Magazine article Editor & Publisher

WPNI Launches Environment-Friendly Shopping Site

Magazine article Editor & Publisher

WPNI Launches Environment-Friendly Shopping Site

Article excerpt

Washingtonpost.Newsweek Interactive has tapped several former magazine executives, including a handful of former staffers from Rodale's defunct Organic Style, to launch Sprig, a new environment-friendly shopping Web destination.

The new site, which stands for "stylish people are into green," will go live today (April 23), just one day after Hearst Magazines will debut The Daily Green, its new similarly themed site. Described as something of a cross between Consumer Reports and Lucky, with a focus on green consumerism, the female-oriented site provides information on eco-friendly products for home, beauty, technology, fashion and family. Sprig also features a mix of news coverage, original video, user-generated content and an extensive searchable product database.

Sprig is being helmed by former Newsweek editor Mark Whitaker, the current vp and editor in chief of New Ventures at WPNI. Others behind the launch include Jeanie Pyun and Suzanne Murray, the former editor in chief and beauty/fashion editor of Organic Style, respectively, as well as Sara Levinson, ex-president of the women's group at Rodale.

Sprig's strategy is to service the wave of eco-consciousness hitting consumers while focusing less on the early adapters of green living. The site's mission is "convincing 95 percent of people to be 5 percent green rather that getting 5 percent of people to be 95 percent green," explained Whitaker. And despite the rapid saturation of green in mainstream media, including a growing list of online competitors like Lime's new ad network and Hearst's Daily Green, Whitaker said he believes Sprig's less pushy approach has more potential. Other sites "still seem focused on converting people to a totally green lifestyle," he said. "Those sites want you to do yoga and examine your Karma. We're not saying you have to do that stuff."

Instead, Sprig will speak to folks who might opt to make smaller life changes. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.