Magazines: Final Report Using Recycled Content Paper in ... report 30 01 08 v3.pdf · Using Recycled Content Paper in Magazines – Phase 2 Papers with substantial recycled fibre

Magazines: Final Report

Using Recycled Content Paper in Magazines – Phase 2

Papers with substantial recycled fibre content can be successfully used in a wide variety of magazines including some high volume consumer and B2B titles, satisfying the requirements of printers, publishers, advertisers and readers.

Project code: MSP013 ISBN: 1-84405-372-5 Research date: Sept 2006 – Sept 2007 Date: September 2007

WRAP works in partnership to encourage and enable businesses and consumers to be more efficient in their use of materials and recycle more things more often. This helps to minimise landfill, reduce carbon emissions and improve our environment.

Written by: Michael Chamberlain, Martin Kay, John Birkenshaw, PIRA International. Edited by WRAP.

Front cover photography: Magazines are a hugely successful print product consuming some 20% of all printed paper.

WRAP and PIRA International believe the content of this report to be correct as at the date of writing. However, factors such as prices, levels of recycled content and regulatory requirements are subject to change and users of the report should check with their suppliers to confirm the current situation. In addition, care should be taken in using any of the cost information provided as it is based upon numerous project-specific assumptions (such as scale, location, tender context, etc.).The report does not claim to be exhaustive, nor does it claim to cover all relevant products and specifications available on the market. While steps have been taken to ensure accuracy, WRAP cannot accept responsibility or be held liable to any person for any loss or damage arising out of or in connection with this information being inaccurate, incomplete or misleading. It is the responsibility of the potential user of a material or product to consult with the supplier or manufacturer and ascertain whether a particular product will satisfy their specific requirements. The listing or featuring of a particular product or company does not constitute an endorsement by WRAP and WRAP cannot guarantee the performance of individual products or materials. This material is copyrighted. It may be reproduced free of charge subject to the material being accurate and not used in misleading context. The source of the material must be identified and the copyright status acknowledged. This material must not be used to endorse or used to suggest WRAP's endorsement of a commercial product or service. For more detail, please refer to WRAP's Terms & Conditions on its web site: www.wrap.org.uk

http://www.wrap.org.uk/

Executive summary Designed to provide clear guidance and allow publishers to make informed choices about the use of paper with

recycled content in the magazine industry WRAP commissioned two projects to investigate the opportunities,

barriers and effects of using magazine paper with recycled content for a range of publications. Each of these

projects benefited from the guidance and support of a steering committee consisting of printers, publishers,

paper manufacturers, the Periodical Publishers Association and the Newsprint Publishers Association.

A series of case studies and print trial reports were produced to help the magazine industry achieve its paper

sourcing requirements by providing information on the experiences of some of their colleagues in the industry

when using paper with recycled content.

The case studies include a members magazine which has been printed on 100% recycled paper since its

inception, a newspaper supplement printed on 100% recycled paper for the last ten years and another members

magazine that switched to 100% recycled paper over five years incurring no additional printing or finishing costs.

The print trials conducted on business to business (B2B) and consumer magazines were assessed by panels of

consumers, printers and publishers and have comments such as “In terms of quality, the recycled and virgin

papers were hard to differentiate”; the trial copy “all fine with little discernable difference” and the publishing

team thought “recycled paper was generally an excellent match for virgin”.

In summary we have shown in many cases that paper with recycled content can be comparable, if not better

than an equivalent virgin paper in terms of price, availability, quality and in ‘look and feel’. In order to ‘close the

loop’ we need, not only to continue to collect paper from which to make recycled paper, but also to continue to

specify and buy that paper. The case studies and print trial reports will help inform that decision making process.

Using Recycled Content Paper in Magazines – Phase 2 1

Contents Executive Summary 1.0 Overview .................................................................................................................................. 3

1.1 Background...........................................................................................................................3 2.0 Case studies ............................................................................................................................. 3 3.0 Print trials ................................................................................................................................ 4

3.1 Consumer assessment of print trials .......................................................................................5 4.0 Newsprint furnish study........................................................................................................... 7

4.1 Impact on UK paper mills.......................................................................................................7 4.1.1 Role of magazine fibre input at UK newsprint manufacturers .......................................8 4.1.2 Increasing recycled fibre content in magazines ...........................................................8 4.1.3 Understanding the impact of increasing to a higher recycled content ...........................8 4.1.4 Aylesford Newsprint ..................................................................................................8 4.1.5 Bridgewater Paper Co................................................................................................8 4.1.6 UPM Shotton ............................................................................................................8

4.2 Summary of newsprint furnish study.....................................................................................11 5.0 Summary and conclusions...................................................................................................... 11 Appendix 1: Glossary.......................................................................................................................... 12 Appendix 2: The Steering Group ........................................................................................................ 13 Appendix 3: Case Studies................................................................................................................... 14 Appendix 4: Print Trials...................................................................................................................... 15



1.0 Overview 1.1 Background This project is a continuation of the study “A Review of Opportunities and Potential Barriers to Using Recycled Content Magazine Paper” published by WRAP in 2005. This report details how only a small fraction of the 1 million tonnes of paper used each year for magazine publishing has any recycled content. Whilst the collection and reprocessing of magazines from pre- and post-consumer sources are efficient and collection volumes are increasing, this work explores the scope of the magazine industry to use paper with recycled content. The first study concluded that there are many opportunities where papers with recycled content would be suitable. The Phase 1 study also established that there had been production problems in the past in printing on recycled papers but that there was a general consensus amongst printing companies that these difficulties have been resolved and today these papers present no more of a challenge than equivalent, virgin papers. Publishers, however, revealed that they still have a degree of ignorance and prejudice based on their past experience, and place more stress on the source of virgin fibres (and its sustainability) rather than any use of recycled fibre. As a result there is a reluctance to employ recycled papers, which was reinforced by views on recycled paper pricing. In light of this a second phase was carried out in which existing experience with publications using recycled content papers was located and publicised, and where this did not exist, print trials were undertaken, so that the feasibility of using recycled content paper could be demonstrated. Magazines already play a key role within the paper recycling process, due to the near-virgin fibre being an ideal feedstock for the manufacture of 100% recycled newsprint. This study also includes an in-depth examination of the current make up of the furnish used in the UK manufacture of recycled newsprint, and the effect any significant change in the recycled content of magazines would have on this industry sector. To inform the widest range of paper specifiers the steering committee determined that the case studies should include the following categories of magazine;

A magazine with substantial experience of using recycled content paper

The magazine of a Membership based organisation or high profile NGO

A high volume consumer magazine

A local or regional magazine

A customer magazine

A B2B magazine

A newspaper supplement

Where not available, print trials were undertaken to evaluate the suitability of the paper with recycled content for these applications. 2.0 Case studies The case studies identify the drivers of the change from virgin to recycled content papers and describe the challenges and opportunities experienced during the transition. Both the technical and economic perspectives are discussed and the rationale for the change presented. In some cases, it proved difficult to establish the business case in quantitative terms. The publications examined had either been using recycled stocks for so long that before and after comparison was not possible, or other changes were made at the same time as a move to a recycled grade so that no direct comparison was feasible. This lack of documented information also prevented a quantitative economic analysis in some cases; for example where the environmental benefit afforded to a publication by changing to a paper with recycled content was the main driver for the change, any difference in the cost of the papers was not deemed of significant importance for detailed documentation. The case studies illustrate that there is a wide variety of reasons why a publisher might adopt a recycled stock. However, the absence of a mass market consumer magazine from the case studies suggest that some publishers still have reservations regarding the use of recycled content paper in magazines.


The case studies presented include two newspaper supplements which have been produced on recycled content paper for many years. One other case study is a product catalogue, not a magazine. This is included because it is printed by exactly the same process as the majority of magazines, is a radical departure from the virgin stock used previously, and has been outstandingly successful. The other case studies are for a variety of types of organisation and audience and illustrate the broad scope of magazine publishing and hence the wide potential for using recycled fibre (RCF) papers. The case studies revealed three primary types of publisher using RCF papers:

Those who required a recycled product that looked recycled to demonstrate to customers their “green” culture. This

might be acceptable even if the cost was a little higher than using a virgin stock.

Those who would use a recycled product, motivated primarily by Corporate Social Responsibility (CSR) policies,

providing the paper was very similar to the current virgin stock and cost no more.

Those who are not concerned by the RCF content, just in being able to purchase an appropriate paper at an

acceptable price. If this happens to have a substantial RCF content, it’s a bonus.

The majority of the case studies showed that at present the principal driver in adopting RCF paper was some form of environmental concern. Although the use of RCF paper did not always result in increased costs, the environmental driver was sufficient to justify any increase.

Table 1 – Case studies

Magazine Title Category Print Process Paper JELD-WEN catalogue

Product catalogue HSWO Cyclus 100% RCF

Terrorizer Consumer magazine with extensive experience of using

RCF paper

HSWO 90gsm V Green Silk 100% RCF

Cambridge Matters Local authority magazine HSWO 100gsm 9lives55 55% RCF New Internationalist Consumer subscription magazine HSWO 60gsm Ultralux Gloss 100% RCF

Britannia Customer magazine HSWO 90gsm Eural SuperSilk 100% RCF WI Life Magazine of membership

organisation HSWO 60gsm Signa Coat 100% RCF

Live Newspaper supplement Gravure 52gsm LPT 72% RCF or UPM Eco 100% RCF

Evening Standard (E.S.)

Newspaper supplement HSWO 65gsm Leipa 100% RCF

Unfortunately none of the case studies was really representative of mainstream consumer magazine publishing. Therefore uptake of papers with recycled content for these applications is unlikely to be encouraged by this work since people like to see a product almost identical to their own before making a judgment and/or changing their opinion. 3.0 Print trials It was not possible to identify a high quality consumer magazine, or other publication that contained high quality, premium goods advertising that was suitable for case studies, so a series of print trials were performed to complete the wide ranging evidence base required. These magazines completed the wide range of examples desired and extended the scope of current use of recycled papers in magazines. They also provided an opportunity to demonstrate the use of some of the relatively new coated recycled products on the market. The print trials took place at three different print companies and used five different RCF papers. Two were printed Heatset Web Offset (HSWO) and the others sheetfed offset. Thus, within a limited set of trials a great number of options were included. For the two HSWO trials, the trial print runs were run-ons to the real production run; an extension of the print run on the trial paper following its normal completion. For the two sheet-fed trials, the print runs were separate from the


normal production run, although sufficiently close in time that comparable copies from production could be collected and used for assessment purposes. The assessment of the trial samples was undertaken by all parties (editorial, graphic design, advertising, etc) at the publishers; and also by randomly selected people representative of general consumers. They were asked for their opinions of the magazines in a structured fashion, firstly in isolation without knowing whether they were looking at a version printed on virgin paper or recycled paper, and then subsequently as a comparison between the two.

Table 2 – Print trials

Magazine Title Category Print Process Paper Walk Membership based

organisation magazine HSWO 70gsm RePrint Matt

Cover: 150gsm Greencoat Gloss

New Woman High-volume, high-quality consumer magazine

HSWO 60gsm Norcote Super 33% RCF

Optician B2B Sheetfed offset 90gsm Revive 50:50 Gloss 50% RCF

Plant Managers Journal (PMJ)

B2B Sheetfed offset 70gsm Norcote TopH 32% RCF

The print trials were acknowledged by the publishers as having a useful effect. The Ramblers’ Association reported that they had “made us think seriously about using recycled paper in the future.” Reed Business International, publishers of Optician and PMJ, thought that in both cases the recycled copies were slightly poorer than the virgin but overall there was little discernable difference. The recycled copies were generally an excellent match to the usual stock but with slight lack of colour saturation and gloss, which discourage adoption for the time being. Emap, publishers of New Woman, felt that the result was not good enough for the medium quality publication but would be better suited to some weekly publications. 3.1 Consumer assessment of print trials Consumers assessed virgin and recycled print samples (without knowing which was which) in three ways:

An overall impression considering suitability for the type of publication and commercial acceptability of the product

Scoring a number of specific attributes

Comparing and commenting on the two print samples

For the first two, scores were given out of 4 which represented: 4 = excellent overall impression, or the attribute positively contributes to the perceived quality of the product 3 = good overall impression, or the attribute is satisfactory for the product but does not obviously contribute to the perceived quality of the product 2 = fair overall impression, or the attribute is acceptable for the product but does detract from the perceived quality of the product 1 = poor overall impression, the product or attribute is unacceptable


Table 3 - Summary of assessment scores

Walk Optician Plant Managers' Journal (PMJ) New Woman

Virgin Recycled Virgin Recycled Virgin Recycled Virgin Recycled Whiteness and brightness 3.35 2.59 2.96 2.85 2.64 2.68 2.71 2.75

Opacity 2.92 2.58 2.59 2.48 2.60 2.52 2.50 2.54 Feel smoothness and

stiffness 2.98 2.60 3.24 2.98 2.83 2.79 2.63 2.67 Gloss of paper and ink 3.13 2.58 3.17 3.02 3.06 2.82 3.02 2.98

Colour saturation and lift 3.29 2.79 2.69 2.64 2.80 2.48 3.17 3.13 Average 3.13 2.63 2.93 2.79 2.79 2.66 2.81 2.81

Overall impression & commercial acceptability 3.27 2.90 3.06 2.98 2.94 2.84 3.13 2.94

Observations that can be made from this data (also illustrated graphically on the next page) are:

In all cases the virgin paper is rated slightly better than the recycled product

In all cases the recycled product was rated as good, an acceptable product which did not detract from the overall

quality of the product

In the case of Walk magazine, where the difference between the two papers was larger than in the other cases, the

recycled paper appears to have faired worse but in fact several consumers positively favoured the recycled product

because it fitted better with the type of magazine. The difference in gloss was the single most significant factor in

this assessment.

