Yellow, Black and Read All Over, and Getting Greener Every Day

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Fouryears ago, telephone directories Networking for success began to attract the interest of govern- According to Bill Hengy, president of in- - ment recycling officials who expressed a dependentdirectory publisher Michigan by Steve Apotheker more-than-friendly interest in ways to re- DirectoryCo. of Pigeon, Michigan and Resource Recycling cover old telephone directories. The lack chairman ofYPPEN, thenetwork has of markets for the old telephone direc- made significant progress in meeting ex- tories (OTD) was seen asa major bottle- pectations set for it by YPPAs board of neck to recovery. Taking a page from ef- directors, of which he is also a member. forts to jumpstart the recovery efforts for YPPAs board has now approveda set of Yellow Pages publishers old newspapers,legislated measures guidelinesthat call upon members to in the and Canada passed in severalstates placed re- meet YPPEN’s goals: U.S. sponsibility on publishers to develop re- making all directories recyclable get together to increase covery programs and get recycled con- stimulating collection, processing and telephone directory tent into their telephone books (see “The marketing of OTD recycling. greeningof the yellow pages,” in the using recycled paper to print new di- November 1990 issue).“Make no mis- rectories. takeabout it, the California recycled- To help move directory publishers to- content law wasthe driver for getting sec-ward these goals, John Purcell, past ondary fiber into directories,” said a rep- directorofenvironmental issues for resentative with Pacific Bell Directory in AmeritechPublishing, Inc. (Troy, Michi- SanFrancisco. In addition to recycled gan), was hired by YPPA as vice presi- content, individual directorypublishers dent of public and environmental policy. began to look at the recyclability of their Purcellcoordinates the work ofthe product and to find ways to get the OTD YPPEN steering committee. The commit- collected and processed. tee has subcommittees for technical as- But rather thango it alone, in 1991 the sistanceand manufacturing, marketing 160-memberYellow Pages Publishers development,communications and a Associationof Troy, Michigan, whose secretariat. membersrepresent more than 90 per- “Everymember company wants to cent of thedirectory publishers in the support what we are trying to do,” says U.S. and Canada, sought the approval of Purcell. “But these companies each have its board of directors to form a task force their own idea of how to do that. And, to move this issue forward. This Novem- some operate in quite different cir- ber, YPPA officially announced the for- cumstances than others,depending on mation of the Yellow Pages Publishers the regionof the countryin which they are EnvironmentalNetwork, a steering or- located.We just have to try to find ganizationfocused onthe activities guidelinesthat every member can live involved with the recoveryof OTD. with without compromising theintegrity of Canadian publishers have also played the overall industry effort.” a major role in the YPPEN effort. Carol What Purcell is referring to are different Ammon,manager ofproduction and levels of community interest in recycling graphic arts planning for TELE-DIRECT directories foundin the various regions of (Publications) Inc.,Scarborough, On- the U.S. and Canada. Too, theavailability tario, is vicechairman of theYPPEN of markets that take OTD vary, a matter technical subcommittee. Her participation usually closely related to the availability in the early formationof YPPAs environ- of other recyclable papers. Also of con- mental thrust and her work on behalf of sideration is the amount of interest in the Canadian publishers helps makeYPPEN issueexpressed by state governments representative of North American direc- across the country. tory publishers. YPPEN’snew reporting system will

71 RECOVERfD PAPER SUPPLEMENT Resource Recycling November 1992

___”_ .”_ ”. .. -.. . . . allow it to provide information on aggregate tonnage data of the amount of paper used by member publishers and the total recycled fiber content. By 1994, the re- portwill provide summary statistics on directory recovery rates and end users. Reportswill be available for 1992 and 1993 using actual totals for some members and estimates for others that have notyet developed a means to collect such data.

Building in recyclability TheYPPEN approach is to giveau- tonomy to the regional and independent publishers to manage their recycling activities as they choose. YPPA asks that its members follow the YPPEN technical guidelines,especially about making di- rectoriesrecyclable. Thetechnical guidelines call for the elimination of lam- inated and plastic coatings on directory covers, and encourage the use of vege- table base (soybean) oils. From a recycling standpoint, there is some chaos in the marketplace regardingIn one month’s time, 700 tons ofJelephone directories were collected in San Diego. the preferred adhesive used for holding soluble(animal-based) gelatin was the that prefer the hot meltadhesive; most a directory’s pages together. Four years way to proceed.However, several end notably Daishowa America (see the agothere was consensus that water- users have invested in deinking systems “New Recycling Markets” department in

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Circle 383 on RR service card Circle 202 on RR service card

IL Resource Recycling November 7992 RECOVERED PAPfRSUPPLEMfNT Pac/f/c BellDirectory vice president Lynn Brady joins San Francisco Mayor Art Agnos to kick off the 1991 telephone book recycling campaign.

publishers to useeither a hot melt or water-solubleadhesive depending on local recycling market conditions. This is an important areaof cooperation for publishers that are in competition with each other in the same market or in adjoining markets. During recycling collection programs,the books can easily get com- mingled.Books not manufactured with recyclingprocessing in mindcan con- taminate those that are recyclable, caus- ing mixed loads to be turned away by a processor.

