Sept. 27, 2007 It took two years and $8 million, but digital printing company Circle Graphics has developed an PVC-free alternative to the display material commonly used in advertising billboards.

Eco-Flexx is a 100% recyclable polyethylene substrate that, according to its maker, weighs one-third less than the PVC-flex material typically used in billboard applications thereby cutting down on transportation and installation costs. In addition, Eco-Flexx is also a "totally chlorine free" product while PVC is more than 50% chlorine by weight, according to Circle Graphics.

Polyethylene is a common plastic used to make everything from grocery sacks and toys to bulletproof vests. Circle Graphics says is working with the Outdoor Advertising Association of America to develop a comprehensive recycling program to ensure that the polyethylene materials are effectively recycled. A full plan will be in place by early 2008, the company says.

For an interesting profile of Circle Graphics' efforts to develop the new material, read this article (PDF) from the Wall Street Journal.