Tree farming isn't a new concept, but it's been a slow gradual procress to educate smaller mill operations. Having lived in Montana and part of the deep south, I've seen clear-cutting...most of which was conducted in demand for products other than paper. Companies that produce paper products genreally do not clear-cut except when timber rights are sold to them by property owners looking for a cost-effective means of preparing land for development.
Pulp mill processes are fond of pine, a highly renewable resource as evidenced by successful farming practices by International Paper, Weyerhaeuser, and Georgia Pacific to but name a few. Ever seen a pine plantation or looked into the harvesting/replanting process? It's an impressive model.
If someone wants to convince me of electronic format over paper, I'll need to see something other than the tired and worn "save the trees" argument.
In fact, given the availibility and improvement of non-traditional building materials, I wonder if electonic book proponents make the same outcry when a new home or store is built using wood products? Maybe. But I think not. By the way, has anyone checked into other fiber sources and noted the amounts of paper now being manufactured from cotton or other renewable sources? Might want to check.
By the way, I DO support the emergence of e-books. There are some very real benefits to the availability of books via the internet. I do not, however, feel the industry needs or benefits from "save the tree" campaigns. There are enough real merits without singing that old song.
BTW, it's generally the readers who have the last say.