The environmental paper policy Indigo Books & Music introduced in May 2008 has no direct impact on magazines, Masthead has learned.

Although the policy states that all uncoated books and magazines must contain 20% post-consumer recycled content within 12 months, 30% within 24 months, and 50% within five years, Steven Forth, Indigo’s director of vendor relations, says the company has no way of actually measuring this kind data for magazines sold at the 247 stores across the country.

“The policy has a guideline for how much of any kind of paper to use, which would apply theoretically to anything made of paper,” Forth says. “But specifically at this stage, we can only measure what we receive bibliographic data on.”

Although magazine publishers are encouraged to use recycled paper that meets FSC standards, they are not required to provide the same bibliographic information as book vendors. Indigo provides a 10% discount on store co-op displays for book vendors that comply with its paper policy.

Forth says Indigo’s environmental paper policy is there to encourage magazine publishers to make changes in production, presssures he expects will increase as consumers become more eco-consious.

“When the consumer is aware and making intelligent choices, they will gravitate more and more towards things that aren’t offensive, abusive or difficult on the environment,” Forth says. “Things like choosing FSC paper, and better still, recycled paper. That forces the publishers to change the way they do production.”