CORP-14-57 The Oshawa/Durham CENTRAL NEWSPAPER
136 Simcoe St. North, Oshawa Ontario, L 1H 4G6 Tel:(905)432-2657 Fax:(905)404-0887 Email: [email protected] Uri: www.ocentral.com REQUESTING IMMEDIATE REVIEW AND AMENDMENT TO THE CITY OF OSHAWA CORPORATE ADVERTISING POLICY Original date: January 2007 Amended Date: August 2009 Amended Date: September 2010 April 8th, 2014
To: The Strategic Initiative Committee/City Council
Re: City of Oshawa Advertising Policy - FORMAL REQUEST TO AMEND TO
INCLUDE THE CENTRAL NEWSPAPER
TO BE ALLOWED TO SPEAK BEFORE
COUNCIL
Dear Committee/City Council
I would like to direct your attention to The City Of Oshawa Corporate Advertising Policy
- Original date: January 2007, Amended date: August 2009, Amended date: September
2010.
The aforementioned document has recently been brought to my attention by members
of the community questioning the fact that the City has failed to inform them of events
happening in the city. The Central Newspaper, Durham's Largest and Oldest
Independent 100% Paid Circulation Newspaper with office both in Canada and the
United States. A weekly publication with 55,000 hard copy readers across Oshawa and
Durham Region. With an intenet presence of over 275,000 per week. Sporting the
largest Classified Section of any of the local papers and a wider ranger of advertiser
both corporate, local and national interests.
Under the former administration led by John Gray, The Oshawa Durham Central
Newspaper was strategically and intentionally omitted from the
bidding/tender/community inquiry process. I Joe lngino was told personally by John
Gray that he personally had instructed the clerks office, under instruction of the former
City manager to assure our bid would be excluded and denied any due process as the
Oshawa/Durham Central would not support the Mayors political agenda and or attempt
at controlling the media by amending the advertising policy with the intent of either. "Be
on the bus, or under it mentality". As a result and in retaliation for not compromising The
Central Newspaper long standing service to the community was ignored and the City
negotiated a contract between The Oshawa This Week and a smaller publication that
had recently shown on the scene after closing operation years prior The Oshawa
Express, formerly known The Courtice News, The Oshawa News.
Subsequently, The Oshawa/Durham Central Newspaper has not attempted to have this
rectified as our main advertising is not dependent on City advertising as some of the
other local media ... Our inquiry to amend and bring fairness to the process stems from
citizens inquiries and our commitment to keeping the community informed at large.
Now that the City faces another election The Central is requesting that this injustice and
intentional manipulation of the media by the former administration not carry into/spill
over to this current and future administrations. I understand that the budget has been
presented for this year. .. and as such I call for an AMENDMENT to only the Advertising
policy and it's amendments to include Durham's Largest and Oldest Independent 100%
paid Circulation newspaper.
The Oshawa/Durham Central Newspaper fulfills and exceeds all of the City advertising
requirements as per both amendments and standing City Policy. For these reasons
there should be no argument to allow the correction of this obvious bias and prejudice
by previous administrations. The Central Newspaper is not asking for retribution or any
civil remedy stemming from the former Mayors irresponsible and unethecial actions and
or decisions. The Central does not even demand and apology for being prejudiced. All
The Central asks is that the City include Durham's Number One Independent
newspaper into the policy in order to be fair and most importantly keep citizens
informed. To keep our citizens up to date on what is happening in our community.
The Oshawa Durham Central founded in 1993, proudly makes claim that through the
years it has done it's share to make Oshawa a great place for all to live. Through it's
many community contributions, to the millions of dollar re-invested back into community
in the form of subsidies, donations and or in kind services. The Central is a proven
vehicle that has passed the test of time.
At this time we ask that the Policy be amended at once to reflect accurately those
serving the community. As it stand with the money's allocated for advertising. There is
more than room to include THE LARGER OF THE two the City is doing business with
already. IT IS TIME TO BRING FAIRNESS BACK TO OUR CITY AND I AM ASKING
FOR YOU TO TAKE A SOCIAL PROACTIVE STEP FORWARD IN THE NAME OF
MOVING FORWARD TO BUILDING A BETTER OSHAWA
-2­
AS PER CITY POLICY SECTION:
5.0 Advertising Mediums
Newspaper City Page
1. Given the majority of the City's advertising is community-based, a dedicated "City
Page" will be coordinated in both local newspaper(s) as approved by Council
(June 29, 2009) and will be the City's primary advertising vehicle.
