Media Alert: Advertising for disaster

From Media Lens

The science is now clear: humanity +is+ bringing disaster to our planet. On February 3, the Independent noted that the latest scientific assessment by the prestigious UN Intergovernmental Panel on Climate Change (IPCC) provides “humanity's loudest warning yet of the catastrophe that is threatening to overtake us”. “No more excuses,” the Guardian’s editorial intoned on the same day.

The irony is bitter indeed. While the Guardian’s front page was packed with doom-laden warnings, the centre spread consisted of a two-page, full-colour advert for Renault cars: “Everything is sport.” For good measure, the cover story of the Travel supplement promoted holidays to New York.

A classic double-page was also to be found at the heart of the Independent: graphs of perilously rising temperatures, text explaining the catastrophic impacts, photographs of climate-related disasters around the world. And also, bottom left on the same page, a large advert for Halfords "car essentials" and, bottom right, an American Airlines advert for reduced-fare flights (just £199!) to New York (Click image shown on the left for a alrger version).

The rest of the Independent – like all other newspapers - was crammed with the usual inducements to indulge in unrestrained consumerism: Renault, Audi and Hyundai cars, a multitude of hotel breaks, hi-tech electronic gadgets, credit card loans, furniture and yet more ‘cheap’ flights.

The message? We’re rapidly heading for disaster and must take decisive action now. Meanwhile, we must continue accelerating along the same path that is the cause of this disaster. Never has the structural conflict of interest at the very heart of the corporate media been more painfully exposed.

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The Hidden Life of Paper and Its Impact on the Environment

By LOUISE STORY

MEDIA companies have published numerous articles on global warming and greenhouse emissions in recent years. Now, a couple of large publishers are starting to think about their own impact on the environment.

Time Inc. participated in a study published this year by the Heinz Center that calculated the amount of carbon dioxide emissions produced over the entire process of publishing Time and In Style.

Other magazine companies, including the Hearst Corporation, now say they are studying the Heinz report to consider the implications for their magazines, and Rupert Murdoch recently announced that the News Corporation is developing a plan to become entirely carbon neutral, meaning the company will reduce its carbon emissions and try to offset the emissions left over.

“We’ve recognized that these are issues that are important to our readers and, increasingly, important to our advertisers,” said David J. Refkin, the director of sustainable development for the Time Inc. division of Time Warner and a member of the board of the Heinz Center. “We’re starting to see a movement where becoming carbon neutral is something many companies are considering.”

•Large-scale manufacturing is, of course, better known as a source of the greenhouse gases that many scientists say cause global warming. Electric power production represents about 40 percent of emissions in the United States, and private motor vehicle use accounts for about 20 percent, said Michael Oppenheimer, a professor of geosciences at Princeton University.

Still, the paper industry is not without its impact. Because of its consumption of energy, the industry — which includes magazines, newspapers, catalogs and writing paper — emits the fourth-highest level of carbon dioxide among manufacturers, according to a 2002 study by the Energy Information Administration, a division of the Department of Energy. The paper industry follows the chemical, petroleum and coal products, and primary metals industries.

“Few people realize the sheer scale and magnitude of activities it takes to produce millions of copies of a magazine,” said Donald Carli, a senior research fellow at the Institute for Sustainable Communication, a nonprofit group in New York that is working to help advertisers estimate their ads’ greenhouse emissions. “There’s a hidden life that products have, and one of the challenges of sustainability is to make these lives known.”

The life of a magazine or a newspaper starts with trees being cut down in a forest and ends with the burning or recycling of old magazines or papers. The most harmful part of the process is paper production. Breaking down wood fiber to make paper consumes a lot of energy, which in many cases comes from coal plants.

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