Pensord Press is the latest business to join as Two Sides director Martyn Eustace said that more and more printers are signing up despite the challenging economic climate.

"The Two Sides scheme aims to challenge the environmental misconceptions of paper, and it is more important than ever to put across this message of sustainability," he said.

Manufacturers including Sun Chemical, Fuji and many other paper producers and distributors have joined printers in backing the initiative, which costs £25 per million of UK turnover to sign up to.

Miles Linney, managing director at Mansfield-based Linney Group, said it is the industry's duty to make sure the debate over paper and the environment is clear and concise.

"I do think this is what the Two Sides campaign is delivering," he said. "The next step for Two Sides is deciding how to continue to spend the money so that it contributes to articulating the message."

According to Martin Darby, managing director at Principalcolour, many people were moving away from paper as they think it is 'un-environmental', however, as a continuing crop, FSC ensures three or four trees are planted to replace any tree used in paper manufacture.

He added: "The key challenges are to get more people on board and get people's understanding of paper changed."

Webmart founder and managing director Simon Biltcliffe agrees there has been a shortage of educational resources for consumers of print to make an informed decision about the environmental impact of print.

"It is a pretty reasonable cost to join Two Sides," he said. "However, I also think that survival is taking up a lot of management time at the moment."

He added that with e-paper coming out into the public domain, traditional print will have an ever-greater challenge to overcome.

Printers and publishers supporting the inititative include:

Access Plus
Cavendish Press
G.W. McKane & Son
Haymarket Publishing
Henry Ling
Hobbs the Printers
Jones & Brooks
Lateral Group
Thomas Leach
Linney Print
Limetree Offset
Phillip Myers
Pensord Press
Principal Colour
Seriously Responsible Print
SF Taylor
Synergy Print Management
Team Impressions
TJ International
Trinity Mirror Printing
Webmart