File:Vanity Fair Green Issue.jpg
From Global Warming Art
This is the cover of Vanity Fair's Green Issue (May 2006), which is considered by some to mark a major turning point in perceptions of global warming. According to Amy Gajda of the University of Illinois Department of Journalism, the Green Issue is emblematic of the growth of environmental awareness into a mainstream topic that is "sexy" and "cool", and is now profitable when marketed to the populace at large.
Vanity Fair, with its focus on celebrities and paid circulation of ~1.2 million, is not a traditional environmental publication. However the green issue draws attention to climate change and other environmental issues while also profiling celebrities such as Julia Roberts, Al Gore, George Clooney, Robert Kennedy Jr., and others who have worked to further environmental causes. The public response to the Green Issue was so strong that Vanity Fair has committed to running another Green Issue in May 2007 (to roughly coincide with Earth Day). According to Dr. Gajda, the decision to create the Green Issue was taken in large part as a response to the increased environmental awareness that followed Hurricane Katrina and the destruction of New Orleans.
The Green Issue, while an obvious commercial and public relations success and one of Vanity Fair's highest selling issues ever, has been criticized by some for failing to go through with earlier promises to appear on recycled paper. As a consequence, it is likely that the production of this issue involved the destruction of thousands of trees and the emission of more than 4 million pounds of greenhouse gases. Vanity Fair stated that a tight production schedule did not provide them enough time to secure the quantities of high quality recycled paper they would have needed.
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- ^ a b c Gajda, Amy (October 23, 2006). "From Science to Time to Vanity Fair: Sexing Up Sustainability and How It Happened". Geological Society of America Annual Meeting 2006.
- ^ Vanity Fair Press Kit. Retrieved on 2006 October 29.
- ^ a b Vanity Fair Drops Plan to Use Recycled Content. Retrieved on 2006 October 29.
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