By Kenneth Norris, Contributing Editor, Pulp & Paper International

BRUSSELS, Oct. 25, 2011 (RISI) - A new program called the Newspaper Industry Environmental Vision is beginning to gather a critical mass of newspaper publishers and printers calling for increased efforts in industry best practices and sustainability. It's a strong message to newsprint producers that the printed newspaper will be around for a very long time.

North American newsprint producers may have just gained an unusual ally when it comes to arresting newsprint decline. Community and alternative newspaper publishers, who consume approximately 10,000 tons of newsprint per week, have begun endorsing a new comprehensive vision for the industry, one focused on improving the industry's viability as well as its sustainability. It's a vision, they say, that reminds producers they are not alone in deciding how to best supply a strong and still-growing segment of print newspapers.

The Newspaper Industry Environmental Vision is a voluntary program that encourages newspaper publishers to work more closely with supply chain partners to promote innovation that ensures sustainably produced newsprint. Coordinated by Green Press Initiative and Canopy Planet, two non-profit organizations focused on environmental concerns of the publishing industry, the vision includes goals and objectives that highlight the importance of limiting the environmental impact of newsprint production. At the same time, the vision also stresses the importance of best practices and improved production efficiencies that affect the bottom line.

"Newspaper publishers can be more than just ultimate consumers, they can be active partners" says Jim Haigh, government consultant with the Mid-Atlantic Community Papers Association. "The Vision is an attempt to send a clear market signal that our publishers prefer, and will purchase, the most environmentally friendly product you can produce."

The Environmental Vision is comprised of five main goals: supporting a healthy climate and protecting endangered and high conservation value forests; increasing the amount of recycled content; supporting best practices in forest management; maximizing production efficiencies; and supporting best practices in print and digital media operations.

In addition to those publishers and organizations who took part in its development, the vision has been endorsed by industry associations such as The Association of Alternative Newsmedia (AAN) and the Mid-Atlantic Community Paper Association, and publishers like NOW Magazine and Embarcadero Media.

"We hope that newsprint producers take this vision as a serious signal on the consumer demand front," says Haigh, "and a sincere invitation to find ways to collaborate on long-range sustainability, both environmentally and on the cost curve and regulatory fronts."

Power of markets

Driving the vision is the belief that support, and a little pressure, from the market will help newsprint producers understand and make more sustainable production decisions. As a commodity, demand side forces play a heavy role in paper production. Though this vision and other approaches, publishers are stepping up their calls for actions that will improve innovation and secure a more sustainable supply chain.

"At the core of our philosophy at Green Press Initiative is a belief in the power of the market to drive positive changes for the industry and the environment," says Shannon Binns, program manager with the Green Press Initiative.

There are two ways to create change in the marketplace, according to Binns, through regulation or through voluntary action by the market players. Regulation can affect some change, but can only go so far. But when harnessing the end users of an industry, in this case when publishers and printers ask for paper with certain attributes, there is a power of the market to create a ripple effect through the supply chain, all the way back to the producers.

An example can be found in the amount of recycled newsprint content used in newspapers. In the early 1990s, several state laws set minimum levels for recycled content. The result: average recycled content increased from approximately 10% to over 35% within a few years.

"The suppliers were able to meet that demand," says Binns. "It meant they had to innovate and build additional de-inking capacity and figure out how to keep paper in the system, rather than allowing it to go into landfills, which was a major problem at the time."

However, regulations are a limiting solution. The 35% level of recycled content in newsprint has hit a plateau over the last 15 years. It may not be a coincidence that the 35% mark is also a rough average of the existing state laws on recycled content. To reach further improvements, more sustainable action needs to be taken by the marketplace.

"As newspaper publishers, we are very vulnerable to what goes on in the paper industry," says Alice Klein, co-founder and editor of NOW Magazine. NOW is an alternative weekly in Toronto, Canada with an approximate print circulation of 400,000 and a comparable online audience as well. "Looking ahead, we have to see that without sustainable practices, the whole paper cycle just gets plunged into potential chaos."

Increasing the amount of recycled content is only one aspect of sustainability for publishers, although it can be a major component. Demands for more FSC certified paper and better forest management are necessary to create a long-term vision for how newsprint producers can help keep the newspaper industry not just surviving but thriving.

"By participating in this visioning process we are creating the signals in the supply chain that will create the infrastructure to meet the market need," says Klein.

Drawing a critical mass

All newspapers depend heavily on wood fiber for newsprint, especially in North America. And while everyone agrees it is a renewable resource, many also understand it is not an unlimited resource. As pressures increase on forests, both in North America and around the world, publishers and producers alike can benefit from extending that resource as much as possible.

"The Environmental Vision has a goal of maximizing the life of that fiber," says Binns. "And one step is increasing the use of recycled fiber, something inherently sustainable because it reuses that wood fiber and dramatically decreases the amount of energy and water needed to make new paper."

Other aspects of the vision look at how to eliminate waste within the printing operations and in supporting the advancement of best industry practices in pollution prevention, energy and water conservation. Targets of the vision, among others, are to achieve zero waste by 2020 within newspaper printing operations and a 20% reduction in energy consumption by 2015. Aiming for these goals, newspaper publishers and printers have an opportunity to increase operational efficiencies and reduce costs, intense areas of focus for many of them.

"For change to take place, it has to be harmonized across the entire supply chain," says Klein. "The suppliers have to know they can sell the product, the publishers have to know they can get the product, and it all has to happen within the price point that works for the industry as it is today."

Already signed by hundreds of publishers, the vision is beginning to draw a critical mass. With this increased market demand, newsprint producers may see the value of keeping recycled mills open and continuing their efforts in sustainability. Some large newsprint producers, like AbitibiBowater, are making significant commitments to sustainability efforts, such as AbitibiBowater's PaperRetriever program and support for the Canadian Boreal Forest Agreement.

"Suppliers listen to their customers and we need to support their actions on sustainability," says Binns. "Because in the absence of that demand, they will have choose what is easiest and least expensive for them, which may not be the most sustainable choice for their customers."

It is unsure where the Environmental Vision will fit into the current hierarchy of pressing concerns. But it also presents a rare opportunity for all involved, newspaper publishers, printers and newsprint producers to realize better efficiencies and promote sustainable practices throughout the supply chain. Ultimately, it is a vision that can help produce a product for the customers of today and tomorrow.

Download the Newspaper Industry Environmental Vision

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