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16 | Magazine World | December 2007 fipp.com
cover story
environment
FOLLOWING THE
PAPER TRAIL…
MEASURING YOUR
CARBON FOOTPRINT
Magazine publishers are feeling increasing pressure
from governments, advertisers and the public to
reduce carbon emissions. Time Inc, led by David Refkin,
director of sustainable development, is on the case
– and has been for years. Fifteen years, to be exact
B
ritish oil giant BP popularised the the products they were reading – that the
phrase “carbon footprint” as a way paper was made out of environmentally
of tracking the carbon emissions we friendly fibre.”
emit. And right off the bat, David To this end, Time has invested considerable
Refkin, Time Inc’s director of sustainable time and money in environmental projects. It
develoment, made it clear that talk of carbon has also invested in campaigns, produced the
footprints is not just a fad. US publishing industry’s only Sustainability
“There is a danger that people will become Report – which Time produced over a four year
cynical about the issue because everyone’s period – and established a carbon footprint
talking about it – from politicians to audit trail for two publications: the US editions
supermarket chains,” Refkin told Magazine of Time and InStyle.
World. “People have voiced these concerns Previously, the environmental emphasis had
to me, but Time has been addressing been on recycling, but according to Refkin: “It’s
“It’s not
environmental issues since the early 1990s – a not just about recycling magazines or paper.
long time before it was fashionable. There are a variety of ways of tackling climate
just about
It was lonely out there,” he said. change. Knowing your carbon footprint is
Back in the early days, the first step.”
offsetting
Refkin bought paper for Time’s carbon footprint
Time Inc, with environmental paper trail tracks Time magazine
carbon
concerns taking up about 20 and InStyle’s carbon emissions
per cent of his job. And then from forestry through to paper
the company decided to manufacture, distribution and
emissions
become more proactive, disposal for one supply chain.
buying paper from As far as InStyle is concerned,
– it’s about
certified sustainable forests, the study shows that forest
encouraging recycling, and working and management accounts for two
reducing
partnering with like-minded companies and per cent of the magazine’s carbon footprint,
people. printing for four per cent, disposal (recycling
them in the
“Time recognised the importance of these or landfill) for 16 percent, transport (all
issues – that being alert to climate change was distribution from forest to the stores)
first place”
of critical importance,” said Refkin. “We also 17 per cent and manufacturing 61 per cent.
wanted our customers to be happy with The study clearly highlights purchased
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