Ecorazzi scoop: Plenty, leading Eco magazine, is RIP. [elephant journal’s three silo manifesto]

Via Waylon Lewis
on Jan 10, 2009
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Image courtesy our new friends at CTV.


E-xtra! E-xtra! Read all about it (online)!

Ecorazzi says it looks like Plenty magazine is RIP, including its web site—the latest victim of the great, sad, green print burn-off I recently discussed. I say, thank god I never took on investors. See, Plenty had a ton of enthusiastic advertisers—there’s no reason they couldn’t’ve transitioned to web, which is tough, humbling, but far greener and less hypocritical anyways.

So why didn’t they go paperless? When you’re largely owned by backseat drivers, and you fail to get additional funding, you find yourself no longer steering your own destiny. It is sad, as Ecorazzi and others say…but I say that green media needs to also be independent, so we can make the tough editorial and business choices without carping from the rich seats. We need to be able to criticize the hands that feed us (big advertisers), and do so fairly and constructively, when called for. Thirdly, we need to be able to resist the temptation to franchise, a popular business model that puts national media in direct competition with local media—the equivalent of Whole Foods putting a farmers’ market out of business. We need to be either local or national, competing with folks our own size.

We need to change the world, and have a good time doing so. If Lester Brown and his peers are to be believed, we need widespread, coordinating, top-down change—within now only one year. And if we’re gonna get some real leadership, then the bottom-up grassroots—We, the People—must be motivated and coordinated in giving our leadership the cojones to lead.

And that’s where media comes in, as Lester Brown said—we’re the key. If good info isn’t getting out there in a genuine, tough, fun way…no one will care. And our grandchildren will live in a world radically, and in some case irrevocably altered, more homogenized, more sterlized, and with far less life in it that the one I woke up to. 

We here at elephant see our job as uniting three disparate communities: environmentalism, spirituality and religion, and politics. Without a modern, non-theistic yet profound spiritual practice, how do we learn to be good, sane, caring people and communities—and how do we realize that mindfulness in every moment and everyday life immediately translates into a fervent wish to live in harmony with our earth? And with those two established—our personal practice and practical disciplines—we naturally enter society actively, with caring, and without righteous aggression. That’s ele’s mission—to provide communication between those three ‘silos,’ and as Robin Williams says in Dead Poets’ Society, to know when we come to the end that we have lived life. 

Okay, now that’s really the longest, corniest bit I’ve ever write pre-cappuccino on a Saturday morning. The writing might be clumsy, but the sentiment I’ll stand behind.


About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


6 Responses to “Ecorazzi scoop: Plenty, leading Eco magazine, is RIP. [elephant journal’s three silo manifesto]”

  1. Jeff Johnson says:

    So true , nicely done. The light has dawned on a new day for print for sure, go paperless, be on demand,be everywhere and include some video for good measure… and you have the CTN Green magazine. We spent months testing it to be scaleable , full screen readable ( no clunky zoom click to read , scrioll hand to move and click back out )… CTNgreen is easy. use your Keyboard arrow kets, mouse or even TV remote in your home theater screen web connection. gets you in.

    P.S. much love for the elephant – adding you to oour blogrolls now –
    Peace and Greenkeeping,
    Jeff @ CTNgreen

  2. […] over at the powerful, popular Gawker. We still don’t get why the green, independent Plenty can’t just carry on with its great web site…which is at the time of this writing still […]

  3. […] reported on, well, ourselves—elephant journal—and more recently green magazine Plenty, Alpinist, and Backpacking Light and Christian Science Monitor all folding or moving […]

  4. […] comment by way of thanks for Treehugger slash Planet Green’s shout-out to lil’ol’ elephant journal! Given that we nearly went out of business in our three month transition from ecoprint to […]

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