This time last year, we were reporting Rufus Griscom, the mind behind sex-with-a-brain site Nerve.com, was expanding beyond his latest spin-off (parenting site Babble.com) with an environmental blog. And then … nothing. Realizing we went nearly a year without seeing Griscom launch his green title, we revisited the issue in August, where Griscom told us "our research indicated that the green advertising category is inadequately mature so we put it on ice … We will launch it at some point, but only when the advertising base is there." Might Griscom have been wiser, then, than the treehugging webtrepreneurs attempting the same thing?

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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.

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