In all the other cases, the overall differences between the recycled and virgin products could be described as

marginal. In many cases the consumer was unable to identify any meaningful difference between them.

Overall these results demonstrate that, although the recycled papers are assessed as being of slightly lower “quality”

than virgin products, this difference is of no practical consequence. From the consumers’ point of view, the recycled

paper could be used without any perceived deterioration in the quality of the end product. However, as discussed in the

next section, this view is not shared by publishers and their advertisers.

All the print trials were a technical success, with production occurring without difficulty. The main points to note from a production viewpoint were:

The recycled stocks tend to have a higher water absorbency which leads to an increase in demand for fount and

some consequent adjustment to ink and register settings. However, these adjustments are well within the normal

operational range of offset printing machinery. Other aspects of production including running speeds were normal.

In the past, recycled papers have gained a reputation for being difficult in several respects; one being an increased

tendency to dust. The run lengths involved in the trials were not sufficiently long enough to fully test this, but there

was no evidence of dust occurring in any of the trials.

The print trials and their subsequent assessment did, however, reveal a number of other aspects of importance:

There is, in fact, a very limited range of RCF papers available with the properties that magazine publishers really

require – i.e. a “white” sheet at 60-75gsm, gloss coated with no apparent debris and adequate opacity

Suitable papers are not always readily available in the sheet/web form required, especially at an appropriate

grammage. Hence for one of the print trials, a reel was especially imported and sheeted.

The “feel”, bulk and stiffness of the papers are important characteristics (despite a certain tendency to focus on

whiteness/brightness). Recycled grades appear to have less stiffness at a given grammage, and also a lower opacity.

These are significant factors resulting in a perception of RCF papers being of lower quality, especially when direct

comparisons with virgin stocks are made.

These factors taken together go some way to explain the limited adoption of recycled grades for magazines.

Figure 1 – Graphs showing print trial assessment scores Assessment Scores - Optician Magazine

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Assessment Scores - New Woman Magazine

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4.0 Newsprint furnish study A proportion of magazines are recycled, along with recovered newspapers, into recycled newsprint. If the proportion of recycled fibre in these magazines were to increase, then this would increase the amount of recycled fibre the newsprint furnish at the expense of the near-virgin-fibre that the magazines currently provide. Newsprint manufacturers are concerned that this may cause deterioration in the quality of the resulting newsprint. Therefore a separate study of this issue was undertaken in conjunction with the all the mills producing newsprint in the UK. Newsprint is manufactured from recovered newspapers, magazines and other deinkable mechanical fibre grades. In this context, magazines provide a source of “high grade” fibre that has been used only once before (i.e. in the magazine) whereas most of the fibre in newsprint has been previously used more than this. If the recycled content of magazines is increased, this reduces the amount of this once-used (“high grade”) fibre which could have a serious detrimental effect on the quality of the newsprint. This part of the study examined this issue in depth with a view to establishing how much recycled content in magazine papers can be tolerated before any impact on newsprint quality is apparent. The newsprint study found that the RCF content of magazine papers could be greatly increased from present levels before the currently acceptable tolerances for input to the newsprint manufacturing process were exceeded. Hence it is very unlikely that any substantial negative impact on newsprint quality will occur for at least a few years. 4.1 Impact on UK paper mills

The supply chain associated with newsprint manufacture has some complexity, particularly given the inherent variation of the sources of fibre to recycle. The quality of recycled stock needs to be comparable with virgin fibre stock but the required investment in new technology to achieve this has sometimes been too high to be justified, especially when



there is a limited and unstable target market. Another difficulty has been the availability of a sustained source of recycled fibre in relatively close proximity to mill locations. However, investment has occurred and this, together with a universal increase in the collection of waste paper, has resulted in greater reliability of the supply chain, which is demonstrated by the fact that the UK exported almost 4 million tonnes of recovered paper in 2006.

Nevertheless, a widespread and rapid increase in the use of recycled content in magazine grade paper could create immediate capacity and availability problems, and as pointed out above, might decrease the quality of recycled fibre for use in subsequent paper making processes. These issues might have far-reaching implications for the entire paper cycle, but have not yet been quantified. 4.1.1 Role of magazine fibre input at UK newsprint manufacturers The major sources of fibre used by UK newsprint manufacturers are indicated in Table 4. The significant fibre inputs are recovered newspapers (between 53.5 to 68% of input) with the balance largely made up of magazines1 and other deinkable mechanical fibre grades e.g. colour supplements and colour inserts from newspapers. Magazines make up a significant part of furnish, with ‘unsold’ magazines contributing major fibre inputs for Aylesford Newsprint (15.8%) and Bridgewater Paper Co (24.5%), but not Shotton Mill (5.0%). Approximately 9.9 and 9.4% respectively, of the ‘once-used’ fibre furnish at Aylesford Newsprint and UPM Shotton Mill is obtained from magazines entering the mill from post consumer sources. Bridgewater Paper Co estimates indicate that 7.26% of their total furnish is obtained from inputs from magazine and supplements as part of the ‘loose’ furnish. The figure indicates a substantially lower input of this type of material as part of the post consumer furnish. 4.1.2 Increasing recycled fibre content in magazines The impact of increasing RCF in magazines from 2% to 10%, and its impact on the contribution to the total available ‘once-used’ fibre, is shown in Table 4. With 10% replacement of magazine furnish with recycled fibre content, the loss of ‘once-used’ fibre ranges from 6,860 tonnes (Bridgewater Paper Co) to 13,024 tonnes (Aylesford Newsprint). 4.1.3 Understanding the impact of increasing to a higher recycled content Furnish from magazines (lightweight coated papers) contains a substantial proportion of ‘once used’ recycled mechanical fibre (fibre produced by the physical as opposed to, chemical treatment of wood to produce papermaking fibre) that confers beneficial properties on the final news sheet. Examining the normal and extreme inputs of pamphlets and magazines (PAM) enables an assessment of the impacts of an increase in the recycled (as opposed to ‘once used’) fibre input. 4.1.4 Aylesford Newsprint Aylesford Newsprint typically operates with a PAM content of 45% with extremes of between 38 and 48%. The difference between the typical and the lower extreme value is 35,350 tonnes. A shift of 10% recycled content in magazines equates to a loss of 13,024 tonnes of ‘once-used’ fibre from normal inputs or a reduced PAM input to 42%. Based on the data, it appears that the operation is able to tolerate a shift to 10% recycled content in magazines. 4.1.5 Bridgewater Paper Co Bridgewater Paper Co typically operates with a PAM content within a range of 30 to 35% with extremes of between 25 and 40% (Table 7). Under typical operational conditions, the input of ‘once-used’ fibre can range by 14,000 tonnes (the difference between 30 and 35% PAM content) - a value greater than the impact of a shift in 10% recycled content in the magazine furnish. 4.1.6 UPM Shotton UPM Shotton typically operates with a PAM content within a range of 32% and 35%. Under extreme circumstances, PAM content has ranged from 28% up to 40% of total mill furnish. The impact of changes in percentage PAM to percentage recycled news content as tonnage is shown in Table 8. It is evident that during normal operation the ‘once-used’ fibre input can reduce by up to 12,800 tonnes (the difference between 34% & 32% PAM content) – a value greater than the impact of a shift in 10% recycled content in the magazine component of the furnish. Both observations suggest that a shift in magazine content of up to 10% recycled content could be tolerated within normal operations.

1 See Glossary in Appendix 1


Table 4 - Summary of fibre input at Aylesford Newsprint, Bridgewater Paper Co. and UPM Shotton

Aylesford Newsprint

(tpa)

% of Total Furnish

Bridgewater Paper Co

(tpa)

% of Total Furnish

UPM Shotton (tpa)

% of Total Furnish

1 Unsold magazines 80,000 15.8 68,600 24.5 32,000 5

2 Estimate of magazines in ‘loose’ furnish 50,241 9.9 Not specified N/A 60,160 9.4

3 Total magazine furnish (1+2) 130,241 25.8 68,600* 24.5 92,160 14.4

4 Other sources of ‘once-used’ fibre e.g.

supplements 104,759 20.7 Not specified Not specified 125,440 19.6

5 Estimate of magazines and supplements in

‘loose’ furnish (2+4) 155,000 30.7 20,328 7.26 185,600 28.8

6 Total ‘once-used’ fibre input (1+5) 235,000 46.5 88,928 31.8 217,600 34

7 Recycled fibre-news in ‘loose’ 265,000 52.5 164,472 31.76 375,400 58.66

8 Over issue news 5,000 1 26,600 9.5 47,000 7.34

9 Recycled fibre-news (total minus ‘once-used’

fibre input) 270,000 53.5 191,072 68.24 422,400 66

10 Total furnish (6+9) 505,000 100 280,000 100 640,000 100

*In the absence of further data, ‘unsold’ magazines will be considered the total magazine input

Table 5 – Impacts of increased recycled content magazines

Recycled Fibre Content

Magazine

Input

% of Total

Furnish2% 4% 6% 8% 10%

Aylesford Newsprint - magazine input

130,241 25.8 127,636 125,031 122,426 119,821 117,217

Aylesford Newsprint - ‘once-used’ fibre lost with recycled content magazines

0 0 2,605 5,210 7,814 10,419 13,024

Bridgewater Paper Co - magazine input

68,600 24.5 67,228 65,856 64,484 63,112 61,740

Bridgewater Paper Co - ‘once-used’ fibre lost with recycled content magazines

0 0 1,372 2,744 4,116 5,488 6,860

UPM Shotton - magazine input 92,160 14.4 90,317 88,474 86,630 84,787 82,944

UPM Shotton - ‘once-used’ fibre lost with recycled content magazines

0 0 1,843 3,686 5,530 7,373 9,216

Table 6 – PAM to recycled news content - Aylesford Newsprint

PAM Content % Tonnage PAM

Tonnage (Recycled News)

Normal Operating Window

45 227,250 277,750

38 191,900 313,100 Extreme Operating Window

48 242,400 262,600

Table 7 – PAM to recycled news content - Bridgewater Paper Co



30 84,000 196,000

Normal Operating Window 35 98,000 182,000


40 112,000 168,000

Table 7 – PAM to recycled news content - UPM Shotton



32 204,800 435,200

34 217,600 422,400 Normal Operating Window

35 224,000 416,000


40 256,000 384,000


4.2 Summary of newsprint furnish study ‘Once-used’ fibre in magazines represents an important fibre input to UK newsprint operations. The inherent variability of input of these fibre substrates demonstrates that there is a degree of tolerance within which the newsprint product can be manufactured. Scenarios which consider a replacement of magazine ‘once-used’ fibre with up to 10% recycled content have been developed. Information generated here indicates that such a fibre shift would not have an immediate impact on current newsprint manufacture. However, a degree of caution needs to be taken in developing future scenarios. For instance, if magazine publishers establish strong markets for recycled content products then higher recycled content magazines might be expected, and the overall impact would need to be reassessed. 5.0 Summary and conclusions This study has produced several case studies that clearly show that papers with recycled content are suitable for many publication types and indicate further additional applications for these papers through print trials.

The latest coated RCF papers are technically successful and represent great improvement on previous

products. Opacity, stiffness and whiteness are critical issues but many satisfactory papers can be found. For

many magazine products, available RCF papers would be perfectly acceptable from a technical point of view.

RCF papers, judged in isolation, are often very satisfactory. However, direct comparison of RCF papers with

virgin stocks usually reflects poorly on the RCF paper.

There are few current examples of high volume consumer magazines routinely produced on RCF papers,

illustrating that publishers have yet to be convinced of their use. The print trials conducted in this project

have resulted in evidence which demonstrates that results of adequate quality can be achieved although the

choice of substrates for this category of magazine is limited.

The price of RCF paper is a critical issue, but there is evidence that this can often be overcome. In the

majority of cases there is no additional cost associated with printing and binding (etc).

Newsprint made entirely from recycled fibre will not be adversely affected until the proportion of RCF in

magazine papers is considerably higher than its current level.

The consumer assessments demonstrate that although the recycled papers are assessed as being of slightly

lower “quality” than virgin products, this difference is of no practical consequence, and from the consumers’

point of view, the recycled paper could be used without any perceived deterioration in the quality of the end

product.

Publishers are under the impression that Forest Stewardship Council (FSC) certification gives an adequate

level of CSR credibility and find it difficult to justify further moves in that direction.

Publishers are very critical (driven by the requirements of advertisers) and appear to be looking for papers

which are very similar to their existing virgin products. Key paper properties which have emerged from the

study are opacity, stiffness, brightness and whiteness, and lack of “debris” in the paper. Gloss and “feel” were

also considered important by some. There are now some RCF products which compare well with virgin

products on these criteria, although opacity and stiffness at equivalent grammage can be slightly poorer.

Although there are some established definitions of what constitutes a recycled paper, there is no consensus,

and in particular, no agreement on what the RCF content needs to be in order that its use is worthwhile (i.e.

has some environmental benefit). In fact, it would appear that the use of papers with for example, as little as

20% RCF content, would still make a most useful contribution to the overall picture.

The pricing of RCF paper tends to be a little higher than that of virgin stocks but it is clear from the case

studies and other experience that this need not always be the case. Part of the problem is that the volumes of

RCF material used are very much lower than that of virgin stocks, hence economies of scale do not yet apply.

However, many publishers are looking for RCF paper price neutrality compared with virgin stocks, and until

this is achieved the volume usage of RCF papers will not be achieved.


Appendix 1: Glossary B2B Business to Business magazines – often published in a controlled circulation fashion or on subscription.

