WhatTheyThink’s Going Green has joined forces with Two Sides to help address the “perceptions” that paper destroys forests, that electronic media are “greener” than print and paper, and that recycling is the solution to all environmental ills. Last week, just before the three-day weekend, I received a print edition of the new PrintCity “twofer” book, Print: Seen, Lean, & Green. I shall have more to say about it once I have worked my way through it all, but a cursory scan turned up some good stuff. One item caught my eye: referencing a 2008 Pira study called “Repulpability of Foil-Decorated Paper,” they write: “Foil-decorated products are straightforward to recycle, or dispose of....The most environmentally efficient action is to incinerate the residual PET foil to recover its energy to directly reduce consumption of natural gas or heating oil (approx. 30 mJ/kg).” Why should you care? We at Going Green like these sorts of counterintuitive nuggets of information. The Print: Seen, Lean, & Green book offers a wealth of such facts, working its way through the entire printing process, from prepress to postpress, detailing many of the environmental savings that new and more efficient systems and technologies have helped engender. Many are also fairly counterintuitive. The book also details many of the improvements the industry and its supply chain has made over the years in cleaning up its environmental act. For more Two Sides facts see http://www.twosides.us/mythsandfacts.