Green, Green a Sea of Green
As we look for ways to grow ad revenues, here at canvas, it’s been suggested a few times that we do some kind of green section. Having sold sections for most of my career, while at Newsday, my initial reaction is Yuck!
Often I considered them “dogs,” not a complimentary term. Some of the dogs even had “fleas” you can imagine that meant they were really hard to sell. So whenever I hear this term my knee jerk reaction is not positive.
My business partner Matt and I were talking about this idea of a “Green Section” the other day and it was kind of funny.
Why should anyone other then us care? Well because first we have to convince ourselves that a publication like canvas, one that is inherently green, to the best of our ability in our content, practices, etc needs to do a “green section.” Here we were at lunch…
Matt said “I point out all the headlines to people, that have green in them”
I said “Do they count”
He said “Not really”
I said “Why not”
Matt said “They’re not a section”
I said “Oh, so we need a section being - green isn’t enough?”
Matt said “I guess not”
I asked “What if we put a banner across the front of the magazine that says Green Magazine?”
Matt was like “I don’t know, maybe, it should, its still not a section though”
I said “Why not”
Matt said “Look at everyone else, they’re doing sections”
I was like “Ok, huh”
So here’s the dilemma… we’re green – we admit it, but we’re a little shy about it and don’t want to prostitute it, but really want to tap into the $ being thrown to others who have “Green Sections.”
I think part of the problem is that a character trait of LOHAS people is that they don’t like labels. canvas, Matt and I fall in that category so Label Phobic.
So if we’re truly green, Lohas people and section adverse what does that say about everyone else who’s jumped in head and shoulders with green logos, sections, shows, messages etc?
Tom Pellicane – Publisher, canvas Magazine
2 comments
Is being green like being a vegatarian? Are there levels of ‘green-ness?’ It’s nice to see people all trying to do something about making better choices but I get confused by what is truly ‘green’ and what is just the buzzword.
I guess I’m sitting on both sides of the ecological fence here. While I don’t want to contribute to the problem, I honestly can’t be all about the environment because I like my comforts and indulgences. So I bring my canvas bags (when I remember to take them) to go shopping but I buy bottled water because the local hardware conglomerate has them on sale for $3.97 a 24 pack. But I do recycle every bottle (also made more ecologically).
And let’s face one solid fact, being healthy costs way more money than being unhealthy. Processed foods are much cheaper than organic. So as much as I would like to purchase the ‘free-range’ meats, I am going to get the ’stuff on sale.’ My paper-from-paper toilet paper costs 75 cents more for a 4 pack than the name brand stuff. So as I try to be aware, I also am trying to live in a very expensive world.
Don’t even get me started on gas prices and the cost of hybrid vehicles.
So am I green? I’d say I’m on my way to a nice shade of pale mint…
I can understand your reluctance to do a green section or label yourself as such. I agree; a lot of publications have and will jump on this bandwagon for no other reason than they think it will improve their bottom line. But I think in your case, your magazine is truly and legitimately geared to all things “green”, so if adding a green section will increase your ad revenues, go for it. I don’t see anything wrong with being an environmentally friendly capitalist. And you’ll be able to look yourself in the mirror and know that you’re not prostituting yourself for the quick buck like so many others are. (if Guns & Ammo magazine puts out a green section, it might raise the red flag of hypocrisy). From strictly a readers perspective, I don’t think you need a green section as canvas is obviously green as the majority of articles will show, but if it will bring a bunch of ad dollars, it is certainly understandable. Green, blue, black or white, you gotta pay the bills.
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