What do you do when you're an environmental blog – uber-concered about being green, saving the planet, controlling climate change, saving the ice caps, and ensuring a better tomorrow – and you've got a new paperback, about living an eco-friendly lifestyle, to promote?

Kill trees by printing out scores of postcards and mailing them around town.

Oh heaven be Outside's name? If there's one magazine where it makes sense to take the trendy "going green" anthem seriously, it's a rag about nature. The Lawrence Burke-owned magazine, which was founded by Jann Wenner in 1977, is ditching all insert subscription cards, as AdAge first reported. The move will ditch some 20 million insert cards, which Outside claims will saved 1,500 trees.

But don't think the effort from Sante Fe-based publisher Mariah Media is purely an ode to the environment. Just like when, in 2006, Philips paid Hearst $2 million to get rid of the cards from a month's worth of Redbook, O At Home, Weekend, and House Beautiful, this sounds like a publicity stunt more than anything: Outside will continue putting subscription cards in copies sold at the newsstand, since they remain an effective and cost-efficient way of snagging new customers.

The cards will only disappear from issues sent to subscribers, where their effectiveness begins and ends with copies sitting on the shelves of doctors' offices. You know, since home subscribers already subscribe to the magazine.

You just have to be in the business of blogging. [NYP]