More Than Nine In Ten Canadians Want Newspapers To Be Printed On Environmentally Friendly Paper

    Youth Have More Confidence in 'Environmental' Publishers

    VANCOUVER, Feb. 5 /CNW/ - Ninety-four per cent of Canadians say
newspapers should be published on environmentally friendly paper according to
a poll by POLLARA that was released today by environmental publishing
advocates Markets Initiative. The numbers show the importance of the
environment for Canadians not only as a voting issue but also in their
consumer choices.
    "The numbers show that Canadian consumer choices involve a strong
environmental component. That is not surprising as the environment could
easily become a voting issue in the next federal election," said Dr. Michael
Antecol, Vice President at POLLARA. "Given the trends I'm seeing, consumer
attitudes regarding environmentally friendly papers not only have significant
brand implications but also influence buying habits, particularly for young
    The poll also shows that among all age groups, readers between the ages
of 18 and 34 find the most brand value in environmentally friendly publishers,
including book, magazine and newspaper publishers. In addition, almost three
quarters of young readers said they had more confidence in the integrity of
environmentally friendly newspapers than others.
    "It is clear that the Canadian public want the government and private
sector to be doing more to protect our climate and environment," said Nicole
Rycroft, Executive Director of Markets Initiative. "This poll shows that
consumers overwhelmingly want newspaper publishers, a massive paper consumer,
to also do their part for the environment. More than 170 book publishers and
magazines have already taken steps in this direction."
    In recent months, the environment has consistently climbed in the polls
to be the number one issue for Canadians across age groups. This poll shows
that consumers have a clear preference for books, magazines and newspapers
with a light ecological footprint. The use of low-carbon papers, such as
recycled options, can reduce a publisher's impact on both the climate and
    Look for more poll results in Market Initiatives' new report - Trend
Report 2007: Environmental Leadership in the Canadian Publishing Industry -
about the measurable greenward shift that is taking place within Canada's
magazine, book and newspaper industries. The report is to be released on
Thursday, February 8, during Paper Week in Montreal.

    Markets Initiative works with Canadian publishing companies to conserve
ancient and endangered forests by shifting their demand and supply of paper
products to environmentally sound options. After working with Markets
Initiative, more than 170 book, magazine and newspaper publishers including
Random House, McClelland & Stewart, NOW and The Walrus and have eliminated the
use of papers from Canada's and the world's ancient forests.

    Source: Poll data was collected between August 1 and August 8, 2006 using
POLLARA's national online panel with 1962 respondents. The results are
accurate at +/- 2.2%, 19 times out of 20

    Poll results and primary findings graphics are available for download at

For further information:

For further information: Nicole Rycroft, Executive Director of Markets
Initiative, (250) 725-8050; Dr. Michael Antecol, Vice President of POLLARA,
(604) 708-7934

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