Setting an Example by Going Green

Newspapers around the world are looking at how they can be more environmentally responsible through a variety of initiatives. In the latest strategy report from the World Association of Newspapers and News Publishers (WAN-IFRA), the organization looked at the issue from a variety of perspectives and singled out Lithuanian business daily Verslo Žinios for its green policy and campaign.

"Bonnier-owned Verslo Žinios is unique in that it did not decide to adopt a more eco-friendly policy to save money; rather, the newspaper wanted to use its position as a member of the community to affect positive change as both a business leader, and to also educate and help readers better their own lives through environmental awareness," says the report.

The initiative to implement a green strategy came from inside the company as a response to the overall understanding that media must start first if it wants society to sell this idea, says Rolandas Barysas, CEO and editor-in-chief of Verslo Žinios. "We are a socially responsible media company with a very strong brand in the market, so we thought we must lead the green strategy action," Barysas says. "Verslo Žinios has previously been chosen as one of Lithuania's superbrands."

Various actions were initiated by Verslo Žinios during the last two years in order to change employees' attitudes and become more environmentally friendly. The initiatives would not only help the environment but also show the business community by example that not just business matters - being good citizens matters as well.

"Every second week we published full page advertisements which invited companies to sort their trash and waste," says Barysas. "The advertisements included logos of Lithuanian companies which joined in implementing a green strategy. Different colored waste boxes were placed outside office buildings around the country, provided by utility companies which had joined the movement as well. Participants and supporters of the campaign received from Verslo Žinios stickers with a picture of a green tree and the logo "The Zone of Responsible Behavior," which they all placed at their entrances.

As for Verslo Žinios itself, the company took a number of steps from encouraging double-sided printing and electronic rather than paper presentations to recycling of batteries and changing light zones so sections can be left dark.

"More than a hundred companies have joined Verslo Žinios and implemented green strategies," says Barysas. "Clients have also responded positively."