Alternative marketing thinking


Saving The World One Search At A Time

One Saturday in January, Mark Ontkush had a simple idea. How much energy the world would save if the Google home page were to be set in black, instead of white as it is now? Ontkush figured that if the Google page were to be all black, in full screen mode, which is how most people do it anyway, there would be a 15 watt saving while displaying the page. He did some simple math and figured that if Google, which gets about 200 million queries a day, and assuming that each query is displayed for about 10 seconds; it meant that Google was running for about 550,000 hours every day on some desktops. That turns into a global savings of 8.3 megawatt-hours per day, or about 3000 megawatt-hours a year. Now take into account that about 25 percent (probably more, if you look at places like India) of the monitors in the world are CRTs, and at 10 cents a kilowatt-hour, that’s $75,000, a good amount of energy and dollars, just for changing a few color codes. His story got a lot of press and was soon on the front page of Digg. Someone at Heap media picked up the idea and created Blackle. A black screen version of Google. The site meter claims to have saved 132,119.614 watt-hours so far.

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