Circulations are generally much smaller than for consumer magazines, so many B2B titles are printed by sheet-fed offset.

CSR Corporate Social Responsibility - a term which encompasses the total impact of an organisation on society, one aspect of which is its environmental impact

FSC Forest Stewardship Council - an independent, membership-based organization promoting responsible management of the world's forests through developing standards and operating a certification system

LWC Light Weight Coated paper - based on mechanical pulp. It is widely used for magazines and catalogues featuring a high proportion of advertising material in colour.

MWC Medium Weight Coated paper - also based on mechanical pulp. A double coating process gives the paper an even surface.

HSWO Heat Set Web Offset – the print process most widely used for consumer magazines, typically where run lengths exceed 50,000

HWC Heavy Weight Coated paper NGO Non-Governmental Organisation PAM Pamphlets and Magazines or Periodicals and Magazines. The PPA defines magazines as follows:

All magazines carrying a cover price, whether appearing weekly or monthly (such as Hello!, TV

Times, GQ and The Economist), as well as quarterly or one-off (called a special or one-shot

magazine);

All business and professional magazines carrying a cover price, whether weekly, monthly,

quarterly or one-off (called a special or one-shot magazine);

Customer magazines – defined as “magazine style publications not bearing a cover price but

otherwise bearing a physical resemblance to regular magazines in title, logo, format, editorial

articles and possibly advertisements”. These may be targeted at consumers (for example, Sky

magazine, Sainsburys magazine) or businesses (for example, BT’s Insight magazine);

Partworks and sticker collections.

The following items are excluded from the analysis:

Newspaper supplements, but not excluding stand-alone paid for magazines such as Sunday Times

Travel

Brochures and circulars

Staff publications aimed solely at an organisations employees

Annual or one-off publications such as catalogues, event brochures or yearbooks

Academic journals

PPA Periodical Publishers’ Association

RCF Recycled Content Fibre - the term “recycled paper” is often unhelpful, and in this project we have been concerned with papers which contain a proportion of recycled fibre as well as those which are 100% recycled. So we have often used the phrase “papers with an RCF content” rather than “recycled papers” since it better suggests papers that have some recycled fibre along with some virgin fibre.

SC Super Calendared paper - an uncoated paper which has a compressed and often “polished” surface (although matt versions are available) as a result of the super calendaring process. It is made for offset litho and gravure printing.

WRAP Waste & Resources Action Programme


Appendix 2: The Steering Group Jack Bisset Polestar Jeremy Bull EMAP Mike Burgess WRAP Marianne Bushell Reed Business Publishing Sally Cartwright Hello Magazine Olwen Cox WRAP Tony Jones Pensord Ltd Colette Mahon Redwood Nick Mazur PPA Pat O’Brien Paper Purchase & Management Ltd Terry Parry UPM Jaqueline Pilot NPA


Appendix 3: Case Studies


Case Study: JELD-WEN Catalogue

Recycled-paper catalogue highlights corporate values

Based in Sheffield, JELD-WEN UK Ltd is a leading supplier of window frames, door frames and other timber products for the home and office markets. The company promotes its products particularly to architects and builders, and exhibits at the Ideal Home Show and some other ‘general’ events.

JELD-WEN publishes a wide range of promotional literature, with a key role played by its annual high-quality, full-colour main catalogue. Produced in exactly the same way as a magazine, this catalogue is adhesive-bound and printed using a heat-set web offset (HSWO) process. It is 112 pages long, plus a four-page cover, and has a print run of 500,000.

Key Facts■ Wood-product supplier JELD-WEN UK

Ltd printed its main 2007 catalogue on 100% recycled-content paper.

■ The catalogue’s deliberately ‘natural’ look and feel promotes JELD-WEN’s product range and overall corporate values very effectively.

■ Using recycled paper did not result in any major production problems.

■ Building on this success, the company has now extended its use of recycled paper to other catalogues and brochures.

“JELD-WEN specifically wanted a paper that looked recycled”

In the past, JELD-WEN printed the catalogue on wood-free gloss paper made from 100% virgin fibre, with a gloss-varnished cover. In 2007, however, the company switched production to an uncoated 100% recycled-content paper.

Motivation to ‘go recycled’Careful management of natural resources is central to JELD-WEN’s corporate culture, with strict procedures in place on waste management and recycling, for instance. JELD-WEN also actively encourages its staff to identify ways of making its products and operations as environmentally friendly as possible. This approach does not just aim to promote sustainability. With a number of customers regularly requesting information on how JELD-WEN manages its environmental impact, it is also a commercial necessity.

The company therefore responded very positively when design agency IRIS, which has worked for Jeld-Wen for around 10 years, suggested producing the main Jeld-Wen product catalogue on recycled paper.

The process involvedWorking closely with Southernprint Ltd (the print contractor for the catalogue), IRIS identified a range of recycled papers with the potential to meet the requirement. Southernprint’s input on how the different papers would print, as well as on their look and feel, cost and availability, was extremely valuable. IRIS then submitted the shortlisted papers to JELD-WEN for consideration.

Reflecting its environmental motivation, JELD-WEN specifically wanted a paper that looked recycled. By ensuring that the new version of the catalogue appeared different from previous editions, this would provide a clear demonstration that the company was continuing to look for ways of reducing its environmental impact.

Although the overall quality of the final printed product was an important issue, paper whiteness was therefore not a key consideration. To provide complete reassurance that recycled paper could deliver the required results, Southernprint undertook a series of print trials at its own expense. Supervised by IRIS, the trials produced samples of typical catalogue spreads using test files supplied by JELD-WEN. The spreads’ subject matter deliberately included important colours and light and dark images.

Following the print trials, as well as an examination of publications (such as fashion brochures) printed on recycled paper and an investigation of paper availability, two uncoated 100% recycled-content papers – Cyclus and Reprint – emerged as the preferred candidates. These stocks have similar characteristics but Cyclus was ultimately chosen because it had a shorter lead-time.

After consultation with colleagues, JELD-WEN’s Marketing Director took the final decision that the 2007 catalogue should be produced on this recycled stock. On its back cover and inside back page, the resulting catalogue includes statements that it is printed on 100% recycled paper. JELD-WEN has also issued press releases to raise awareness of the switch to recycled stock.

Results and perceptionsIn terms of production, less ink was needed to achieve target densities. As with many uncoated recycled stocks, though, there was an ink rub problem. This was due to the fact that it is harder to dry ink on recycled stock and, because of the particular press used, it was not possible to add driers to the ink. The press therefore had to run a little more slowly, resulting in a small increase in the overall cost of production which was absorbed by the print contractor. Talcum powder was used to avoid rub problems in binding.

No other problems arose in running the job, with standard quality-control procedures employed throughout the production process. There was no need to change the reprographics in order to compensate for any changes in dot gain or in other print characteristics.

In terms of quality, the recycled paper completely met its objectives. The colours appear nice and dense and, as intended, the catalogue’s ‘natural’ look and feel has stimulated a lot of comment. The overall impression is completely in keeping with JELD-WEN’s range of products (all of which are made from wood obtained from sources certified as environmentally responsible), as well as with the company’s corporate values and business philosophy.

Crucially, recipients of the catalogue have reacted favourably. IRIS, too, has noted a strong response – even from competitors. From a creative perspective, the recycled paper complements the more ‘lifestyle’ approach of the 2007 catalogue perfectly.

In terms of cost, the change to recycled stock involved a very modest increase, compared with the virgin paper previously used. However, the two products are not directly comparable. In the long term, JELD-WEN will seek to achieve price parity with other papers. ConclusionsJELD-WEN, IRIS and Southernprint have all been delighted with the catalogue produced on 100% recycled stock. Although JELD-WEN does not have formal targets relating to recycled paper, company policy is to increase its use not only for promotional literature but also for packaging and for instruction leaflets. In addition to the main catalogue, three other catalogues and brochures have now been printed on recycled paper, with colour consistency achieved across all three.

Summary Changing to 100% recycled paper has met every objective that JELD-WEN aimed to achieve by making the switch.

“Going recycled has delivered exactly the result we wanted to achieve” Joanne Mitchell, JELD-WEN UK Ltd


“It’s remarkable just how far recycled papers have advanced in recent years” David Mears, Southernprint Ltd


The printer’s experience of recycled papersSouthernprint Ltd processes around 80,000 tonnes of paper a year. Recycled paper currently accounts for 3500 tonnes of this amount and this figure is increasing steadily. The company’s printing equipment includes a 64-page MAN Lithoman IV, which it used to produce the JELD-WEN Catalogue.

Overall, Southernprint finds dealing with recycled-content papers relatively straightforward. In the company’s experience, press technology and recycled paper have improved over the last few years to the point where recycled stock can be treated as ‘just another grade of paper’. Although the cost of producing the JELD-WEN Catalogue on uncoated recycled stock did increase slightly on account of ink rub and slower running, Southernprint has found that the impact of coated recycled grades is generally very marginal.

The company has also received a number of enquiries from potential customers who have seen – and liked – the JELD-WEN Catalogue.

Waste & Resources Action Programme

The Old Academy21 Horse FairBanbury, OxonOX16 0AH

Tel: 01295 819900Fax: 01295 819911E-mail: [email protected]

Helpline freephone0808 1002040

For more information contact:

Joanne MitchellMarketing DirectorJELD-WEN UK LtdWoodhouse MillSheffield S13 9WHCall: 01142 542332E-mail: [email protected]

Maria VardyClient Services DirectorIRIS70-71 Cornish PlaceCornish StreetSheffield S6 3AFCall: 01142 703500

David MearsPurchasing DirectorSouthernprint Ltd17-21 Factory RoadUpton Industrial EstatePooleDorset BH16 5SNE-mail: [email protected]

www.wrap.org.uk/manufacturing

While steps have been taken to ensure its accuracy, WRAP cannot accept responsibility or be held liable to any person for any loss or damage arising out of or in connection with this information being inaccurate, incomplete or misleading. For more detail, please refer to our Terms & Conditions on our website www.wrap.org.uk

Case Study: Terrorizer

Music magazine moves to 100% recycled paper

Terrorizer is a specialist monthly magazine focusing on the ‘extreme music’ scene. Established in 1993, it has secured a leading position in this niche market with a total of over 160 issues produced to date. Published by Dark Arts Ltd, Terrorizer’s worldwide circulation (covering the UK, the USA and Australia) is currently 15,000.

Heavy ink coverage, which delivers high colour saturation, is one of the publication’s defining characteristics. For example, the adverts it carries often consist of solid-image backgrounds with reversed-out text. In addition, the quality and ‘feel’ of the paper play an important role in determining the overall impact and impression created by the magazine.

For the last four years, the inside pages of Terrorizer have been printed on 90gsm silk paper manufactured from 100% recovered fibre. The cover is produced on 200gsm gloss paper made from 100% virgin fibre. A heat-set web offset (HSWO) process is used to print the magazine.

Motivation to ‘go recycled’Following a change of publisher, Dark Arts Ltd took responsibility for publishing Terrorizer and took the opportunity to review the paper specification. Up to that point, the publication had been produced on 100% virgin paper. The new publisher, prompted by a passionate concern for the environment, decided to assess the scope to switch production to recycled-content paper. Specifically, this step reflected the new publisher’s strong belief that it is the responsibility of the publishing industry to take the whole issue of environmental accountability very seriously.

‘The change of paper has not harmed the magazine’s look and feel’

Key Facts■ The inside pages of ‘extreme music’

magazine Terrorizer are printed on paper made from 100% recovered fibre.

■ Using recycled stock publicly demonstrates the publisher’s commitment to helping the environment.

■ No problems have arisen in printing or finishing, despite the magazine’s very high ink coverage, and making the change has been cost-neutral.

■ There have been no adverse reactions from advertisers or readers.

The process involvedInitially, there was a degree of reluctance within Dark Arts Ltd to consider printing Terrorizer on recycled stock. This was largely due to misconceptions about the environmental impact of the chemicals used in the manufacture of recycled papers. Research was therefore undertaken on this topic.

The research showed, to the satisfaction of everyone in the company, that the chemicals actually have a reduced or (at the very worst) equivalent environmental impact compared with the chemicals used in the manufacture of virgin papers. A decision to authorise a move to stock with over 50% recycled content was subsequently taken jointly by the Managing Director of Dark Arts Ltd and the editor of Terrorizer.


“It’s ‘greener’, it’s just as easy to print on and there’s no price premium – there really hasn’t been a downside to using recycled paper” Pete Yardley, Dark Arts Ltd

Paper whiteness is often a key issue for publishers considering whether to make the switch to recycled paper. This was not the case with Terrorizer, however, because the style and design of the magazine mean that very little of the paper surface remains unprinted. Nevertheless, paper quality was an important consideration when deciding which particular recycled stock to choose. The stock also had to be able to support heavy ink coverage. In addition, the weight of the paper had to be 90gsm in order to maintain the publication’s feel and therefore its quality as perceived by the readership.

V Green Silk was the paper identified as best meeting these criteria. A print trial using a single reel of V Green Silk was undertaken by Wyndeham Heron Ltd, the contractor responsible for printing Terrorizer on behalf of Dark Arts Ltd, and proved a complete success.

Following the trial, Dark Arts Ltd authorised a full-scale, permanent switch to using V Green Silk for the inside pages of the magazine. The company has retained responsibility for buying the paper for each issue and supplying it to Wyndeham Heron. To date, however, Dark Arts Ltd has not identified a recycled stock suitable for replacing the gloss virgin stock used for the publication’s cover.

