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Gail Nickel-Kailing, managing director of Business Strategies Etc.

Shades of Green

By Gail Nickel-Kailing

About Gail

A business adviser and problem solver, Gail is managing director of Business Strategies Etc., which provides strategic marketing and business planning services and manages the execution of marketing communications tactics that help companies:
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.

Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.

News Corp. Shows Its Deeper Green Colors

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OK, so we can’t all be Rupert Murdoch and have companies as big as media giant News Corp. (annual revenues of $33 billion). And regardless of where you fall on the political spectrum—for or against the Wall Street Journal and FOX TV—you can learn from the strategies that the global organization is putting into place.

News Corp.’s green targets for 2015 are:

• Reduce absolute greenhouse gas emissions by 15 percent.

• Reduce emissions intensity by at least 15 percent.

• Invest in clean energy equal to 20 percent of our electricity use.

• Actively engage 100 of our largest suppliers in improving their environmental impacts.

• Measure waste footprint and develop a comprehensive strategy to reduce it.

While News Corp. is claiming to be the first global media company to achieve neutrality, that accomplishment is based on carbon off-sets. Now it is working on reducing absolute emissions.

To reach that goal, News Corp. has implemented a number of efficiency projects, which generally have an ROI of two years. Activities include:

• Simple solutions like lighting retrofits and automatic PC shutdown.

• FOX29 in Philadelphia eliminated all plastic bottle vending machines and bottled water, switching to a filtered water system.

• Systemic changes like installing telepresence and videoconferencing technology to reduce the need for air travel.

• The company’s global data center consolidation will save approximately $20 million per year and reduce data center emissions by almost 15 percent when completed later in 2011.

• News International built one of the largest and most energy-efficient print plants in the world, representing a 30 percent increase in energy efficiency over the old facility.

• Dow Jones is completing a 4.1Mw solar power system on its campus in New Jersey—the largest solar installation of its kind in the United States—and at peak production, it will provide 50 percent of the site’s electricity needs.

News Corp. is also approaching change at the departmental level:

• HR & Internal Communications—Launching of dedicated Websites and social network groups with information and tips on saving energy, as well as incentive programs and special events for employees.

• Procurement—Broadening relationships with advertisers, suppliers and distributors.

• Facilities & Engineering—Investigating and implementing energy-efficiency and renewable power opportunities.

• Information Technology—Reducing the energy consumption of computers through improved technology and behavior, and ensuring that our rapidly-growing data centers are as energy-efficient as possible.

• Transportation: Experimenting with more fuel-efficient vehicles for our fleets.

• Creative Development & Marketing—Exploring funny, meaningful and exciting ways to educate our audiences about climate change, energy savings, and environmental stewardship.

You’re not a $33 billion company, you say...but just remember, Murdoch isn’t going green to be green, he’s going green to save green.

You can do it, too. It doesn’t take deep pockets, if you start with the simplest and most effective initiatives first.

How about turning a darker shade of green this year?

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