Study Details Pluses of Paper Recycling : Environment: Critics say report, funded by four firms and Duke University, is short on specifics.

A business group released an extensive report Tuesday showing how businesses can limit the damage that paper--from the harsh chemicals used in its production to the landfilling of waste--does to the environment. But some environmental groups immediately criticized the effort as inadequate.

The group of four corporations and Duke University, gathered together by the Environmental Defense Fund, suggested ways in which companies could reduce paper use, buy more recycled paper and seek alternatives to fiber bleached with chlorine. The group also recommended that companies buy from suppliers that use environmentally friendly forestry and manufacturing practices.

“I think we have proven that you can both purchase and use paper in ways that are environmentally appropriate,” said Peter Costiglio, a spokesman for Time Inc., one of the members of the Paper Task Force.

But Time, the world’s largest magazine publisher, also announced that soaring paper prices have forced it away from previously announced plans to increase its use of recycled paper.

Some environmental groups, such as Greenpeace, criticized the report as long on words--the document totals 246 pages--and short on specifics.

“The report is full of words like ‘encourage,’ ‘investigate,’ ” Mark Floegel, a Seattle-based spokesman for Greenpeace, told Associated Press. “But the words are not married to action.”

The report, released Tuesday at a Washington news conference, rebuts assertions by some that the broader environmental costs of producing recycled paper actually offsets its benefits, said Environmental Defense Fund senior scientist Richard Denison.

“I think we’ll shed some light on that by the thoroughness of our analysis,” he said. “Even the paper industry has indicated the scope of our research is unprecedented.”

Still, some companies have been backing away from efforts to use recycled paper.

Early this year, Time significantly curbed its purchases of paper containing 10% recycled paper trash for Entertainment Weekly, Sunset and other magazines, said David Refkin, the publisher’s director of paper purchasing and environmental affairs.

Time cut back because the recycled magazine paper started to cost as much as 10% more than paper made from virgin tree pulp, he said. Time also scrapped plans to move other magazines to recycled paper.

“It’s a case of good intentions bumping up against marketplace realities,” said Joel Makower, editor of the Green Business Letter.

The task force members did announce some actions.

McDonald’s Corp. drink cups might soon be cardboard brown instead of bright white. Johnson & Johnson is converting its packaging from virgin to recycled paper. Employees at Prudential Insurance Co. of America now file expense vouchers via computer rather than scribbling out traditional paper versions.

The average American uses 700 pounds of paper a year, more than twice the amount used in 1960. According to the Environmental Defense Fund, about a third of that is recycled. Another 7% is reused for other purposes, including insulation and bedding for animals. The rest ends up in landfills. A decade ago, only 27% of paper was reused. The paper industry has set a goal of reusing half of all paper by 2000.

“If we change the way paper is purchased in the U.S., we change the way paper is made,” Denison said. “The more supply there is, the better the price situation is likely to be. It’s in the long-term interest of the purchaser.”

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Associated Press contributed to this report.