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A DIGITAL ECOLOGIST: Paper — even the recycled kind — is now passé at the Ecologist in Britain. The environmentally crusading magazine, whose director is Zac Goldsmith, will publish as an online magazine only from June, and its final printed issue will hit U.K. newsstands June 19. But Goldsmith, who is Jemima Goldsmith’s brother and whose uncle Teddy Goldsmith founded the magazine in 1970, put a positive spin on the news. “Relaunching online will enable the Ecologist to react faster to what is now a global and daily debate on how best to preserve the world in which we all live,” said Goldsmith. And in a statement on the magazine’s Web site, Goldsmith faced any awkward suggestions about tough times at the title head-on. “First, this is not a face-saving way of closing down,” he said. “The Ecologist has lost money from the day it was launched in 1970, and will continue until the last edition is printed. It was never set up as a business venture. It was set up as a campaign, and like all good campaigns, it costs....In print, our readership is necessarily limited. We will always aspire to reach millions, but that will never happen.”

The magazine will unveil a relaunched Web site at in late June. The current issue of the magazine, which has a circulation of 20,000 and a cover price of 3.50 pounds, or $5.20, features stories including “How to Turn your Town Plastic Bag Free,” and “Can Silver ever be Ethical?” Its advertisers include an electricity company called Good Energy; Triodos, an ethical bank, and Vintage Roots, an organic wine specialist. The company said it is in consultations with its staff about the online move, but a spokesman for the magazine declined comment on whether there would be any layoffs at the title.

— Nina Jones


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