The paper solution

Folio: The Magazine for Magazine Management, Annual, 1992 by Cary Peyton Rich

Recycled paper is no passing fancy

Because paper can be as much as 65 percent of production costs, understanding what paper companies do for the environment - both helpful and not helpful - can make publishers better and wiser buyers. And it's important to realize that paper manufacturers really do want to provide publishers with a quality, environmentally friendly product.

Price, quality and availability are the three major concerns publishers have about recycled paper.

Prices for coated recycled grades tend to hover around 10 percent more than for non-recycled grades. Jim Kear, manager of International Paper's coated papers division, doesn't see that changing in the near future. "Legislated requirements for recycled content might result in a bidding war for existing supplies of usable waste fiber," he explains. "In the near term, this could drive prices up, but it would also help create economic incentives to develop new supplies of recycled fiber. This would eventually help to moderate prices, since new, larger recycling plants would be more efficient than existing facilities."

The quality issue

When discussing quality and recycled paper, it all comes down to fiber supply. "With virgin fiber you have a lot more control over consistency," explains Kim Deane, spokesperson for Champion International. "When you get into recycling fibers, you have a source that's fundamentally trash. There are grades where that's much more efficient to use." Coated paper needs to be especially tough because of the wear and tear from high-speed printing presses. It's important to note, however, that recycled papers today tend to be of higher quality and better consistency than in years before.

Greater availability

Availability if recycled paper is a Catch-22. Publishers want to know that paper supples are assured. Paper manufacturers want to know that publishers will continue to want it. "The paper industry is convinced that adequate technology will evolve, provided that there is market demand for high-quality recycled printing papers," says Dave Wagner of Niagara Paper of Wisconsin. "While near-term governmental actions will focus on colelction and sorting of recyclable materials, market demand must evolve for papers containing reclaimed fibers."

Kear of International Paper adds, "Other factors that will encourage greater availability include market-place acceptance of some compromises in the appearance or performance of recycled coated paper, and the willingness of customers to pay for any of the added costs of using recycled fiber."

Recycled paper is not likely to be a passing fancy. "We believe this is a long-term situation because of the need to reduce municipal solid waste," notes Katie Cutler of James River Corporation's communications paper division. "There are sue to be trends within the overall cause, but recycling is here to stay." Many companies that don't currently make a coated, recycled grade plan to do so within the next two years.

Atoning for past sins

We can admit it: The paper industry does some not so great things to the environment. But many are trying to atone for their sins. Some of their solutions directly affect the magazine industry; some are more inderect.

Westvaco, for instance, owns 1.5 million acres of timberland in the United States and Brazil. Every year the firm plants nearly 45 million seedling. "More than two trees for every one we use," says John Callihan, vice president, public/government relations. "Our forests consume much more carbon dioxide than our manufacturing facilities produce, and they provide the atmosphere with high quantities of oxygen."

Many paper manufacturers are working on the dioxin issue as well, revising and devising bleaching systems that reduce the output of the chemical. Westvaco and Boise Cascade, for example, have worked on processes that reduce dioxin output by 80 to 96 percent.

Boise Cascade has worked on developing sources of old magazines and newsprint to feed its newsprint mill in West Tacoma, Washington. Expected to start in 1992, the $50 million recycling facility plans to consume up to 300 tons of old magazines and newsprint a day.

EVERY TON OF

RECYCLED PAPER:

* Save approximately 17 trees. * Saves 4100 kwh energy (that's

enough to power the average

home for six months). * Saves 7000 gallons of water. * Keeps almost 60 pounds of air

pollution effluents out of the air. * Is produced in a cleaner, less

toxic process than non-recycled

paper. * Eliminates 3 cubic yards of landfill

material and reduces need for

more landfills.