discussions have created
venues for more meaningful dialogues
on a variety of subjects beyond
environmental issues.
Enhances employee morale, productivity,
retention and acquisition
Our employees consistently tell us that they
come to work for our company–and stay
with us–because of what we stand for.
People are proud of contributing to our
shared desire for making the world a
better place.
Provides brand protection and
customer appreciation
We have been cited by environmental
groups as a leadership company and
have avoided being targeted by activists.
Most importantly, our customers have
rewarded our efforts. They tell us that
we are a preferred place to shop because
of our commitment to social and
environmental issues. One anecdote:
When we switched to recycled content in
our catalogs, over 5,000 consumers wrote
to us to say thanks.
Derek Smith,
Corporate Sustainability Manager
Norm Thompson Outfitters
leaders
In Jackson County, Missouri, the county’s
Executive Committee encourages purchasing officers to procure recycled-
content or remanufactured products. In 2001, the county spent more than
$12,000 on recycled-content products. Dispelling a common myth about
the higher cost of buying recycled, the county saved more than $121,000
by purchasing 30 percent post consumer recycled copy paper instead
of virgin paper.
N ati on a l W i l d l i f e F e d e r ati on
Walking the Talk
Protecting wildlife through education and
action since 1936, the National Wildlife
Federation is America’s conservation
organization creating solutions that balance
full testimonials
the needs of people and wildlife now and
for future generations. S h a p e a n d N at u r a l H e a lth
American Media’s Natural Health magazine
appendices:
NWF produces four magazines, with a is dedicated to helping readers feel good
combined circulation of 1.9–2.2 million and look good, and—as a byproduct—do
monthly. These titles are: National Wildlife®, good in the world around them. Taking this
Ranger Rick®, Your Big Backyard®, and mission one step further, Natural Health, in
Wild Animal Baby®. partnership with Aveda, set out to be more
environmentally conscious by finding a 18
In 1991, NWF began sourcing a consistent paper stock that not only had a significant
supply of recycled paper stock. At that time,
content of post consumer recycled fiber,
few coated mills were willing to make recycled but also printed to the quality level we
paper because of the problems experienced wanted for the magazine.
by printers in running this type of paper during
the 1970’s. Two mills agreed to make recycled AMI initially tried working with a domestic
papers for NWF with no upcharge in cost. We supplier, but the paper stock did not have
started with 10% post consumer waste, but as high a percentage of PCR fiber or the
quickly moved this up to 20%. print quality we were attempting to achieve.
After continued searching, we tried a sheet
In the mid-1990’s, because of NWF’s work from UPM’s Augsburg mill. We were pleasantly
on the Cluster Rules litigation (a suit against
surprised with its high content of PCR fiber,
EPA on the Best Available Technology with which currently averages between 30-40%
regard to bleaching), and NWF’s associated PCR fiber with the majority of it produced at
work on endocrine disruptors, NWF began to the 40% range, and its improved print quality.
source chlorine-free papers. No mill in the In addition, the Augsburg paper is listed as
United States would make a coated totally an EDF (Elementary Chlorine Free) sheet.
chlorine-free (TCF) or processed chlorine-free With all these environmental benefits, we
(PCF) paper at that time, so NWF sourced converted Natural Health’s paper.
paper from Europe. This paper was totally
chlorine-free. NWF paid a slight upcharge for Shortly after Natural Health, AMI decided to
this stock which was considered worth the set precedent once more with Shape, the
price, because we wanted to show that we did, leading Active Lifestyle title, by converting
indeed, “walk the talk” about this issue. 20% of the magazine to be manufactured
Sometimes, doing the right thing can cost from PCR fiber. Now, Natural Health and
a little more initially, but we felt that we Shape are printed on environmentally sound
must strike that acceptable balance between paper, whose substrate produces one of the
environmental stewardship and fiscal better reproductive quality surfaces. As a
responsibility. And, we believed that driving result, Natural Health and Shape continue to
a market demand for these preferable products maintain the level of superiority our readers
would reduce the costs over time. have come to expect and are both among
the better quality publications on
However, NWF’s desire to combine multiple the newsstand.
environmental benefits with regard to paper
provided the impetus for discussions and Diane Newman,
negotiations with a multi-national mill Senior Vice President/Group Publisher
(Stora Enso) to manufacture a processed Shape/Natural health
chlorine-free paper in the United States.
Stora sends in TCF pulp from Europe, and
blends it with 15-30% post consumer waste
at their mills in Wisconsin specifically for the
National Wildlife Federation’s magazine titles.
We also have been working with Stora to
certify their Wisconsin-based forest holdings
under FSC, as well as sourcing FSC-certified
pulp for use in our magazine papers. Today,
Stora uses 8% FSC pulp in our fiber blend,
and is working on increasing this percentage.
In addition, we have also worked closely with
our printer, Quad/Graphics, and merchant
(Central Lewmar) to encourage them to obtain
FSC chain-of-custody certification. Quad
received its certification in December 2003,
and Central Lewmar received its certification
in April 2004.
The power of knowledge of what are better
choices for the environment combined with
strong partnerships has allowed us to purchase
papers that meet our stringent quality and
financial goals as well as our very important
conservation goals.
Laura Hickey, Senior Director, Production
National Wildlife Federation
 testimonials
N o r m Th om p s o n
Benefits to Pursuing Sustainability
Fits with our values
Our vision is to become a model company
that is respected by all our stakeholders–
consumers, non-profit organizations,
governments and our colleagues in the
business world. Pursuing sustainability
helps us work toward this aim.
Improves profitability
17 We’ve saved money by using resources
more wisely. Some examples:
appendices:
full testimonials
Three years ago we made an envelope
change that resulted in $50,000 savings
and $50,000 in increased demand due
to improved response rate.
Last year we saved $400,000 in packaging
