Last Updated Aug 20, 2007 7:08 PM EDT
"Are the steps that Rolling Stone is taking good and important ones?" Mr. Locantore said (director of the Magazine Paper Project at Co-op America). "Yes. But what I'm afraid they are doing in the process is diverting attention away from the need to use recycled paper." He added, "All the evidence shows that the greatest ecological and social benefits come from using recycled paper."In other words, we're seeing a new instance of the challenge in developing profitable and ecological business practices. The whole idea of sustainability, however, rests on the Triple Bottom Line, and that means environmentalists have to make concessions for profit, just as companies often have to make extra investments for ecology. And Rolling Stone has made a solid incremental step forward that deserves no rebuke.
Eric Bates, deputy managing editor of Rolling Stone, said, "We think recycled paper is great."
But, he added, "we're publishing some of the world's greatest photographers and artists," and the print quality on recycled paper does not do them justice. "What we're trying to do is what we can do. We can't put out the magazine we put out on recycled paper."