ReMix Campaign Boosts Magazine and Catalog Recycling in New York City

Beginning in February 2008, ReMix advertising appeared across the city in full-page public service advertisements in consumer magazines including TIME, Country Living, Cosmopolitan and Sports Illustrated. Ads also appeared on outdoor boards, city buses and sanitation trucks, in subway cars and stations, in movie theaters, on cable television and many other media outlets. The total value of paid and in-kind media advertising donations for the ReMix campaign exceeded $7 million.

“Creating awareness is always the first step in getting people to take action,” said Time Senior Vice President for Production Guy Gleysteen. “As a New York City-based company, we knew that our environmentally conscious home town would respond to the ReMix message in a big way once they learned that magazines and catalogs can be recycled, but the nearly one-third increase in magazine and catalog recycling was even better than we expected.”

“We knew going in that New Yorkers had already embraced recycling as a way to keep waste out of landfills and improve the environment,” said Verso Vice President for Sustainability Craig Liska. “ReMix encouraged them to take the next step, moving more magazines and catalogs into the recycling mix. By doing so, New Yorkers are not only extending the life of a valuable resource, but are also reducing greenhouse gas emissions that contribute to climate change like methane that may be released from landfills.”

The ReMix campaign was coordinated locally by the Council on the Environment of New York City’s Office of Recycling Outreach and Education and the New York City Department of Sanitation.

About Time Inc.
Time Inc.’s (www.timeinc.com ) more than 125 magazine titles are read more than 250 million times worldwide each month. The company’s magazines account for 18.7 percent of the total advertising revenue for U.S. consumer magazines. Time Inc’s most significant titles include Time, People, Sports Illustrated, Entertainment Weekly, Fortune, InStyle and Real Simple. Time Inc. is a wholly-owned subsidiary of Time Warner Inc., a leading media and entertainment company, whose businesses include interactive services, cable systems, filmed entertainment, television networks and publishing.

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