Turning over a new recycled page According to Hengy,the Northeastern U.S. was the first region to have a gov- ernmental agency look at directory recy- the September 1992issue), which makes have switched to water-based glues, this cling concerns. “The Northeast Recycling recycled-contentdirectory paper. For apparentlyseverely restricts access to Councilhas shown a great deal of in- severaldirectory companies, such as these end users. terest in telephonedirectory recycling,” PacificBell and Southwestern Bell that YPPEN’s technical guidelines call for Hengy says. “In cooperation with NERC,

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Circle 108 on RR service card Circle 337 on RR service card

73 RECOVEREDPAPER SUPPLEMENT Resource Recycling November 1992 we have completed a planto increase the use of recycled paper in new directories Table 1 - Major directory paper producers in North America by establishingguidelines for the recy- r Capacity cled fiber content of the directory paper Company (000 tonslyear) Mills we use. The plan also proposes ways to MacMillan Bloedel 230 Port Alberni andPowell River, BC maximizeenvironmental compatibility Daishowa 210 Port Angeles, WA; Quebec City,PQ and recyclability of our books.” Bowater 175 Millinocket, ME Fraser 135 Madawaska, ME Planguidelines recommend that the Abitibi-Price 107 Alma and Jonquiere:PQ aggregate recycled fiber used by YPPA Champion International 90 Lufkin, TX; Deferiet, NY publishersand, in turn, their supplying Stone-Consolidated 70 Trois Rivieres,PO mills, be 10 percent by 1993, 25 percent James River 25 Clatskanie, OR by 1995 and 40 percent by 1998. This Total 1,042 would mean, for example, that to meet a 10percent aggregate objective, a pub- Sources: Pulp and Paper 1992 North American Factbook, 1992; Resource Recycling, 1992. lisher could use 10 percent recycledcon- tent in 100 percent of the paper, or 40 All YPPA publishers will strive to have cled directory paper with the highestper- percent in 25 percent of the paper. somepercentage recycled fiber in 100 centagerecycled content. It containsa “Fortunately,” says Hengy, “we were percent of their directory paper by 1995, maximum of 30 percentrecycled pulp. already ahead of the curve on this one with “recycled fiber” being measured by OneFinnish paper company has been whenNERC contactedus, and after the amount of post-consumer fiber,print- producing a sheet with 25 percent post- many conversations and some negotia- ing plantscrap paper and over-issue consumerrecycled content for three tions, NERC appears convinced that our stock used in the new paper. Most of the years. industry is doing the right thing.” large publishers have already achieved By mid-1993, all the major US. direc- ConnieSaulter, NERC’s director, this goal.There can be littlequestion tory paper producers will be able to pro- agrees that the directory publishers are that this commitment to userecycled vide paper with 10 percent recycled con- “making progress.” Saulteris looking for- paper will spur the demand-&or recycled tent (see Table1). Daishowa is producing ward to the first annual report in March directory papers on the North American a sheet with 25 percent recycled content 1993that will detail the directory pub- continent. at its Port Angeles, Washington mill, with lishers’ accomplishments. At present, the Japanese make recy- plans to increase to 40 percent. NYNEXInformation Resources Com- pany of Middleton, Maine is experiment- 1 ing withusing recycled content paper purchased from an overseas paper pro- HRS ducer in directorycovers. Telephone booksissued to GlenFalls, New York THE HI~RISERECYCLING SYSTEMTM andBiddeford, Maine will have covers containing 10to 12 percent recycledcon- tent. NYNEX will evaluate the ability of the covers to protect thebook for 12 I HRS“allows multi-story residents to drop their gar- months and resist curling. bage and separated recyclables directly down the existing trash chute. The recyclables are then accu- mulated in designated rollaway containers on a Markets expand turntable at the bottom of the chute for easy removal. When OTDrecovery programs first W HRSm makes it easy for multi-story residents to started, only paper-related product man- recycle by mirroring the approach used for regular garbage disposal. ufacturers were interestedin OTD. It was IHRS“al1eviates the burden of carrying solid waste made into celluloseinsulation, hydro- recyclables in elevators and stairwells. seeding mulch, roofing shingles and tar W HRCiseasily installed wlth no structural changes to paper, chipboard rollers for toilet tissue the trash chute or to the building. and paper towels,craft paper, fruit wrap- ping,sheetrock backing and facing paper, chicken litter and animal bedding (see box). One New York medical center has used molded pulp bed pans that incorporate OTD as a feedstock. But, as 50 N.E. 39 Street directorieshave shed their hard-to- Miami, Florida 33137 recycle coatings on the covers and their Ph: (305) 573-3888 Fax: (305) 573-6066 hot melt glues, OTD is being introduced into more traditional paper product mar- me only Automated. Patented System Proven by Haulers for kets, such as newsprint and even closing High-Rise andMid-Rise Buildings LOOK FOR US I theloop with directory-grade paper for at me Pacific Recyclers Expo new directories. This is Iproprietary patented system in Anaheim, California Hi-Rise Recycling Syatemr, Inc., a Florida Corporation “In the future even more OTD willcon- ‘ NaUmaI kjdlng CoaUtbm-3ew111IRace tinue to go to the traditional papermak- ers,”says Chuck Vessey, specialist- Circle 271 on RR service card