THE CENTRAL WAS INTENTIONALLY AND WITH THE OUTMOST PREJUDICE
LEFT OUT.
A paid newspaper advertisement that appears in Oshawa This Week must also be
placed in Oshawa Express and vice versa. This does not pertain to advertising
sponsorship procured as part of special events which are subject to a Request for
Proposal and often provide for exclusivity rights.
The local newspaper(s) must meet the guidelines and criteria outlined in Section 4 of
the Newspaper City page.
CENTRAL NEWSPAPER MEETS AND EXCEEDS ALL CRITERIA IN SECTION 4.
The Central Newspapers today exceeds all City requirements and or policy. The
Oshawa/Durham Central Newspaper is the only newspaper in Durham with a 100%
paid circulation. The CENTRAL NEWSPAPER has the largest classified section of all
Durham newspaper and the widest range of advertisers of any local publication.
I am at your service to answer any questions as I await your quick response at to the
times I am expected to appear before committee and or council.
THE CENTRAL NEWSPAPER REQUESTS AN IMMIDIATE AMENDMENT TO THE POLICY The future is our to take. WE HAVE PREPARED TO BE AMAZED LONG ENOUGH ....
Let's together make a difference and bring fairness, justice back to the City we all call
home.
Joe lngino b.a.
Editor/Publisher
The Oshawa/Durham Central Newspapers
The West Virginia Central Newspaper
-3­
Direction of Oshawa City Council
File:
Meeting Date:
C-5230
February 5, 2007
Distribution:
Copy > City Manager
Development Services
Community Services
Corporate Services
City Clerk Services
Legal Services
Finance and Purchasing Services
Information Technology Services
Human Resource Services
Fire Services
Municipal Law Enforcement and Licensing Services
Other
c. R. Foster, T. Adams
To> M. Medeiros
Motion
Correspondence
D
REFERRED Audit, Budget and Corporate Services Committee
B. Duignan, City Manager, submitting Report CM-07-09 concerning a Corporate Advertising Policy
Update
(All Wards)
Recommendation
That the Corporate Advertising Policy set out in Attachment 3 to Report CM-07-09 dated January 29,
2007 be approved.
Jennifer Allan
City Clerk Services
98013-0510
Page 1
Attachment(s) may not be included in the electronic version of the report. To obtain a paper copy of the attachment(s), please contact Kim Bressan. To return to the Agenda, click on the back arrow+ µOshawa
To:
Council in Committee of the Whole
From:
Bob Duignan
City Manager
Subject:
Report Item:
Date of Report:
CM-07-09
January 29, 2007
File:
Date of Meeting:
A-3100
February 5, 2007
Ward(s): All
Corporate Advertising Policy Update
PUBLIC MEETING
1.0
PURPOSE
The purpose of this report is to present a final Corporate Advertising Policy for Council
approval and to provide an update on discussions held with a representative of The
Oshawa Express as directed by Council.
2.0
RECOMMENDATION
It is recommended to City Council:
That the Corporate Advertising Policy set out in Attachment No. 3 to Report CM-07-09
dated January 29, 2007 be approved.
3.0
EXECUTIVE SUMMARY
On October 2, 2006, Council was presented with Report CM-06-67 regarding a proposed
Corporate Advertising Policy. The report, Attachment No. 1, provides information on
advertising trends, rates and costs. It should be noted that the referred draft policy Annex
2 has been deleted as it is replaced with a revised version now Attachment No. 3 to this
report. At the same time, Council also considered correspondence from Greg McDowell of
The Oshawa Express, Attachment No. 2 and subsequently referred Report CM-06-67 and
the subject correspondence back to staff to meet with the correspondent.
Staff have since met with Mr. McDowell and have committed to continue to place ads in
The Oshawa Express based on the scope of the marketing initiative, target audience and
when funding will permit. It was also indicated, based upon the criteria set out in the
recommended Corporate Advertising Policy Section 5.1 (Attachment No. 3), that it is staff's
intention to continue to place the City Page in Oshawa This Week as the publication is
consistently delivered to 80-90% of Oshawa residences, has a greater publication
frequency and the highest circulation.
98011-0612
Report to Council in
Committee of the Whole (Continued)
4.0
-2-
Item: CM-07-09 Meeting Date: February 5, 2007 INPUT FROM OTHER SOURCES
Y This report has been prepared with input from an interdepartmental staff team and in
consultation with the Auditor General.
