Hramblings: Upcycling and magazines

Treehugger had a recent post on the waste associated with the percentage of magazines that are disposed unsold. Elle and Vanity Fair are planning "green" issues to coincide with Earth Day.

But in an industry based on unpredictable demand…do we have a solution to this?

With regard to the comment on selling only 25-50% of the magazines printed, William McDonough would probably suggest that the magazine business work to create a lightweight polymer (his book "Cradle to Cradle" is made out of polypropelene with inks that can be reclaimed) instead of paper. Then set up their distribution system to disassemble the unsold magazines and run them back through the printing process for future issues. Regarding using trees for paper, McDonough quotes Margaret Atwood "We write our history on the skin of fish with the blood of bears"