In 2004 over 7 billion metrics tons of carbon dioxide equivalent greenhouse gases associated with print media advertising were emitted into the atmosphere by the United States. In 2005 U.S. advertisers spent over $65 billion dollars on print media advertising and created over 250,000 ad pages. A single ad page run in a popular consumer magazine can represent as much as seven tons of carbon dioxide emissions when supply chain factors associated with papermaking, printing, logistics and landfill disposal or incineration of post-consumer and unsold media are taken into consideration. According to a recent New York Times article quoting David J. Refkin, director of sustainable development for Time Inc., a single copy of Time magazine results in the emission of .29 pounds of CO2 equivalent greenhouse gasses.
Corporations such as General Electric, Timberland and Wal-Mart are making substantial commitments to developing and marketing sustainable products and business practices. Victoria's Secret has recently agreed to reduce the impact of its catalogues by using recycled papers and stopping using paper from endangered forests.
In 2006 jewelry company John Hardy began a pilot bamboo reforestation project on Nusa Penida, a small island off the coast of Bali where the company’s workshops are located. The primary object is to sequester carbon dioxide by planting bamboo, a long-lived, rapidly growing woody perennial grass. In order to offset the company’s advertising footprint of 451 metric tons of CO2, an area equivalent to four football fields will be planted.