5.0
ANALYSIS
Y On April 2, 2006, the City Page was implemented on Sundays with Oshawa This Week.
Sunday was chosen as it has a community focus and is conducive to placing time
sensitive newspaper advertisements. The City Page is a designated City branded
newspaper page (same page each paper, located within a predetermined publication)
to be used by the City when placing ads. The objective of the City Page is to
coordinate all City ads on one page versus independent ads appearing throughout the
newspaper. Depending on the advertising needs, the City Page may have a single ad
or multiple ads. The agreement with Oshawa This Week is that the City is required to
pay for the space used, not the entire newspaper page.
·
Y Oshawa This Week newspaper is distributed Wednesday, Friday and Sunday. The
paper has 27,000 paid subscribers, has a circulation of 48,500 on each publication date
and is delivered to 80-90% of Oshawa residents. This generally satisfies the City Page
criteria set out in the Corporate Advertising Policy Section 5.1 of Attachment No. 3.
City Page ads are $1.47 per line which includes free colour and graphic banner (20
complimentary lines). It also includes ad composition, design, layout, graphics and
typesetting. The City retains ownership of all ads and individual PDFs of each ad are
supplied for posting on the City website.
Y The Oshawa Express newspaper is distributed only on Wednesdays. The paper has
7,000 paid subscribers and a circulation of 35,000.
The Oshawa Express has provided a further written submission (Attachment No. 4),
outlining that a weekly full page would be $1,185.60 ($.76 cents per line) and weekly
half page would be $686.40.($.88 cents per line), including free colour and design.
Although the line rate is less than Oshawa This Week, The Oshawa Express cannot
satisfy the principle criteria for City Page advertising. Further, to duplicate the City
Page would not be cost effective.
Y Individual City departments have advertising envelopes for specific programs and
initiatives and disperse funds as appropriate.
Corporate Communications and
Marketing has negotiated a wide variety of advertising rates for consideration when
placing advertising as outlined in Annex 3 to Attachment No. 1. However, to minimize
advertising costs, the utilization of media releases, incorporating media emcees at
events and distributing promotional materials such as flyers and posters as an
alternative to placing ads will be encouraged to assist the City in reducing the number
of discretionary advertisements that are placed.
Report to Council in
Committee of the Whole (Continued)
6.0
Item: CM-07-09 Meeting Date: February 5, 2007 -3-
FINANCIAL IMPLICATIONS
>- The 2006 advertising expenditures are as follows:
Advertising Medium
2006 Expenditures
$125,515
News12a12er
Oshawa This Week
Oshawa Express
SNAP Oshawa
$109,500
$5,340
$10,675
Radio
$6,626
Durham Radio
$6,626
Television
$39,163
Channel 12
$34,475*
Rogers
$4,688**
Total
$171,304
*Channel 12 campaign ran from January - June 2006; November - December 2006.
**Rogers Television campaign ran from November - December 2006.
>- Given past experience, it is anticipated that the 2007 expenditures will be of a similar
order of magnitude.
7.0
RESPONSE TO THE COMMUNITY STRATEGIC PLAN
>- The development and approval of a Corporate Advertising Policy serves to meet the
Community Strategic Plan objectives of "improving communications, cooperation and
community engagement" and "improving our image". The Policy would also ensure
effective fiscal management and best value for advertising dollars.
Original signed by
Bob Duignan
City Manager
Attachments (4)
Item: CM-07-09 Attachment No, 1 Oshawa
The City In Motion
To:
Mayor John Gray and
Members of Council
From:
Bob Duignan
City Manager
Subject:
Corporate Advertising Policy
Item:
Date of Report:
CM-06-67
September 20, 2006
File:
Date of Meeting:
A-3100
October 2, 2006
Ward:
All
1.0
BACKGROUND
A draft Corporate Advertising Policy dated November 16, 2005 was endorsed at the December
19, 2005 Council meeting. The draft policy guided staff in discussions with local and Greater
Toronto Area (GTA) media regarding the negotiation of rates and determination of target
audiences, including discussions with Oshawa This Week on the implementation of a "City
Page" for the first half of 2006.
On April 10, 2006, Council received an update on the progress of the Corporate Advertising
Policy and was advised: that negotiated rates with a variety of advertising mediums had been
established; the preparation of ads by Aftershock had been terminated; and the establishment of
the "City Page" with Oshawa This Week had been implemented.
The purpose of this report is to present a final Corporate Advertising Policy for Council
approval.
