Mainstream sites seek the 95% who want to be 5% green

The New York Times reported April 23, 2007 about how mainstream online publishers like Washingtonpost.Newsweek Interactive and the National Geographic Society are creating new environment-focused sites and "increasing their offerings of 'green' content, hoping to attract readers and advertising revenues from manufacturers and retailers who are suddenly walking the earth-friendly path." Green is apparently one of the top growing ad markets. Don't expect great depth, however. The editor of Sprig.com, Washingtonpost.Newsweek Interactive's new site for eco-minded women, is quoted as saying, “We’re targeting this to the 95 percent of people who want to be 5 percent green, not the 5 percent of people who want to be 95 percent green.” Grabbing for green bucks takes on a whole new meaning. Read the full story here (you'll need to create a user account at NYT).