Environmental Publishing Foundation

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Understand the key components that make for wise environmental publishing.

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  • Forests have tremendous value and are more than trees. They are an ecosystem that provide habitat, and they often act as natural water filters for communities’ drinking water. NYC actually purchased forest land as the most cost-effective way to keep the city’s drinking water clean. In the Green Swamp area of NC where plantations have been grown with pesticides, the residents there have watched their cancer rates skyrocket over the last ten years so much so that they are afraid to let their children drink water from the spout.. Forests also store carbon, lots of it. And forests can rejuvenate tired souls.
  • The world’s undisturbed forest cover has been dramatically reduced.
  • Today, you can see that just a tiny fraction of our undisturbed natural forests exist. This has definitely had impact – much of which we are just recognizing and learning about, and who knows what valuable serum to fight disease may have been lost.
  • As our demand for paper increases, we log forests and replace them with tree plantations that require tremendous amounts of chemical fertilizers, herbicides, and pesticides. In North America some say that we have more trees today than 50 years ago – but trees don’t necessarily make a forest. This plantation is not a forest. It has 90% less biodiversity than the forests that they replaced; it is not a beautiful natural area to visit; and, it does not store carbon in the significant amounts that a natural forest would.
  • Who’s the team and who’s making the decisions? Building support from decision-makers. Making the business and moral case.
  • Gaining the support of your stakeholders AND Understand the relationships they have with one another
  • Environmental Publishing Foundation

