You know what the greening of the media industry needs? Nope, not publications printed on recycled material. What we really need is some celebrity power. Like Edward Norton and Newt Gingrich and Laurie David, producer of An Inconvenient Truth. And if a major newspaper could get on board as well, that would be perfect.

Well, our wish has been answered. The Washington Post, in conjunction with Slate and Sprig.com, just launched a Green Section, highlighting environmental coverage. The site's kicking off with a lecture series featuring the three people mentioned above as well as environmentalist Bill McKibben, Sprig.com editor Jeanie Pyun, Senator McCain's environmental and energy policy advisor Eric Burgeson and a host of others.

From the release:

The Green section offers everything from breaking scientific discoveries in climate change to behind the scenes negotiations on environmental policy. Readers will find information on eco-living, food and travel. The section will soon include grist.org's coverage of green news and sustainable living in their unique and flavorful voice. Forecast Earth, the climate news/green living focused site from The Weather Channel, will provide content including video coverage documenting the impacts that environmental change is having around the world. The section will also feature a stunning :Eye on the Earth" photo gallery.

Now don't get us wrong. We know the climate's in crisis and we absolutely, 100 percent think this needs to be a huge issue during the next decade. We plan to pick up trash on Earth Day. It's just hard to think that these launches aren't at least a little bit motivated by all the ad revenue getting allocated to green issues. Then again, at least there's no paper going to waste with WaPo.com Green.

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