From hybrid cars to the Emmy awards and everything in between, environmentally friendly practices have moved from trend to mainstream culture. In this "green" issue of Engage, we explore eco-friendly printing—will that be our next reality? We also take a look at one organization that is environmentally-friendly in both its mission and its communications strategy. Don't forget to check out the new launches, and see why newspapers want to be magazines. If you get even one idea, we'd like to think Engage is worth reading.

industry buzz

Hip to Be Print
How does one define the word "cool"? A recent poll uncovered the top 500 "CoolBrands," according to this article from MediaGuardian, and while interactive media and social networking may be the newest things out there, older print magazines are just as "cool." Magazines such as Vogue and Vanity Fair were ranked high among the top 500, with many more making the cut. "CoolBrands are not measured by traditional criteria such as size and sales," but by consumers' perception of their style, innovation, uniqueness, and authenticity. Check out the full list...

In other news, the number of top-50 U.S. magazines offering video features has nearly doubled. According to a Bivings Group analysis, 60% of these top magazines now include video on their Web sites.

Newspapers Spawning Magazines
From the Wall Street Journal to the Boston Globe to the New York Post, newspaper after newspaper seems to be dabbling in the magazine realm. According to this article, the Wall Street Journal is launching a hi-end monthly magazine next September that will be available both in print and online. A separate article reports that the Boston Globe is launching Lola, a monthly women's "on-the-go lifestyle" magazine, starting this November. Finally, this article reveals that the New York Post is taking its well-known gossip page, Page Six to be exact, and turning it into a weekly glossy magazine.

Judging a Magazine by Its Cover
While no one wants to be guilty of judging an object by its outward appearance, sometimes, when that outward appearance comes in the form of a magazine cover, it can make or break the issue's overall success. This FOLIO: magazine article unlocks the secrets of three top magazines, each known for consistently high-quality cover designs that break the mold and stand out from the competition.

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diamond in the rough

Green Today, Gone Tomorrow?
by Judy Kirkland

In the 1990s, an overwhelming number of printers, publishers and packagers had environmentally friendly, or "green," agendas. But cost and quality concerns soon swept those agendas off the table. Now, green is back in vogue—but is it just another trend, or something more?

A majority of paper mills and printers seem to think green practices not only are here to stay, but also are going to multiply in the future, so they are investing in Forest Stewardship Council certification. Like certified-organic food, FSC-certified papers can be costlier, and choices are often limited. But a growing demand for green practices from larger customers and organizations could radically alter the printing industry—and your choices.

There's plenty to consider as you look toward a greener future. For example, if recycled paper isn't right for your publication, Co-op America suggests that it might work for other marketing materials. Many of the chemicals used in the printing process are toxic, so simple practices such as trading chemical coatings for aqueous/water-based coatings, or petroleum ink for soy ink, might be viable options. And you can always ask your printer to suggest eco-friendly options for bindings, adhesives and plastic bags.

Green with envy? Here are a few more things to consider:

Tell us your views on green printing: concerns, innovations, personal experience, where it fits in your future.

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