Describing the emergence of “green” media properties from mainstream sources, The New York Times says “online publishers are strapping on their Birkenstocks.”
Yesterday, for instance, Washingtonpost.Newsweek Interactive, the online arm of The Washington Post Company, introduced Sprig.com, a new Web site aimed at environmentally conscious women.
“We’re targeting this to the 95 percent of people who want to be 5 percent green,” said Jeanie Pyun, Sprig’s editor in chief. “Not the 5 percent of people who want to be 95 percent green.”
The Post may be drawing their inspiration from indie site, TreeHugger.com. The site currently draws 1.6 million monthly visitors, double the traffic it received just last November. Ken Rother, TreeHugger’s president, credits Al Gore’s film, An Inconvenient Truth, with helping to create more interest in pressing environmental issues.
