FOR IMMEDIATE RELEASE
January 30, 2008
MAYOR BLOOMBERG LAUNCHES REMIX: RECYCLING MAGAZINES IS EXCELLENT!
National Partnership Kicks-Off Ambitious Campaign to Promote Magazine and Catalog Recycling in New York City
Mayor Michael R. Bloomberg today announced the New York City launch of ReMix - Recycling Magazines is Excellent! - a national public education campaign aimed at increasing residential recycling of magazines and catalogs. Beginning next week, ReMix promotions will appear across New York City, in full-page public service advertisements in consumer magazines including TIME, Cosmopolitan, Country Living and Sports Illustrated as well as on buses and subways, in movie theatres, on cable television, and in other outlets. The total value of paid placements and in-kind donations for the ReMix campaign will top $3 million. The ReMix national campaign was started by Time Inc., with partners Verso Paper and the National Recycling Coalition. Joining the ReMix effort for the New York City campaign is the Hearst Corporation, Pratt Industries, Time Warner Cable, the Council on the Environment of New York City (CENYC) and its Office of Recycling Outreach and Education (OROE) and the Department of Sanitation (DSNY).
"To meet the ambitious goals in our landmark Solid Waste Management Plan (SWMP), we need to increase recycling rates, and we know we can do a better job recycling magazines and catalogs," said Mayor Bloomberg. "Many New Yorkers don't realize that magazines, catalogs, phone books, and other kinds of paper are just as recyclable as newspapers and office paper. I'd like to thank our ReMix campaign partners for doing their part to increase magazine and catalog recycling and for joining our effort to build a greener, greater New York."
The ReMix campaign began when a study by Time Inc. and Verso Paper found that while 95 percent of all unsold newsstand magazines are recycled by newsstands and publishers, only about 17 percent of sold magazines are recycled. Before the launch of the New York City campaign, ReMix pilot programs were successfully conducted in Boston; Prince George's County, Maryland; Milwaukee and Portland, Oregon.
Started by global magazine publisher Time Inc., leading magazine and catalog paper producer Verso Paper and the National Recycling Coalition (NRC), the ReMix campaign has since grown to include many New York City partners including: the Hearst Corporation and its Hearst Magazines unit; Pratt Industries, which recycles more than 300,000 tons of New York's waste paper at its Staten Island mill and converts it into corrugated packaging; and Time Warner Cable, New York City's largest cable TV operator and America's second largest cable TV company with nearly 15 million subscribers.
"Our national research showed that Americans support recycling, but are often uncertain about what can be recycled," said National Recycling Coalition Executive Director Kate Krebs. "We know that New Yorkers have embraced recycling as a way to keep waste out of landfills and improve the environment. Today, the Mayor and City officials, leading companies and advocacy organizations are launching ReMix in New York City to make sure everyone knows just how easy it is to recycle magazines and catalogs right along with their other paper recycling."
"As the Department of Sanitation works to make our city not only cleaner, but greener, we are always looking for ways to reach out to the public to encourage them to recycle," said Sanitation Commissioner John J. Doherty. "This public awareness program, supported by leaders in the City's magazine industry, can help us turn a new page in reducing our solid waste by getting more New Yorkers to recycle magazines, instead of tossing them into the trash."
"From buses, subways and billboards to movie theaters, cable television, New York City taxi cabs and the Department of Sanitation's Waste Less web site, New Yorkers will be seeing ReMix messages across the city," said David Hurd, Director of the Office of Recycling Outreach and Education.
"Today's leadership companies recognize that holistically integrating environmental issues into their business operations promotes a sustainable world," said Time Inc. Director of Sustainable Development David Refkin. "ReMix is one of several partnerships we are engaged in to find solutions to today's most challenging environmental issues. As a New York City-based company, Time is thrilled to bring ReMix to our home town."
"We want to be sure that consumers in our nation's media and retail capital understand that magazines and catalogs can and should be recovered and recycled into other products," said Verso President and Chief Executive Officer Mike Jackson. "Today, more than half - 53.4 percent - of all paper consumed in the United States is recovered for reuse. By focusing on catalogs and magazines, we can do even better. And, as an added benefit, diverting magazines and catalogs from landfills for recycling into other products helps reduce methane emissions by reducing the amount of paper that biodegrades in landfills."
"Recovery and reuse is one of the cornerstones of Hearst's sustainable paper platform and increasing the recovery of magazines will help meet the growing demand for recovered paper," said Hearst Enterprises Vice President and General Manager David Schirmer. "ReMix is a natural companion to our recently launched 'Please Recycle' logo and we are excited about being a part of the New York launch."
"The ReMix program is a wonderful opportunity to get New Yorkers to recycle more paper," said Pratt Industries Chairman and Chief Executive Officer Anthony Pratt. "We're proud of our role in helping New York recycle, turning paper that might otherwise go to landfills into new paper products made in the city by New Yorkers. Recycling is a major weapon against climate change - every ton of paper we divert from the landfill saves 1.2 tons of greenhouse gas emissions from going into the atmosphere."
ReMix is coordinated locally by the Council on the Environment of New York City's (CENYC) Office of Recycling Outreach and Education and the New York City Department of Sanitation. Residents who want more information about ReMix and magazine and catalog recycling may call 311 or visit www.nyc.gov.
About the Partners
National Recycling Coalition
Time Warner Cable
The Council on the Environment of New York City (CENYC), Office of Recycling Outreach and Education (OROE)
Stu Loeser/Jason Post (212) 788-2958
Vito Turso (Sanitation)
David Hurd (CENYC/OROE) (212) 341-9894
Kate Krebs (NRC) (202) 222-8843
Jane Lehman (Time Inc.) (212) 522-0602
Craig Liska (Verso Paper) (901) 369-4221
Paul Luthringer (Hearst) (212) 649-2540
Michael O’Regan (Pratt) (845) 494-1511
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