materials, freight and labor due to our
“Ship All Together” program.
Our green headquarters building saves 35%
a year on energy compared to conventional
buildings.
In addition, we use a minimum 10%
post consumer recycled content for all
catalog paper. We have never always
been able to get recycled at price parity
through effective negotiation with our
supply chain partners.
Strengthens relationships with suppliers
As we’ve pursued objectives like recycled
content in our catalog paper and chemical
reductions in our apparel products, our
vendors have understood our needs
better. These discussions have created
venues for more meaningful dialogues
on a variety of subjects beyond
environmental issues.
Enhances employee morale, productivity,
retention and acquisition
Our employees consistently tell us that they
come to work for our company–and stay
with us–because of what we stand for.
People are proud of contributing to our
shared desire for making the world a
better place.
Provides brand protection and
customer appreciation
We have been cited by environmental
groups as a leadership company and
have avoided being targeted by activists.
Most importantly, our customers have
rewarded our efforts. They tell us that
we are a preferred place to shop because
of our commitment to social and
environmental issues. One anecdote:
When we switched to recycled content in
our catalogs, over 5,000 consumers wrote
to us to say thanks.
Derek Smith,
Corporate Sustainability Manager
Norm Thompson Outfitters
leaders
In Jackson County, Missouri, the county’s
Executive Committee encourages purchasing officers to procure recycled-
content or remanufactured products. In 2001, the county spent more than
$12,000 on recycled-content products. Dispelling a common myth about
the higher cost of buying recycled, the county saved more than $121,000
by purchasing 30 percent post consumer recycled copy paper instead
of virgin paper.
N ati on a l W i l d l i f e F e d e r ati on
Walking the Talk
Protecting wildlife through education and
action since 1936, the National Wildlife
Federation is America’s conservation
organization creating solutions that balance
full testimonials
the needs of people and wildlife now and
for future generations. S h a p e a n d N at u r a l H e a lth
American Media’s Natural Health magazine
appendices:
NWF produces four magazines, with a is dedicated to helping readers feel good
combined circulation of 1.9–2.2 million and look good, and—as a byproduct—do
monthly. These titles are: National Wildlife®, good in the world around them. Taking this
Ranger Rick®, Your Big Backyard®, and mission one step further, Natural Health, in
Wild Animal Baby®. partnership with Aveda, set out to be more
environmentally conscious by finding a 18
In 1991, NWF began sourcing a consistent paper stock that not only had a significant
supply of recycled paper stock. At that time,
content of post consumer recycled fiber,
few coated mills were willing to make recycled but also printed to the quality level we
paper because of the problems experienced wanted for the magazine.
by printers in running this type of paper during
the 1970’s. Two mills agreed to make recycled AMI initially tried working with a domestic
papers for NWF with no upcharge in cost. We supplier, but the paper stock did not have
started with 10% post consumer waste, but as high a percentage of PCR fiber or the
quickly moved this up to 20%. print quality we were attempting to achieve.
After continued searching, we tried a sheet
In the mid-1990’s, because of NWF’s work from UPM’s Augsburg mill. We were pleasantly
on the Cluster Rules litigation (a suit against
surprised with its high content of PCR fiber,
EPA on the Best Available Technology with which currently averages between 30-40%
regard to bleaching), and NWF’s associated PCR fiber with the majority of it produced at
work on endocrine disruptors, NWF began to the 40% range, and its improved print quality.
source chlorine-free papers. No mill in the In addition, the Augsburg paper is listed as
United States would make a coated totally an EDF (Elementary Chlorine Free) sheet.
chlorine-free (TCF) or processed chlorine-free With all these environmental benefits, we
(PCF) paper at that time, so NWF sourced converted Natural Health’s paper.
paper from Europe. This paper was totally
chlorine-free. NWF paid a slight upcharge for Shortly after Natural Health, AMI decided to
this stock which was considered worth the set precedent once more with Shape, the
price, because we wanted to show that we did, leading Active Lifestyle title, by converting
indeed, “walk the talk” about this issue. 20% of the magazine to be manufactured
Sometimes, doing the right thing can cost from PCR fiber. Now, Natural Health and
a little more initially, but we felt that we Shape are printed on environmentally sound
must strike that acceptable balance between paper, whose substrate produces one of the
environmental stewardship and fiscal better reproductive quality surfaces. As a
responsibility. And, we believed that driving result, Natural Health and Shape continue to
a market demand for these preferable products maintain the level of superiority our readers
would reduce the costs over time. have come to expect and are both among
the better quality publications on
However, NWF’s desire to combine multiple the newsstand.
environmental benefits with regard to paper
provided the impetus for discussions and Diane Newman,
negotiations with a multi-national mill Senior Vice President/Group Publisher
(Stora Enso) to manufacture a processed Shape/Natural health
chlorine-free paper in the United States.
Stora sends in TCF pulp from Europe, and
blends it with 15-30% post consumer waste
at their mills in Wisconsin specifically for the
National Wildlife Federation’s magazine titles.
We also have been working with Stora to
certify their Wisconsin-based forest holdings
under FSC, as well as sourcing FSC-certified
pulp for use in our magazine papers. Today,
Stora uses 8% FSC pulp in our fiber blend,
and is working on increasing this percentage.
In addition, we have also worked closely with
our printer, Quad/Graphics, and merchant
(Central Lewmar) to encourage them to obtain
FSC chain-of-custody certification. Quad
received its certification in December 2003,
and Central Lewmar received its certification
in April 2004.
The power of knowledge of what are better
choices for the environment combined with
strong partnerships has allowed us to purchase
papers that meet our stringent quality and
financial goals as well as our very important
conservation goals.
Laura Hickey, Senior Director, Production
National Wildlife Federation

