They've tried going slower, they've tried running fuller planes, they've even experimented with fuel made from coconuts, but now airlines could be about to take one of the most drastic steps yet in their attempt to improve fuel efficiency and curb carbon emissions - they are ditching the in-flight magazine.

According to reports in today's Guardian, Emirates airline has decided to ban all on-board paper Emirates airline is banning all on-board paper in an effort to boost fuel efficiencyin an attempt to reduce the weight of its Airbus A330 aircraft by a tonne – and in-flight magazines will be the first thing to go.

"It's 2kg per seat and 500 seats, a worthwhile saving," company president Tim Clark told the paper. "We are doing it because of fuel prices and the environment."

He added that the printed material would be replaced by information shown on the aircraft's seat-back TVs.

Experts are predicting the move, which follows announcements from Northwest Airlines and Japan Airlines that they are to reduce the number of pages in their magazines, could spark a trend as airlines increasingly look to any available option for tackling soaring fuel costs.

The news also comes a week after Emirates launched a major new environmental initiative that will see it commit to reduce energy consumption and waste across its operations and step up investment in greener aircraft.

Andrew Parker, Emirates' senior vice president for public and environmental affairs, said that the company already had a strong environmental track record as evidenced by its recent investment in new A380s, which manufacturer Airbus claims is the most eco-efficient commercial aircraft currently available. However, he added that the new Environment campaign would see it step up its green efforts through "the adoption of higher standards in fuel burn, onboard weight reduction, procurement, resource consumption and recycling".