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


More Than 240 Barnes & Noble Stores
Promote Magazines on Special In-Store Racks

September 9, 2009

Washington, D.C. Barnes & Noble stores nationwide are partnering this month with Green America’s Better Paper Project and Next Steps Marketing to promote magazines using recycled paper on special magazine racks in over 240 of their largest stores.

The total of ten magazines participating in this month’s promotion include: Tricycle, Mother Jones, Natural Home, Make, Miller-McCune, Mothering, VegNews, Grit, Stanford Social Innovation Review and The American Prospect. This is the second year of the partnership. Since inception, 46 magazines have taken part in the promotions at Barnes & Noble.

“The Better Paper Project green promotions enable us to expand in Barnes & Noble, both in terms of new stores and a significant increase in sales,” says Regina Ridley, publishing director, Stanford Social Innovation Review. “These promotions have allowed us to expand in a chain with minimal cost and we look forward to participating in many more green promotions”.

Robyn Lawrence, editor-in-chief of Natural Home magazine, also appreciates the positive visibility. “We look forward to the Better Paper Project promotion every year as it encourages publishers and consumers to make wiser paper choices. The promotion gives us visibility without exorbitant cost and also lends credence to our green message. It’s a great vehicle for letting readers know that Natural Home is walking its talk.”

“We’re glad that Barnes & Noble continues these promotions,” says Frank Locantore, director of the Green America Better Paper Project that helps organize these promotions. “The public wants to support magazines that are environmental leaders – especially in an industry where only about two-percent of consumer magazines regularly use recycled paper.”

“These unique promotions increase visibility and sales for magazines that have made the commitment to print on recycled paper. In tough economic times these magazines are testament that environmental and fiscal responsibility can go hand in hand,” says Máire

Walsh, director of client services at Next Steps Marketing, and who runs the promotions on behalf of Green America’s Better Paper Project.

The prospect of increased sales can be an incentive for magazines to begin using recycled paper. As magazines signal to the market that they will be using more and more recycled paper, the production system will respond to that demand and build greater capacity to produce high-quality, affordable, and plentiful recycled paper.

The Better Paper Project and Next Steps Marketing create special promotions on high-visibility magazine racks at Barnes & Noble, Hastings Entertainment, and other bricks and mortar stores, as well as online with and for magazines that use recycled paper. They are working on expanding these promotions to additional online and retailer properties in order to recognize and promote the achievements of magazines committed to environmental leadership.


Green 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. Green America’s Better 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.

Next Steps Marketing ( builds and engages audiences online, in print, and at the newsstand. From direct mail to email marketing to retail and social marketing, Next Steps Marketing connects audiences to your products.

CONTACTS: Frank Locantore, 202.872.5308 or; and Máire P. Walsh, 415.773.2044 or



Please contact Todd Larsen by email
or by phone at 202-872-5307.


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