2.0
INPUT FROM OTHER SOURCES
Corporate Communications conducted marketplace research with a number of municipalities
including Ajax, Burlington, Clarington, Durham Region, Kingston, Newmarket, Oakville,
Pickering, Sudbury, Thunder Bay, Vaughan and Whitby. The purpose of the research was to
understand the way advertising functions were managed including adopted advertising mix,
negotiated rates and expenditures. The research confirmed that corporate advertising policies
have been established or are the subject of similar evaluation. It was also determined that where
policies are in place budgets for all advertising range from $100,000 to $300,000, depending on
the size of the municipality.
The Oshawa community also provided feedback through the Community Strategic Plan
indicating that among other things that they would like Oshawa to have a positive image, better
media coverage and improved communication within the City.
This report has been prepared with input from an interdepartmental staff team.
98011-9901
860
Report to Mayor Gray and
Members of Council (Continued)
3.0
ANALYSIS
3.1
General Advertising Trends
-2-
Item: CM-06-67 Meeting Date: October 2, 2006 Traditional media (newspapers, magazines, radio and television) are losing their audiences to the
Internet, electronic newspapers, iPods, satellite radio and television. This trend has prompted
many marketers to reevaluate and reallocate spending of traditional advertising dollars to non­
traditional advertising mediums such as digital and mobile advertising (e.g. Bloor/Dundas Court,
exterior wraps on buses, facility naming rights, and product placement within television shows
such as Coke and American Idol). Attachment No. 1 provides further details on general
advertising trends.
3.2
Corporate Advertising Policy
The newspaper medium is proposed to be a significant part of the City's advertising as it is the
most cost effective and it has the ability to reach the majority of Oshawa residents. Attachment
No. 2 provides the final Corporate Advertising Policy. The document provides information on
various types of advertising mediums and provides a general scope of an ideal advertising mix.
Media consumption patterns are changing because consumers are altering their attitudes and
usage as fast as technology allows them to shift and personalize their "media experience". It is
proposed that increased use of the City's website would be proactively promoted to encourage
residents and community groups to obtain additional information through the website.
The adoption of a centralized approach and coordination of advertising through Corporate
Communications would ensure internal coordination and a strategic approach to advertising.
Individual departments have advertising envelopes for specific programs and initiatives and
disperse advertising funds as appropriate. Corporate Communications assist departments in
determining the best mediums to reach target audiences, and the proper timing and frequency of
the message, as necessary. They oversee the design and script to ensure that there is consistency
in messaging and in the "look and feel" of all advertising.
New corporate newspaper advertising standards will also be developed to reduce the information
that is printed (e.g. the elimination of City Hall's address on each individual ad) and encourage
residents to obtain more information via website or phone.
3.3
Advertising Mix Recommendations
Corporate Communications has negotiated a wide variety of advertising rates for consideration
when placing advertising. However, to minimize advertising costs, the utilization of media
releases, incorporating media emcees at events and distributing promotional materials such as
flyers and posters as an alternative to placing ads will be encouraged to assist the City in reducing
Report to Mayor Gray and
Members of Council (Continued)
-. .
Item: CM-06-67
Meeting Date: October 2, 2006
-3­
the number of advertisements that are placed. Attachment No. 3 outlines the negotiated
advertising rates and details.
To ensure effective communications, the Corporate Advertising Policy proposes that the
following advertising initiatives be implemented:
1. 2. 3. 4. 5. 6. "City Page" continued in Oshawa This Week (appears once a week);
Durham Chronicle, Oshawa Express and SNAP Oshawa be utilized based on the
scope of the marketing initiative, target audience and when funding will permit;
Advertisements in GTA and national advertising mediums be placed on a project
specific basis due to the ad rates being cost prohibitive on a regular basis;
Advertisements placed with Durham Radio continue on an as-needed per initiative
basis;
Broadcast advertising be expanded to include both Channel 12 and Rogers Television; Outdoor and digital display advertising be utilized based on the scope of the marketing initiative, target audience and when funding will permit. 4.0 RESPONSE TO THE COMMUNITY STRATEGIC PLAN
The development and approval of a Corporate Advertising Policy serves to meet the Community
Strategic Plan objectives of "improving communications, cooperation and community
engagement" and "improving our image". The Policy would also ensure effective fiscal
management and best value for advertising dollars.
5.0 FINANCIAL IMPLICATIONS
The City places many different kinds of advertisements in traditional media such as local
newspaper, radio and television.
