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

Aveda and Green America Announce Winners of 2009 Aveda Environmental Award for Magazines

December 3, 2009

MINNESOTA—Aveda, a leader in corporate environmental sustainability and responsibility for more than 30 years, and Green America, a non-profit that assists magazine publishers in identifying and implementing environmentally responsible paper and production practices, have announced the winners for the 2009 Aveda Environmental Awards for Magazines. Top honors have been awarded to Mother Earth News, Audubon and Boho magazines. Now in its fourth year, the awards recognize environmental leadership and achievement in the consumer and business-to-business magazine industry through use of environmentally responsible paper and production practices. Submissions for the award are accepted in three categories: New Launch, Greatest Improvement and Long-time Leader.

"Mother Earth News, Audubon and Boho are clear leaders in the magazine industry, and demonstrate that eco-papers are the smart choice—they are cost competitive, of high quality and promote what’s good for the planet,” says Rachael Ostrom, director, brand programs and advertising, Aveda, and co-founder of the Aveda Environmental Awards for Magazines. “As an advertiser, Aveda encourages all publishers to adopt environmentally responsible paper and production practices."

Since its launch in 1970, Mother Earth News has been a pioneer and leader in editorial coverage of wide-ranging environmental issues, informing millions of readers (475,000 annual circulation) how to live more sustainable, self-reliant lives. A member publication of the Magazine Publishers of America (MPA) and 2009 winner of the Long-time Leader category, they use 100 percent recycled paper, of which 90 percent is post-consumer recycled. The publication provides guidance to the magazine industry by demonstrating that environmental and financial responsibility go hand in hand.

"We're gratified for Mother Earth News to be recognized by Aveda for our long commitment to environmental awareness,” says Bryan Welch, publisher, Mother Earth News. “We hope Aveda's support of our efforts will help us overcome the resistance of editors, art directors and advertisers who still don't advocate recycled paper as they should. More advertisers should follow Aveda's example and support publishers who run their ads on paper with high recycled content."

Audubon, a magazine for nature enthusiasts, outdoor adventurers and socially conscious consumers, has used post-consumer recycled paper since 1993. The publication’s priority on beautiful photography, however, limited the total recycled percentage until recently. Now printed on 90 percent post-consumer recycled paper, Audubon wins in the Greatest Improvement category, and helps demonstrate to other photo-centric magazines that beautiful imagery can exist on high-content post-consumer recycled paper.

Audubon has been in the vanguard in use of post-consumer recycled fiber by mainstream consumer magazines,” says Heidi DeVos, production director, Audubon. “We began with 10 percent post consumer recycled content in our body stock in 1993, switched to 30 percent post in 2004, and to 90 percent post in 2009. We consistently win photography and design awards, which just goes to show that good color reproduction can be maintained on paper with a high level of post-consumer recycled fiber.”

Boho, a green fashion-lifestyle magazine that launched in 2008, is the first and only US fashion and beauty magazine to use 100 percent recycled post-consumer paper. As winner in the New Launch category, Boho has ushered in a new era for fashion magazines by creating a publication that delivers high fashion and beauty while also significantly reducing its impact on the environment. For example, a high-gloss magazine that uses the same amount of paper as Boho but does not use any recycled material, requires 296 tons of virgin wood from a forest. Since Boho uses 100 percent post-consumer recycled paper, the publication does not deplete any virgin resources in its printing.

“We knew that the only way we would launch a print publication was if we never cut down a tree to do it,” says Gina La Morte, editor in chief/publisher, Boho. “Boho's commitment to using 100 percent recycled post-consumer waste paper is as much a part of our mission as is the gorgeous green content we put on its pages.”

The environmental savings from Mother Earth News, Audubon and Boho are significant. In a single year, these magazines collectively save approximately 64,794 trees, conserve 20,060 BTUs of energy, save 5,653,166 pounds in greenhouse gases, conserve 30,068,235 of wastewater, and 1,455,240 pounds of solid waste.

If the entire North American magazine industry included a minimum of 30 percent post-consumer recycled paper in their publications (a standard PCR percentage), the eco-audits would be staggering—1,488,630 tons of wood would be saved, or the equivalent of 10,305,897 trees; 6,640,666 million BTU’s of energy would be conserved, or the equivalent of heating 72,974 homes; 1,780,998,176 pounds of CO2 would be not released into the atmosphere, or the equivalent of 161,717 cars that generate CO2/year; 6,921,578,344 gallons of wastewater would not be produced, or the equivalent of 5,240 swimming pools; and 780,613,282 pounds of solid waste would be conserved, or the equivalent to 27,879 garbage trucks (data does not reflect paper imported from overseas and Canada).

“In an industry where less than two percent of North American magazines use recycled paper regularly, the message from this year's winners is 'Yes We Can,’ ” says Frank Locantore, director, Green America Better Paper Project, a non-profit that assists magazine publishers in identifying and implementing environmentally responsible paper and production practices. “In a tough economy and facing serious climate change challenges, Mother Earth News, Audubon, Boho and all the other entries are saying 'Yes We Can' to using recycled paper and producing beautiful and financially sound magazines."

There are approximately 200 magazines in North America that use recycled paper and environmentally responsible production practices, and this number is steadily growing. Publications that have recently made the switch include Tricycle, Bead Unique, Poets and Writers, The American Prospect, and Miller-McCune, with more beginning to explore their environmental options.

2009 Aveda Environmental Award for Magazine Finalists:

Long-time Leader:
Mother Earth News (winner)
Mother Jones
• Quarto Communications (for explore and Cottage Life)

Greatest Improvement:
Audubon (winner)
• Paton Publishing (for POP! and POP Jr.)
Tricycle

New Launch:
Boho (winner)
Organic Spa
Miller-McCune

For a more comprehensive list of magazines using recycled paper and sustainable production processes visit Green America’s Better Paper Project website: http://betterpaper.ning.com/page/better-magazine-list.

ABOUT AVEDA
Empowered by its mission, Aveda believes that authentic beauty is one that works in harmony with the greater web of life and leads its business through environmental sustainability. For this reason, Aveda partnered with Green America in 2005 to found the Aveda Environmental Awards for Magazines. Akin to Aveda’s corporate leadership in environmental and social sustainability, this award recognizes the achievements of magazines committed to environmental leadership in an industry where less than two percent of all magazine paper contains any recycled content. For more information on Aveda’s mission and guiding principles visit http://aveda.aveda.com/aboutaveda/guiding_principles.asp.

ABOUT GREEN AMERICA
Green America is a national nonprofit organization founded in 1982, providing the economic strategies, organizing power and practicing tools for businesses and individuals to address today’s social and environmental problems.

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