Frank Locantore
Director, Magazine PAPER Project ユ Co-Op America

Locantore has helped magazines like Scientific American, Natural Health and Utne switch to recycled paper.

In an age when environmental issues are a top social concern, magazine publishers are becoming increasingly conscious about the resources used for production and printing. The 18,000 magazines printed in the United States use 35 million trees every year. That’s one tree every second. And Frank Locantore is working to fix the problem.

Since joining Co-Op America five years ago, Locantore has helped more than 80 publishers become more environmentally concious, including assisting magazines such as Scientific American, Natural Health, Explore and Utne switch to recycled paper.

Locantore works with publishers free-of-charge on their vision, their budget, and what the specifications are for producing their publications. He then works with printers and paper companies to come up with the right paper and printing options for each individual publisher. “My role is to assist publishers and magazine staff to begin exploring and implementing environmental paper and production policies and solutions,” says Locantore. “Three years ago I was feeling very discouraged but over the past few years I think more magazine publishers are stepping into environmental awareness. Now publishers are calling me before I call them.”

Locantore also develops stewardship policies for publishers, showing them what might be feasible to do right now and how they can increase their use of environmental resources over time. “Because of the work I and my colleagues have done over the years, Stora Enso has come out with a line of environmentally responsible papers called their Arbor Web Series,” he says.

In 2004, Locantore created a guide in partnership with Aveda, Quad Graphics and the National Wildlife Federation on sustainability. Publishers can go to to find out how they can work toward using environmentally responsible papers.

In 2007, Locantore plans to create a set of industry standards. “I want to work with a group of industry stakeholders on the manufacturing end to set industry standards and metrics,” he says. “In the next two years I want to shift about 50,000 to 75,000 tons of virgin paper to recycled paper.”

His goal is to switch 50,000 to 75,000 tons of virgin paper to recycled paper in two years.

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