Public-Private Sector Partnership Aims to Boost Magazine and Catalog Recycling

Public-Private Sector Partnership Aims to Boost Magazine and
Catalog Recycling
City of Milwaukee and Waukesha County Selected for Phase II Rollout of National
Model 


SUSSEX, Wis., April 21  /PRNewswire/ -- Wisconsin Gov. Jim Doyle joined
Quad/Graphics Chairman and CEO Tom Quadracci at the company's Sussex plant to
launch a campaign with national business and non-profit partners aimed at
increasing recycling of magazines and catalogs in metropolitan Milwaukee, with
a focus on the City of Milwaukee and Waukesha County. This innovative
partnership was created by national partners that include the National
Recycling Coalition, Time Inc., International Paper and recyclers FCR and
Recycle America Alliance (RAA).  Locally, the partnership will include
Quad/Graphics as well as the City of Milwaukee and Waukesha County.

(Logo:  http://www.newscom.com/cgi-bin/prnh/20020701/IPLOGO )

Building on the area's strong record of recycling and high magazine readership,
the ReMix -- Recycling Magazines is Excellent -- campaign, is designed to
inform residents that they can easily include magazines and catalogs with their
other paper recycling.  By doing so, they will divert magazines and catalogs
from landfills and provide significant economic benefits to the local
community.

"It's an honor for Wisconsin that the Milwaukee metro area was chosen to
participate in this national recycling partnership," said Gov. Doyle. "With our
high rates of household recycling, strong local recycling programs, and
exceptional paper and printing industries, Wisconsin is well-positioned to make
the ReMix magazine and catalog recycling effort a success in our largest urban
area."

Gov. Doyle encouraged residents who are not already including magazines and
catalogs in their paper recycling to begin by simply putting them with their
other paper to be recycled.

"Quad/Graphics has long been committed to making the print-production process
environmentally compatible and sustainable, so it's particularly gratifying to
join a valued client like Time Inc., and one of our largest suppliers,
International Paper, in educating end users about recycling opportunities,"
said Quadracci.  "As a printer of magazines and catalogs, we support the ReMix
campaign and are proud to do our part in raising awareness and encouraging the
recovery of precious renewable resources."

For the national ReMix partners, the environmental benefit was a key factor in
the decision to sponsor the public awareness program.

"As a committed steward of the environment, International Paper partnered with
Time Inc. to research current trends in magazine recycling, and we discovered
tremendous opportunity to divert used magazines and catalogs from landfills,"
said David Struhs, International Paper vice president of environmental affairs.
"When a joint study suggested that one out of six magazines sold gets recycled,
we partnered with Time Inc. to develop this ReMix campaign to promote the ease
and benefits of magazine and catalog recycling."

International Paper and Time Inc. joined with the National Recycling Coalition
to research major U.S. cities' recycling rates and infrastructures to determine
the ideal location for the launch of the ReMix program. The pilot program was
launched in Boston and in Prince George's County, Md., in 2004. The success of
the pilot in increasing the recovery of magazines and catalogs in curbside
recycling programs led the partners to expand the program to the Milwaukee
metropolitan area, where an effective recycling program has been in place for
many years.

"According to the U.S. Environmental Protection Agency, about 2 million tons of
magazines are produced each year in the United States, but only about 32
percent are recycled," said National Recycling Coalition Executive Director
Kate Krebs.  "Our national research shows that Americans support recycling, but
they are often uncertain about what can be recycled. That's why the National
Recycling Coalition has brought government agencies, leading companies and
advocacy organizations together in several communities around the nation to
educate the public about just how easy it is to recycle magazines and
catalogs."

The program not only benefits the Milwaukee metro area, but also is based on
the core environmental values of its major sponsors.

"Our employees use renewable resources to make products people depend on every
day, including the use of recovered paper fiber for the manufacture of a
variety of products," Struhs said. "International Paper is committed to raising
public awareness about the value of recycling all kinds of paper products, and
communities benefit when we can partner with customers like Time Inc. and
Quad/Graphics to pursue this common goal."

David Refkin, director of sustainable development at Time Inc., said, "We're
excited to be part of this effort to promote and increase the recycling of
magazines in metro Milwaukee. This initiative ties into the primary goals of
sustainable development -- economic and environmental sustainability and social
responsibility. Metro Milwaukee will save money, and waste will be diverted
from landfills and recycled into new paper products.  Additionally, we are
thrilled that our sister company, Time Warner Cable, will assist the ReMix
partnership in promoting the benefits of magazine and catalog recycling."

