One of the terrific things about greening a print marketing program is that many of the best practices in marketing today have “green” as a by-product.
Take the example of J. C. Penney, which made marketing headlines today when it announced that it would be discontinuing its semi-annual Big Book catalog after the Fall-Winter 09 season. Over the years, J. C. Penney was finding that its catalog was less a direct selling channel than a way to prime the pump for online sales. Instead of wasting volumes of paper, ink, and coating — not to mention the fossil fuels to deliver the 800-1000-page books — it decided to slim things down.