Advertisers Pressure Magazines on Carbon Emissions

December 4, 2006

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Magazine publishers such as Time Inc. and the Hearst Corporation are beginning to look at the impact of their carbon emissions on the environment.

Earlier this year, Time Inc. participated in a study by the Heinz Center that looked at the amount of carbon dioxide emissions produced over the process of publishing Time and In Style. The company is said to be seeking ways to reduce its effect on the environment, writes The New York Times (via Media Buyer Planner). Now, the Hearst Corporation, along with other magazine companies, is studying the report to consider the implications for their own magazines.

News Corporation, for example, is developing a plan to become entirely carbon neutral.

This is an issue that is becoming increasingly important to advertisers, according to David J. Refkin, director of sustainable development for the Time Inc. division of Time Warner. Refkin is also a member of the board of the Heinz Center. One such advertiser, Aveda, sends sustainability surveys – including questions about greenhouse emissions – to publications, which help it to decide where to place its ads.

Other media companies such as Dow Jones, The New York Times Company and Conde Nast would not comment on the levels of emissions produced by their publications, according to the article.

The paper industry emits the fourth-highest level of carbon dioxide among manufacturers, according to a study published in 2002 by the Energy Information Administration.

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