Far from abandoning print, German publisher Südkurier is securing its future by getting to the roots of sustainability.

In an INMA Ideas blog, senior marketing manager Thomas Liebetrau tells of the publisher’s innovative ‘Newspaper Forest’ project, which aims to rejuvenate the local ecosystem by promoting reforestation with climate-resilient trees.

As a result, the project, launched in 2023 stands out as a beacon of hope and responsibility in the face of a daunting climate crisis, as it aims to address severe forest damage in the Waldshut district of Baden-Württemberg, ensuring a sustainable future for the beloved Black Forest.

Liebetrau says Südkurier takes pride in being deeply rooted in its community, providing modern services and being a trusted ally to the people of our region. “Our Newspaper Forest project embodies our commitment to sustainability, encouraging local engagement and ensuring social cohesion through a shared mission: planting 30,000 trees over three years to combat the effects of climate change,” he says.

Through a partnership with ForstBW, the State Forestry Commission of Baden-Württemberg, Südkurier has identified two strategic locations in the southern Black Forest for reforestation efforts. “By choosing tree species that thrive in the current climatic conditions, we are determined to create a resilient and stable forest ecosystem,” says Liebetrau.

Südkurier readers, customers and local businesses are being given the opportunity to join the green initiative by sponsoring tree planting. “Through our dedicated platforms and promotions, we open pathways for community participation, reinforcing the notion of corporate responsibility while fostering customer loyalty.”

By the end of 2024, more than 18,000 trees had been planted, a milestone achieved in less than two years. “This progress signals our collective ability to reach more than two-thirds of our ambitious target, strengthening our resolve to reach the 30,000-tree mark by 2025,” he says.

Communication is at the heart of the project, using a multi-channel approach including platforms such as Südkurier Online, editorial newsletters and social media accounts. “From informative editorial articles to engaging social media posts and email campaigns, we prioritise transparency and accessibility.

“Additionally, our interactive website provides detailed information and allows people to contribute by purchasing tree packages.”

Promotional strategies cover both consumer and business markets, with gift subscription orders rewarded with tree plantings, thereby combining personal contribution with environmental responsibility.

On the advertising side, special packages increase the visibility of the Newspaper Forest and attract corporate customers. Companies that donate significant numbers of trees are recognised through year-round ‘thank you’ ads and personalised PR content, reinforcing their corporate image and commitment to sustainability.

Beyond online engagement, Südkurier inspires community involvement through on-ground events. Planting events invite subscribers, school classes and major donors to actively partake in reforesting efforts. Furthermore, expert forums such as, ‘Is the Black Forest still salvageable?’ provide education and insights into sustainable forestry practices, fostering a deeper understanding of our environmental initiatives.

“As we move forward, the Südkurier Newspaper Forest continues to grow both in size and significance. Not only does it represent an important step in ecological restoration, but it is also a unifying force in our community.

“By turning our shared vision into a green reality, we offer a model of sustainability that inspires others to act. Here, in the heart of Baden-Württemberg, our roots are growing deeper, our resolve is stronger, and we are planting seeds for future generations.”

Pictured: The Südkurier Zeitungswald area of the southern Black Forest (photo Nico Talenta)