Two magazines – Time
and Vanity Fair
– are taking heat (no pun intended) for their “green issues.” Critics said
the Madonna-covered April Vanity Fair
issue was not green enough because it was not printed on recycled paper. Time attempted
to shake up the public by featuring an image of soldiers planting a tree in the likeness of US Marines planting the American flag on Mt. Suribachi. Predictably, some veterans were outraged
at the comparison.
Jeff Bercovici, a Portfolio
media blogger, points out that the average newsstand sell-through rate is only about 34%, proposes
a truly radical idea for all magazines: go print-free for the green issue, or, at the very least, ship only to subscribers.
He writes, “Yes, it will mean forfeiting some ad dollars, but real sacrifice, as opposed to mere lip service, is exactly the point, right?”