Another year, another Earth Day, another wave of “Green Issues” on newsstands… or not. After three years, the springtime fad seems to have run its course, with a number of magazines cancelling and cutting back their special editions on the environment.
Is this a symptom of a larger “green fatigue” sweeping the nation? Perhaps. In a column about this year’s Earth Day being a shadow of the original one held forty years ago, New Yorker writer Elizabeth Kolbert argued that “Three and a half decades ago, when the nation’s key environmental laws were approved, politicians were responding to the mood of the country. Today, the situation is largely reversed. Polls show that voters regard the environment in general, and climate change in particular, as, at best, middling concerns.”
It would appear that, to some extent, editors are responding to that apathy. Last April, CJR reported that the number of special environment issues had nearly doubled since 2007. This year, the tide turned mightily.
Outside magazine, whose readers have an obvious, natural affinity for the environment, cancelled its Green Issue despite its past success. Last year, the magazine’s circulation manager, Paul Rolnick, told CJR that its 2008 Green Issue was one of the best-selling issues of year, selling thirty percent more copies than its 2007 Green Issue. Two factors influenced the decision to forgo this year’s edition, said editor Christopher Keyes: “idea fatigue” and an overall increase in the magazine’s coverage of environment and energy.
“Feedback from our readers was pretty clear: they enjoyed coverage of the environment, but they’d rather not see a whole issue dedicated to it at the expense of other kinds of coverage,” he said. “We’re content to make [environmental coverage] part of our overall mix as opposed to the entire focus of an issue.”
Vanity Fair cited a similar logic (as well as a recent editorial focus on the global financial crisis) behind its decision to discontinue its Green Issue, which has set the bar for others over the last three years. “Vanity Fair remains committed to covering the environment,” a Condé Nast spokeswoman told The Independent in early April. “We’ll spread our coverage throughout the year, instead of relegating the bulk of it to a specific issue.”
The same thing is happening at Discover. Although the magazine will not reprise its Better Planet issue from last year, CEO and publisher Henry Donahue said environmental issues will not be neglected. Pointing to last October’s cover package on energy, and another, also on energy, which will be published in the upcoming June issue, Donahue explained that Discover has a competitive advantage when talking about “the hard science side of things.”
“People are working through how to put their own unique spin on [environmental coverage],” he reasoned. “Last year, there was a lot of how-to-green-your-life content that wasn’t differentiated any way, so people are pulling back and looking at to how provide content in way that is relevant to their readers.”
Mother Jones publisher Jay Harris argued that profit motive is also a big factor, however. “More power to [magazines] for doing some good stories and for helping raise the profile of environmental issues generally,” he wrote in an e-mail. “But when the ‘Green Issue’ of Vanity Fair isn’t even printed on recycled paper, when they fly Leo DiCaprio to the Arctic (or wherever it was) for the ‘green’ photo shoot, it seems pretty clear that the sell more/make more money ethic trumped whatever actual green values lay behind the concept.”
Donahue and other editors say there is still “plenty” of green advertising to support Green Issues. That may be true—but after last year’s annual International Advertising Festival, The New York Times reported that “Green marketing, while booming, had lost some of its cachet.” According to the article, “The sheer volume of these ads – and the flimsiness of many of their claims – seems to have shot the messenger. At best, it has led consumers to feel apathetic toward the green claims or, at worst, even hostile and suspicious of them.”