Forests. Climate. Community.
Frank Locantore's Forums
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Better Marketing
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Frank Locantore's Page
Profile Information
- Job title:
- Director, Better Paper Project
- Company/organization name:
- Green America (formerly, Co-op America)
- Company/organization's primary business:
- non-profit
- Company/organization website:
- http://www.greenamericatoday.org
- Professional associations:
- MPA, EPN
- Professional interests:
- sales/marketing, newsstand/single copy sales, production, marketing
- What steps are you taking to reduce your footprint? (reducing travel, improving energy efficiency, reducing office waste, carbon audit, etc.)
- The Better Paper Project of Green America (formerly Co-op America's Magazine PAPER Project) provides free assistance to publishers who want to reduce their impact on the environment. We work with them and their supply chain to find the best environmental alternatives.
Also, Green America publishes the "National Green Pages," "The Green American" (formerly the "Co-op America Quarterly") and "Real Green." In addition to continually improving the environmental processes we employ as a publisher, we provide pre-tax transit benefits to employees, switched to motion-sensor lighting in the office, compost food waste, and recycle all that is possible to from our office. We also only purchase recycled paper products for use in the office and with all print jobs.
- Publication circulation:
- by membership
- What percentage of your paper is recycled fiber?
- >80% recycled content
- What paper do you use? (manufacturer name, sheet name and mill location)
- MyConnections Satin (Myllykoski in Alsip, Illinois)
- What is the basis weight of your text paper?
- 45-lb
- What is the trim size of your publication?
- 8 3/8 x 10 7/8
- Coated or uncoated paper?
- coated text, uncoated text, coated cover, uncoated cover
- Volume (by weight) of paper purchased per year:
- 40,000 pounds
Bio
Frank and the Paper Project demonstrate that high-quality and cost-competitive environmental papers are available for magazines, they have been cited by journalists from such varied publications as the New York Times, Folio:, E magazine, Publishing Executive, CNN/Fortune, AdAge, PBS’s Media Shift, Grist, and Ecorazzi among other TV, radio, and print stories.
With other non-profit and corporate colleagues Frank produced a sold out guide, Different, Not Difficult: How to Make Sustainability Happen. The guide is still available online and demonstrates the business case and provides helpful resources for switching to recycled paper.
Speaking engagements include:
Publishing Business Conference (yearly since 2005)
Folio: Show (2004, 2005, 2006, 2007)
Council of Science Editors (2006, May 2008)
Leadership in Paper and the Environment (2005)
Society of Publication Designers (March 2008)
American Forests and Paper Association’s Paper Week (April 2008)
Western Publisher’s Conference (May 2008)
Sustainability in Printing (June 2008)
Green Festivals (2004, 2008)
DistriPress Conference, Istanbul (Oct 2008)
Frank Locantore's Content
“Black Liquor” Helps Polluters and Hurts the Economy
In order to lower carbon emissions, the 2005 Transportation bill provides a $1/gallon subsidy to companies that reduce their use of fossil fuels. For example, mixing ethanol with gasoline reduces the amount of fossil fuels used, which in turn reduces carbon emissions. Paper companies have found a loophole in the law that allows them to in… Continue Posted on December 8, 2009 at 5:00pm —
Announcing the 2009 Aveda Environmental Award for Magazines
Created in 2005, the Aveda Environmental Award celebrates environmental leadership and achievement in the magazine industry. Any consumer or B-to-B magazine that uses environmentally responsible paper/production practices is eligible to apply. When judging applications for the Aveda Environmental… Continue Posted on October 11, 2009 at 12:30am — 1 Comment
What’s the FSC-ing Deal?
Posted on February 4, 2009 at 1:00pm — 4 Comments
Better Paper: Ingredients
Better Paper refers to a better formula of “ingredients” or inputs plus the production “design” of paper including the pulping, paper-making, printing, distribution, and recycling.In my recent blog,… Continue
Posted on November 24, 2008 at 3:00pm —
How to Prevent a Green Backlash Against Your Brand
Most know the Marshall McLuhan axiom—“the medium is the message”—stressing that the vehicle used to deliver the message, in fact, has its own message. At the American Magazine Conference in October, Avrim Lazar, president of the Forest Products Association Canada (FPAC), paraphrased the famous McLuhan quote for the paper-using audience.
He explained to the magazine executives in attendance that consumers are becoming savvier about the paper they use—its environmental… Continue
Posted on November 24, 2008 at 10:00am —
© 2009 Created by Keaty Gross
Comment Wall (10 comments)
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Join this Ning Network
Cath
Jeff from Ecosynthetix Inc. here. Really enjoying the site- what a great networking tool! Our organization is obviously new to the Better Paper Project, and we are looking for some new networking opportunities to increase industry awareness of our product. I was wondering if you knew of any paper manufacturers, purchasers or magazines that are looking to further reduce their carbon footprint on the paper coating side, and might be interested in connecting with us? Any help you can give would be greatly appreciated.
Cheers,
Jeff
Unfortunately I will not be at the conference next week, but I hope to meet up again in the near future.
All best,
Suzanne
May I call you tomorrow?
I'm going to quit if we go the wrong way (= virgin or 10%).
You're the best. Thanks, Carl
Thanks for all that you do, Carl