Wednesday, April 18, 2007

Pretty Easy to be Green

The Wooden Horse Magazine News says the following in its April 15, 2007 edition:

>>Publisher Hearst this week issued a press release about placing the "Please Recycle This Magazine" stickers from the Magazine Publishers of America on 19 of the company's magazines beginning with the July issues. After calling itself "the first magazine company to adopt this initiative on a portfolio-wide basis," announcing their new "green" website named TheDailyGreen.com, and touting its new "green" skyscraper headquarters, the release mentioned that "fewer than 20% of Americans are recycling their magazines at home." But there was no mention that only 65% of the magazines distributed are actually sold. Industry, heal thyself before picking on your customers. Our Assistant Editor, Lisa, had a suggestion worth considering: "Yes, recycling is 'available' in most communities, but many, like my town, don't include magazines in the approved list of items." (And in the county of The Horse headquarters, we have to drive the magazines to the recycling center.) "I wonder if it would be better for the environment to place a 'Please Pass This Along to Another Reader' sticker instead!" Exposing your magazine to another reader might actually be good for sales. Viral marketing - what used to be called word-of-mouth - has been shown to be highly effective.<< I just want to state, for the record, that we have been saying from issue 1 on: "Please recycle this magazine by passing it on to another gardener." So :-P to Hearst and their "first."

I just want to state, for the record, that we have been saying from issue 1 on: "Please recycle this magazine by passing it on to another gardener." So :-P to Hearst and their "first." Honey, we were green, before green was cool.

And BTW, our sell-through rate is much higher than 65%! Plus, we don't waste paper resources by having that big of an inventory overage on our issues.

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