"When he’s not directing the interactive production department at McKinney, Shawn Covely enjoys a hobby—making the world a better place." Thus opens a press release from Havas’s McKinney in Durham, N.C., where Covely is turning his back on emerging media to pursue his true love: print. He’s launching Footprint Eco Magazine. Its mission: “to educate and entertain the public with stories on a wide range of environmental and sustainability issues.” I nodded off during that sentence and dreamed McKinney won back Audi then resigned it to cut down on carbon emissions in its visitors parking lot. If I seem to have a negative attitude, it’s because this is missive No. 999,999 this week on the greening of American business, and I haven’t been thinking straight since AdFreak banned plastic cutlery from the office. The magazine’s launch event will be held at a Whole Foods in Raleigh. It’s “printed on 100% recycled newsprint with soy-based inks.” So Whole Foods can stock issues in the snack aisle for when the $6 granola and hemp bars are sold out.
—Posted by David Gianatasio