‘Myths about the disadvantages of recycled paper were completely resolved’

‘Going recycled raised the magazine’s profile’


Results and perceptionsIn terms of production, printing, binding and finishing have all been completely trouble-free. Reprographics preparation is the same as when printing on virgin paper and there have been no reported problems connected with drying, register or web breaks.

In terms of quality, the recycled paper has fully met the requirements and expectations of Dark Arts Ltd. Most importantly, there have been no adverse reactions from either advertisers or the magazine’s readers. In fact, the readers have, if anything, seen the switch to recycled paper as a positive step towards protecting the environment.

In terms of cost, the recycled paper has not proved to be any more expensive than the virgin stock it replaced. Ensuring cost-neutrality was not actually a key aim when making the switch, so paying a small price premium for the recycled paper would have been perfectly acceptable. The fact that this has not been necessary has been an additional benefit.

ConclusionsDark Arts Ltd is very positive about its use of recycled-content paper in Terrorizer and fully intends to continue using it in this publication. As a result of commendations and press coverage received following the switch, the magazine’s profile has been raised very effectively. Dark Arts Ltd hopes that it will be possible to identify a suitable recycled-content stock for the magazine’s cover in the near future.

Summary Switching the inside pages of Terrorizer to 100% recycled paper has delivered an excellent outcome in every respect.

“The paper hasn’t compromised printing, binding or finishing, so production costs are no higher than for virgin stock” Dave Emeny, Wyndeham Heron Ltd

The printer’s experience of recycled papersWyndeham Heron Ltd prints Terrorizer at its site in Maldon, Essex, using a MAN Rotoman 32-page HSWO press. To date, only a small percentage of the company’s output is produced on recycled paper. However, Wyndeham Heron sees it as their job to deliver a high-quality finished product on any appropriate paper specified by their clients.

The company does not believe that the actual cost of printing is any greater for papers derived from recovered fibre than for virgin stock. Although noting that some recycled papers in the past caused debris and wash-up problems, Wyndeham Heron believes (based on its own experience) that this is no longer the case.

Overall, the firm is aware that publishers are becoming increasingly interested in using recycled paper. To enable it to respond to enquiries, Wyndeham Heron has compiled a list of around four recycled stocks that it feels confident in recommending. This list can be useful to publishers who want to use a recycled paper but have not been able to identify one that meets their requirements in terms of weight, whiteness or opacity.








Pete YardleyPublisher – TerrorizerDark Arts LtdUnit 3610-50 Willow StreetLondon EC2A 4BHCall: 0207 7297666Email: [email protected]

Dave EmenyManaging DirectorWyndeham Heron LtdThe Bentall Complex Colchester Road Heybridge Maldon Essex CM9 4NW Call: 01621 877777 Email: davidemeny@wyndeham

Case Study: Cambridge Matters

Switch to recycled paper goes without a hitch

Cambridge Matters is a quarterly magazine aimed at raising awareness of recycling and a range of other environmental issues in Cambridge. Delivered free to all households, it is produced on behalf of Cambridge City Council by Manning Publishing Ltd. With a clean, lively design, the magazine is comprehensively illustrated and includes process colour throughout. Each edition is 24 pages long (self-covered) and has a print run of 45,000.

Key Facts■ Cambridge City Council’s environmental

magazine Cambridge Matters is printed on paper with 55% recycled content.

■ Using recycled paper has not compromised the quality of the magazine.

■ The recycled stock fully meets the Council’s requirements in terms of whiteness, opacity, bulk and rigidity.

■ No negative feedback has been received from advertisers or the magazine’s readers.

“Cambridge Matters was an obvious candidate for printing on recycled paper”

Initially, Cambridge Matters was printed on virgin paper derived from responsibly managed forests. Subsequently, it switched to 75% recycled-content paper, although this later became unavailable. Cambridge Matters is currently produced on 55% recycled-content paper, using a heat-set web offset (HSWO) process.

As a free publication, advertising revenue is crucial to the magazine’s viability. Adverts account for a third of its content and the majority of these are aimed at householders, although some target the small business sector.

Motivation to ‘go recycled’The recycling and environmental focus of Cambridge Matters made it an obvious candidate for production on recycled paper. Such a step was also consistent with Cambridge City Council’s overall environmental policy. However, the need to maintain the advertising revenues that almost entirely finance the magazine made it imperative that a move to recycled stock did not compromise the publication’s quality in any way.


Due to the unglamorous nature of some of the topics covered in Cambridge Matters, attracting advertisers is a constant challenge. Once attracted, it is vital to retain them. In this context, the magazine’s relatively high reproduction and print quality values have always been major selling-points and need to be preserved. The advertisers themselves – and their decisions to buy advertising space – are particularly sensitive to the issue of paper whiteness, closely followed by magazine bulk and rigidity.

If advertising revenues were compromised, the only practical alternative would be to fund the publication through the Council Tax. This could, however, seriously risk alienating local residents. It might even deter them from making the ‘green’ lifestyle choices and behavioural changes that Cambridge Matters specifically aims to encourage them to consider.

The process involvedIn switching to recycled-content paper, the key criterion was to identify a product that offered equivalent whiteness to virgin papers but did not cause a big increase in the budget for this cost-sensitive publication.

Cambridge City Council commissioned publishing services company Manning Publishing to assess the requirement, consult with advertisers and investigate recycled-paper options that might be appropriate for Cambridge Matters. Manning Publishing put together a multi-disciplinary team (consisting of publisher, commercial director and production/design manager) to undertake this task.

The team’s first objective was to understand what properties a recycled paper needed to have in order to meet the Council’s needs. Initially, the advertisers that the team spoke to were suspicious – they assumed the magazine would look less appealing if it was printed on paper incorporating recovered fibre. The advertisers also stressed that the paper that was finally chosen “had to be white”.

“The magazine’s advertising revenue hasn’t been put at risk in any way” Chris Manning, Manning Publishing Ltd

ConclusionsCambridge City Council believes the use of recycled paper has been consistent with their aim of making Cambridge Matters an attractive, unostentatious magazine that encourages recipients to read it but avoids criticisms that it wastes money. Future plans include broadening the magazine’s content whilst retaining a focus on environmental issues.

SummaryThe Council considers the use of recycled-content paper in Cambridge Matters to be a complete success.

The printer’s experience of recycled papersIn total, Warners (Midlands) plc produces around 3.5 million printed pages a year, using four 16-page web presses and one 32-page web press. Less than 1% of the company’s printed output is currently produced on paper containing recycled fibre.

However, the consensus within the company is that, while recycled papers do have different characteristics from virgin papers, this need have little or no effect on productivity. The key to avoiding production problems is to set the press correctly for each paper type.

Although some staff at Warners have a general perception of recycled papers as low in quality, based on past experience, this is being overcome as higher-quality recycled papers come onto the market. Overall, the company expects to see more clients using recycled paper in the future.

The paper specification ultimately developed by Manning Publishing stipulated two essential criteria: whiteness and good opacity. The company briefed printers on the possible recycled-paper options that combined these characteristics and then invited quotations, as well as advice and opinions on the papers’ performance. A suitable print supplier, Warners (Midlands) plc, was duly selected. Warners presented Manning Publishing with dummy copies of Cambridge Matters printed on different recycled papers, some of which Warners had already used on other publications.

As a result of this process, Manning Publishing took the view that the magazine should be printed on 90gsm Revive Matt – a paper containing a minimum 75% recycled content. When this product later became unavailable, the November 2006 issue of Cambridge Matters was switched to 100gsm 9Lives 55 Silk. This paper contains 55% recycled fibre from pre-consumer and post-consumer waste, plus 45% elemental chlorine-free (ECF) virgin fibre from responsibly managed forests. Subsequent editions of the magazine have also used this paper.

Results and perceptionsIn terms of production, no difficulties have been experienced when printing Cambridge Matters on recycled-content paper.

In terms of quality, the 75% recycled Revive Matt and the 55% recycled 9Lives 55 papers fully met Cambridge City Council’s requirements. These papers have provided satisfactory whiteness, opacity, bulk and rigidity, and have not had any negative impact on advertising sales. Neither advertisers nor readers have expressed any complaints, concerns or other negative comments about the use of recycled paper.

In terms of cost, using Revive Matt involved an increase of slightly over one pence per copy, compared with the virgin paper previously used. This was considered unavoidable in view of the need to maintain paper whiteness. Negotiations with the printer and the paper supplier ensured that the cost of using 9Lives 55 was similar to the cost of using Revive Matt.

“It’s easy to adapt the printing process to recycled-content paper” Eric Hayhurst, Warners (Midlands) plc







Chris ManningCommercial DirectorManning Publishing LtdThe Irwin CentreScotland RoadDry DraytonCambridge CB23 8ARCall: 01954 212906E-mail: [email protected]

Eric HayhurstManning Publishing’s Account ManagerWarners (Midlands) plcThe MaltingsManor LaneBourneLincolnshire PE10 9PHCall: 01778 391013E-mail: [email protected]



Case Study: New Internationalist

Campaigning magazine goes 100% recycled

New Internationalist is a subscription-only magazine published 11 times a year by the New Internationalist workers’ co-operative. Adopting a campaigning stance on a range of world issues, the publication has a clean, simple, almost academic design. It includes process-colour illustrations presented in both a textbook and a news-impact style.

New Internationalist is around 40 pages long and has a print run of 55,000. Because the magazine has a relatively low number of pages, the paper it is printed on plays a crucial role in determining its bulk and ‘feel’.

Now produced on 80gsm gloss paper made from 100% recovered fibre, the magazine is printed in the UK and Australia using a narrow heat-set web offset (HSWO) process.

Motivation to ‘go recycled’New Internationalist was first published in 1970, on paper manufactured from 100% virgin fibre. Five years ago, the publisher decided to switch the magazine to 100% recycled paper. The key driver was the strong conviction that this was the right course of action to take in terms of environmental and social responsibility.

The use of recycled paper provides essential reinforcement for the magazine’s brand image, with a recycling logo and the following statement appearing in every edition: ‘The New Internationalist magazine is printed on 100% post-consumer recycled paper by a printer who has environmental accreditation ISO 14001’. The publisher considers it increasingly important to know the exact sources of the recovered fibre used in the paper.

‘The key driver was the belief that going recycled was the right thing to do’

Key Facts■ New Internationalist magazine is

printed on paper manufactured from 100% recovered fibre.

■ The use of recycled paper underpins the magazine’s brand image and reflects the values of the publisher.

■ Introducing the paper has not led to any increase in printing or finishing costs.

■ There has been no negative feedback from the magazine’s subscribers.

The process involvedReflecting the organisation’s ethos, it was necessary for all of the co-operative’s directors to agree on the appropriate course of action to take. The magazine’s editorial, design, marketing and production teams also made a key contribution to the decision-making process. As New Internationalist is subscription-based rather than advertising-led, it was not considered necessary to consult advertisers prior to the change.

There was a general consensus that 100% recycled-content paper should replace the virgin stock previously used. Discussions subsequently centred on exactly which recycled paper would be most suitable for New Internationalist. The contractor responsible for printing the magazine in the UK, Warners (Midlands) plc, was therefore asked to provide around half a dozen examples of publications produced on a variety of recycled papers.

Paper whiteness was the main issue. In direct comparison with the virgin stock, it was evident that the recycled-content stocks were less white. However, in absolute terms, the quality of the recycled papers was appropriate to the needs of New Internationalist.

Once the publisher had drawn up a shortlist of the most promising recycled papers, Warners performed a series of print trials as a run-on to the magazine’s regular print run. Warners and the paper supplier shared the cost of these trials (around £600 in total). Based on the results, the publisher chose 60gsm Ultralux Gloss as the paper that best matched its requirements. Although a small amount of rippling was apparent, the publisher had also experienced this problem when using other papers in the past, including 100% virgin paper and even 90gsm stock.

Responsibility for sourcing the paper is delegated to Warners, which operates a just-in-time policy on paper supply. Only once in five years has an alternative paper had to be used in New Internationalist due to delivery problems – one small section of the magazine had to be printed on virgin stock.

Although 60gsm Ultralux Gloss was used initially, the 80gsm version of this paper is now preferred. This change was possible because changes in postal rates meant a heavier magazine could be distributed without incurring additional postal costs.

Results and perceptionsIn terms of production, there have been no major difficulties during the printing process and it has not been necessary to make any special changes to production methods. Although some problems have arisen in relation to register, especially with small, reversed-out type, the printer has advised that these are related to the paper’s lightweight nature and not its recycled content.

In terms of quality, there has been a noticeable improvement in the paper’s whiteness over the five years that the magazine has been printed on recycled stock. Moreover, there has been no negative feedback whatsoever from the magazine’s subscribers. The readers’ chief environmental concern has been the magazine’s distribution in polywrap packaging. The publisher responded to this concern by switching to the use of recycled manila envelopes.

In terms of cost, the recycled paper was a little more expensive than the virgin stock at the outset. This was acceptable as the paper enabled the publisher to meet its environmental responsibilities. Over the last three years, the cost of the new stock has not increased, eroding the price differential between the recycled paper and the virgin product it replaced. A position of price parity has now more or less been reached. Importantly, the use of recycled paper has not resulted in any increase in printing or finishing costs.


“Opting for recycled paper has helped to highlight our values without jeopardising the quality or impact of our magazine” Fran Harvey, New Internationalist

“In our experience, using recycled paper doesn’t mean increasing the cost of printing” Eric Hayhurst, Warners (Midlands) plc

‘Paper whiteness was the main issue’

‘A position of price parity has now been reached’

ConclusionsThe publisher of New Internationalist magazine is convinced that switching production to recycled-content paper has been an important, positive and beneficial course of action. No problems have been encountered as a result of making the change and so there are no plans to revert to using virgin stock at any point in the future.

