"We want to be a role model for others"

03.03.2020 - The high-circulation magazine "Lebensart im Norden" will no longer be printed on fresh fibre paper in future. "The planet's resources are simply too valuable!" says Jörg Stoeckicht. Together with his team, the Managing Director has campaigned for a conscious change in production processes and materials - with success.

For more than 20 years, Verlagskontor Schleswig-Holstein GmbH has been offering northern Germany a diverse portfolio of lifestyle and event magazines. The print product "Lebensart im Norden" is at the forefront. With a total of up to six regional editions and more than 110,000 copies, it is the highest-circulation free monthly magazine in northern Germany. Around 30 employees put their heart and soul into providing advertising partners with a suitable platform and readers with a comprehensive range of interesting and service-orientated articles every day - from media consulting and editing to layout and distribution.

What is the magazine's target group and focus?

Our target group includes readers aged 35 and over. In addition to articles on lifestyle topics, cuisine and wellness, there are also editorial reports on culture, history, people in Schleswig-Holstein and Hamburg and, last but not least, practical tips - told in an entertaining and sophisticated way. Many small and medium-sized companies have been among our loyal customers from the very beginning and have helped to shape the image of "Lebensart". All of these customers are particularly close to our hearts, as they characterise our region and ensure quality of life locally with their products and services. We want to offer them a valuable platform. Sustainability and regionality are the content brackets that characterise the magazine.

To what extent do sustainability, resource conservation and environmental protection play a role in "Lebensart im Norden"?

The aforementioned topics are our publication justification. For us, they are closely linked to our guiding principle of regionality. We report on the top addresses in the region, point out short routes to direct marketers and focus on companies that are both sustainable and passionate about environmental protection. We want to draw the attention of a broad readership to these "green" topics.

At the end of 2019, you completed the switch to recycled paper from Steinbeis. What was the decisive argument that motivated you to switch to recycled paper?

First and foremost, it was important to our colleagues in the editorial team to print their stories from the north for the north on paper that comes from the region. At the same time, it was important to us to implement the concept of sustainability across the board - on and in the paper. Previously, we used a conventionally produced virgin fibre paper. We are convinced that we have made the best choice with the high-quality recycled paper Steinbeis Charisma.

Sustainable products and services are sometimes a little more expensive than their "conventional" counterparts. Was this an issue when switching to recycled paper?

Of course, Verlagskontor Schleswig-Holstein is also a commercial enterprise. But our agenda is clearly formulated: We can't save the whole world, but we want to do our bit. Even if that means spending more money. It is an investment in the future! It's worth the money to us.

In which other areas have you already been able to reduce your ecological footprint?

We are not planning further measures, but have already implemented them. For example, we have our magazine printed by the Eversfrank Group print shops based in Schleswig-Holstein. The company has also recognised the problem of the times and reacted. The Eversfrank Group prints climate-neutrally, uses 100 per cent green electricity at all its sites and offsets the unavoidable production share of_{CO2 through} a reforestation programme in the already forest-poor federal state of Schleswig-Holstein. A company orientation that is in line with our values.

The majority of print products in the magazine sector are still printed on virgin fibre paper. What is stopping other magazines from making the switch?

We suspect that the awareness of sustainability is not yet fully developed in many companies. Hopefully, as one of the pioneers, we can be a role model for others. That would make us happy.

To what extent does the current discourse on sustainability have an influence on "Lebensart im Norden"?

Acting in an environmentally conscious way has always been important to us. But of course we have recognised that it is now high time to take active steps against the climate catastrophe. We are trying to do what we can, even if we are only small world saviours. But, as we all know, every little helps a lot - and, depending on its usefulness, manure can also make a valuable contribution.

Cover picture: Zlatan Rasidovic/Lebensart im Norden