Green Fades to Black

Eco-themed issues victim of slumping ad market
-By Lucia Moses

Two years ago, spurred on by a groundswell of interest in all things eco-friendly, green-related content was sprouting everywhere. For magazines, that meant a flurry of green-themed issues. But the economic downturn, coupled with cooling consumer interest, have some publishers pulling the plug on those products.
Among titles holding off on green issues in ’09 are Condé Nast’s Domino, Time Inc.’s Sunset, Mariah Media’s Outside and indy Discover. Active Interest Media’s Backpacker, already seeing the concept as tired, did not produce a second global-warming issue this year. “My sense is the idea of doing a green issue has been done so much it feels anachronistic,” said Backpacker editor Jonathan Dorn.
Domino’s 2008 and 2007 green issues sold below average, even though vp/publisher Beth Brenner pointed out that March is not a strong month for single-copy sales.
Not all green issues bombed. Outside sold above average on stands, while this year’s special from Condé Nast’s Vanity Fair, featuring cover subject Madonna, sold 370,000 copies at stands, only slightly below average.
Editors insist readers are still interested in green themes, although some said they are evolving coverage in response to green’s maturation. Hachette Filipacchi Media’s Elle—which made a statement by publishing its green issue on recycled paper this year—plans a water-themed issue in ’09, reminiscent of the blue issue of Rodale’s Women’s Health in 2007
Ending their green issues could serve a PR purpose for magazines, given that the very practice of publishing on paper is seen as at odds with protecting the environment. Still, some maintain that while tips for sustainable living are well-worn, readers continue to want targeted green content.