The magazines Utne, Natural Health and Sustainable Industries Journal won environmental leadership honors Nov. 1 in the first-ever Aveda Environmental Awards announced at the Folio: Show, a magazine industry conference held in New York. The publications were recognized for leadership in environmentally preferable paper use and production.

"Some magazine publishers are not just blazing a path but are also encouraging others to follow their environmental lead," said Rachael Ostrom, media director for Aveda, and one of the co-creators of the award. "With the severe environmental problems associated with paper production and use by magazines, it is important to have an award that positively recognizes publishers who are leading their industry toward sustainability."

Utne won in the category of "Long-Time Environmental Leader." The magazine is currently printed on 100 percent post-consumer recycled (PCR) paper

"I'm happy to say that as a longtime advocate for PCR paper, we have reached our goal of completely eliminating the use of virgin forest fiber," said Nina Utne, editor in chief. "In the last two years, we've gone from using 20 percent PCR to 100 percent. We hope that this highlights the possible and encourages our colleagues to also move
toward more sustainable paper use."

While many may view Utne as one of the "usual suspects," the winner in the "New Environmental Commitment category," Natural Health, is a mainstream publication with a monthly circulation of 350,000.

"We explored using recycled paper because it is the right thing to do for the environment and human health," said Erica Linn, publisher of Natural Health. "But we ultimately decided to use 40 percent PCR paper and reduce the trim size by three-quarters of an inch because it made sense from a business perspective."

One finding that may have influenced the decision at Natural Health to use recycled paper was that regarding the spending power of consumers defined as "cultural creatives," known to spend their money in ways that reflect their values. Sociologist Paul Ray estimates that 63 million Americans are cultural creatives that spend roughly $229 billion dollars annually.

The winner in the "New Launch" category was Portland-based Sustainable Industries Journal, which is also printed on 100 percent PCR paper. The journal covers major trends, innovations and economic opportunities that inform business leaders of real-world market opportunities to grow the economy and enhance environmental quality.

"We are thrilled to be recognized for exactly the kind of sustainable business practices our magazine helps other businesses to benefit from," said Nik Blosser, publisher of the magazine. "Our suppliers - Grays Harbor Paper, Oregon Lithoprint and New Leaf Paper - are leaders in the industry, and they deserve a great deal of credit. Understanding the harmful environmental and health impacts of paper produced with chlorine bleaching processes, and without post-consumer recycled content or [Forest Stewardship Council]-certification in printing, really compelled us to try environmentally preferable alternatives."

As part of a partnership with 3 Phases Energy, Sustainable Industries Journal also offsets all of the energy used in its printing process with 100 percent renewable energy.

According to a 2001 white paper, the magazine industry consumes 35 million trees, or the amount of trees that would fit into Rocky Mountain National Park in Colorado, annually.

"Every second one tree is logged to produce magazine paper," according to Frank Locantore, director of Co-op America's Magazine PAPER Project and co-creator of the Aveda Environmental Award. "Magazine publishers have a tremendous opportunity to foster change in their industry, one in which more than 95 percent of all the magazine paper contains zero recycled content."