These findings are based on research by The Paper Task Force, a peer-reviewed study of the lifecycle environmental impacts of paper production and disposal.  The table below is a comparative analysis of 15 specific environmental impacts, comparing a single advertiser using a weekly, direct mail model (such as the former PennySaver model) to the quarterly, journalistic model of The Reader Magazine.  The savings of resources and reductions of pollutants described below come about from one advertiser choosing to reach 30,000 households through a full-page advertisement in The Reader rather than a weekly direct mail product.



Note: The positive impact on the biosphere is likely to be greater as these figures do not include savings from The Reader's model using 92% less fossil fuels to distribute its message than a high- frequency, low-quality junk mail model.