glossary of ecopaper terms
Pa p e r Co nt e nt
de-inking
the process by which ink is lifted
off used paper, which is then broken
19 back down into fibers to be recycled
into new paper.
appendices:
glossary of terms
post consumer recycled/waste paper
(PCR/PCW)
is recovered from paper that was previously
used by an end use consumer, such as
paper collected from offices and residential
collection programs.
preconsumer materials
have not reached an end-use consumer;
for instance, the paper scraps after the
paper is trimmed to size and printer scraps.
recycled paper
is made with paper fibers recovered from
paper that was diverted from landfills and
incinerators and may include both pre-
and post consumer recycled fiber.
tree-free paper
is made from agricultural waste/residue
fiber or agricultural fibers.
virgin
is produced from trees and tree parts
(chips, sawdust, branches, etc.) that were
harvested in order to make lumber or paper.
(See post consumer recycled paper)
ecf
elemental chlorine free compared to elemental chlorine bleaching
processes, ECF bleaching reduces the formation of many chlorinated
organic compounds.
Manufacturing Process
acid-free
refers to a non-acidic, or alkaline, pulping
process that increases the longevity of paper.
CFCs (Chlorofluorocarbons)
gaseous product of the printing process
which has been linked to ozone depletion.
coated paper or glossy paper
refers to magazine paper that has a shine
from a very thin “coating” of clay that is
used in paper production.
(See Uncoated Paper)
elemental chlorine free (ECF)
is a bleaching process that substitute
chlorine dioxide for elemental chlorine in
the bleaching process. Compared to ele-
mental chlorine bleaching processes, ECF
bleaching reduces the formation of many
chlorinated organic compounds. However,
the quantity of effluent from the mill is not
reduced. (See TCF, PCF, and Enhanced ECF)
enhanced ecf with extended or oxygen.
fsc
delignification
removes more lignin from the wood
before bleaching. Therefore, fewer
bleaching chemicals are required. In
addition, compared with traditional ECF,
this process reduces energy consumption
by 30%, improves the quality of mill
wastewater, and reduces the quantity
of mill wastewater by nearly 50%.
(See TCF, ECF w/ ozone, and PCF).
enhanced ECF with ozone
substitutes ozone for chlorine or chlorine
dioxides as a brightening agent in the
initial stages of the bleaching process.
(Final stage uses chlorine dioxide.) This
process further improves the quality of
the wastewater and enables recovery of
most mill wastewater. In addition, this
process reduces mill wastewater by 70
to 90% compared to traditional ECF.
(See TCF, ECF, extended ECF, PCF).
taking trees down that are supposed to come down.
processed chlorine free (pcf )
recycled paper in which the recycled
content is unbleached or bleached
without chlorine or chlorine derivatives.
Any virgin material portion of the paper
must be TCF.
totally chlorine free (tcf )
virgin paper that is unbleached or
processed with a sequence that includes
no chlorine or chlorine derivatives.
uncoated paper
does not have a clay coating and is
not glossy.
volatile organic compounds (voc’s)
gases released during the printing
process which contribute to ground-level
ozone depletion.
glossary of terms
Forests/Fibers
forest stewardship council (FSC)
appendices:
an independent, international,
environmentally and socially oriented
forestry certification organization. It
trains, accredits and monitors third-party
certifiers around the world and works to
20
establish international forest management
standards. Although other organizations,
including forest and paper associations,
offer some types of certification systems,
FSC is the only one that is verifiably
performance-based, has widespread
market acceptance, and has established
credibility with the major environmental
and social organizations worldwide.
recycled fiber
Fiber derived from recovered material
which is included in the fiber finish of
an end product.
A g r i c u lt u r a l P r o d u c ts
and Residues
kenaf
is an annually renewable source of fiber
for the manufacture of newsprint and
other pulp and paper products. It was
grown for thousands of years in Africa
where its leaves are consumed in human
and animal diets, the bast fiber used
for cordage.
hemp
is a high yield commercial fiber crop. The
fiber length and the content of cellulose
and lignin are important quality parameters
for raw material used in the cordage,
textile, paper and fiberboard industries.
residues
Byproducts of agricultural operations
such as wheat, rice and seed flax straw,
sorghum, cotton, bagasse from sugar
canes and rye seed have characteristics
that make them suitable inputs for
producing paper.

