Sunday morning, I trudged out to the end of my sidewalk in my bathrobe, ducking snowflakes, to pick up my Sunday New York Times. I love nothing more than settling in with the Times - particularly the Sunday Magazine and the Book Review. Earth Week's influence extended to the Magazine this week and "The Green Issue" resonated so well with advertisers that the Times sent out a press release crowing about the response. (Read it here>>) Folio magazine pointed out one glaring problem though - It wasn't printed on recycled paper. Nor did it bear an FSC or SFI logo on it, as far as I could see. In an article titled New York Times Mag Publishes First-Ever Green Issue—But Not on Recycled Paper, Dylan Stableford quoted Gerald Marzorati, the magazine’s editor saying:

"Our printing is a very particular method, and these machines use a very old, not very good, paper stock. It just wasn’t feasible.”

Apparently about 69% of the company's paper does come from "sustainably managed forests." That is a good thing! Unfortunately, the real strategy in place here was: "Do as I say, not as I do."