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...

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.

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