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comment ASHES NOT THE ONLY
THING MOVING
Stuart Archibald
NEWSPAPERS DON’T
EMPLOY LUMBERJACKS
Adam Joseph
Co-founder, Insights manager,
Archibald Ingall Herald Sun
Stretton
Among the pleasures of being a returning expat is There’s a surprising level of misunderstanding
that I no longer have to put up with jibes from my among Australian consumers over the
London friends about Australia’s cricketing environmental credentials of metropolitan
fortunes – and let’s hope for a reversal by the time newspapers. Lurking in the public consciousness is
this goes to print. the misperception that newspapers – being
Another benefit of being a serially displaced printed on dead trees – must somehow be eco-
citizen is that it’s given me a special opportunity to unfriendly. I’ve heard readers confess to feeling a
compare the Australian and United Kingdom tinge of guilt if they do not get round to reading a
markets. In the process, I’ve identified one theme particular section, because of the perceived
which seems destined to recur: the default notion “waste” of paper.
that London has a higher status when it comes to Imaginations seem to lend themselves to
the quality of work. images of monkeys screaming as they fall from the
Sitting here at my desk on this sun-drenched trees of their primary rainforest, to the sight of
winter’s afternoon it’s hard not to be reminded of tree-cutters wearing Murdoch Corp overalls
why Sydney is regarded as one of the world’s great singing “I’m a lumberjack and I’m alright”.
cities in which to live. But ‘live’ is indeed the But we are not merciless killers of monkeys and
operative word. Because mention the spectre of rainforests. And to prove it, I will devote this
work to anyone connected with the industry and column to bringing you four facts about the dead
you’re likely to be greeted with a variation of the tree matter used by News Limited in Australia.
same old-world refrain: “It’s not the work, it’s the 1. We don’t employ lumberjacks. We get all our
lifestyle, stupid. The serious work gets done in paper from Norske Skog, a leading global
London.” But does it? newsprint and magazine paper supplier.
OK, London has been home to some wonderful 2. We recycle the waste of the commercial
agencies including (BMP) DDB, BBH, WCRS and timber industry. The majority of the ‘virgin’ wood
Fallon, all of whom have consistently produced fibre used at the Norske Skog mills is actually a
sustained brand-building work. And, putting my waste product of the commercial timber industry.
Climate Group hat on, London leads the field when It originates as waste from the sawmilling process
embracing environmental themes. But at the same that supplies timber for construction purposes.
time this is diminished by an undercurrent of 3. News Ltd’s various printing plants in
recession-induced negativity. “The good times are Australia are supplied with newsprint from Norske
over”, or so the London mantra goes. Skog’s two Australian mills – Albury in NSW and
Sydney, by contrast, remains a vibrant, can-do Boyer in Tasmania – as well as their Tasman Mill in
environment. Since setting up shop here, Mr New Zealand. They only ever source virgin wood
Stretton and I have been overwhelmed by the fibre from sustainably-managed local forests. For
positivity and goodwill we’ve received, not to the botanically-minded, the mills use wood from
mention that our Sydney brethren seem to work a local forest plantations of radiata pine and
darned sight harder. regrowth eucalypt. The Norske Skog newsprint
But what we love most about this market is the wizards don’t just use new fibre, they also throw
gusto with which it embraces integration. The 160,000 or so tonnes of old newspapers into their
Aussies don’t just talk about integration, as they magic cauldron each year.
do in the UK, they do it. Of course, budgets play a 4. Australia leads the world in newspaper
factor, and the size of the UK market allows for recycling. Norske Skog’s Albury recycling plant has
greater specialisation, such as direct and digital, helped Australia to recycle over 76% of all
both of which are still treated as bolt-ons by some newspapers sold, which is the best recovery rate in
local agencies. the entire world. So as you hold today’s newspaper
But those who are getting it right, and in your hand, whichever paper that might be,
particularly the challenger indies, show that it’s please take a moment to ponder the eastern
only a matter of time before Australia overtakes concept of reincarnation.
TO MAKE A London on the award table. And when this happens When it comes to newsprint, the newspaper
I predict we’ll also see a reversal of mindset: “It’s industry is actually a lot greener than you might
COMMENT EMAIL not the lifestyle, it’s the work, stupid.” (Oh, and think. Please be sure to recycle my column after
EDITORIAL@BANDT.COM.AU the cricket.) reading – happy wiping.
16 BANDT.COM.AU AUGUST 21 2009