'Economist' Makes Amends for Harming Environment: Magazines from Vanity Fair to Flaunt to Wired have all published special "green" issues designed to raise awareness and bring attention to rising concern over global warming and climate control. But none went as far as The Economist to directly address the impact their own publications have on the environment.
Emma Duncan, deputy editor for the London-based newsweekly, wanted to do something unique for the magazine's 16-page green section, on newsstands tomorrow. So she arranged for the spread to be carbon-neutralized through the Carbon Neutral Co. in London. [...]
The eco-friendly process -- which entailed calculating all the carbon dioxide burned from all the traveling, production, printing and distribution of the issue so Carbon Neutral could trap the equivalent amount of carbon dioxide (118 tons) in a U.S. mine as a way of neutralizing the emissions created by producing the magazine -- cost about $1,200.
In addition to production, advertising also provided the section with some creative opportunities.
