Every now and then, companies feel somehow obligated or pressed to pay token respect to social responsibility in product development or marketing. This spring, that product is Elle Magazine. According to Women’s Wear Daily, the May issue will be 
printed on recycled paper, and the editorial content the focus on global health stories and beauty and fashion products that are safe for the environment. Editor in Chief Roberta Myers calls this a “framing device,” and admits that an entirely eco-friendly issue “would actually bore our readers to death.”
Readers of Marketing Blurb should know that recycled paper used for printing is rarely actual recycled paper. Instead, it is scrap paper trimmed from already processed printing stock. The trimmings are then reprocessed. In other words, no used paper is actually reclaimed. Elle should stick to fashion and leave the green stuff to the tree huggers. Photo Credit: Neodata
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