It was a worthy achievement. It also served as a reminder that the physical newspaper, with it’s blanket retail distribution and attention-grabbing headline space, still carries weight. The same highly charged editorial was displayed in the racks and kiosks of 45 different countries at the same time. Even the most viral of digital efforts would struggle to hit all those eyeballs so effectively.

Such innovation shows the way forward for the future success of print. It parallels the advantages of digital content in terms of global reach and shared ‘links’, while enjoying the unique access and political significance of the printed newspaper. Collaboration could well save the industry, and without Rupert Murdoch’s bizarre protectionist model ever having to be proved unworkable too.

Climate change is going to be the biggest story in the world for many years to come. It’s the ideal topic to unite global media, who in turn exert national pressure on politicians and promote essential local level lifestyle changes. Print may yet see it’s most powerful era.

Whatever the outcome in Copenhagen next week, the realisation is that analog and digital media have a more central role in ensuring the success of carbon reduction than the politicians. It is our collective yet individual daily decisions that will ultimately ensure any legislative targets are met. Those who inform us are charged with actually making this happen.

With that in mind, it’s time to sign up to the excellent 10:10 project, which manages to find just the right balance of personal involvement, realistic requests, positivity and an excellent media campaign. Therefore Alchemy Content is now and we look forward to seeing how the next year pans out, for newspapers, socially networked environmental campaigns and all our unsustainable carbon footprints.