The market conditions of publication industry, as it is the market leader in the environmental stakes, and its challenges are discussed. Publication grades, which include newsprint and coated mechanical and part mechanical grade, are facing pressure from the publishers wanting to embrace the new non impact printing processes. Cost effectiveness and rising cost of energy especially electricity are among major issue that are affecting all the industries. It is suggested that a combination of new mill technology and recycled fiber can be helpful for this volume-based publication sector.