74 Resource Recychg November 1992 RECOVERED PAPER SUPPLEMENT paper purchasing for Southwestern Bell also supported trials usingthe chicken lit- Yellow Pages and chairman of YPPEN’s ter as fertilizing mulchfor native grasses. market development subcommittee.“Pa- Markets for post- WisconsinTissue of Menasha,Wis- per millsare located in many differ- consumer telephone consin is an example of an end user that ent regions of the U.S. and Canada, and was able to useOTD when Ameritech manysee OTD as acheap source of directories changed to awater-soluble glue in its good fiber for their traditional paper prod- book. In 1992, it will incorporate OTD as ucts. It still makes a lot of sense to diver- one of the feedstocks in the manufacture sify the end user base so all of the eggs Animal bedding of a new product lineof napkins and tow- are notin one basket. And, besides, Boxboard els,Second Nature Plus, that has 100 manyof theless traditional end users Cellulose insulation percent post-consumer content.The 900- stepped up and offered to try processing Composting (e.g., as a bulking agent) ton-per-day mill expects to use 1,000 OTD when no one else would take them. Directory paper tons of OTD this year. We won’t forget that kind of dedication. It Gypsum wallboard In additionto exploring new markets for helped turn OTD recovery efforts around. Hospital bedpans OTD, Vessey’ssubcommittee has re- Besides, these end users still make direc- Household paper products (e.g., sponsibility for reporting procedures and tories into some very useful and environ- napkins, tissue, towels) has developed and recentlyupdated a di- mentally sound products.” Newsprint rectory of processors and end users of “Don’t count animal bedding out as an Packing material OTD. Thedirectory contains 85 end enduse of OTD,”says Lisa Dellinger, Padded envelopes users and 100 brokers and dealers that Ameritech’s Indiana public relations man- Roll cores will handle some quantity of OTD. ager. Her company has formed a unique Thesubcommittee is also the net- Dartnership with the Indiana Farm Bureau work’s coordinator for the directory dis- and othermembers of theagriculture Advertising & Publishing Corporation in tributiondatabase operated by YPPEN community in the stateto promote shred- Atlanta is working with the US. Depart- and NYNEX. It is a storehouse of infor- ded directories asbedding for cattle, ment of AgricultureResearch and De- mation about numbersof directories pub- horses and swine. The paper bedding is velopment Council in Gainesville, Geor- lished, delivery dates and other informa- acclaimed by expertsto have advantages gia to conduct similar tests of shredded tion usefulto local recycling coordinators. overother types of bedding. BellSouth paperfor chicken litter. BellSouthhas Thedatabase, with its information on

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Circle 325 on RR service card

