Potholes on the Road to Recycled

This also makes it easier for us to use the recycled paper for reprints, while holding down costs on lower print runs. And of course, we naturally gravitate to this printer for reprints, boosting their business, thanks to their progressive pricing strategy.

There's one final, often unforeseen benefit to becoming a green publisher, according to our associate publisher and marketing director Munro Magruder. He points to the consumer response, interest from publishing colleagues, and press coverage that we have received as a direct result of our going green.

"People are interested in what we are doing, how we are accomplishing our goals, and whether our foray into green book publishing is succeeding," Munro says. "So far, it is. By helping the environment, we are helping our independent publishing concern, and gaining broad recognition we might not have otherwise enjoyed."

Tona Pearce Myers is production director at New World Library, in Novato, Calif. She can be reached at Tona@NewWorldLibrary.com. Interested publishers can find the Green Press Initiative at GreenPressInitiative.org