Green America: Growing the Green Economy for People and the Planet

Winners of the 2006 Aveda Environmental Award Announced
October 25, 2006

Natural Health and explore Receive Top Honors for Environmental Achievement in the Magazine Industry at the Folio: Show

New York, NY —Natural Health and explore magazines were honored Sunday night for their sustainable paper and production processes at the Ozzie and Eddie banquet at the Folio: Show, the premier trade show and conference for magazine professionals. The second annual Aveda Environmental Award was presented to these two publications for their environmental leadership among large and small circulation magazines, respectively.

"Natural Health and explore are leaders in the magazine industry; they demonstrate that eco-papers are the smart choice—they are cost competitive, of high quality, and are also good for the planet,” says Rachael Ostrom at Aveda, Director of Consumer Marketing and Media Planning and co-founder of the Aveda Environmental Award.“As an advertiser, Aveda encourages all publishers to adopt environmentally responsible paper and production practices.Shape magazine, a sister publication to Natural Health, was a finalist for this year's Aveda Environmental Award, proving that even large circulation publications are seeing the value and benefit of using recycled paper.”

Natural Health, the winner last year in the New Environmental Commitment category, stood out again this year in the “over 250,000” circulation category through their efficient use of paper. By slightly reducing the magazine’s paper size and weight, as well as other modifications, Natural Health was able to decrease their overall paper consumption by nearly 20 percent. Actions like these have not only proven to be cost effective measures for the magazine, but have also yielded significant environmental benefits by reducing pressure on the forests that supply fiber for their paper. Natural Health is also using at least 30 percent post-consumer recycled paper—paper that has been discarded by the consumer and used again to generate new paper.

“We are thrilled and proud to once again accept this prestigious award from Aveda, a partner in helping to save the environment,” says Eileen G. Chiafair, publisher of Natural Health. “We at Natural Health will continue to protect the environment by printing on recycled paper and continuing our commitment to editorial that not only feels good and looks good, but does good.”

explore, the award-winning Canadian magazine geared toward the adventurous outdoorsperson, received the Aveda award in the “under 250,000” circulation category. They became the first glossy magazine in North America to print on Ancient Forest Friendly, Forest Stewardship Council (FSC) certified, 100 percent recycled paper with a minimum of 85 percent post-consumer recycled (PCR) content.

“We at explore are honored to receive this award,” says publisher Al Zikovitz. “The decision to invest in the most environmentally friendly paper we could find was the right one for [our magazine]. Our readers have a passion for the outdoors, and we want to do all we can to protect it. The response to our new paper stock from both our readers and our advertisers has been extremely positive. So positive, in fact, that we’re happy to announce that our sister magazine, Cottage Life, will also move to the same environmentally friendly paper starting with the first issue in 2007.”

Natural Health and explore’s publishing practices have a dramatic environmental impact. In a single year, these two magazines save approximately 7,781 trees, conserve energy to supply 51 homes, reduce greenhouse gases generated by 145 cars, conserve enough wastewater fill approximately 5 Olympic-sized swimming pools, and reduce their solid waste that would otherwise fill 23 fully-loaded garbage trucks. (Source: The Environmental Defense Paper Calculator

If the entire North American magazine industry used just 30 percent post-consumer recycled (PCR) paper, the eco-audits would be staggering—1,448,487 tons of wood would be saved, or the equivalent of 10,027,984 trees; 6,275,322 million BTU’s of energy would be conserved, or the equivalent of the energy used to power 68,960 homes in a year; 1,694,830,791 pounds of greenhouse gases would not released into the atmosphere, or the equivalent of greenhouse gases emitted by 153,894 cars in a year; 3,377,016,271 gallons of wastewater would not be produced, or the equivalent of 5,113 swimming pools, and 760,160,370 pounds of solid waste would be conserved, or the equivalent of 27,149 fully-loaded garbage trucks (data does not reflect paper imported from overseas and Canada).

“More and more magazine publishers are exploring ways that they can begin using environmentally responsible papers and processes,” says Frank Locantore, director of Co-op America’s Magazine PAPER Project, a non-profit that assists magazine publishers in identifying and implementing environmentally responsible paper and production practices. “It’s quite possible that by this time next year we’ll see a 50 percent increase in the number of magazines using recycled paper.”

There are approximately 100 magazines in North America that are currently using recycled paper and environmentally responsible production practices, and this number is steadily growing.  Publications that have recently made the switch include Bust, Pink, Surfer, Climbing, and Urban Climber, with more beginning to explore environmental options.

The Finalists:

  • Circulation greater than 250k: Silver went to Mother Earth News; Bronze went to both Your Big Backyard (National Wildlife Federation) and Shape.
  • Circulation less than 250k: Silver went to Watershed Sentinel; Bronze went to Mother Jones.

Last year’s Aveda Environmental Award winners were: Natural Health, Utne (Long-time Environmental Leader category), and Sustainable Industries Journal (New Launch category).

For a more comprehensive list of magazines using recycled paper and sustainable production processes, visit Co-op America’s Magazine PAPER Project website:

Co-op America teamed up with Aveda in 2005 to found the Aveda Environmental Award to recognize and promote the achievements of magazines committed to environmental leadership in an industry where less than 5 percent of all magazine paper contains any recycled content.


Aveda™ The Art and Science of Pure Flower and Plant Essences™  “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.”
-- Horst Rechelbacher, founder

Co-op America's mission is to harness economic power—the strength of consumers, investors, businesses, and the marketplace—to create a socially just and environmentally sustainable society.  Co-op America’s Magazine PAPER Project ( provides assistance and resources to magazines in order to help them become more sustainable and alleviate the pressures placed on forests by printing on recycled paper and using sustainable production processes.


Conservatree: Expert Advice and Leadership on Paper Choices--

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