5.1 Year-To-Date·Expenditures
Advertising mediums and costs vary depending on the numerous projects that are underway. The
City has supported significant growth projects and new initiatives, which have impacted and
increased the need to effectively communicate regularly with the community, residents and
stakeholders (e.g. new Waste Management Program, Amazing Spaces Program, development
initiatives, newCorporate Brand, etc.)
Year-to-date advertising expenditures are as follows:
Advertising Medium Newspaper Expenditure
*
$102,000
861
-
!I
862
Report to Mayor Gray and
Members of Council (Continued}
Durham Radio Television-Channel 12 Item: CM-06-67
Meeting Date: October 2, 2006
-4-
$5,715
**
$27,800
$135,515
TOTAL Note: *Newspaper costs include Oshawa Express, Oshawa This Week, SNAP Oshawa and National Post. **Channel 12 advertising campaign ran from January- June 2006. 5.2
Estimated Annual Advertising Expenditure
Newspaper
Effective April 2, 2006, the implementation of a City Page on Sundays in Oshawa This Week has
decreased the cost of ads for both legislative and non-legislative ads. The consolidation of
newspaper ads on the branded "City Page" in Oshawa This We.ek has been very beneficial for
numerous reasons:
• a better line rate has been achieved including free colour;
• the elimination of third party costs for the preparation of ads has realized a savings of
approximately $15,000 annually;
• reduction in ad sizes with associated cost savings;
• better exposure and visibility through the consolidation of ads;
• consistency in advertising; and
• promotion of community events in the colour banner.
In addition to the City page, additional newsprint ads would be placed in alternate advertising
mediums such as Durham Chronicle (Durham College/UOIT Campus publication), Oshawa
Express, SNAP Oshawa, GTA and national publications. Newspaper ads are funded within the
various department advertising envelopes. It is estimated that the annual newspaper costs for
2007 will be approximately $150,000.
Radio
Durham Radio advertising would continue to be utilized based on the scope of marketing
initiatives and target audiences. Radio ads would be funded within the various department
advertising envelopes. It is proposed that the annual radio costs be in the order of $10,000.
b,. 6....,j
Report to Mayor Gray and
Members of Council (Continued)
-5-
Item: CM-06-67 Meeting Date: October 2, 2006 Television
It is proposed that the Channel 12 promotional campaign including commercials and special
event announcement boards continue as commercial rotation includes local programming, CBC,
primetime and daytime programming. The community expressed positive feedback regarding the
Channel 12 campaign as the positive, upbeat commercials were aired during the winter CBC
Olympic broadcast. The annual cost would be $36,400. The Channel 12 promotional campaign
would be funded within Corporate Communications advertising budget.
It is also proposed that television ads should be extended to Rogers Television, with a focus on
news broadcasts and funded within Corporate Communications advertising envelope. The annual
cost would be $25,000.
Therefore this total estimated cost of television advertising would be in the order of $61,400.
Other Advertising
Corporate Communications places advertising designed to promote overall awareness of the City
and to enhance its image among a target audience. It is proposed that corporate initiatives would
be communicated through alternative advertising mediums such as outdoor advertising
(billboards, transit) and digital displays (health care facilities). The proposed annual expenditure
would be $15,000 and be funded within Corporate Communications advertising envelope.
Summary
Below are estimated annual advertising expenditures for 2007:
Advertising
Medium
Newspaper
Durham Radio
Television
Other Advertising
TOTAL
Estimated Expenditure
*
**
$150,000
$10,000
$61,400
$15,000
$236,400
Notes:
*Newspaper costs include Oshawa Express, Oshawa This Week, SNAP Oshawa, GTA and national advertising mediums. **Television costs include Channel 12 and Rogers Television. 6.0 CONCLUSION
Endorsement of the proposed final Corporate Advertising Policy will allow City staff to: embark
on implementing a comprehensive approach to advertising, which will create a streamlined
864
Report to Mayor Gray and
Members of Council (Continued)
-6-
Item: CM-06-67 Meeting Date: October 2, 2006 process and procedure for advertising; improve the City's image through a consistent corporate
identity; and continue to identify cost savings opportunities.
Feedback on the advertising effectiveness would also assist in the continuous evaluation of the
implemented advertising mediums and return on investment.
The continuation of the Channel 12 ads, Oshawa This Week City Page, radio advertising and the
addition of other newsprint publications, Rogers Television and other forms of advertising would
also continue to contribute to the positive image of Oshawa and further disseminate information
about the community on a regular basis.