"Parenting magazine covers 'what really matters to moms,' and we know that
mothers are very concerned about issues that effect the environment in which
they are raising their children," said David Kieselstein, president, The
Parenting Group/Time Inc.  "Recycling is one way everyone can make a difference
in their own communities.  Since parents model the behavior that their children
will adopt, we hope that Milwaukee-area parents will look at recycling in
general -- and magazine recycling in particular -- as a project for the whole
family."

The national partnership members, along with recycling processors FCR and
Recycling Alliance America, developed public service advertisements to
encourage curbside recycling of magazines and catalogs.  The ads, which will
appear in various magazines, including Parenting, TIME and Sports Illustrated,
specifically target Milwaukee-area residents.  In addition to these ad
placements, the City of Milwaukee and Waukesha County will coordinate public
awareness efforts through residential outreach activities.

City of Milwaukee Mayor Tom Barrett is committed to regional cooperation on a
variety of issues, including recycling.  "I strongly believe in the benefits of
regional cooperation and I encourage the City of Milwaukee's recycling program
to continue to work with the Coalition to raise the public's awareness of
recycling opportunities through innovative educational campaigns like the
Remix, Recycling Magazines is Excellent program, to urge citizens to recycle
their magazines and catalogs," said Mayor Barrett. "This benefits not only the
environment, but in Milwaukee, it benefits the local economy and City taxpayers
through the terms of the City's recycling contract."

Waukesha County Executive Dan Finley said, "It is important for residents to
participate in community recycling efforts and to expand their collection
habits to include magazines and catalogs. Through cooperative efforts with our
local and national partners, the ReMix campaign will serve as a catalyst for
the reuse of such items, which will foster environmental stewardship and a
strong economy regionally. I am pleased that Waukesha County was asked to be a
partner in such a worthy cause."

"Recycle America Alliance is pleased to be a partner in this effort," said
Brian Fielkow, executive vice president of Recycle America Alliance.  "As the
country's largest recycler, we look forward to being involved in this
public-private partnership and view it as another venue for us to raise
awareness about the benefits of recycling and environmental stewardship."

The partners will measure the recovery of magazines and catalogs in the City of
Milwaukee and in Waukesha County. Currently, paper represents about 63 percent
of the residential tonnage that is recycled by the City of Milwaukee and
Waukesha County. However, with about 30 percent of magazines and catalogs
recycled, the ReMix partners see a clear opportunity to create an exemplary
program that other cities will want to emulate.

Remix is coordinated locally by the Wisconsin Be SMART Coalition. Residents who
want more information about ReMix and magazine and catalog recycling can visit
the Web site at http://www.besmart.org/ or call toll free 866-917-6278.

About the partners:

Time Inc., the prominent magazine publishing company, is a wholly owned
subsidiary of Time Warner Inc., the world's leading media and entertainment
company.  Its businesses include interactive services, cable systems, films and
entertainment, television networks, and publishing.  For more information,
visit the Time Inc. Web site at http://www.timewarner.com/.  Parenting, with a
paid circulation of 2.15 million and a readership of over 11 million each
month, is the nation's leading magazine for moms. It is the flagship magazine
of The Parenting Group, a division of Time Inc.

Founded in 1978, the National Recycling Coalition, Inc. (NRC) is a nonprofit
501(c)(3) organization representing all the diverse interests committed to the
common goal of maximizing recycling to achieve the benefits of resource
conservation, solid waste reduction, environmental protection, energy
conservation, and social and economic development. Its 4,000 members include
recycling and environmental organizations; large and small businesses; federal,
state and local governments; and individuals. The NRC is dedicated to the
advancement and improvement of recycling, and also source reduction, composting
and reuse, by providing technical information, education, training, outreach
and advocacy services to its members in order to conserve resources and benefit
the environment. For additional information about the NRC, please visit
http://www.nrc-recycle.org/.

International Paper is the world's largest paper and forest products company.
Businesses include paper, packaging and forest products. As one of the largest
private forest landowners in the world, the company manages its forests under
the principles of the Sustainable Forestry Initiative (R) (SFI) program, a
system that ensures the continual planting, growing and harvesting of trees
while protecting wildlife, plants, soil, air and water quality. Headquartered
in the United States, International Paper has operations in over 40 countries
and sells its products in more than 120 nations. For more information on
International Paper, visit http://www.internationalpaper.com/.