Summary The publisher has been totally satisfied with the performance and impact of the 100% recycled paper now used in New Internationalist magazine.


The printer’s experience of recycled papersWarners (Midlands) plc produces around 3.5 million printed pages a year. Less than 1% of this total output is currently produced on recycled-content paper. The company’s infrastructure includes four 16-page web presses and one 32-page web press.

In the experience of Warners’ press operators, recycled papers can have different characteristics from virgin papers. In particular, web breaks can occur up to 25% more frequently than with virgin stocks, leading to increased production times. However, this problem can be avoided if press settings are balanced appropriately. Primarily, this means reducing feed and dancer tension.

Overall, Warners takes the clear view that recycled-content papers have not increased the cost of printing. As part of a service industry, the company sees its role as providing whatever the customer requires, including the ability to deliver a good-quality printed product on any suitable paper surface.








Fran HarveyProduction DirectorNew InternationalistTower HouseLathkill StreetMarket HarboroughLeicestershire LE16 9EFCall: 01858 438896

Eric HayhurstWarners (Midlands) plcThe MaltingsManor LaneBourneLincolnshire PE10 9PHCall: 01778 391013E-mail: [email protected]

Case Study: M for Mutual

Building society magazine successfully converts to 100% recycled paper

M for Mutual is a full-colour thrice yearly magazine available free to members of Britannia Building Society. Published for Britannia by major contract publisher Redwood, it focuses on a range of lifestyle topics, including financial, home-buying and other products/services available from Britannia. Each edition is 32 pages long, plus a four-page cover, and has a circulation of around 120,000.

When first introduced, Britannia’s magazine was printed on paper made from 100% virgin pulp. It is now produced on paper made from 100% recovered fibre (90gsm for the inside pages and 150gsm for the cover), using a heat-set web offset (HSWO) process.

Key Facts■ Britannia Building Society’s magazine

M for Mutual is printed on paper with 100% recycled content.

■ Using recycled paper has not affected the look or feel of the magazine, with no negative feedback received from its readership.

■ The switch from virgin to recycled paper has been completely cost-neutral.

■ Making the change has helped Britannia to progress its environmental agenda and broader CSR strategy.

‘The 100% recycled paper behaves almost exactly like a virgin paper’

M for Mutual maintains high production standards. The magazine carries adverts for Britannia products/services which demand excellent print quality. Overall, the magazine aims to grab the reader’s attention by incorporating strong, vibrant colours as well as images that ‘leap off the page’. This makes it essential that the paper provides both a good surface to carry the ink weight and a bright base to ensure good contrast.

Motivation to ‘go recycled’Improving environmental performance is a key driver for Britannia. Its Group Environment Policy forms an important component of its Corporate Social Responsibility (CSR) strategy. Switching M for Mutual to recycled paper was therefore an excellent way of making a significant contribution to Britannia’s ethical goals.

Redwood produces a number of publications on recycled paper for a variety of organisations. Based on this experience, the company was well aware that selecting a suitable paper for M for Mutual would mean ensuring that the stock met a range of quality and production criteria.

The paper had to have at least 75% recycled content in order to comply with Britannia’s environmental requirements and to carry the NAPM (National Association of Paper Merchants) logo, but its whiteness had to compare favourably with coated wood-free paper made from virgin fibre. While colour, look and feel were of paramount importance, so were considerations such as availability of supply and the need to ensure just-in-time delivery.

Another overriding aim was to identify a product that cost the same or less than an equivalent virgin paper. Britannia and Redwood also took the view that the product should have secured formal, authoritative certification of its environmental credentials.

The process involvedRedwood is responsible both for buying the paper used in M for Mutual and for delivering it to the printer, St Ives Plymouth Ltd. When preparing a shortlist of recycled-content papers potentially suitable for the magazine, Redwood included a number of products that it knew the printer had previously worked with. St Ives Plymouth then conducted a series of trials using the shortlisted papers, carried out as a run-on to the magazine’s regular print run and funded by the printer and the paper supplier.

Based on these trials, Redwood selected Eural SuperSilk as the best option. This is a 100% recycled-fibre paper manufactured in France from de-inked pulp. While there is a slight difference in shade compared with coated wood-free paper, Redwood judged that Eural SuperSilk would meet Britannia’s quality requirements and that the readers of M for Mutual would be happy with the magazine’s look and feel when printed on this environmentally friendly paper.

Both the European Paper Merchants’ Association (EUGROPA) and France’s Association des Producteurs et Utilisateurs de Papiers Recyclés (APUR) have certified the paper to carry their recycled-paper logos. The Eural SuperSilk product chosen for M for Mutual has also secured a Recycled Paper Logo from the UK’s National Association of Paper Merchants (NAPM). Because the dimensions of the publication (26cm x 23cm) are not a standard A4 size, the turn-round time for ordering the paper is 4-6 weeks.

The first issue of M for Mutual produced on the paper was published in 2005. Following the switch, Redwood carefully assessed the printed results issue by issue until the paper had ‘bedded down’. This is standard company procedure whenever a change to a completely new paper takes place. Each edition of the magazine is also subjected to a comprehensive post-issue review looking at every aspect of quality, including reprographics and inks as well as paper performance.


“Moving to recycled paper hasn’t meant compromising our design or production values” Colette Mahon, Redwood

“The recycled paper runs well and doesn’t pose any finishing problems”Jerry Westall, St Ives Plymouth Ltd


Results and perceptionsIn terms of production, the 100% recycled paper behaves almost exactly like a virgin paper. With only a possible hint of increased ink consumption, it does not present any ‘runnability’ problems and finishing performance is equally good. On one occasion, however, a technical problem at the paper mill meant that 150gsm stock for the magazine’s cover could not be supplied and, at short notice, virgin paper had to be used instead.

In terms of quality, introducing recycled paper has not been detrimental to the look or feel of the magazine. The art director responsible for M for Mutual has noticed a slight reduction in print quality, but this has not had any significant impact on the magazine’s design values or overall character. Indeed, no negative feedback has been received from readers since the switch was made two years ago.

In terms of cost, printing an issue of M for Mutual on 100% recycled Eural SuperSilk does not involve any additional expense compared with using virgin paper.

ConclusionsGoing recycled has been a great success. Without compromising on quality, M for Mutual now sends out a strong environmental message to Britannia’s members. For Redwood, too, the change has aided the ongoing development of ‘green’ credentials. Around half of all publications produced by Redwood are now printed on paper containing recycled fibre.

Summary Switching M for Mutual to 100% recycled paper has underlined the status of both Britannia and Redwood as forward-thinking, environmentally conscious organisations, while fully preserving the quality of the magazine.

“The paper could be suitable for a number of our weekly publications”Jeremy Bull, EMap Ltd

The printer’s experience of recycled papersIn total, St Ives Plymouth Ltd processes about 58,000 tonnes of paper a year, using three 32-page HSWO presses, a MAN Rotoman press and two M600 machines. Although only around 3% of the company’s printed output is produced on recycled-content paper (for example, the Wildlife Trusts’ magazine Natural World), this proportion is now increasing noticeably.

In the company’s experience, decisions to use recycled paper are rarely driven solely by economics and print trials can be a useful way of enabling decisions to be taken with confidence.

Overall, St Ives Plymouth has found that, although most 100% recycled papers do not run quite as well as lightweight coated (LWC) virgin papers due to a slightly lower consistency, this does not normally result in any production difficulties.






Colette MahonCommercial Production ManagerRedwood7 St Martin’s PlaceLondon WC2N 4HACall: 0207 7477313E-mail: [email protected]

Jerry WestallSt Ives Plymouth Ltd Eastern Wood Road Language Industrial Estate Plympton Plymouth PL7 5ET Call: 01752 345 411E-mail: [email protected]



Case Study: WI Life

Recycled paper meets new magazine’s commercial criteria

WI Life is distributed as part of the membership package to over 200,000 Women’s Institute members in England, Wales, the Channel Islands and the Isle of Man. Published eight times a year by the National Federation of Women’s Institutes (NFWI), the first edition appeared in February 2007.

The magazine includes a wide range of articles and news stories addressing the interests of Women’s Institute members. Advertising plays a key role and the publication has to maintain high production values to ensure that advertisers’ expectations are consistently met.

Each edition of WI Life comprises around 70 to 80 pages. The magazine is printed using a heat-set web offset (HSWO) process on 60gsm matt-finished paper manufactured from 100% recycled fibre.

Motivation to ‘go recycled’Right from its inception, WI Life’s publisher intended the magazine to reflect the NFWI’s responsible attitude towards environmental issues. Every aspect of the publication, its production and its distribution has therefore been specifically designed to embody eco-friendly principles wherever practical.

For example, the magazine uses vegetable rather than chemical-based inks and is distributed in completely biodegradable plastic wrapping. A prominent information box highlighting WI Life’s green credentials is included on the contents page of every edition and asks readers to recycle the magazine after use.

The decision to print the magazine on recycled paper was therefore a natural one and fully supported by the NFWI’s Board of Trustees.

Key Facts■ WI Life, the new magazine for members

of the Women’s Institute, is printed on paper with 100% recycled content.

■ The paper complements and promotes the publisher’s positive stance on environmental issues without compromising the quality of the magazine.

■ The paper has not caused any technical problems in the printing process, or any difficulties in securing advertising revenue.

■ The magazine’s readership has been supportive of the decision to opt for recycled stock.

‘Paper whiteness was an absolutely critical issue’

“Choosing 100% recycled paper was the clearest possible statement of our commitment to protecting the environment” Neal Maidment, WI Life

“From a commercial perspective, the paper meets all of our key requirements” Mark Linacre, WI Enterprises

Case Study: WI Life

Importantly, it was also consistent with the Care of our Environment campaign initiated by the NFWI in 2005. A key aim of this campaign is the prevention and reduction of waste and the conservation of natural resources.

The process involvedBecause WI Life was a completely new magazine, the publisher had more freedom of choice when selecting a recycled paper than a publisher introducing recycled stock for an established title; the need to ensure that the selected paper would seamlessly maintain continuity of brand image was simply not an issue. Nevertheless, it was vital that using recycled stock would not affect the quality of colour reproduction in the publication. The whiteness of the paper was also seen as absolutely critical.

In consultation with Headley Brothers Ltd, the contractor appointed to print WI Life, the publisher identified a paper that appeared to meet all the necessary criteria. However, this had to be rejected due to the extended lead time required for ordering the stock. Another option, 60gsm Signa Coat, was therefore identified. Signa Coat is a recycled paper made from 100% recovered fibre. The final decision to use this stock was taken after a print trial tested its ability to deliver the necessary quality of printed product.

Funded by WI Enterprises, the print trial consisted of a short production run of mocked-up samples of WI Life. The publisher was satisfied with the results, particularly in terms of look and feel. In addition, the recycled nature of the paper was apparent in the samples and it was believed that this would reinforce the environmental message which the NFWI wanted the magazine to convey. The trial was judged a success and the publisher gave the go-ahead for WI Life to be printed on 60gsm Signa Coat paper.

Responsibility for sourcing the paper for each issue is delegated to Headley Brothers. There are no indications that paper availability will present any problems, so the NFWI has considered it unnecessary to identify either a fallback stock or an alternative paper supplier.

Results and perceptionsIn terms of production, the 100% recycled paper has not caused any technical concerns for the print company. All feedback received from Headley Brothers about the performance of the stock has been good. No problems have arisen with ink-drying and the frequency of web breaks has been the same as normally experienced with virgin papers.

In terms of quality, the publisher is fully satisfied with the high standard of the final printed product. The matt-finished recycled paper was deliberately selected to demonstrate the NFWI’s environmental commitment and, as intended, does not create exactly the same impression as a gloss-coated virgin-fibre stock. (Gloss-coated recycled-content papers are now available in the marketplace, if a publisher requires them.)

The overall reaction of readers to the use of recycled paper has been positive. A small proportion of members have commented on the fact that the paper is not gloss-coated. The publisher has explained to them that the decision to use a matt paper was driven by environmental considerations.

The use of 100% recycled-content paper has not prevented the magazine from attracting advertising that would be equally at home in high-quality gloss publications. Advertising revenues have not been compromised in any way, thus meeting one of the NFWI’s key objectives.

In terms of cost, the recycled paper is a little more expensive than a typical virgin stock of the kind often used for this type of publication. This, however, was considered acceptable. Although paper costs always need to be considered carefully in any commercial publishing enterprise, the cost of the stock was not the overriding factor in deciding to go recycled in this particular case. ConclusionsThe NFWI considers the use of 100% recycled paper in its new flagship magazine to be a complete success. Using the paper not only supports the NFWI’s green agenda but is also spreading environmental awareness throughout the organisation’s 200,000-plus membership base.

Summary Opting for recycled paper has helped to set WI Life on an eco-friendly foundation that is contributing to the success of this new publishing venture.

Case Study: WI Life

The printer’s experience of recycled papersEquipped with three web offset presses and eight sheet-fed presses, Headley Brothers Ltd produces 160 million m2 of magazines a year. Around 2% of this total output is currently printed on recycled-content paper. As well as WI Life, the company prints a 24-page four-colour quarterly and a 76-page four-colour monthly magazine on recycled stock.

In Headley Brothers’ experience, recycled paper does not necessitate an increase in normal machine-cleaning or blanket-washing rates, or changes to normal ink/water balances, web tension settings or dryer and folder settings.

The firm has not put any special quality monitoring in place for recycled paper, handling it in exactly the same way as other stocks. The only area where some difficulty has been experienced is register. In Headley Brothers’ view, the key issues to bear in mind when choosing recycled paper are ‘runnability’ and cost.