It is proposed that the Corporate Advertising Policy be integrated with the Corporate
Communications Strategy currently Under development, which will be presented to Collilcil for
consideration and approval in the future.
7.0
RECOMMENDED ACTION
It is recommended to Council:
1. That the final Corporate Advertising Policy set out in Attachment No. 2 to Report CM-06-67
be approved;
2. That the Corporate Advertising Policy be integrated into the Corporate Communication
Strategy.
Original Signed By:
Bob Duignan
City Manager
Attachments (3)
965
Attachment No.1 Report CM-06-67 Advertising Trends
"North Americans are exposed to an average of 3,000 ads per day" ­
Media Awareness Network
Overview
Traditional media (newspapers, magazines, radio and television) are losing their audiences
to the Internet, electronic newspapers, iPods, satellite radio and television. This trend has
promot~d many marketers to evaluate and reallocate their spending of traditional
advertising dollars to non-traditional advertising mediums such as digital and mobile
advertising (e.g. Bloor/Yonge Court, exterior wraps on buses), naming rights to facilities,
and product placement within television shows (e.g. Ford Motor Company placing vehicles
in 50% of all number one films in 2005, as well as 1V hits like The OC, Desperate
Housewives, and 24).
(Source: Marketing Magazine, March 13, 2006)
Print
Daily newspapers in the GTA have to compete with new mediums for advertising as well as
increased competition among dailies in the GTA There are two free commuter papers 24
hours and Metro Toronto. Community newspapers are becoming more popular with
national advertisers because they focus on local news, events and people. In 2005, there
was an increase in national advertising in local newspapers. (Source: Marketing Magazine, October
3, 2005)
Broadcast
Television is slowly losing its audience to new mediums, especially the younger generation
who spend more time on-line than with any other medium. (Source: lpsos Reid Survey,
August 2005). Over a million Canadian households now have on-demand 1V, either
thought video-on-demand or personal video recorders. (Source: Solutions Research
Group, August 2005). Viewers who have personal recorders skip commercials 66% to
94% of the time. Marketers are turning to product placement within 1V programs to reach
consumers rather than placing advertisements during the commercial segments. (Source:
Marketing Magazine, August 2005)
Radio
The News/Talk radio genre reaches the most number of Canadian listeners, followed by
the Adult Contemporary genre.
(Source: Marketing Magazine, May 23, 20, August 29, September 5, 2005)
Two out of 5 Oshawa CMA residents listen to one or more Durham Radio Stations (94.9
The Rock, CKDO, KX96 Country).
(Source: BBM Bureau of Broadcast Measurement, Fall 2005)
-
866 Page2
Internet
Spending on online advertising in the U.S. is projected to reach $14.7 billion in 2005,
up 23% from 2004. Nearly all of the marketers surveyed said they plan to cut
spending in traditional channels such as print to fund increases in online ads. (Source:
Forrester Research study cited on CNET)
Young Canadians (18 to 34) spend more time online than they do with any other
medium, including radio, television and newspapers.
(Source: lpsos Reid Survey, 2005)
Canadians with Internet access spend 12.7 hours per week online, up 46% from 8.7
hours in 2002. (lpsos Reid Survey, 2005)
Sixty-nine percent of Canadian adults have access to the Internet at home; 43% of
Canadians spend 9-25 hours or more on line per week. (lpsos Reid Survey, 2005)
-
ltern: CM-06-67
Annex2
Draft Corporate Advertising Policy Not included ­
Replaced by-Attachment No. 3, Report CM-07-09 867 -
869 Toronto Sun
• Tabloid format