Sussex, Wisconsin-based Quad/Graphics is the world's largest privately held
printer of magazines, catalogs, direct mail and other commercial products and a
recognized leader in environmentally sound business practices. Throughout its
34 years of operation, the printer has successfully demonstrated that it can
operate profitably while being a good steward of environment. Case in point:
Between 1990 and 2003, the company has reduced gravure air emissions by 93
percent while increasing production 661 percent. As a result, the U.S.
Environmental Protection Agency has recognized Quad/Graphics as the premier
printer for minimizing gravure air emissions. As far as recycling,
Quad/Graphics lets nothing go to waste. The printer recycles 98 percent of all
solids in its plants, including plastic, fiber, wood, metal, fluorescent light
bulbs and concrete, and nearly 100 percent of all office and print-production
waste. Currently, the company is installing the nation's largest paper
collection system of its kind. The system, which is attached to Quad/Graphics'
Sussex headquarters location, creates compressed bales of paper for recycling.
Next month, Quad/Graphics will accept the Rainforest Alliance's Sustainable
Standard-Setter Award for the company's role in promoting responsible
management of forests for the harvesting of pulp used in the paper-making
process. Quad/Graphics operates printing facilities on three continents and
employs 12,000 people. Annual sales total $1.9 billion.  For more information
on Quad/Graphics visit http://www.qg.com/.

FCR, Inc. (FCR), a wholly owned subsidiary of Casella Waste Systems, Inc.
designs, builds and operates materials recovery facilities (MRFs) that sort,
process and market recyclable materials including newspapers, corrugated
cardboard, office paper, aluminum and steel cans, plastic, glass and aseptic
packaging containers. These materials are then sold to various end
users/manufacturers and recycled into new products. FCR provides quality
processing and superior marketing of recovered materials in safe, clean
facilities. The division employs about 1,000 people and processes over 1
million tons per year of recyclables at 22 facilities in 14 states.

Recycle America Alliance, LLC, is a subsidiary of Waste Management, Inc. It is
North America's largest recycler, currently handling 8 million tons of
commodities annually through a nationwide network of 140 recycling facilities.
As a one-stop resource, Recycle America provides a comprehensive range of
services: materials collection, optical sorting through single stream
processing technology facilities management, program development, brokerage
services and price-stabilizing risk management tools.  Recycle America's
leadership is a product of its unique combination of financial stability,
industry knowledge, advanced technologies and market relationships that combine
to deliver more affordable and adaptable service options.

The City of Milwaukee is recognized nationally for its innovative residential
recycling program. Starting with 36,000 households in 1989, the program grew to
over 190,000 households by 1995.  Nearly 300,000 tons of material have been
collected and recycled from Milwaukee households in the past 10 years, with 60
percent of that tonnage being paper.  The City has also has active programs for
composting yard trimmings and recycling other commodities including oil and oil
filters, tires, antifreeze and computers. Milwaukee is also a participant in
the Nike "Reuse a Shoe" program, collecting over 5,000 old athletic shoes in
six months to be recycled into playground material.  The City has also been
recognized as a winner in the 2004 U.S. Conference of Mayor's "Cans for Cash"
Challenge for its innovative public awareness program that resulted in over
559,000 pounds of cans being collected in a two week period. The City of
Milwaukee received $10,000 for its recycling education program.  Part of the
public awareness campaign was creating the longest, consecutive line of
aluminum cans which resulted in the City of Milwaukee being recognized by the
Guinness Book of World Records.

Waukesha County demonstrates recycling leadership by processing about 24,000
tons of residential recyclables annually for 25 of its municipalities at the
County-owned Materials Recycling Facility (MRF). More than 1,000 semi-trailer
loads of materials are processed into new products such as newspapers, tissue
and toweling, insulation, new cans and bottles, carpeting and fiber for
clothing. Energy saved from MRF-processed recyclables equals the average amount
of energy use consumed by 3,800 households each year. 

http://www.newscom.com/cgi-bin/prnh/20020701/IPLOGODATASOURCE: International
Paper



CONTACT:  City of Milwaukee: Cecilia Gilbert, [phone]; Waukesha

County: Meghan Walsh, [phone]; Quad-Graphics: Claire Ho,

[phone]; National Recycling Coalition Inc.: Kate Krebs,

[phone]; Time Inc: Susan Ollinick, [phone]; International

Paper: Kathi Rowzie, [phone]; FCR: Dean Duffy, [phone];

Recycle America Alliance LLC: Heather Browne, [phone]



Web site:  http://www.internationalpaper.com/

http://www.besmart.org/

http://www.timewarner.com/

http://www.nrc-recycle.org/

http://www.qg.com/ 

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