An interesting side effect of those businesses who have been on the forefront of becoming “green” and eco-friendly is an unexpected perk. And it comes in the form of publicity. The number of "green" business stories published in the nation's 10 largest newspapers this year has already doubled last year's total, according to a study released by the Donald W. Reynolds National Center for Business Journalism. A significant shift is underway in coverage priorities, the study found. Examination of content determined that 81 of 154 business stories on environmental sustainability appearing since 2000 have been published during 2007. A survey of business editors revealed that few have dedicated a reporter solely to green coverage, though the subject has been added to some existing beats. Editors said they carry a story with a "green angle" as often as once a week and none felt that interest has peaked. "Coverage of business aspects of the environment is relatively recent, but the dollars involved and the public's interest in it speak loud and clear," said Andrew Leckey, Director of the Reynolds Center. "We believe the more intelligent coverage provided on the subject, the better." Representative of this green trend was a recent 12-page "Business of Green" special section in The New York Times that also included advertisements from environmentally-involved firms. The two-part Reynolds Center research consisting of a content analysis and survey of business editors was conducted by Stephen Doig, the Knight Chair at Arizona State University's Walter Cronkite School of Journalism and Mass Communication, working in conjunction with the Reynolds Center staff. Green stories in business sections still reflect only a fraction of such stories found throughout the newspaper, the study found. It also examined green business coverage for publications of all sizes and the swift rise in corporate communications efforts on environmental topics. For the complete report and analysis, go to http://www.BusinessJournalism.org. | 
