Jan. 14, 2008 Magazine and catalogs that rely on the sleek appeal of a glossy cover can't afford to switch to the more subtle look of recycled paper. Or can they? Last month's issue of Graphic Arts Monthly put this question to the test with an experimental cover printed entirely on uncoated, 100% recycled-content paper.

"We [GAM] are very concerned about sustainability and are trying to take an edgier approach in our manufacturing process," says Bill Esler, editor-in-chief at Graphic Arts Monthly. "Our goal was to deliver the message that green printing doesn't have to look like the inside of a cereal box."

To achieve a dramatic visual and tactile effect with a minimum of environmental impact. GAM worked in collaboration with TOYO INK and Chicago-based Lake County Press, one of the first printers in the Midwest to earn Forest Stewardship Council certification. The final cover design was printed Mohawk Options 100% PC White paper in a process that required new ultraviolet-cured inks, a combination of varnish techniques, and a special print roller brought in specifically for the job.

According to GAM's estimates (via Mohawk Paper's online environmental calculator), printing 78,000 Graphic Arts Monthly covers on uncoated, recycled-content paper conserved 42 trees, prevented nearly a ton of solid waste, reduced greenhouse gas emissions by almost 4,000 pounds, and saved a whopping 30 million BTUs of energy.

For more details on GAM's experimental cover, click here.