glossary of ecopaper terms
Pa p e r Co nt e nt
de-inking
the process by which ink is lifted
off used paper, which is then broken
19 back down into fibers to be recycled
into new paper.
appendices:
glossary of terms
post consumer recycled/waste paper
(PCR/PCW)
is recovered from paper that was previously
used by an end use consumer, such as
paper collected from offices and residential
collection programs.
preconsumer materials
have not reached an end-use consumer;
for instance, the paper scraps after the
paper is trimmed to size and printer scraps.
recycled paper
is made with paper fibers recovered from
paper that was diverted from landfills and
incinerators and may include both pre-
and post consumer recycled fiber.
tree-free paper
is made from agricultural waste/residue
fiber or agricultural fibers.
virgin
is produced from trees and tree parts
(chips, sawdust, branches, etc.) that were
harvested in order to make lumber or paper.
(See post consumer recycled paper)
ecf
elemental chlorine free compared to elemental chlorine bleaching
processes, ECF bleaching reduces the formation of many chlorinated
organic compounds.
Manufacturing Process
acid-free
refers to a non-acidic, or alkaline, pulping
process that increases the longevity of paper.
CFCs (Chlorofluorocarbons)
gaseous product of the printing process
which has been linked to ozone depletion.
coated paper or glossy paper
refers to magazine paper that has a shine
from a very thin “coating” of clay that is
used in paper production.
(See Uncoated Paper)
elemental chlorine free (ECF)
is a bleaching process that substitute
chlorine dioxide for elemental chlorine in
the bleaching process. Compared to ele-
mental chlorine bleaching processes, ECF
bleaching reduces the formation of many
chlorinated organic compounds. However,
the quantity of effluent from the mill is not
reduced. (See TCF, PCF, and Enhanced ECF)
enhanced ecf with extended or oxygen.
fsc
delignification
removes more lignin from the wood
before bleaching. Therefore, fewer
bleaching chemicals are required. In
addition, compared with traditional ECF,
this process reduces energy consumption
by 30%, improves the quality of mill
wastewater, and reduces the quantity
of mill wastewater by nearly 50%.
(See TCF, ECF w/ ozone, and PCF).
enhanced ECF with ozone
substitutes ozone for chlorine or chlorine
dioxides as a brightening agent in the
initial stages of the bleaching process.
(Final stage uses chlorine dioxide.) This
process further improves the quality of
the wastewater and enables recovery of
most mill wastewater. In addition, this
process reduces mill wastewater by 70
to 90% compared to traditional ECF.
(See TCF, ECF, extended ECF, PCF).
taking trees down that are supposed to come down.
processed chlorine free (pcf )
recycled paper in which the recycled
content is unbleached or bleached
without chlorine or chlorine derivatives.
Any virgin material portion of the paper
must be TCF.
totally chlorine free (tcf )
virgin paper that is unbleached or
processed with a sequence that includes
no chlorine or chlorine derivatives.
uncoated paper
does not have a clay coating and is
not glossy.
volatile organic compounds (voc’s)
gases released during the printing
process which contribute to ground-level
ozone depletion.
glossary of terms
Forests/Fibers
forest stewardship council (FSC)
appendices:
an independent, international,
environmentally and socially oriented
forestry certification organization. It
trains, accredits and monitors third-party
certifiers around the world and works to
20
establish international forest management
standards. Although other organizations,
including forest and paper associations,
offer some types of certification systems,
FSC is the only one that is verifiably
performance-based, has widespread
market acceptance, and has established
credibility with the major environmental
and social organizations worldwide.
recycled fiber
Fiber derived from recovered material
which is included in the fiber finish of
an end product.
A g r i c u lt u r a l P r o d u c ts
and Residues
kenaf
is an annually renewable source of fiber
for the manufacture of newsprint and
other pulp and paper products. It was
grown for thousands of years in Africa
where its leaves are consumed in human
and animal diets, the bast fiber used
for cordage.
hemp
is a high yield commercial fiber crop. The
fiber length and the content of cellulose
and lignin are important quality parameters
for raw material used in the cordage,
textile, paper and fiberboard industries.
residues
Byproducts of agricultural operations
such as wheat, rice and seed flax straw,
sorghum, cotton, bagasse from sugar
canes and rye seed have characteristics
that make them suitable inputs for
producing paper.
 magazines

