of free newspapers are indeed "new" readers or read both paid and free papers. Research by Belgian, UK, and US free dailies indicate that half of their readers only read free dailies. There seems to be a negative effect on single copy sales, but the overall effect does not indicate a great deal of impact on paid dailies. Indeed, several publishers of established paid products (notably the Tribune Company in New York and Chicago, the Washington Post Company in Washington, D.C., and News Corporation in London) have launched free newspapers in their markets despite the obvious risk of "cannibalization" (stealing readers from their own paid products) to reach new readers. Impact on the environment Whilst the proliferation of freesheet newspapers continues to escalate, the impact on the environment has become a concern to some environmentalists. Over 44 million editions are being produced every day worldwide; it takes 12 established trees to make one tonne of newsprint, which is enough to print 14,000 editions of an average-size tabloid. That means a daily usage of newsprint of a little over 3,142 tonnes. Which, in turn, means the felling of 37,714 trees. On average around 70% of paper used by the newspaper industry is claimed to be recycled. So after recycled paper usage, over 11,314 trees are being felled daily to feed the freesheet print presses in over 58 countries. Also, whilst the increased use of recycled paper is welcomed by many, the extensive bleaching (especially use of chlorine) and other chemical processes to make reclaimed paper blank again for reuse are not lessening the concerns of environmentalists. Voluntary schemes With the continued success of the free newspaper model, newspaper publishers are coming under increasing pressure from local councils and public transport companies to contribute more to the cleanup costs. In London, South West Trains have partnered with Network Rail to provide nine recycling bins which have been installed at Waterloo station. The project will initially run as a three-month trial and will see newspaper recycling bins located on platforms one through to four and 15 through to 19. Approximately 75,000 issues of the Metro are handed out at South West Trains' stations every morning; this represents around 12 tonnes of paper. Once the trial is complete, the companies say that they will measure the success and consider extending the scheme on a permanent basis. London Underground have partnered with London's Metro free