Everything's turning green

"Green" is everywhere, especially in the media.

"Green" is everywhere, especially in the media. Ongoing research by Cision clearly shows the interest explosion in “green” topics. Thousands of editors and writers are seeking information on all things “green.” And, the number of opportunities for coverage continues to climb. While it is no surprise that “green” interest is growing, the rapid increase in the numbers of editors now assigned to this beat, as well as new blogs and publications is somewhat startling.

- Environmental coverage used to be limited to just that, the environment. In the past two years, however, environmental topics tend to permeate every industry from green architecture to green cars to green fitness. Other popular topics include: green technology, green living, green parenting, green fashion, sustainable development, and eco-tourism. Even “green” celebrities are being highlighted, as blogs and publications are following the environmentally-conscious habits and activities of the rich and famous.

- The number of media outlets covering green issues has more than tripled in the last 18 months, with much of the growth occurring online with new Web sites and blogs. In the past, stories on environmental issues were targeted to a scientific audience or a tiny audience of “tree huggers.” Today, going green is popular in everyday life and we are seeing more coverage in general news and consumer interest media outlets.

- Those with an interest in green topics have more than doubled in the last year, with more reporters and editors spending all or part of their time tracking green issues. Editorial opportunities for coverage in the green space have more than quadrupled in the last three years. The sharpest increase occurred between 2006 and 2007, with a nearly threefold jump.

- When the media covers big companies they are more often looking at environmental issues. Cision's annual corporate media reputation index, which analyzes the media reputations of the 100 largest companies in the US, shows that in the past year, the percentage of stories that included a “green” angle more than doubled.

- It seems as if nothing has been forgotten when it comes to “green.” A tiny sampling of the hundreds of blogs reveals the following titles: Lean Green Family, The Not Quite Crunchy Parent, Great Green Shoes, Wearing the Future, Green Globetrotter, and Eco-Chic Weddings.

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