Why should the society care if the publishers give it to people who don't appreciate it or ?
First think of the WTBTS as a privately controlled Corporation that just happens to market their own brand of religion while enjoying the benefit of tax-exemptions, at least in the most lucrative business environments.
Secondly other than inheritance, lotto wind falls (or stock options, lol), there are only two ways of legally increasing an entities (Jehovah's earthly organization or otherwise) net worth; increase income or decrease expenses.
It appears even the WTBTS isnt yet crass enough to increase income by openly begging for increased donations in return for less religious product, so they've most likely exercised the easily controllable option which is to save manufacturing costs by 'urging' consumers (Jehovahs Witnesses) to conserve printed material while expecting they will continue to provide financially as per usual.
Also, exercising the concept of 'conserving' Watchtower and Awake! magazines has the added PR benefit of self-righteously acting like they've, single-handedly, just saved the rain forests or the immense Alaskan/Porcupine River caribou herd.
Edited by - Flip on 24 August 2002 18:31:50