Through its partnership with NRDC, and at the encouragement of some of its well-known artists, Warner Music Group has decided to overhaul its paper procurement practices and has committed to buying recycled paper for every CD insert it prints. To do that, WMG's printer, Ivy Hill, put a sizeable paper contract up for bid: 11 million pounds for WMG, plus another 11 million for its other printing clients. An order of that size was enough to whet the appetite of industry behemoths like Stora Enso, the world's second-largest paper company. As the winning bidder on the contract, Stora Enso will supply recycled paper to Ivy Hill, helping to bring the sustainable paper-making industry significantly closer to the scale at which recycled paper and non-recycled are cost competitive.