g re e n m a g a z i n e s / c o n t a c t s
that have made the switch
The list below is a sampling of magazines currently using ecopapers
(post consumer recycled, processed chlorine-free, or FSC-certified papers)
in their publications:

appendices:
Adbusters Lohas Tikkun
AfterImage The Ecologist
All Round Massage and Bodywork The Green Guide
Amicus Journal Mother Earth News The Progressive
Audubon Mother Jones The Sun
Mothering The Surfer’s Path
21 22
Bay Nature Mountain Astrologer
Bitch Ms. Magazine Utne
appendices:
g re e n m a g a z i n e s / c o n t a c t s

Birding
Blue Planet National Parks Voices of the Bioneers
Natural Health
Chicago Wilderness Natural Home Watershed Sentinel
Clamor Nature Conservancy What is Enlightenment
Conscious Choice Neighborhood Parks Journal Wild Animal Baby
New Age Retailer Wild Earth
Defenders of Wildlife Nutrition Industry Executive Wildlife North Carolina
National Wildlife Winging It
E Magazine WorldWatch
Earth First Journal Ode
Earth Island Journal OnEarth Yes! Magazine
Earthlight Organic Product Retailer Yoga Journal
Extra! Organic Style Yoga Living
Orion Your Big Backyard
Forest Outside
Friends of the Earth
Pure
Grassroots Fundraising
Journal Ranger Rick
Herbal Gram
Heron Dance
Home Power
In These Times
ReadyMade