Neal MaidmentWI Editor LifeThe National Federation of Women’s Institutes104 New Kings RoadLondon SW6 4LY Call: 0207 7315777E-mail: [email protected]

Mark LinacreGroup Manager,WI EnterprisesThe National Federation of Women’s Institutes104 New Kings RoadLondon SW6 4LY E-mail: [email protected]

Roger PittHeadley Brothers LtdThe Invicta PressLower Queens RoadAshfordKent TN24 8HHCall: 01233 623131E-mail: [email protected]



Case Study: Live

Sunday supplement opts for recycled paper

Live (which used to be called Night & Day) is a good-quality, high-volume colour magazine distributed free with the Mail on Sunday newspaper. It is also sold on a stand-alone basis. Published by Associated Newspapers Ltd, the magazine offers broadly based content typical of weekend newspaper supplements. It includes high-quality, often artistic photographs and a wide range of adverts, which are a crucial funding mechanism for this publication. Each edition of Live has a print run of around 2.6 million.

The inside pages are produced on 52gsm paper with a recycled content of at least 72% recovered fibre. The cover is produced on 100gsm coated wood-free paper made from 100% virgin fibre. Largely due to the length of the print run, a gravure printing process is currently used instead of a heat-set web offset (HSWO) process.

Motivation to ‘go recycled’Associated Newspapers has an extensive track record of using recycled-content paper in its publications. For instance, the London Evening Standard’s weekly supplement ES is printed on 65gsm 100% recycled paper.

Live was originally produced, using an HSWO process, on improved newsprint containing some recovered fibre. Ten years ago, the publishing team decided to explore the scope to upgrade the paper in order to achieve an improvement in quality. Specifically, the aim was to identify a paper offering good gloss, acceptable opacity and good print quality, but at the right price.

At that time, a super-calendered (SC) paper with 100% recycled content was undergoing trials at Associated Newspapers. The Mail on Sunday’s Managing Director saw the results and was sufficiently impressed to authorise the introduction of a 52gsm SC-B Combi paper with at least 72% recycled content for Live’s inside pages.

Key Facts■ The Mail on Sunday’s colour supplement

Live is printed on paper containing at least 72% recovered fibre.

■ The paper provided the whiteness, opacity and gloss needed to improve the quality of the final printed product.

■ Using recycled paper has not caused any delays in the production schedules of this tight-timescale publication.

■ Advertisers were consulted throughout the process of change and welcomed the switch of paper.

“There have been no problems with paper supply”

“Running the recycled paper has been no different from running other paper grades”

Underpinning this decision was the fact that the paper had the right characteristics in terms of quality and was available at an acceptable price. The recycled nature of the paper was not a factor in the decision. Non-recycled SC-A paper grades were also evaluated but were considered too expensive.

The process involvedBefore making the switch, the publishing team assessed the properties of the selected paper to ensure it met all key requirements. These included good whiteness, which is particularly important in terms of meeting advertisers’ expectations. With regard to brightness, which was not such a high priority, the selected paper was broadly equivalent to the newsprint it replaced. In accordance with Associated Newspapers’ policy, the non-recycled element of the paper is derived from responsibly managed forests certified in accordance with Forest Stewardship Council (FSC) criteria.

Although the decision to change papers was essentially the responsibility of the Mail on Sunday’s Managing Director, all such changes at Associated Newspapers are subject to a costings approval process. Any switch in paper must deliver a cost benefit, as well as an additional advantage. In the case of Live, the new paper was marginally more expensive than the newsprint it replaced. However, the improvement in quality – and the fact that advertisers were prepared to pay a higher rate to buy space in the magazine – justified the switch. The magazine’s main advertisers were consulted throughout the process of change.

Initial print trials using the selected stock took place over an eight-week period at Polestar Sheffield, the contractor responsible for printing Live. Longer runs then followed in order to assess the paper’s ‘runnability’. Once the final decision to switch to the new stock had been made, old stocks were run down and new supplies were organised over an eight-week period. Associated Newspapers retains responsibility for buying the paper for the magazine and there have been no difficulties with paper supply.

Results and perceptionsIn terms of production, the new paper has proved highly reliable – absolutely essential for a weekly magazine produced to a very tight deadline. The stock is run at press speeds of just over 14m per second without any significant problems. There are generally no difficulties with binding the magazine. Very occasionally, a problem has occurred with opening thin sections on the gatherer/stapler, but there is no noticeable difference between recycled and virgin papers in this respect.

In terms of quality, the recycled paper produced satisfactory results, even though at first it was not optimised for HSWO or gravure printing. However, Associated Newspapers worked with the manufacturer to optimise it for HSWO, leading to much better printability and a more stable result. Following a decision to change from HSWO to gravure printing about two years ago, the paper was gravure-optimised, maintaining – or perhaps slightly improving even further – the quality of the printed product. Crucially, advertisers have welcomed the improvement in print quality that the move to recycled paper has delivered. Print quality is continuously monitored by Associated Newspapers’ quality control laboratory, although paper quality remains the responsibility of the paper supplier.

In terms of cost, the switch to recycled stock did involve paying a price premium compared with the previous stock. This was considered acceptable, however, in view of the resulting improvement in quality and the fact that advertising rates could be increased. In Associated Newspapers’ view, the company is paying the market rate for a paper of the appropriate grade.

“The paper we’re using helped us achieve a better-quality publication at a very acceptable price”Dr Rick Stunt, Harmsworth Quays Ltd

“On a job like this, the paper has to be totally reliable – and this one definitely delivers”Tim Evans, Polestar Sheffield

Case Study: Live

“The recycled paper performs just like any of the other grades we use”Tim Evans, Polestar Sheffield

“Advertisers are happy to pay a slightly higher rate for the space they buy”

ConclusionsMaking the switch has strengthened the relationship between Live and the advertisers that promote their products in the magazine.

Summary Associated Newspapers is very pleased with the better quality resulting from the change of papers and has no plans to change stock again.

Case Study: Live

The printer’s experience of recycled papers Polestar Sheffield produces 1.8 billion magazine sections a year, varying in size from 16 to 96-plus pages. The company’s facility employs high levels of automation and includes three 3.8m-wide and two 2.5m-wide presses.

Live is currently the only publication produced by Polestar Sheffield on recycled-content paper. However, the scale of the job means that it constitutes around 14% of the company’s total annual output.

The publication is produced on all of Polestar Sheffield’s presses from time to time. The common experience across every one of these machines has been that the recycled paper performs every bit as well as any of the other papers used by the company.






Dr Rick StuntGroup Paper DirectorHarmsworth Quays Ltd (part of Associated Newspapers Ltd)1 Surrey Quays RoadLondon SE16 7NDCall: 0207 6347804E-mail: [email protected]

Tim EvansPressroom ManagerPolestar Sheffield Shepcote LaneTinsleySheffield S9 1RFCall: 01142 841700E-mail: [email protected]



Case Study: ES

Recycled paper cuts the cost of colour supplement

ES is a glossy lifestyle magazine distributed with the Friday edition of the London Evening Standard newspaper. Published by Associated Newspapers Ltd, its wide-ranging content, focusing on fashion, beauty, food, travel, shopping and celebrity news, includes many high-quality, often artistic photographs. Some of these accompany editorial text, while others are integral to the magazine’s advertising content. Each edition of ES has a print run of over 300,000.

This full-colour supplement is printed, to a tight weekly schedule, using a heatset web offset (HSWO) process. For the last four years, all inside pages have been produced on 65gsm paper made from 100% recovered fibre. The cover is printed on 100gsm coated wood-free paper derived from responsibly managed forests certified in accordance with Forest Stewardship Council (FSC) criteria.

Maintaining the overall quality of ES is critically important, both to the magazine’s publisher and to those who buy advertising space in the publication. The adverts primarily target affluent readers and so generally promote premium-grade products.

Motivation to ‘go recycled’When first published, ES was printed entirely on lightweight coated plus (LWC+) paper made from 100% virgin fibre. The main motivation to discontinue use of this stock was a commercial one, based on purely economic considerations. The publisher wanted to make reductions in the cost of the magazine’s production and switching to a different grade paper was an obvious way of achieving this goal.

Key Facts■ The inside pages of the London Evening

Standard’s colour supplement ES are produced on paper made entirely from recovered fibre.

■ Introducing recycled paper has enabled the publisher to achieve valuable cost savings.

■ Using this paper has not caused production delays or any significant printing problems.

■ Since making the switch from virgin stock, no critical comments have been received from readers of the magazine.

‘No advertising revenue has been lost as a result of switching to recycled stock’

At the outset of the process, identifying a recycled-content paper to replace the original stock was not a specific objective. However, in assessing the different options available, it became clear that 65gsm Leipa paper – an LWC stock with 100% recycled content – would be fit-for-purpose for producing the magazine’s inside pages. Associated Newspapers also uses recycled-content paper for some of its other publications. These include the Mail on Sunday’s Live supplement (which used to be called Night & Day), now printed on either 72% or 100% 52gsm recycled-content paper.

The process involvedAfter carefully evaluating the options, the Managing Director of the Evening Standard took the decision to switch the inside pages of ES to the Leipa recycled paper. Although the magazine’s editor naturally had reservations, this decision was recognised as a necessary compromise consistent with the wider requirement to produce the magazine more cost-effectively.

At Associated Newspapers, all such changes from one type of paper to another are subject to a costings approval process. The company’s policy is that any change of this kind must have a cost benefit, as well as an additional advantage. In the case of ES, the switch would enable a real cost reduction plus an environmental benefit to be achieved, so the Managing Director’s decision was approved.

For each issue of the supplement, Associated Newspapers purchases the 100% recycled paper and supplies it, on a just-in-time basis, to Polestar Colchester, the company that has been responsible for printing ES for over two years. Since going recycled, the magazine has continued to be produced in complete accordance with the demanding weekly schedule, with printing taking place on Monday, binding on Tuesday and delivery to Associated Newspapers on Wednesday. There have been no problems with paper supply.

Results and perceptionsIn terms of production, the use of 100% recycled paper has not caused any major difficulties. Waste levels are not noticeably different from using any other stock, while ‘runnability’ and ‘foldability’ are good and no change in normal running speeds is required. In addition, ink-drying has not posed any problems and there has been no alteration in ink demand. More fount solution and (occasionally) an extra blanket wash are needed but, overall, the only significant issue

that has had to be addressed has been the particularly tight ink tolerances required by Associated Newspapers. Achieving this is a challenge due to an apparent inconsistency in the recycled paper.

In terms of quality, the recycled paper has had a marginal impact on the appearance of the printed magazine. However, the decrease in quality has not proved to be very significant. It is possible to detect a ‘barring’ or ripple effect in the printed paper (largely due to ink weight and high paper coverage). This occurs with many HSWO-printed papers but appears to be slightly more obvious when using recycled stocks.

The switch from virgin to recycled paper has attracted little comment from advertisers, who have continued to provide good support for ES. Initially, some advertisers observed that the recycled paper was less bright and less white than the paper it replaced, but no advertising revenue has been compromised.

Although ES regularly receives reader feedback, no criticisms have been made regarding the paper that the magazine is now printed on. This suggests that the 100% recycled-content stock is perfectly acceptable to this publication’s audience and is well-suited to ES’s position in the market place.

In terms of cost, a real reduction has been achieved by moving to recycled paper. This paper is bought at the normal market rate, with no special discounts in place. ConclusionsAssociated Newspapers is very satisfied with the outcome of its decision to print the inside pages of ES on an appropriate paper made entirely from recovered fibre. The company fully expects to continue producing the magazine on a recycled-content paper in the future.

Summary Switching to 100% recycled paper has enabled the publisher to achieve valuable cost savings, while not causing any significant change to the magazine’s overall appearance.

“Everyone involved in producing ES has been very satisfied with the outcome” Dr Rick Stunt, Harmsworth Quays Ltd

“We’ve found that the best approach to using recycled paper is to treat it like any other job” Craig Allen, Polestar Colchester

Case Study: ES

Case Study: ES

The printer’s experience of recycled papersPolestar Colchester produces ES magazine at one of its HSWO plants which is equipped with four 32-page presses (MAN Rotoman and Polyman machines), a Goss Sunday 4000 press and a Heidelberg eight-page mini-web press.

The company finds that, in general, the most effective approach to using recycled-content paper is to treat it as ‘just another job’ and to apply usual in-house procedures. Other jobs for which Polestar Colchester uses recycled stock include Lewisham Council’s monthly magazine Lewisham Life (125,000 print run).

In the press operators’ experience, recycled papers are weaker than virgin grades and this requires particular attention to in-feed tension and web tension through the machine. More fount solution is also often needed. With some recycled stocks (although not with the paper used on ES), Polestar has found a modest increase in ink to be necessary in order to overcome a tendency to linting. Inconsistency is not generally a problem with recycled papers.






Dr Rick StuntGroup Paper DirectorHarmsworth Quays Ltd (part of Associated Newspapers Ltd)1 Surrey Quays RoadLondon SE16 7NDCall: 0207 6347804E-mail: [email protected]

Craig AllenPressroom ManagerPolestar ColchesterNewcomen WaySeveralls Industrial ParkColchesterEssex CO4 9TGE-mail: [email protected]

David MearsPurchasing DirectorSouthernprint Ltd17-21 Factory RoadUpton Industrial EstatePooleDorset BH16 5SNE-mail: [email protected]



Appendix 4: Print Trials


Print Trial: Walk

Recycled-paper print trial delivers promising results

Walk is a quarterly magazine published by – and distributed free to members of – the Ramblers’ Association, Britain’s biggest walking charity. Incorporating scenic photographs, maps and a range of adverts promoting, for example, premium outdoor products, Walk has a glossy cover and a portrait format (28.2cm x 21cm). Each issue is usually around 96 pages long, plus a four-page ultra-violet (UV) varnished cover.