• Monday thru Friday:
- circulation -199,766; 7,974 (Oshawa only)
- $7.33 line rate for Ontario edition
- $2,580 - % page ad
• Saturday:
- circulation -161,252; 6,697 (Oshawa only)
- $5.11 line rate for Ontario edition
- $1,798 - % page ad
• Sunday:
- circulation - 333, 148; 15,332 (Oshawa only)
- $10.86 line rate
- $3,823 - % page ad
National Post
• Broadsheet format
• Monday thru Friday:
- circulation - 248, 738; 115,515 (Ontario only); 2,698
(Oshawa only)
- $10.53 line rate for Ontario edition
- $4, 739 - % page ad
• Saturday:
- circulation - 269,438; 124,604 (Ontario only); 2,528
(Oshawa only)
- $10.72 line rate for Ontario edition
- $4,824 - % page ad
Oshawa This Week
Local Newspaper
• Tabloid format on Friday and Sunday
• Broadsheet format on Wednesday
- circulation -48,500; 27,000 paid subscribers
- $1.94 line rate (posted)
- City Page ads and stand alone ads are $1.47 line
rate
- City Page includes free colour and banner
- stand alone ads over % page include free colour
- $573 - % page ad (390 lines) with colour
Page 2 of 4
870
Oshawa Express
• Tabloid format on Wednesday
- circulation - 35,000; 7,000 paid subscribers
- $1 .40 line rate (posted)
- $1.12 line rate (City of Oshawa rate, no colour)
- $532 - % page ad (390 lines) with colour ($437 +
$95 spot colour)
- City Page full page ad rate $.76 cents per line
- City Page half page ad rate $.88 cents per line
SNAP Oshawa
• Tabloid format
• Monthly
- circulation - 12,000
- $315 % page ad without colour (5 x 7.25")
- Random SNAP feature section $375
- Key Events feature section $300
Durham Chronicle
•
•
•
•
•
Tabloid format
16 issues per year
$90-% page ad (4.1" x 10")
$140 - % page ad (10.6 x 8" or 8.4 x 10")
$220 - full a e ad 10 5/8" x 16")
Oshawa This Week ­
Communit Guide
Oshawa This Week ­
Welcome Home
Oshawa This Week ­
Faces of the Future
Chamber of Commerce
Oshawa & Courtice Map
•
Circulation 75,000; % page $925
Durham Radio
CHFI/ 98.1 FM
CFRB 1010
680 News
• Circulation 10,000 - biannual; % page $540
• Circulation 125,000; bottom runner ad $850
• Circulation 16,000; 3 7/8 x 1 % ad $695; 3 7/8 x 3 %
ad $1,145
Radio
30
second
spots; CKDO $16-22.50; KX96 $45-57;
•
The Rock $38-49
• 30 second spots; $156 per commercial; 24
commercials campaiqn - $3, 744
• 30 second spots; $120 per commercial; 24
commercials campaiqn - $2,880
• 30 second spots; $180 per commercial; 24
commercials campaiqn - $4,320
Page 3 of4
'
i
-
!;
'8 71
Channel 12
• 30 second spots; $10 - $85
• Airtime campaign - 25 spots & 14 announcement
boards weekly - $700/week
Rogers
• First Local News - Weekend Edition; $450/weekend
- 60 commercials per month
• First Local News - Weekday Sponsorship; $2,500/
month - 304 commercials per month
CTV Television
•
30 second spots; $21 O - 782
CBC Television
•
30 second spots; $33 - 1,035
Oshawa Bus Shelters
Outdoor
• Produce & place signs in three transit shelters
• $1,900 for a four week campaign
Oshawa Buses
• Produce & place cards in buses (50)
• $3,000 for a twelve week campaign
Oshawa Bench Ads
• $490/ per bench for a twelve week campaign
Hospital Information
Display Network at
Lakeridge Health
Other
• Produce and play ad at least once an hour, 24 hours
a day
• $800 for a three-month campaign
DurhamRegion .com
online advertising
• 370 x 120 Community Banner
• $399 per month
Page 4 of4
·Page 1of1
....
Shirl~y
Sexsmith
From:
Greg/Sandy McDowell [sa'l~@~tarJ'.::il Sent:
Monday, October 02, 20q6 4:u5 PM To:
Shirley Sexsmith ~
87 ~l
-
Item: CM-07.:og
AttacMment No. 2
Subject: The Oshawa Express Hi Shirley:
Please pass this email along to all councillors and can it be included for ~onight's meetino?
I'm sending this email on an item for tonight's meeting on the corporate advertising policy, item CM-06-67.
