Pulp fiction (and fact)

Newsweek

Angelo Rivello, senior VP of manufacturing and distribution at Newsweek, says his green focus is on getting readers to recycle their magazines, which only 50 percent currently do. Otherwise, he doesn’t “really see the value of having a magazine that is printed on 100 percent recycled paper. Maybe for an environmental magazine, because that’s your clientele.” For Newsweek, 10–20 percent recycled content—“or whatever the mill is producing that week”—is acceptable, he says.

Time

David Refkin, director of sustainable development for Time Inc., is also the current president of the National Recycling Coalition, and says the real hindrance to printing on recycled paper is the availability of domestic supply. Time Europe, for instance, is printed on 18 percent recycled paper, while the domestic edition is zero percent. Refkin says the company focuses on buying sustainably grown virgin pulp, and now manages to do so for 70 percent of its 132 titles. If more Americans would recycle paper, he says, there would be more recycled paper available for purchase here.

Maxim

The country’s most famous lad mag decided to “pass on answering this,” when asked about the recycled content of its pages. Ironic, since founder Felix Dennis, who sold the company this month for a reported $250 million, is busy planting a huge “Forest of Dennis” that will eventually cover 20,000–30,000 acres in the English Midlands.

Good

Committed to publishing “content that matters,” this much-hyped eco mag is unsurprisingly printed on at least 30 percent recycled paper. According to one staffer, “Issue three, for instance, saved the equivalent of 150 trees and lowered air emissions by 21,250 pounds.”—Jimmy Alvarez