Printing, which is subcontracted to Southernprint Ltd in Poole, uses a heat-set web offset (HSWO) process. The inside pages are produced on 75gsm NovaPress near-wood-free gloss coated paper. This replaced an 80gsm paper previously used, due to the need to meet the current target postage weight. Nevertheless, the 75gsm paper continues to ensure good opacity. The magazine’s high-impact cover is produced on 130gsm Royal Roto wood-free gloss coated paper. Walk has a circulation of between 106,000 and 112,000.

Motivation to ‘go recycled’The core objective of the Ramblers’ Association is to promote walking and improve conditions for all walkers. A significant proportion of its membership is committed to protecting the environment. Exploring the scope to switch production of Walk from non-recycled to recycled stock was therefore a natural step.

There is an ongoing need, however, for the Ramblers’ Association to take into account the preferences of the organisations that advertise in the magazine and the economics of the publication’s production. As long as switching to recycled paper did not impact negatively in either respect, the Association would consider approving such a change.

“A number of consumers preferred the recycled-paper version of the magazine”

Key Facts■ The publisher of Walk magazine

carried out a trial print run using paper incorporating 80% recycled content (for the cover) and 50% recycled content (for the inside pages).

■ Only limited adjustments were needed during printing to accommodate recycled stock.

■ A consumer panel rated sample copies positively against a range of key criteria.

■ Both the publisher and the printer were pleased with the copies of the magazine produced by the print trial.

The process involvedThe papers selected for the print trial are described below.

■ Inside pages: 70gsm RePrint Matt (75gsm stock was not available). This paper contains a minimum 50% recycled fibre, plus a minimum 17.5% virgin fibre derived from responsibly managed forests certified in accordance with Forest Stewardship Council (FSC) criteria. Although a matt product, it was selected because no comparable glossy papers were available with this level of recycled content. The paper’s key characteristics include 90% ISO brightness, 12% TAPPI gloss and 91% ISO opacity.

It became clear during the trial that, despite its lower grammage, the RePrint Matt was at least as thick as the 75gsm paper it replaced. Differences in optical properties were also apparent, so laboratory tests at Pira International compared the papers. The tests confirmed that the recycled stock was marginally bulkier and slightly less bright and white than the NovaPress stock.

■ Cover: 150gsm Greencoat Gloss (130gsm stock was not available). This paper contains 80% post-consumer fibre, plus 10% totally chlorine-free (TCF) virgin fibre and 10% elemental chlorine-free (ECF) virgin fibre. It has secured FSC certification as well as a National Association of Paper Merchants (NAPM) Recycled Paper Mark. The paper’s key characteristics include 96% ISO brightness, 66% TAPPI gloss and 89.5% ISO opacity.

The print trial at Southernprint Ltd used a MAN Roland Lithoman IV press for the inside pages and a MAN Roland R711PLV sheet-fed offset press for the covers. The latter machine includes an in-line reel sheeter deliberately by-passed in this trial. After printing on pre-cut sheets, the covers were sealed and UV varnish-coated. The inside pages (one 32-page section two-up and one 64-page section) were printed as run-ons after the standard runs, with reels of recycled paper spliced in. In total, 1000 copies of Walk were produced.

Production considerationsAfter minor creasing problems at the first unit, the RePrint Matt paper ran well at the standard press speed of 38,000 impressions per hour. The stock proved much more absorbent than the standard paper, causing the automatic inking system to call immediately for more damp. Small adjustments to inking levels and register controls ensured achievement of good print quality within a few minutes.

Although web wave was slightly greater with the recycled stock, this effect was temporary. In addition, foredge growth was slightly inferior compared with the usual stock. No problems, however, arose with the perfect binding.

Results and perceptionsThe operators of the printing press were happy with the results, although they felt the illustrations on the inside pages were not as sharp as normal due mainly to the lower gloss of the recycled stock.

The publisher said the results exceeded their expectations. In particular, they thought the recycled-content cover was at least as good as the regular cover, with no significant difference in appearance between the recycled and virgin papers.

Print Trial: Walk

“We believe our advertisers would find the recycled paper perfectly acceptable”Denise Noble, the Ramblers’ Association

Print Trial: Walk

“We didn’t expect such a good result” Denise Noble, The Ramblers’ Association

On the inside pages, the publisher rated the colour quality as good and did not perceive the reduction in gloss to be a major issue. In fact, they thought this reinforced the paper’s ‘ethical’ feel. While noting a barely perceptible reduction in image lift, they took the view that this would be acceptable to advertisers.

The magazine’s editor felt that the 70gsm RePrint Matt was not stiff enough compared with the 75gsm paper normally used. However, RePrint Matt is not available at 75gsm and choosing the 80gsm version would have unacceptable implications for postage costs.

A panel of consumers, comprised of active magazine purchasers and readers, examined trial samples alongside ‘regular’ samples of the magazine, without knowing which were which. The panel delivered marks out of four on a range of specific characteristics (whiteness and brightness; opacity; feel, smoothness and stiffness; gloss of paper and ink; and colour saturation and lift – see graph), as well as on the papers’ relative merits.

The number of panel members preferring the recycled samples almost equalled the number expressing a preference for the virgin samples. The following opinions were typical:

■ “pretty much identical”;■ “matt [the recycled paper] feels more

appropriate to a walking magazine”;■ “image quality [on the recycled paper]

is not quite so good”; and ■ “I prefer the more rustic feel

[of the recycled paper]”.

The panel was also asked to quantify its overall impression of each paper. Out of a possible ten, the panel gave the recycled-paper version a score of 7.3 and the regular version a score of 8.2. A score of 7.5 had been defined before the exercise as equivalent to a ‘good overall impression’. The panel therefore had a slight preference for the virgin paper, but still rated the recycled paper as a good product.

ConclusionsThe fact that the consumer panel experienced considerable difficulty in distinguishing the 50% recycled paper from the 100% virgin paper demonstrated that the two products have very similar characteristics.

This conclusion was reinforced by the fact that the publisher did not identify any conspicuous difference between the two versions of the magazine, although they did highlight some features of the recycled paper that they considered slightly inferior to those of the virgin paper.

Summary The marked overall similarity between the 50% recycled-content paper used in this trial and the virgin stock it replaced indicate significant scope for publishers to consider using the recycled paper in appropriate high-quality magazines.

Assessment Scores - Walk Magazine

Whiteness and brightness

Opacity

Feel Smoothness and Stiffness

Gloss of paper and ink

Colour saturation and lift

Average

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

Recycled

Virgin

4.00








Denise NobleThe Ramblers’ Association 2nd FloorCamelford House,87-90 Albert EmbankmentLondon SE1 7TW

David MearsPurchasing DirectorSouthernprint Ltd17-21 Factory RoadUpton Industrial EstatePoole Dorset BH16 5SN

Print Trial: New Woman

Recycled paper shows potential for use in consumer magazines

New Woman is a glossy monthly magazine typical of many high-volume titles aimed at the consumer market. It is published by Emap Ltd, the UK’s second-largest consumer magazine publisher; Emap also produces a range of business-to-business publications. Containing a high proportion of full-colour advertising, New Woman has a portrait format (28.5cm x 21cm) and each issue is usually around 120 pages long, plus four-page ultra-violet (UV) varnished cover.

Printing of the magazine is subcontracted to St Ives Peterborough Ltd, part of the St Ives Group. (Sections of New Woman are sometimes printed elsewhere within the group.) Printing involves a heat-set web offset (HSWO) process, normally on 60gsm gloss UPM (Caledonian) Cote – a lightweight coated (LWC) mechanical paper. The print run is typically 170,000.

Motivation to ‘go recycled’Emap had already used recycled paper to produce a special ‘eco’ edition of New Woman, with satisfactory results. Overall, though, Emap judged that this particular paper was not of high enough quality to warrant its use on standard editions of the magazine. Specifically, it was not sufficiently bright or white, while it also lacked gloss and opacity and contained occasional specks of debris, which can degrade some types of advertising image.

Since the ‘eco’ edition was produced a range of new papers with lower proportions of recovered fibre and good-quality coatings have come onto the market. Recognising their potential suitability for magazine production, Emap decided to carry out another print trial to explore the scope for switching New Woman to recycled-content paper. Cost-neutrality was a key criterion that would need to be met for such a switch to go ahead.

Key Facts■ The publisher of New Woman magazine

carried out a trial print run using paper incorporating 32% recovered fibre.

■ No significant problems arose during printing and the print contractor was pleased with the outcome

■ A consumer panel presented with sample copies found it very hard to tell the recycled paper from the virgin paper normally used

■ In the publisher’s view, although advertisers’ requirements meant the recycled paper was not appropriate for New Woman, it would be well-suited to some consumer publications.

“In terms of quality, the recycled and virgin papers were hard to differentiate”

The process involvedThe paper selected for the trial was 60gsm Norcote Super. This contains 32% recovered fibre, plus 41% mechanical pulp and 27% chemical pulp. Its key characteristics include 84% ISO brightness, 57% TAPPI gloss and 89% ISO opacity.

Conducted as a run-on to the magazine’s main production run, the print trial used a Harris 850c HSWO press with 126cm cut-off. Equipped with no special control systems (e.g. closed-loop colour control), this machine delivers 64-page sections at a rate of 22,000 per hour. The press and finishing conditions for the trial were as follows:

To complement the twin web-press configuration, two reels of Norcote Super paper were used, with two 32-page sections delivered from the press as a single 64-page section. By repeating this section the required number of times, the run produced enough printed samples to create 12 finished copies of the bound magazine.

Issues arisingSt Ives Peterborough, which employs around 200 people, have had limited experience of using paper with recycled content. Currently, recycled paper accounts for less than 5% of the company’s overall throughput. Despite this, they encountered no technical difficulties when carrying out the print trial for New Woman magazine.

The recycled paper proved more absorbent than the virgin stock normally used, requiring a minor increase in damp feed. The absorbed moisture caused the paper web to become wider as it travelled through the machine, and this in turn required a small adjustment to the ‘bustle’ setting. This, however, is a perfectly routine procedure in the printing process. (The bustle is a system of wheels and/or air jets which run in the gutters between pages. By causing a small, localised web deflection, the bustle pulls in the outer pages and ensures that image fit is achieved.)

Results and perceptionsThe operators of the printing press were pleased with the result of the trial. In their view, the printed image displayed good ‘lift’, although the Norcote Super paper exhibited a little more show-through than standard paper.

The publisher was concerned that the recycled paper samples produced might not meet advertisers’ exacting demands. In the publisher’s view, the samples were ‘flat’ and neither glossy nor smooth enough. In particular, they felt that blacks looked grey on the recycled paper and that show-through was worse than when using virgin paper.

“The print operation went without a hitch – we were very impressed with the paper”Colin Cox, St Ives Peterborough Ltd


Inks: Flint 2000 series;

Ink sequence (densities measured on a Gretag Macbeth D19C densitometer)

- Black (1.95-1.99); - Cyan (1.30-1.35); - Magenta (1.30-1.35); - Yellow (0.95-1.00);

Fount: Bousfield 2002;

Plates: Kodak Sword, exposed on a Creo Trendsetter VLF computer-to-plate (CTP) system;

Binder: Kolbus perfect binder;

Adhesive: Henkel (Safe Melt Q3131);

Binding speed: 10,000-15,000 per hour.


A panel of consumers, comprised of active magazine purchasers and readers, assessed some of the samples alongside ‘regular’ samples printed on 100% virgin paper, without knowing which were which. They were asked to give a score out of four on both papers’ suitability for this type of publication, as well as on their respective overall merits and specific attributes (whiteness and brightness; opacity; feel, smoothness and stiffness; gloss of paper and ink; and colour saturation and lift).

Most of those taking part in the panel found it hard to distinguish between the virgin and recycled papers, although there was some feeling that neither was really of adequate quality for a magazine of this type (possibly due to the 60gsm weight of paper employed). As the following examples show, individual comments varied significantly – perhaps reflecting that there was little practical difference between the two types of paper:

■ “no obvious difference”;■ “not easy to tell the difference”;■ “[the virgin paper] looks glossier”;■ “ [the recycled paper] is glossier,

smoother and whiter”.

The consumer panel were also asked to give a score out of ten for their overall impression of both the virgin and recycled content. A score of 7.4 was given for the recycled and 7.8 for the virgin paper. A score of 7.5 had been defined before the exercise as equivalent to a ‘good overall impression’.

ConclusionsAlthough passing the ‘consumer test’ and pleasantly surprising the print company, the 32% recycled-content paper used in this print trial did not convince Emap that a permanent switch to recycled paper would be justifiable for New Woman.

However, it is important to note that commercial publishers are (understandably) highly sensitive to potential criticisms from advertisers. A key issue here is that advertisers are generally used to seeing their adverts reproduced in magazines printed on heavier, higher-quality paper than New Woman. This inevitably produces superior results and so raises their expectations. Publishers are therefore naturally reluctant to make any changes to the production process which might risk – or might simply be perceived as risking – even a marginal decrease in print quality.

Summary Emap concluded that the recycled paper used in the New Woman print trial could be suitable for a number of its weekly publications. This is clearly an option that other magazine publishers, too, could benefit from exploring.

