Using Recycled Paper Makes Good Economic Sense

By Bogardus, Tim | Folio: the Magazine for Magazine Management, Annual 1996 | Go to article overview

Using Recycled Paper Makes Good Economic Sense


Bogardus, Tim, Folio: the Magazine for Magazine Management


Magazine publishers have long been reluctant to use recycled paper because they had complaints about its dirty appearance and higher costs and because of problems on press. Now, however, it looks like recycled paper use in magazines may outstrip the use of virgin-fiber paper within the next two or three years. Why is recycled paper suddenly hot?

Magazine publishers have been attracted by significant improvements in its quality and functionality. They are lured by prices that approximate those of virgin-fiber paper, and in some cases they are spurred by reader demand. Magazine industry executives are discovering that recycled paper makes public relations and environmental sense and - even more important - economic sense.

Will there be enough?

As significant as concerns arc about the cost and quality of recycled paper, the most pressing issue right now is availability - thanks to the rapid shift in the overall paper market. The problem is whether there will be enough recycled paper, or any kind of paper, to go around. The answer? Probably.

"Recycled paper will be as available as other kinds of paper," predicts Rob Galin, executive editor of "Pulp & Paper Week," an industry newsletter that is published by Miller Freeman. "It depends on how much of current purchases are going into inventory," Galin adds.

According to the 1994 capacity and fiber consumption survey of the American Forest & Paper Association, which forecasts the industry's capacity to make paper through 1997, coated groundwood capacity will increase by less than I percent annually through 1997. This means little relief in the current paper market in either the price or availability of most coated papers unless demand eases.

However, the AF&PA predicts that the use of recovered paper in printing and writing papers will grow strongly by 30 percent, which is more than four times the pace of the underlying capacity growth of all products that are in that category.

So, while overall capacity for coated groundwood will barely increase, the amount of recycled coated paper as a percentage of the whole should increase significantly. A spokesman for the AF&PA says the rapid growth in recovered paper consumption should result in an increase in the number of grades and types of recycled printing papers available, and it should lead to an increase in the total volume of recycled paper produced over the next three years.

New deinking mils

In addition, an Environmental Defense Fund report says that since 1988, nine new deinking pulp mills designed to produce high-quality pulp for printing and writing papers began operations in the United States, which increased U.S. capacity by 256 percent. According to the report, another three deinking facilities are under construction, four more are in the final stages of financing, and nine additional mills are in the early stages of development. If all the facilities are in operation by 1997, about 2.3 million tons of deinked pulp will be on the market, an increase of 780 percent from 1988.

Although buyers still pay a premium for recycled paper, the price disparity is narrowing. And George Pappas, a manager at Lyons Falls, New York-based Lyons Falls Pulp and Paper and an advocate for recycled paper use, predicts that over the next few years, paper manufacturers' increased output of recycled paper will drive prices down further - to the same level as virgin-fiber papers.

Quality concerns

Even if recycled paper prices do fall to those of virgin-fiber papers and availability continues to rise, one major issue remains in many publishers minds: quality.

Many art directors and production directors cry "Foul!" when confronted with a mandate to use recycled paper. They complain about runnability and show-through; they say recycled paper is dirty and that quality will suffer - which will, in turn, upset the magazine's advertisers.

Not so. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Using Recycled Paper Makes Good Economic Sense
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    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.