Mag Bag: MPA Pushes Recycle Message

Mag Bag: MPA Pushes Recycle Message

With an eye to the increasing environmental concerns of the American public, the Magazine Publishers of America is introducing two new public service announcements for magazine publishers to include in their magazines. A full-page ad asks the reader to "Be a Hero. Recycle Your Magazines," while a half-page ad reads "Turn Over a New Leaf. Recycle Your Magazines!" The public service announcements were created by Jennifer Kraemer-Smith, art director for Time for Kids.

Nina Link, president of the MPA, said the ads are a "friendly reminder that every one of us is a citizen of this world, and we each have a responsibility to do what we can to conserve and recycle our resources."

Recent consumer research has revealed high levels of awareness and concern among Americans about the state of the environment, as well as a belief that business should play a role in conservation efforts. The trend is increasing among younger generations. In March, an online study by JWT found that more than 80% of American teenagers are concerned about the environment and the role of the United States in causing pollution, with 54% saying they are "strongly bothered" by these issues. Seventy-five percent said they would buy environmentally friendly products if available.



In the same vein, a 2006 study by Alloy Media + Marketing and Harris Interactive showed that college students rank social responsibility higher than celebrity endorsement as factors in their choice of consumer brands--with 33% of about 1,800 respondents saying they prefer brands known for involvement with not-for-profit causes, community activism or environment-friendly practices.

Cooking Light is Heavier than Ever

Vogue isn't the only magazine posting a record performance this fall. Cooking Light, with a readership of about 11.5 million, is set to debut its December Double Issue. The expanded issue will contain over 200 editorial pages, including a 90-page holiday-themed feature. Overall, 2007 is set to be the publication's biggest year ever in terms of ad pages, with about 1,600 overall.

PC Magazine Launches Mobile Version

PC has launched a new mobile destination,, as part of the PC Magazine Network, which includes PC,, DL.TV, AppScout, TechnoRide, Smart Device Central and Gearlog. The new mobile offering, developed with mDog, joins two other newcomers: GoodCleanTech, which reports on environment-friendly products, and Security Watch.

New York Now Owned By New York Media

As of August 27, New York Magazine company will be renamed New York Media, the company announced this week. The renaming is an acknowledgement of the increasingly broad spectrum of media properties managed by the umbrella company, including, New York Weddings, New York Look, set to launch in November, and New York Look Book: A Gallery of Street Fashion, set for release in September.

Paste Hires Nick Marino, Promotes Jason Killingsworth

Paste magazine hired Nick Marino as managing editor. Marino is joining the magazine from the Atlanta Journal-Constitution, where he was a pop music critic. He has also contributed to Entertainment Weekly, Spin, CMJ and Revolver and once made a winning appearance on TV's "The Weakest Link." Music editor Jason Killingsworth has been promoted to deputy editor. Killingsworth recently penned well-received cover stories on Christopher Guest and The White Stripes.

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