Paper War

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For now, negotiations between Victoria's Secret and Forest Ethics continue. "We have been good environmental stewards, and we recognize there is more to be done," says Anthony Hebron, spokesman for Limited Brands. Forest Ethics, meanwhile, is on a roll. It is developing a Do Not Mail campaign, modeled on the Do Not Call registry, to let consumers decide whether they want to be barraged with junk mail. And Paglia wants to change the way catalogs are distributed. "In the Internet age, printing catalogs at this volume is like running cars on a steam engine," he says. "It would be quaint if it weren't so destructive."