    1. 1. Building Blocks for Wise Environmental Publishing Frank Locantore Director, Better Paper Project www.BetterPaper.org Green America
    2. 2. Seven “Building Blocks” <ul><li>Knowing the issues – “the story” </li></ul><ul><li>Recognizing challenges </li></ul><ul><li>Developing teamwork </li></ul><ul><li>Creating a vision, policy, and goals </li></ul><ul><li>Determining priorities </li></ul><ul><li>Implementing and improving </li></ul><ul><li>Marketing achievements </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    3. 3. I. Knowing the issues <ul><li>Forests </li></ul><ul><li>Climate </li></ul><ul><li>Energy </li></ul><ul><li>Waste </li></ul><ul><li>Social </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    4. 4. <ul><li>Forests are more than trees </li></ul><ul><li>Sustain plant and animal life </li></ul><ul><li>Provide filtration for aquifers </li></ul><ul><li>Regulate climate </li></ul><ul><li>Rejuvenate </li></ul>I. Issue - Forests BetterPaper.org Protecting Forests, Climate, Communities.
    5. 5. Frontier Forests 8,000 Years Ago BetterPaper.org Protecting Forests, Climate, Communities.
    6. 6. Frontier Forests Today Habitat loss is a leading cause of species extinctions BetterPaper.org Protecting Forests, Climate, Communities.
    7. 7. Plantations = Forests BetterPaper.org Protecting Forests, Climate, Communities. More trees? Perhaps. More forests? Definitely not.
    8. 8. I. Issue - Climate <ul><li>The “Vicious-Cycle” </li></ul><ul><li>Forest logging reduces carbon storage </li></ul><ul><li>Virgin paper production v. recycled paper </li></ul><ul><ul><li>Emits more GHGs </li></ul></ul><ul><ul><li>Visit www.PaperCalculator.org to compare </li></ul></ul><ul><li>Without recycled paper demand </li></ul><ul><ul><li>Paper goes to landfills and incinerators </li></ul></ul><ul><ul><li>More pressure on forests </li></ul></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    9. 9. Carbon Storage in a Managed Forest (Model) Courtesy of Borealis Centre 0 10 20 30 40 50 60 70 80 90 time (years) carbon stored in forest 40 Year Rotation Forest Undisturbed Forest BetterPaper.org Protecting Forests, Climate, Communities.
    10. 10. I. Issue - Energy <ul><li>Recycled paper = 27% less energy use </li></ul><ul><li>Biomass is not carbon neutral </li></ul><ul><li>Energy infrastructure should evolve to renewables </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    11. 11. I. Issue - Waste <ul><li>“ Waste.” One ton of paper from: </li></ul><ul><li>Recycled needs 1.4 tons recovered paper </li></ul><ul><li>Groundwood needs 2.2 tons fresh wood </li></ul><ul><li>Freesheet needs 4.4 tons fresh wood </li></ul><ul><li>Efficiency </li></ul><ul><li>Less Paper, less expense </li></ul><ul><li>Newsstand (stay tuned for Feb 26 Webinar) </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    12. 12. I. Issue - Social <ul><li>Health </li></ul><ul><li>Economic </li></ul><ul><li>Cultural </li></ul><ul><li>Note FSC-certification later in presentation </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    13. 13. What’s in your paper? This is a clear-cut on the lands of First Nations people in Canada
    14. 14. WhatsInYourPaper.com BetterPaper.org Protecting Forests, Climate, Communities.
    15. 15. There is help – and often free <ul><li>We work with magazines </li></ul><ul><ul><li>Develop policy </li></ul></ul><ul><ul><li>Explore options </li></ul></ul><ul><ul><li>Anticipate obstacles </li></ul></ul><ul><ul><li>Implement solutions </li></ul></ul><ul><li>Groups for other paper sectors </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    16. 16. What does all this mean? <ul><li>Message: </li></ul><ul><li>Paper is necessary and important </li></ul><ul><li>Impacts of use/production are great </li></ul><ul><li>Create a “narrative” </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    17. 17. II. Business challenges <ul><li>Costs </li></ul><ul><ul><li>Is recycled paper at price parity? </li></ul></ul><ul><li>Perceptions </li></ul><ul><ul><li>What have staff experienced? </li></ul></ul><ul><li>Information </li></ul><ul><ul><li>What’s correct? </li></ul></ul><ul><li>Decision-making </li></ul><ul><ul><li>Framing the decisions, involving depts. </li></ul></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    18. 18. III. Teamwork - Internal BetterPaper.org Protecting Forests, Climate, Communities. Recycled Paper Use Editorial Production Finance Distribution CEO Advertising Sales Consumer Marketing
    19. 19. III. Teamwork - External BetterPaper.org Protecting Forests, Climate, Communities. Recycled Paper Use Printer Paper Merchant Trade Associations Paper Mill Advertisers Readers Financiers
    20. 20. IV. Vision, policy, goals <ul><li>Develop Stewardship Policy </li></ul><ul><li>Your roadmap with objectives and timeline </li></ul><ul><li>Communicates intentions </li></ul><ul><li>Builds support internally and externally </li></ul><ul><li>Demonstrates commitment </li></ul><ul><li>Necessary for FSC </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    21. 21. IV. Vision, policy, goals <ul><li>Stewardship Policy “Pillars” </li></ul><ul><li>Conservation </li></ul><ul><li>Life-cycle approved paper (ex: Recycled) </li></ul><ul><li>FSC-certification </li></ul><ul><li>Cleaner manufacturing </li></ul><ul><li>Continual improvement </li></ul><ul><li>Policy template @ - www.BetterPaper.org under “Resource” tab </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    22. 22. V. Priorities <ul><li>Articulate priorities in your policy </li></ul><ul><li>Maintain or improve market share </li></ul><ul><li>Reduce volume </li></ul><ul><li>Recycled paper </li></ul><ul><li>FSC-certification </li></ul><ul><li>Cleaner manufacturing </li></ul><ul><li>Continual improvement </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    23. 23. VI. Implementing & improving <ul><li>Establish first and next steps w/timeline </li></ul><ul><li>Follow the guidelines in your policy </li></ul><ul><li>Create metrics for success </li></ul><ul><ul><li>Environmental savings </li></ul></ul><ul><ul><li>Market: Reader and advertiser loyalty </li></ul></ul><ul><ul><li>Budget impact vs. savings benefits </li></ul></ul><ul><li>Test before implementing </li></ul><ul><li>Analyze after implementing </li></ul><ul><li>Revise, improve, continue </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    24. 24. VII. Marketing achievements <ul><li>Communication strategy </li></ul><ul><ul><li>Readers & advertisers </li></ul></ul><ul><ul><li>NGO support adds “news-worthiness” </li></ul></ul><ul><li>Bookstore promotions </li></ul><ul><li>Awards programs </li></ul><ul><li>Buying guide on the Web site (soon) </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    25. 25. <ul><li>www.BetterPaper.org </li></ul><ul><li>Stewardship policy template, info </li></ul><ul><li>Marketing oppty announcements </li></ul><ul><li>News and events </li></ul><ul><li>Bulk purchasing </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    26. 26. Summary <ul><li>Know the issues and build support </li></ul><ul><li>Identify challenges before they happen </li></ul><ul><li>Involve “teams” to address challenges </li></ul><ul><li>Create and share policy & timelines </li></ul><ul><li>Determine priorities & trajectory </li></ul><ul><li>Implement priorities, measure, improve </li></ul><ul><li>Create marketing plan to promote achievements </li></ul>BetterPaper.org Protecting Forests, Climate, Communities.
    27. 27. Building Blocks for Wise Environmental Publishing Frank Locantore 202.872.5308 [email_address] Keaty Gross 202.872.5364 [email_address] Green America Better Paper Project www.BetterPaper.org

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