Arctic Paper UK managing director Simon Ricketts put forward the proposal at the paper manufacturer's "Giving the green light" forum.

Ricketts said he wanted to work in tandem with a publisher to produce a novel on a plain paper grade, and Forest Stewardship Council (FSC) paper, with the green version still at a slightly higher cost.

"I want to see what happens when the consumer has the choice of going green or not."

Ricketts said he was trying to raise awareness amongst consumers. "We want to look at ways in which we can better educate the end user to assist in their buying decision," he said.

He added that he hoped to be able to report back the results in April next year.

The Forum is the first in a series to be held, with three scheduled by the Swedish paper maker next year.

Other speakers at the Forum included David Halford, deputy production director and head of procurement at BBC Magazines.

Halford said that another in the BBC stable of titles, Focus magazine, produced by its Bristol-based subsidiary Origin Publishing, will also move to FSC certified paper.

Focus, currently produced on M-real's Galerie Brite grade, will move onto SCA's GraphoCote 70gsm FSC grade from its January issue. Printing is unaffected by the move, and will remain West Midlands-based William Gibbons & Sons.

Halford said BBC Books also plans to publish more titles on FSC certified paper next year, following the success of its Nation's Favourite Poems and More Nation's Favourite Poems(PrintWeek, 23 September). Both titles used Munken Print Extra, supplied by Arctic Paper.

Story by Andy Scott