Smart Energy Series in Sierra Keeps the Focus on Global Warming

For Immediate Release April 2007
For editorial information contact:
Debra Jones at (415) 977-5625 or email: debra.jones@sierraclub.org
For advertising information contact:
Kristi Rummel at (608) 435-6220 or email: kristi.rummel@sierraclub.org


SMART ENERGY SERIES IN SIERRA MAGAZINE
KEEPS THE FOCUS ON GLOBAL WARMING

San Francisco, CA – In the third of SIERRA’s “Smart Energy” special issues, Bill McKibbon, author of “The End of Nature,” takes readers step by step through his experience building his “dream-green” house in Vermont. And for more hands-on and practical information on remodeling right, the July/August 2007 issue’s smart energy package will offer homeowners green tips on heating, cooling, insulation, lighting, appliances, water conservation, and sustainable materials. Not content to address the needs of individual readers, SIERRA will also offer smart energy solutions that are community-driven. According to Kristi Rummel, National Advertising Director, “Americans want to know what they can do to be part of the solution to the energy crisis and global warming. In this issue of SIERRA, they’ll get ideas they can use in their homes and communities to begin moving towards smart energy solutions.”

On a more artistic level, SIERRA will showcase the work of renowned nature photographer, Frans Lanting, as he shares some of his favorite images and the stories behind them. Lanting has been hailed as one of the great nature photographers of our time. Honored by World Press Photo, recipient of the BBC Wildlife Photographer of the Year award and of the Sierra Club’s Ansel Adams Award, Lanting serves on the National Council of the World Wildlife Fund and is a columnist for Outdoor Photographer magazine.

July/August 2007 Issue Ad Close: May 7; Materials Due: May 11

SIERRA’s Annual Natural Products Buyer’s Guide will feature the latest products for readers who want to enhance the quality of their life while helping to protect and preserve the planet. Good Going will enlighten readers on the many ways marine life adapts to the stress of sun, surf and sand in west coast tidepools. A Sierra Student Coalition activist, Rachel Ackoff, will be interviewed on how she is tackling global warming. And in Innovators, Sierra readers will get architect Michelle Kaufmann’s views on “prenewable” construction—affordable modular homes built with sustainability in mind.

Every issue of SIERRA includes “The Green Life,” an entire section devoted to a colorful, upbeat take
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Page 2 of 2, “Smart Energy Series Continues . . ..”

on lifestyle choices. At turns practical and whimsical, “The Green Life” informs readers about the latest
(and best) trends, products, and tips on food, fashion, health, housing, and transportation. It includes
SIERRA’s popular advice column, “Hey Mr. Green,” Q&A’s with green innovators, and short takes on the books, music, movies, art, and other media that should be on any well-rounded environmentalist’s
radar. Every July/August issue of SIERRA features a special advertising section, “The Natural Products Buyer’s Guide” with product reviews by Roy Wallack, Los Angeles Times columnist.

According to our October 2004 MRI Subscriber Study, SIERRA readers value a lifestyle that helps to reduces global warming and choose to purchase home products that support smart energy usage.

SIERRA READER DEMOGRAPHIC PROFILE**
Male/Female: 44/56
Median Age: 50
College Educated: 83%
Median HHI: $67,885

SIERRA READER SUSTAINABLE LIFESTYLE***
Recycles: 85%
Maintains An Outdoor Garden: 82%
Paid More For Eco-Friendly Products: 65%
Eco-Friendly Lawn & Garden Products: 46%
Use Natural Household Cleaners: 38%
Purchased Water Filters: 36%
Maintains An Organic Garden: 33%
Energy Star Appliances: 23%

** 2006 MRI Doublebase Study
*** 2004 October MRI SIERRA Subscriber Study
ABOUT SIERRA:
A bimonthly, our on-line media kit is available at www.sierraclub.org/sierra/mediakit.
SIERRA is published by the Sierra Club, the oldest, largest, and most influential grassroots environmental organization in America, with more than 760,000 members nationwide. In 1893 the organization issued the first Sierra Club Bulletin, which became SIERRA in 1977. The bulk of SIERRA’s paid circulation comes from readers who spend an average of $36 for membership in the Sierra Club. A recent study found that SIERRA readers consider the magazine to be the number-one benefit of club membership. With multiple readers per copy, SIERRA reaches a total audience of more than 1.3 million* people.
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