Sage Woman
Shape
Sierra
production can be defined as the fine balance that often has to be walked between meeting
the environmental and social commitments of an organization while maintaining
Synthesis/Regeneration a high level of quality and fiscal responsibility for its manufacturing budgets.

contact information Recycled & Alternative Fiber Paper Pa p e r M e rc h a nts

Vision Paper: KP Products Inc.
Living Tree Paper, Co.
1430 Willamette Street, Suite 367
Wo o d W i s e , C o - o p A m e r i c a 4930 Jefferson NE Eugene, OR 97401
Production Processes/Inks 1612 K Street, NW Suite 600 Albuquerque, NM 87109 Contact: Carolyn Moran
Washington, DC 20006 505.294.0293 541.342.297
Q u a d Gr a p h i c s Contact: Frank Locantore 505.294.7040 fax 541.687.7744 fax
N63 W23075 State HWY 74 WoodWise/Paper Director info@visionpaper.com info@livingtreepaper.com
Sussex, WI 53089-2827 202.872.5334 www.visionpaper.com www.livingtreepaper.com
Contact: Tom Estock frank@coopamerica.org
Corporate Manager www.woodwise.org Stora Enso North America (Minneapolis) New Leaf Paper
of Environmental and Safety 1360 Energy Park Drive, Suite 320 215 Leidesdorff Street, 4th Floor
414.566.7617 Susta i n a b l e Fo r e st M a n agem e nt St. Paul, MN 55108 San Francisco, CA 94111
tom.estock@qg.com 651.307.9300 Contact: John Black
www.QG.com Fo re s t St e w a rd s h i p C o u n c i l , u . s . 651.603.9301 fax Vice President Sales
1155 3oth Street, NW Suite 300 www.storaenso.com 2214 Observatory Place, NW
Na t i o n a l W i l d l i f e Fe d e r a t i o n Washington, DC 20007 Washington, DC 20007
11100 Wildlife Center Drive Contact: Dr. Michael Washburn Central Lewmar South 202.337.4722
Reston, VA 20190-5362 Vice President of Forestry 7751 Waterloo Road john@newleafpaper.com
Contact: Laura Hickey and Marketing Jessup, MD 20794 www.newleafpaper.com
Senior Director, Production 202.342.0413 Contact: Maureen Cassidy
703.438.6289 mwashburn@fscus.org President
hickey@nwf.org www.fscus.org 866.205.0113 (toll free)
www.nwf.org mcassidy@centrallewmar.com
Pa p e r R e s o u rc e s www.centrallewmar.com
Co r p o r ate S u s ta i n a b i l i t y Lindenmeyr Central
C o n s e r v a t re e
100 Second Avenue 3 Manhattanville Road
Av e d a C o r p o r a t i o n Purchase, NY 10577
4000 Pheasant Ridge Drive San Francisco, CA 94118
Contacts: Susan Kinsella Contact: Anne Cowherd
Minneapolis, MN 55449 Account Manager
Contacts: Rachael Ostrom Executive Director
914.696.9306
Media Director Gerard Gleason acowherd@cng-inc.com
763.783.4201 Associate Director www.lindenmeyr.com
Mary Tkach 415.721.4230
Executive Director 509.756.6987 fax
Environmental Sustainability paper@conservatree.org
763.783.4215 www.conservatree.org
www.aveda.com
 magazines

g re e n m a g a z i n e s / c o n t a c t s
that have made the switch
The list below is a sampling of magazines currently using ecopapers
(post consumer recycled, processed chlorine-free, or FSC-certified papers)
in their publications:

appendices:
Adbusters Lohas Tikkun
AfterImage The Ecologist
All Round Massage and Bodywork The Green Guide
Amicus Journal Mother Earth News The Progressive
Audubon Mother Jones The Sun
Mothering The Surfer’s Path
21 22
Bay Nature Mountain Astrologer
Bitch Ms. Magazine Utne
appendices:
g re e n m a g a z i n e s / c o n t a c t s

