Justin Smith and The Week, the Dennis Publications title not currently for sale, is celebrating the upcoming Earth Week with a special online-only issue — sponsored by Lexus — focusing on “green” issues.
Although the magazine was not going to be printed anyway — it publishes 48 issues a year and was slated for a week off — marketing materials point out the bonus issue’s reduced environmental impact.
The cost of the sponsorship is estimated at over $500,000, according to the New York Times.
As we’ve been pointing out for over a year now, going green is the new “black” for media companies, particularly magazines. Every day, it seems, another green media initative is launched. Today, there were two: the Discovery Channel announced that it will rebrand its Discovery Home channel as something aligned with its “PlanetGreen” project.