It's not easy being green (sorry, Kermit), at least for magazines. Recent "green" themed issues of various major U.S. magazines have not fared particularly well, according to a column by Jeff Bercovici in Portfolio magazine. (And the New York Times reported that advertisers are pulling back from green-themed marketing because there is a growing public scepticism.) Bercovici rounded up the following data:
- Time's green logo-ed Earth Day issue sold only 72,000 single copies; a typical issue sells 93,000.
- Elle's May green issue sold 275,000 copies, versus year-to-date average of 328,500.
- Discover sold 86,000 newsstand copies, compared to an average 117,000
Of course, given that producing and distributing print magazines is a fairly non-green endeavor to begin with, selling fewer copies than usual could actually be an environmentally-friendly practice -- provided publishers anticipated the tepid consumer demand and adjusted their print runs accordingly.