The Planet is Going to the Dogs
Elizabeth Anne Kemp

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Below is an excerpt from Chapter 5 of PRNews' "Going Green: Case Studies in Outstanding Green Business Practices." Read on and click below for information on how to buy the book.

As a publication catering to one of the fastest growing demographics in North America, Modern Dog has been looking at our industry and learning how to make it greener by incorporating earth conscious, and sustainable, business practices in to our operation. We have changed our product, our content and our office to address and minimize the impact our magazine has on the planet.

Our medium is paper, where it is sourced from and how it is harvested is a primary concern. It took us almost three years to find a stock that was not only environmentally sound, but comparable to the look and feel our publication had had up to that point. Our second concern was cost, making the switch needed to be financially feasible as we’re a relatively young independent company. Within the last year we have been able to source a premium grade 2 stock that consists of 10% post consumer waste (pcw) and is certified as an environmentally and socially responsible choice by the Forest Stewardship Council (FSC).

In order to receive FSC certification, the forestry practices carried out by a timber company need to be verified by an independent third party. Our certification attests to our paper coming from well managed forests and consisting of recycled wood or fiber.

As the quality of the stock is important to us it was necessary to obtain numerous samples of various grades of FSC paper and mocked up books before the final decision could be made. Thankfully we found a stock that was within our budget yet maintained our high production standards. With our fall 2007 issue we went green....

This is an excerpt from Chapter 5 of PRNews' "Going Green: Case Studies in Outstanding Green Business Practices." Click here for more information.

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