The Tree Calculator

Folio: The Magazine for Magazine Management, Nov 1, 2002 by Katie Caperton

Byline: Katie Caperton

Let's face it - you loved September's 752-page, fashion-packed issue of Vogue, but you hated schlepping it around. Wanna feel even worse about the big fat great issue? Think about all the trees that gave their lives for Vogue - and, for that matter, the entire industry. How many trees exactly? As it happens, a group of nonprofits calling themselves The Magazine Paper Project has invented the Paper Wizard, an online site, to help us calculate the ugly numbers. Go to www.ecopaperaction.org/wizard, fill in the forms - with info regarding circulation, paper weight, and page count - and the calculator spits out the number of trees you're using annually and how many you'll save by switching to recycled paper. (On average, you'd kill 10 percent fewer trees by making the change.) To get an idea of who's chopping down how much, we had the Paper people run a few numbers.