I think it’s great that authors want a more environmentally responsible book industry, but perhaps they’re barking up the wrong (dead) tree when it comes to paper.
No, I’m not referring to e-books, I’m taking about physical books with pages you can flip through…which aren’t made of paper.
My wife (a professor of the History of Art and Design) owns a copy of a book called Cradle to Cradle, which is “…printed on a synthetic ‘paper,’ made from plastic resins and inorganic fillers, designed to look and feel like top quality paper while also being waterproof and rugged.”
Get the idea? The book is printed on ‘paper’ that isn’t made from dead trees.
If I understand what I’ve read on this correctly, you can’t recycle paper endlessly. The quality of the paper is reduced each time it is recycled and the paper-recycling usually involves toxic byproducts. With Durabooks™ like Cradle to Cradle, the same materials can be recycled to produce new books over and over again:
“…[T]he book can be easily recycled in localities with systems to collect polypropylene, like that in yogurt containers. This ‘treeless’ book points the way toward the day when synthetic books, like many other products, can be used, recycled, and used again without losing any material quality—in cradle-to-cradle cycles.”
More on Cradle to Cradle:
 There is another David Rothman who writes about e-books at teleread.org. We are not (as far as I can determine) related, but because this post includes mention of e-books, it seems to me a necessary courtesy to add this note of disambiguation for anyone who may find this page while looking for him. If you’re interested in e-books, you should absolutely be following his activities.