Project Info

From the Los Angeles Times: The goal of Garbage was, according to editor and publisher Patricia Poore, to mix “the best of environmental magazines, the best of science magazines, with a practical, how-to slant and a sense of humor.” Or, as their direct mail campaign put it: “To those who say it’s beyond the individual to grasp our environmental problems — let alone fix them — we say ‘Garbage!’”

"This project totally different," she said. "It comes out of magazine publishing, rather than the environmental movement. The other environmental publications, to a great extent, exist for a constituency that is giving money to a cause; the magazine becomes a mouthpiece for the group."

Garbage, Poore said, showed people like herself how to confront the environmental dilemma in a reasonable manner. The premier issue, for instance, included articles on redesigning a kitchen to accommodate recycling, and a piece on composting a small garden.

It also featured more far-reaching features on environmental issues, but “without the jargon,” Poore said. For example, the magazine will approach the stupefyingly complex issue of chloroflurocarbons and atmospheric chemistry from the perspective, “What does a Big Mac box have to do with ozone?”

Garbage debuted with 120,000 readers, ranging from retirees in volunteer organizations, to college kids, to homeowners, to people employed in waste management.

“We felt environmentalism was no longer a fringe issue,” says Poore. “People were getting too much mail that showed dead baby seals. They didn’t understand that environmentalism really has to do with getting up and deciding what to buy at the market.”

Scope of Work

Creative Direction, Redesign


Client:  Gloucester Publishers (Gloucester, Mass.)
Founders/Editor:  Patricia Poore
Designers:  Inga Soderberg, Claire MacMaster, Katie Gatchell Searles