Assessment Scores - New Woman


Opacity




Average

Recycled

Virgin

“The paper could be suitable for a number of our weekly publications”Jeremy Bull, EMap Ltd

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00






Jeremy BullEmap Ltd1 Lincoln CourtLincoln RoadPeterborough PE1 2RFE-mail: [email protected]

Colin Cox (Press Room Manager) St. Ives Peterborough LtdStoreys Bar RoadEastern IndustryPeterborough PE1 5YSCall: 01733 555567E-mail: [email protected]

Hannah Chan (Production Co-ordinator)St. Ives Peterborough LtdStoreys Bar RoadEastern IndustryPeterborough PE1 5YSCall: 01733 296248E-mail: [email protected]



Print Trial: Optician

High-quality magazine printed on 50% recycled paper

Optician is a high-quality business-to-business (B2B) magazine published weekly by Reed Business Information, a major B2B media company. Incorporating colour photographs and a significant number of full-colour adverts, the magazine is specifically designed to look and feel both clean and clinical. It is produced in a portrait format (29.7cm x 21cm) and each issue is usually around 52 pages long, plus a four-page cover.

Using a sheet-fed offset process, Optician is normally printed on 90gsm Art Paper Gloss, a coated paper sold under the brand name Cymbal.

Motivation to ‘go recycled’Reed Business Information is proactively engaged in delivering a comprehensive Corporate Social Responsibility (CSR) agenda. The company is therefore eager to identify and consider opportunities to pursue CSR initiatives within its portfolio of magazine publishing activities, including the reduction of environmental impact through greater use of paper incorporating recovered fibre.

However, the company sees it as essential that any move towards recycled paper should not compromise its publications’ look, feel and quality, or the overall economics of publishing. The B2B magazine sector as a whole is under significant financial pressure, so a key priority for Reed Business Information is the preservation of advertising revenue. This in turn depends on advertisers being completely happy with the quality of the publications they buy space in.

Before proceeding with a trial print run of Optician using recycled-content paper, Reed Business Information therefore emphasised the need to ensure that the paper was as similar as possible to the virgin stock normally used to produce the magazine. Specifically, it needed

Key Facts■ The publisher of Optician authorised

a trial print run using 50% recycled-content paper.

■ No problems were encountered in the course of printing or finishing.

■ A consumer panel rated the sample of Optician printed on recycled paper as a good product, with the paper hard to distinguish from virgin stock.

■ While commenting that the virgin stock was slightly superior in some respects, the publisher took the view that there was little discernible difference between the two papers.

“Many consumers thought the recycled and virgin papers were identical”

to be comparable in price and to represent an excellent match in whiteness, gloss and opacity. In addition, it was very important that the recycled paper did not include visible particles. This is because debris of this kind is liable to degrade colour images – and particularly images of faces, which (due to Optician’s subject matter) appear quite frequently in adverts included in the magazine.

The process involvedThe paper selected for the trial was 90gsm Revive 50:50 Gloss. This contains 25% pre-consumer waste and 25% post-consumer waste (i.e. 50% recovered fibre in total); the remaining 50% comprises virgin pulp derived from responsibly managed forests certified in accordance with Forest Stewardship Council criteria. The paper’s key characteristics include 94% ISO brightness, 73% TAPPI gloss and 91% ISO opacity. (ISO = International Standards Organisation.)

A wide-ranging suite of tests were undertaken to compare this paper with the 100% virgin paper normally used. These tests assessed the whiteness, brightness and gloss of the two different types of paper, as well as their colour space L*, a* and b* (covering luminance and colour-opponent dimensions). The results indicated very little overall difference between the products, plus comparability in terms of the papers’ gloss. Some minor differences were apparent – namely, the Revive 50:50 Gloss was redder, less blue and slightly less white than the Cymbal paper.

Print contractor Williams Press, based in Maidenhead, undertook the print trial on Reed Business Information’s behalf. The print process used a 10-colour, sheet-fed Heidelberg press, with eight of the units employed. Using standard process-colour quickset inks at normal density settings, the press operated at a speed of 7000 impressions per hour and produced samples of the magazine in 16-page sections.

Production considerationsThe recycled paper exhibited good stability and ‘runnability’. No register adjustments were needed. Some minor colour/inking-level adjustments did prove necessary but these were not due to any paper-related issues. Finishing performance did not differ from that of the 100% virgin paper.


“There was hardly any obvious difference between the trial version and the standard edition of the magazine” Marianne Bushell, Reed Business Information


Results and perceptionsThe operators of the printing press were impressed with the behaviour of the recycled paper throughout the trial, but thought it seemed less glossy than the virgin paper, with printed images appearing slightly less sharp.

The publishing team were happy with the print trial, noting that overall there was little discernible difference between the trial edition of the magazine produced from 50% recycled paper and standard copies printed on 100% virgin paper. It was felt, however, that pictures did not appear quite as sharp on the recycled stock, that show-through was more marked and that the paper was lighter in feel and slightly less white than the virgin stock.

A panel of consumers, comprised of active magazine purchasers and readers, provided scores out of four for the sample magazine produced by the print trial and compared it with an edition of Optician printed on Cymbal paper. However, they were not told which version was which. The panel gave scores out of four on a range of specific characteristics (whiteness and brightness; opacity; feel, smoothness and stiffness; gloss of paper and ink; and colour saturation and lift – see graph), as well as on the papers’ relative merits.

Many panel members found it difficult to tell the difference between the two products. The recycled paper’s lower opacity attracted very little comment. The often contradictory opinions that were expressed suggested little practical distinction between the two types of paper, as the following examples show:

■ “[the recycled paper) is brighter and smoother”;

■ “[the virgin paper] is marginally smoother”;

■ “[the two papers are] quite similar but you can tell there’s a difference if you look closely”

■ “they’re identical”.

The panel was also asked to quantify its overall impression of each paper. Out of a possible ten, they gave the recycled paper a score of 7.6 and the virgin paper a score of 7.7. A score of 7.5 had been defined before the exercise as equivalent to a ‘good overall impression’. So this result indicated that, despite a marginal preference for the virgin paper, the panel considered the recycled paper to be a good product.

ConclusionsThe fact that the consumer panel experienced considerable difficulty in distinguishing the 50% recycled paper from the 100% virgin paper demonstrated that the two products have very similar characteristics.

This conclusion was reinforced by the fact that the publisher did not identify any conspicuous difference between the two versions of the magazine, although they did highlight some features of the recycled paper that they considered slightly inferior to those of the virgin paper.

Summary The marked overall similarity between the 50% recycled-content paper used in this trial and the virgin stock it replaced indicate significant scope for publishers to consider using the recycled paper in appropriate high-quality magazines.

“In terms of stability and ‘runnability’, the recycled paper delivered good results”Alan Touchard, Williams Press

Assessment Scores - Optician Magazine


Opacity




Average

Recycled

Virgin

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00








Marianne BushellReed Business InformationQuadrant HouseThe QuadrantSuttonSurrey SM2 5ASCall: 02086 523500

Alan Touchard Williams PressCordwallis WorksClivemont RoadMaidenheadBerkshire SL6 7BX Call: 01628 622345

Print Trial: Plant Managers’ Journal

Printing on recycled paper proves problem-free

Plant Managers’ Journal (PMJ) is a glossy business-to-business (B2B) magazine produced every month by Reed Business Information, one of the world’s leading B2B publishers. Designed to look and feel business-like, PMJ includes a large number of high-quality, full-page adverts which often incorporate vibrant colours. The magazine has a portrait format (29.7cm x 21cm) and each issue is usually around 48 pages long, plus a four-page cover.

PMJ is printed using a sheet-fed offset process, normally on 70gsm MyRex Gloss, a lightweight coated (LWC) paper manufactured in Germany. Reed Business Information’s paper merchant rebrands this product as Mahler paper.

Motivation to ‘go recycled’As a large, multi-faceted organisation, Reed Business Information pursues a diverse Corporate Social Responsibility (CSR) policy. Although keen to explore ways of implementing this policy in the field of magazine publishing, the company considers it imperative that any initiatives in this area do not jeopardise advertising revenue in any way, in view of the pressures of operating in today’s B2B magazine market.

Reed Business Information therefore recognised the environmental benefits of printing PMJ on recycled-content paper, but also took the view that any change in paper must not materially alter the magazine or the overall economics of production. Specifically, the company is committed to maintaining PMJ’s ‘quality’ feel as far as possible and to ensuring that excellent reproduction of adverts continues to be achieved.

Before proceeding with a trial print run of the magazine on recycled-content paper, Reed Business Information highlighted a range of stringent criteria that the paper used in the trial needed to meet. As well as addressing issues such as whiteness, gloss and opacity,

“The recycled paper was whiter and brighter than the virgin paper”

Key Facts■ The publisher of Plant Managers’ Journal

undertook a trial print run using paper incorporating 31.6% recovered fibre.

■ No difficulties were experienced during the printing or the finishing process.

■ A consumer panel noticed very little difference between samples of the magazine printed on the recycled paper and samples produced using virgin paper.

■ The publisher concluded that, although not ideally suited to this publication’s specific needs, the recycled paper compared well in many ways with the virgin stock normally used.

the selection process focused on identifying a comparably priced paper free from debris or obvious particles – adverts in PMJ tend to contain large areas of fairly even tints or vignetted backgrounds which would be significantly degraded by the specks that appear in some recycled papers.

The process involvedThe paper selected for the trial was 70gsm Norcote Top H. This contains 31.6% recovered fibre, plus 41.6% mechanical pulp and 26.8% chemical pulp. Its key characteristics include 91% ISO brightness, 63% TAPPI gloss and 91% ISO opacity. (ISO = International Standards Organisation.)

To compare the paper with the 100% virgin paper normally used, a comprehensive series of tests were conducted which assessed the two papers’ respective whiteness, brightness and gloss, and also their colour space L*, a* and b* (covering luminance and colour-opponent dimensions). These tests showed Norcote Top H to be significantly bluer and whiter, and with slightly less gloss, than the Mahler paper.

The print trial was carried out by print contractor Williams Press at their facilities in Maidenhead. This contractor employed a 10-unit sheet-fed Heidelberg press using standard process-colour quickset inks at normal density settings. Although usually available only in reels, the paper was sheeted for this trial printing. Operating at a speed of 7000 impressions per hour, with eight of its units used, the press produced samples of PMJ in 16-page sections.

Issues arisingThroughout the trial, the recycled-content paper exhibited good ‘runnability’ and dimensional stability. No special register or other adjustments were necessary, even though the process involved running a fairly lightweight paper in sheet form through eight printing units. Colour adjustments did have to be made during the trial, but these were not due to any difficulties with the recycled-content paper.

In terms of finishing performance, there proved to be absolutely no difference between the recycled paper and the virgin paper normally used to produce PMJ.

Results and perceptionsThe publishing team thought that, generally speaking, the 31.6% recycled-content paper was an excellent match with the 100% virgin paper in terms of both weight and show-through. They also considered it slightly superior in brightness, while observing that it felt slightly rougher than the normal stock. In addition, they thought the recycled paper was not quite as good with regard to gloss and colour saturation (especially of black). Overall, Reed Business Information took the view that the paper’s viability as an alternative to the current stock would be dependent on it (i) achieving price parity and (ii) being able to deliver comparable colour saturation.

A panel of consumers , comprised of active magazine purchasers and retailers, assessed some of the trial samples alongside ‘regular’ samples printed on virgin paper, without knowing which were which. They provided marks out of four on both papers’ suitability for this type of publication, as well as on their respective overall merits and specific attributes (whiteness and brightness; opacity; feel, smoothness and stiffness; gloss of paper and ink; and colour saturation and lift).


“In weight and show-through, the paper was an excellent match with the virgin stock”Marianne Bushell, Reed Business Information


The members of the panel expressed a marginal preference for the version of PMJ printed on virgin paper. Several stated that they could not see any real difference, while a number commented on the lightweight nature of both the virgin and the recycled papers. Although the virgin paper samples scored slightly higher for opacity, thickness and gloss, the recycled paper had the edge in terms of whiteness and brightness. The following examples are typical of the individual comments made about the two types of paper:

■ “not much difference”;■ “[the virgin paper] seems more

transparent”;■ “[the recycled paper] is more flimsy”;■ “[the virgin and recycled papers] are OK for

a trade magazine”.

As for overall impression, out of a possible ten, the consumer panel gave the recycled paper a score of 7.1 and the virgin paper a score of 7.4. With a score of 7.5 defined before the exercise as equivalent to a ‘good overall impression’, this meant that, although the panel judged the recycled paper to be slightly inferior to the virgin paper, they still rated it quite highly.

ConclusionsThe consumer panel’s generally positive perception of the 31.6% recycled-content paper used in this print trial prompted the conclusion that only a very small proportion of PMJ’s readership would notice if the magazine switched to recycled paper.

The issues of gloss and colour saturation, and their implications for image quality, led to Reed Business Information deciding that switching PMJ permanently to the recycled paper would not be feasible. Key to this decision was the paper’s potential impact on the full-colour adverts included in PMJ.

Summary However, the publishing team emphasised that the recycled paper was, in a number of respects, an extremely good match for the virgin stock. With consumers unable to spot any major difference in quality, magazine publishers could usefully investigate the potential for using the paper in appropriate publications.

“There was no difference whatsoever in terms of the paper’s printing and finishing performance”Alan Touchard, Williams Press

3.50

Assessment Scores - PMJ


Opacity




Average

0.00

0.50

1.00

1.50

2.00

2.50

3.00

Recycled

Virgin

4.00








Marianne BushellReed Business InformationQuadrant HouseThe QuadrantSuttonSurrey SM2 5ASCall: 02086 523500

Alan TouchardWilliams PressCordwallis WorksClivemont RoadMaidenheadBerkshire SL6 7BXCall: 01628 622345

Documents

Magazines: Final Report Using Recycled Content Paper in ... report 30 01 08 v3.pdf · Using Recycled Content Paper in Magazines – Phase 2 Papers with substantial recycled fibre