Publishers are facing increasing pressure to improve the "eco-friendliness" of their operations. In the Markets Initiative Trend Report 2007, polling indicated that "eco-unfriendly" publishers run the risk of reader alienation, while positive brand effects were available to publishers who print on more environmentally-sensitive papers, giving them a competitive advantage.

Publishers also have the opportunity to improve their brand profile with younger readers. 70% of readers 18-34 have more confidence in publishers using environmentally-friendly papers. And the Green Press Initiative recently reported that readers would be willing to pay a premium of between $.25 and $1 for environmentally-friendly books, should such costs be justified.

So it could turn out to be worthwhile for publishers to take a look at doing the environment a good turn – and turning a profit at the same time.