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Jul 24 2008 5:00AM EDT

Green Issues a Tough Sale at the Newsstand

As global warming was first becoming a cause célèbre a few years ago, many serious environmentalists worried that green was in danger of becoming a fad -- something that would inevitably recede from consciousness after overtaxing our limited pop-cultural attention span.

Sad to say, that prediction shows signs of coming true. Last week, The New York Times noted that the advertising industry is pulling back from green-themed marketing, having "grasped the public's growing skepticism over ads with environmental messages.

And advertisers' concerns are buttressed by the recent sales figures for magazines that have published a "Green Issue" this year. Time's Earth Day issue was the newsweekly's third-lowest-selling issue of 2008 so far, according to ABC Rapid Report. A typical issue of Time sells 93,000 or so copies on the newsstand; the April 28 installment, which substituted green for red in the magazine's trademarked cover design, sold only 72,000. (As usual, The Onion nailed it.)

Elle's May issue sold a mere 275,000 copies, versus the title's year-to-date average of 328,500. The last issue of Elle to sell that badly was in May 2006* -- another green issue, probably not coincidentally.

Discover also published a green issue this year, and also took a hit for it, selling 86,000 newsstand copies, compared to an average of 117,000 in the first half of 2007. (Discover doesn't participate in Rapid Report.)

The only magazine that didn't take a bath on its green issue was Vanity Fair, which reported 370,000 single copy sales for May, only a little below its year-to-date average of 375,666.

Of course, given that producing and distributing print magazines is a fairly non-green endeavor to begin with, selling fewer copies than usual could actually be an environmentally-friendly practice -- provided publishers anticipated the tepid consumer demand and adjusted their print runs accordingly.

-----
Correction, 5:04 p.m.: This originally said "May 2008." Thanks for the catch, JmrSudbury.

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