The hidden cost of print: waste that digital-first publishing avoids. Pulse Group Media has eliminated 822,000 printed copies annually.
Business Times has completed its move to digital-first publishing, part of a transition by Pulse Group Media that has cut the group’s annual carbon footprint by 491 tonnes of CO₂e.
The decision eliminates the production and distribution of more than 822,000 printed magazines each year across Pulse Group Media’s titles.
The environmental impact is striking. Independent analysis shows the savings are equivalent to:
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Planting 2,600 oak trees and growing them for ten years
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Flying 1,500 people from Luton to Paris and back
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Manufacturing 6,100 smartphones
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Powering 50 office spaces in Northampton and Milton Keynes for a year
The shift also prevents 7.5 tonnes of plastic film waste annually. Reading online is estimated to be ten times more efficient than print.
“This marks a significant milestone in sustainable publishing,” said Daniel Cope, director of Green Lark Environmental Solutions and a Chartered Environmentalist. “Pulse Group Media has demonstrated what is possible when you combine transparent carbon measurement with decisive action. This shows how digital innovation can deliver measurable environmental benefits while reshaping traditional publishing models.”
The move reflects a clear signal from advertisers and readers who increasingly want platforms that are effective, accountable, and environmentally responsible.
Kerry Lewis-Stevenson, managing director at Pulse Group Media, said: “We have listened to our audience. They want modern, digital-first platforms that deliver real value without the waste. With Business Times and our other titles, we are proving that sustainability and effectiveness go hand in hand.”
The transition also comes at a time when businesses themselves are under growing pressure to demonstrate sustainability credentials. From SMEs with green charters to global firms with B Corp certification, companies are aligning their operations — and their supply chains — with ambitious net zero targets.
Advertising choices are part of that equation. “Businesses can no longer justify telling customers they are sustainable while investing their advertising spend in print-heavy platforms,” Kerry added. “Moving with the times means choosing channels that align with your values. Our digital-first model makes it possible for advertisers to be both effective and responsible.”
For advertisers, the shift is part of a wider strategy. Alongside its digital-first publishing model, Pulse Group Media continues to run a successful programme of face-to-face business exhibitions across Northamptonshire, Milton Keynes and Bedfordshire.
“These events are an important part of how we connect businesses directly,” Kerry said. “By combining live expos with our digital platforms, we give our partners both measurable online reach and the power of in-person networking.”
By embracing this transformation, Business Times reinforces its role as Northamptonshire’s leading business voice while highlighting Pulse Group Media’s ambition to set the standard for responsible publishing.
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