~~ RECOVERED PAPER SUPPLEMENT Resource Recycling November 1992 7,000 directorytitles, is maintained at forthe City of Los Angeles,is pleased The hard-to-handle OTD and low mar- NYNEX, as a contribution to the Yellow withthe action plan that the directory ket prices are further drawbacks to get- Pages industry’s environmental efforts. publishers have put together. She feels tingcollection programs started. It is thatgreat strides have been made in difficult for most balersto handle the Collection making the book recyclable and develop- brick-like books, although most markets In additiontousing recycled paper, will accept them loose or in Gaylord con- YPPEN publishers have made progress tainers.The domestic markets that ac- in stimulating the collection of OTD. Four ceptOTD usually pay nothing for the yearsago, almost no post-consumer books, or maybe $5 per ton, butdo cover OTD were being recycled, but now OTD the transportation cost. The export mar- are being recycled in most large cities, ket will pay $15 to $25 per ton for OTD. and even more small ones,all across the All publishers will strive to YPPEN’s marketdevelopment sub- US. andCanada. But, even YPPEN have some recycled fiber committee has already approved a for- finds it difficultfinds it to identifyexact mat for gathering resultson member’s re- figures on how much is currently being in 100 percent of their coveryefforts, and YPPEN members collected of the more than 740,000 tons directory paper in 1995. have received a questionnaire forreport- of paper its NorthAmerican publishers ing keyinformation on their company’s use annually. Neal Clay, directorof public progress in achieving OTD recovery, re- information for BellSouth Advertising and cyclability and use of recycled paper. Publishing Corporation and the YPPEN “I think we all agree that we have a communicationssubcommittee chair- ways to go in recovery,” says Clay. “But, man,estimates that 30,000 tonswere considering the short timewe have been collected in the first halfof 1992. Overall, ing markets. However, collection efforts stimulating the recyclingof OTD, we think about 10 percent ofOTD might be re- have not been as successfulyet, a result we have made real progress toward get- trieved in 1992. she attributes to a lack of familarity that ting communities interested in recycling JoanEdwards, director of the Inte- directory publishers have with this typeof telephonedirectories and helpingthem grated Solid Waste Management Office outreach activity. keep directories out of local landfills.”

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Circle 352 on RR service card Circle 161 on RR service card

Resource Recycling November 1992 RECOVERED PAPER SUPPLEMENT Company efforts There seems to be no magic formula for a San Diego's model directory recovery successfulcommunity recycling collection campaign for OTD. Programs utilize program a variety of partnersand collection The City of San Diego's OTD recovery nessesand residents in apartments methods (seesidebar). Communities effort was a successful public-private wereable to takeadvantage of this with a strong curbside recyclingcollection partnership that recovered 700 tons in program. program run by a waste hauler dedicated fourweeks, according toStephen The total cost for the program was to making OTD recovery work seem to Grealy, recycling specialistfor the city. $70,000, or $1 00 per .ton of collected have a definite edge on those that don't. Twenty-one Vons Supermarket stores OTD. Only 20 percent of the cost was A strong collection program for the busi- served as drop-off recycling sites. The borne by the city, with the majority of ness community is also a plus in captur- San Diego County Disposal Associa- the expense absorbed by PacificBell. ing additional tons of OTD. Schools, con- tionprovided collection bins. City One of the largest expenses was the venience stores, supermarkets and fast truckspicked up the bins and deliv- printing of a how-to-recycle insert that food restaurants have also beeneffective ered them to San Diego Fibres. The was manually placedin the directories partners. OTD were exported to a company in byPacific Bell's drivers.The insert First-timeOTD collection programs Taiwan, which turned the scrap paper servedavaluable public education generally realize a recovery rate between into recycledboxboard used for the role, since it also included information 10 and 30 percent, based on the experi- production of shoe boxes. on other city recycling collection pro- enceof thedirectory publishers. Many Thecollected OTD represent a re- grams. second-yearefforts tend to see an im- covery level of 31 percent of the 1.5 The program wasso successful that provement of 10 to 15 percentage points. million directories distributed, accord- otherparties, including McDonald's In some communities, a specialcollection ing to Grealy. Nevertheless, thisfigure and the Hotel-Motel Association, are program is runconcurrently with a understatesactual OTD recovery, lining up to participatenext year. curbsiderecycling collection program since San Diego's curbside recycling Special attentionwill be paid to target- thatmay accept OTD. However, OTD collection program accepts OTQ in its ing businessesand institutions for volumes captyred by curbside recycling mixedpaper fraction. Small busi- OTD collection. programsare rarely available as sep-

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Circle 92 on RR service card

