Medium‘s impact on paper waste
Product Design for Sustainability
Artiom Dashinsky

In addition to your totally valid proposal of optimizing the paper printout versions, I think a second (additional) design solution could be the encouragement/reminder to not print things. Similar to the example with Kayak where you hint to people to take the more expensive option, this UI “PSA” on blog and news sites could recommend their users hit a button to send it to their phone if they want to take it on the go, or send-to-kindle for people that don’t want a bright screen all the time… etc.