Birding
Blue Planet National Parks Voices of the Bioneers
Natural Health
Chicago Wilderness Natural Home Watershed Sentinel
Clamor Nature Conservancy What is Enlightenment
Conscious Choice Neighborhood Parks Journal Wild Animal Baby
New Age Retailer Wild Earth
Defenders of Wildlife Nutrition Industry Executive Wildlife North Carolina
National Wildlife Winging It
E Magazine WorldWatch
Earth First Journal Ode
Earth Island Journal OnEarth Yes! Magazine
Earthlight Organic Product Retailer Yoga Journal
Extra! Organic Style Yoga Living
Orion Your Big Backyard
Forest Outside
Friends of the Earth
Pure
Grassroots Fundraising
Journal Ranger Rick
Herbal Gram
Heron Dance
Home Power
In These Times
ReadyMade

Sage Woman
Shape
Sierra
production can be defined as the fine balance that often has to be walked between meeting
the environmental and social commitments of an organization while maintaining
Synthesis/Regeneration a high level of quality and fiscal responsibility for its manufacturing budgets.

contact information Recycled & Alternative Fiber Paper Pa p e r M e rc h a nts

Vision Paper: KP Products Inc.
Living Tree Paper, Co.
1430 Willamette Street, Suite 367
Wo o d W i s e , C o - o p A m e r i c a 4930 Jefferson NE Eugene, OR 97401
Production Processes/Inks 1612 K Street, NW Suite 600 Albuquerque, NM 87109 Contact: Carolyn Moran
Washington, DC 20006 505.294.0293 541.342.297
Q u a d Gr a p h i c s Contact: Frank Locantore 505.294.7040 fax 541.687.7744 fax
N63 W23075 State HWY 74 WoodWise/Paper Director info@visionpaper.com info@livingtreepaper.com
Sussex, WI 53089-2827 202.872.5334 www.visionpaper.com www.livingtreepaper.com
Contact: Tom Estock frank@coopamerica.org
Corporate Manager www.woodwise.org Stora Enso North America (Minneapolis) New Leaf Paper
of Environmental and Safety 1360 Energy Park Drive, Suite 320 215 Leidesdorff Street, 4th Floor
414.566.7617 Susta i n a b l e Fo r e st M a n agem e nt St. Paul, MN 55108 San Francisco, CA 94111
tom.estock@qg.com 651.307.9300 Contact: John Black
www.QG.com Fo re s t St e w a rd s h i p C o u n c i l , u . s . 651.603.9301 fax Vice President Sales
1155 3oth Street, NW Suite 300 www.storaenso.com 2214 Observatory Place, NW
Na t i o n a l W i l d l i f e Fe d e r a t i o n Washington, DC 20007 Washington, DC 20007
11100 Wildlife Center Drive Contact: Dr. Michael Washburn Central Lewmar South 202.337.4722
Reston, VA 20190-5362 Vice President of Forestry 7751 Waterloo Road john@newleafpaper.com
Contact: Laura Hickey and Marketing Jessup, MD 20794 www.newleafpaper.com
Senior Director, Production 202.342.0413 Contact: Maureen Cassidy
703.438.6289 mwashburn@fscus.org President
hickey@nwf.org www.fscus.org 866.205.0113 (toll free)
www.nwf.org mcassidy@centrallewmar.com
Pa p e r R e s o u rc e s www.centrallewmar.com
Co r p o r ate S u s ta i n a b i l i t y Lindenmeyr Central
C o n s e r v a t re e
100 Second Avenue 3 Manhattanville Road
Av e d a C o r p o r a t i o n Purchase, NY 10577
4000 Pheasant Ridge Drive San Francisco, CA 94118
Contacts: Susan Kinsella Contact: Anne Cowherd
Minneapolis, MN 55449 Account Manager
Contacts: Rachael Ostrom Executive Director
914.696.9306
Media Director Gerard Gleason acowherd@cng-inc.com
763.783.4201 Associate Director www.lindenmeyr.com
Mary Tkach 415.721.4230
Executive Director 509.756.6987 fax
Environmental Sustainability paper@conservatree.org
763.783.4215 www.conservatree.org
www.aveda.com
 di≈erent,
this publication is made possible through the generous support provided from these companies and organizations: how to make sustainability happen

not di÷cult

C re a t i v e D e v e l o p m e n t by The Design Office of Catherine and James Donnelly. designoffice.com

Printed with soy ink on
100% post consumer paper.