RECOVERED PAPER SUPPlEMENT Resource Recycling November 1992

""_ ""_ .. ~ . . "" . . . . . I arate figures,so OTD recovery levels can than any other YPPENmember com- Closing the loop be understated in those communities. pany. Its sponsorship of the1991 McDonald’s first got involved in OTD re- Southwestern Bell Yellow Pages was Phoenix,Arizona campaign resulted in cycling collection when it found out that oneof the first regionalBell operating the recovery of 3,200 tons of OTD, while scrap directories provided someof the re- companies to begin collection programs the 1992 Phoenix campaign resulted in a cycled fiber being used in its paper nap- for OTD and wasrecognized in 1990 with still respectable 1,900 tons. Mike Garcia, kins. The company participated in a pilot an award by the National Recycling Co- recycling director for U S WEST Direct, OTD collectionproject in Milwaukee in alitionfor its efforts. In 1990, the com- attributes the unusual first-year tonnage late 1990; a larger scale effortin St. Louis pany recovered1.9 million OTD weighing to the“clean out the basement”effect followed.McDonald’s then prepareda 3,734 tons. This year, the company pro- that some programs across the country how-to manual on developingan OTD re- jects it will collect more than three millionhave experienced. covery program and distributedit to all its OTD weighing over5,500 tons. This rep- Almost 1,700 tons of OTD were col- regional offices in 1992. resents a recoveryof about 8 percent, by lected in 1991 in thePortland, Oregon The response has been good, accord- weight, for its market area. metropolitanarea, recovering about 30 ing to acompany spokesperson, al- However,Southwestern Bell sees in- percent of the books in circulation. Two- thoughsome stores could notproceed creasing demand by larger cities for OTDthirds of the OTD were collected from 21 with desired collection programs because collection programs. In 1993, Dallas will drop-box sites. One-third of the volume in some parts of the country the nearest start OTD collection. SouthwesternBell is came from a business collection programmarket was too far away. alsoworking with the City of Houston, conducted by Weyerhaeuser. The program was a success in Stanis- which is collecting the booksas part of its U S WEST Direct will sponsor recycling lausCounty, California, according to pilotcurbside recycling collection pro- collection programs in 103 cities during JamiAggers, senior environmental gramoffered to about 60,000 house- 1992. healthspecialist for the county. Ten holds, in addition to making one drop-off BellSouthAdvertising & Publishing’s McDonald’sstores participated. Resi- site available. 1991 sponsorshipof the Atlanta, Georgia dents who dropped off a book received a U S WEST Direct (Englewood, Colo- programproduced over 1,000 tons of coupon for a free food product. The pro- rado)provides OTD collection to many OTD. BellSouth will sponsor79 recycling gram collected 39 tons ofOTD, an11 Western states-and has likely recovered programs in its largestmarkets during percent recovery rate. Aggers termedit a moredirectories in asingle campaign 1992. “great program” that allowed the county

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Circle 431 on RR service card Circle 97 on RR service card

78 Resource Recycling November 1992 RECOVERED PAPER SUPPLEMENT I to reach a broader audience thanit could Broadening environmental The company will save another 600 tons have done on its own. commitment per year by reducing the borders on each Theeffort to closethe loop with tele- page by one-sixteenthof an inch. NYNEX Building on a base phone directories has resulted in the de- will realize an annual savings of $2 mil- A further accomplishment of the YPPEN velopment of a corporate environmental lionfrom these two resource-saving marketdevelopment subcommittee this policy at NYNEX. This has allowed John measures. A system is alsobeing de- year is the adoption of a “how-to-recycle Balaguer, director of the company’s en- velopedto track print orders and de- directories”model recycling collection liveries in order to minimize the number program,developed by Ameritech. The of over-issue books. program includes a video guide targeted Thecompany has established office to community recycling coordinatorsillus- paper recycling collection programs at all trating what to expect once a community of its major locations. The program col- commits to recoverdirectories. Ameri- One goal is to make all lectsmore than 18 tonsper month. tech and NYNEX share educational ma- NYNEX also uses recycled paper for let- terials with YPPEN, which is indicative of directories recyclable. terhead, business cards, memo pads and thecooperation YPPEN receives from copierpaper. In 1992, it willuse over members willing to put aside competitive 200,000 pounds of copier paper, averag- interests to do something good for the en- ing 65 percentpost-consumer content, vironment. produced by Patriot Paper (see “Boston YPPENcommunications subcommit- paper mill returns to its roots” in the Sep- tee chairman Clay says, “Directory recy- vironmental issues organization, to move tember 1992 issue). cling has taken on alife of its own. Com- freelythrough the normal barriers that NYNEX is alsoimplementing a pro- munities love to get behind a project like separate different parts of the company. gram to reuse laser printer cartridges and this. We think the trend will continue for As part of this environmental mandate, printing ribbons. RR some timeto come. As long as publishers thecompany has looked atvarious source reduction measures. By-switching can stimulate markets for the OTD, com- Neal Clay, directorof public informationfor munities will see the dollar advantage of to a 20-pound stock for its White Pages, BellSouth Advertising and Publishing Corpora- recycling them rather than sending them the 10 percent weight reduction willsave tion, provided a significant amount of the infor- to the landfill.” 2,000 tons of directory paper per year. mation for this article.

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Circle 45 on RR service card Circle 31 on RR service card

80 Resource Recycling November 1992 RECOVERED PAPER SUPPLEMENT ..