Consumers Will Spend More for Publications Using Recycled Paper

Consumers are willing to pay more for books and magazines printed on recycled paper, according to a new study by the Green Press Initiative. The study is relevant to publishers because it indicated that buyers may be willing to absorb the extra costs entailed by printing on recycled paper.

In the study, 80% of consumers who had purchased a book or magazine in the past six months or who currently have a magazine subscription said they would be willing to pay more for a book or magazine printed on recycled paper. Roughly 60% and 47% would be willing to pay a 50 cent premium on books and magazines, respectively.

"Some publishers have been concerned that consumers wouldn’t support a move to recycled paper, especially if it caused a price increase. But this survey definitely indicates strong consumer support. It’s big news for publishers, retailers and recycled paper providers," says Noelle Skodzinski, editor in chief of Book Business Magazine, a co-sponsor of the study.

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