Why Isn't the Publishing Industry Giving 100%, 100% of the Time?
This op-ed from green publishers Josh P. McClary and Jessica Sanchez is just another reason I'm happy to be in the non-paper publishing industry, at least for now...
For many Americans, the journey toward environmentally conscious living begins with recycling, a lifestyle change that is surprisinglysimple to implement, yet amazingly effective in its positive impact on the environment. But as consumers embrace the need for immediate action, the U.S. publishing industry is making an alarmingly slow transition towards printing books on paper manufactured from 100% post-consumer waste pulp (PCW).
As evidence mounts over the need for immediate action, the Green Press Initiative, a non-profit group responsible for much of the progress already achieved in the paper industry, released an email on January 9, 2008, announcing that their Leadership Council had made the decision to lower their standards for signing their "Book Industry Treatise on Responsible Paper." Instead of pledging to print books on paper made from a minimum of 30% recycled, 30% PCW paper, publishers now only need to promise that that the 30% recycled portion would consist of a "majority" post-consumer waste fiber. They also extended the time frame for reaching the goal from 2010 to 2012. A policy shift meant, according to the email sent out to their mailing list, to "make its goals more attainable." We find it troubling that an organization with the goal of promoting positive change in the industry would lower their already minimal standards at a time when more action is needed.
The typical argument that most large publishers have against using 100% recycled, 100% PCW paper is that the cost would be higher than the cost of printed on non-recycled paper. To be absolutely sure this was the case we asked a major printer to quote 100,000 copies of a typical book. A much larger print run than a small publisher would use, but by no means a large print run for a large publishing house.
We asked for a quote for both traditional, non-recycled paper and 100% recycled, 100% PCW paper.
We expected the recycled content book to be slightly more expensive which would support the argument regularly used by the large publishers. The quote said something very different: printing 100,000 copies of this particular 232-page book on traditional paper with no recycled content would cost slightly more. Clearly in this situation, environmental harmony was not only attainable, it was financially preferred.
This was not a scientific experiment meant to show that publishers can now run out and print all their titles on 100% recycled, 100% PCW paper at no extra cost. There are many factors that go into the cost of a print run, and paper prices fluctuate often. But it does cast serious doubt on the "attainability" argument. Clearly it is possible for publishers of large print runs to do the right thing without paying a dollar more-possibly even spending less- if they are willing to ask the questions and do a little research.
So why aren't we seeing a majority of U.S. publishers acting more responsibly? Besides just good old-fashioned indifference, apparently in their notion of attainability, many publishers haven't factored in the costs of their actions on the future of our world. If they wanted to get serious about responsible paper use-about the future, they need to take a very serious look at their business practices. Why are so many books printed in China when there are a plethora of printers and recycled paper manufacturers in the U.S. and Canada? Isn't it important to these companies to support the economies of North America? Manufacturing has been outsourced for far too long, it's time we start spending our dollars closer to home. The most influential aspect in this process is the consumer-the reader. Readers need to start demanding books printed on recycled (or even non-paper) material. When you buy their books you are investing in their product and company, if you don't like what they are doing with your money then tell them!
Small strides in the right direction are only a start. This industry has the ability, the money, and the resources to make the right environmental choices, and still makes only slight improvements if any. At Kedzie Press, we only print on 100% recycled, 100% PCW paper, and even that is not enough. In February 2008, we launched our "Kedzie Million Tree-a-Thon." In collaboration with Eco-Libris, we will plant one tree for each book we sell with the goal of planting one million trees by December 2009. We invite other publishers to follow our example, stop making excuses, and be part of the solution.
Josh P. McClary and Jessica Sanchez are cofounders of Kedzie Press, and independent "green" book publishing company based in Seattle. Visit them online at http://www.kedziepress.com
Photo Credit: Darren Hester, MorgueFile
