Consuming paper saves trees?

I recently saw this print ad at a bus stop in downtown D.C. The copy is very counterintuitive and kind of cryptic. I can't say that this ad is terribly informative. Is this a tongue-in-check message that we should just read periodicals on the internet to save trees? Is this an ad for the consumption of paper? The ad could be for just about anything and have some "green" argument. So what is the ad for??

As you may have guessed, it is not a sarcastic approach to decrease paper consumption. It is paid for by the Printing and Graphics Association of the Mid-Atlantic. The association's argument goes like this- if we stop consuming paper private landowners that would normally practice sustainable forestry will not replant trees after they are harvested. They will plant some other crop or graze animals instead. In order to maintain sustainable forestry as an industry, you have to make a market for paper by consuming it.

The most disturbing thing about this argument is that it is somewhat logical at first glance. If there is no market for paper made from trees, no one will plant trees that can be harvested later.

Ok, back to reality. The campaign's website claims that landowners are constantly faced with a choice of how to utilize their land and derive income from it. The message makes it sound like forests and soy beans have the same life cycle. The fact is that when a landowner replants trees the income from those trees isn't typically realized for another generation. These landowners are planting trees while thinking about their children. Besides, are landowners considering getting into some completely different industry that may or may not be suited to their land and climate overnight because I buy recycled paper? Please.

Just to be clear. I am all for sustainable forestry. It's a great alternative to logging old-growth and I do see the point. However, I think it's irresponsible to make the claim that going paperless in your office is environmentally irresponsible.

What this really highlights is how important it is to actually think things through before you commit to some paid media campaign that is tugging on your green heartstrings.