Further to that, The Oshawa Express would like to submit a bid for a city page and haven't had the opportunity at this
point. We ask that the councillors defer a decision to allow The Oshawa Express an opportunity to bid on a city page. The Oshawa Express meets municipal requirements under the Municipal Act for the city's advertising and can save the 1
, . ·- ... "' . ,
.•
municipality SUbStanfiaily"l.Jr I j{s auVerifsing:
Sincerely,
Greg McDowell
Oshawa Express
T~e
10/02/2006 873 Item: CM~0'7•09 Attachment No. 3 Oshawa
Prepare·To Be Amazed
CORPORATE ADVERTISING POLICY January 2007
874
CORPORATE ADVERTISING POLICY
1.0 Goal Statement
The Corporate Advertising Policy will:
1.1 Ensure a comprehensive corporate advertising mix involving various media is provided at
the best possible value to the City and is cost effective;
1.2 Provide a consistent yet flexible process and procedure for the placement of City
advertising to ensure that messages and visuals effectively reach target audiences
(residents, business, investors, visitors, etc.);
1.3 Provide accurate, timely and clear information to target audiences about City programs,
services and employment opportunities;
1.4 Provide accountable, accessible and equitably information improving the visibility of
local government in order to promote a positive image, and encourage greater interest and
participation in local affairs;
1.5 Comply with all applicable statutory advertisement requirements;
1.6 Be ethical in terms of what and where the City advertises; and
1.7 Be measurable.
2.0 Definitions
Advertising is the paid placement or use of paid media by the City to inform, persuade and
remind about its services, programs and products designed to elicit a positive response from a
defined target market. "Advertisements" has a similar meaning.
Corporate Communications and Marketing refers to the Corporate Communications and
Marketing section within the City Manager's Office.
City Page refers to a designated City branded newspaper page (same page each paper located
within a predetermined publication) to be used by the City on a regular basis.
Frequency is the number of times the average person in the target audience is exposed to a
message during a given period.
Media includes traditional (newspaper, radio, television, trade publications) and non-traditional
(outdoor advertising, websites, digital displays) forms of advertising.
Outdoor Advertising is directed to vehicular or pedestrian traffic e.g. posters, billboards, transit
shelter or bench advertising.
1
-
875 Plain Language is effective communication that is clear, concise, relevant and easy to
understand.
Promotional Campaigns involves flyers, posters and brochures which may be distributed
through paid media, Canada Post or posted in City facilities, and may have an associated printing
or production cost.
Public Relations is the planned, non-paid; proactive and positive approach taken by an
organization to promote its programs, services, people and ideas through contact with others.
Often, public relations are conducted through the media including newspapers, television, radio
and magazines. Specific tools include press releases, backgrounders, public service
announcements regarding programs and services, articles and editorials, speeches, special events,
website and reports to Council.
Reach means the percentage of people in the target audience who are exposed to a
communications campaign during a given period. To effectively reach the City's target
audiences, a mix of communication vehicles will be required.
Target Audience refers to a particular group or a portion of a market for which a specific
message regarding a program, product, service or business opportunity has been designed in the
form of advertising. The City's target audience is varied, for example, the general public,
residents, families, youth, seniors, business, potential investors, suppliers and visitors.
Tender means an offer received from a supplier of goods and/or services in response to a formal
request, the acceptance of which will result in a binding contract between the City and the firm
submitting the tender. For the purpose of this policy, tender shall also mean bid or request for
proposal, but does not include informal low dollar value requests for quotations.
3.0
Scope
For the purpose of this policy, the term "advertising" encompasses the following types:
a. Statutory or legal notices;
b. Notifications of public meetings o r public consultations;
c. Public information regarding programs, services and events (e.g. changes to
program/service levels or public ceremonies/openings);
d. Tender advertising;
e. Recruitment advertising;
f. Economic development advertising; and
g. Corporate advertising.
4.0
Advertising Mix
Examples of various elements to be considered in an advertising mix include:
a. Newspapers;
b. Business/Commercial/Specialized Market Publicat ions/Magazines;
2
876
c. Radio;
d. Television;
e. Websites, for example: - Ontario Public Buyers Association (OPBA) - Workopolis - Metroland Durham Region; f. Outdoor Advertising (billboards; transit buses, benches and shelters); and
g. Digital Display (monitors located in health care, fitness centres, etc.).
5.0 Advertising Mediums
Newspaper City Page
5.1 Given the majority of the City's advertising is community-based, a dedicated "City Page"
in a local, professional and credible newspaper with the greatest circulation, and effective
reach (e.g. home delivery), will be the City's primary advertising vehicle. The "City
Page" will appear on the same page, same day each week and replace independent ads
placed by the departments that appear throughout the paper.
5.2 The "City Page" will be identified by a City information header/banner which will
include the City's logo, telephone number, website address, and where applicable,
communicate recent awards won or announce upcoming events (e.g. Communities in
Bloom logo, Concerts in the Park Series).
5.3 All advertisements published on the "City Page" shall be:
• Placed under the city information header/banner;
• Written in plain language;
• Formatted to an established template in accordance with the City's brand standards to
ensure a consistent and professional presentation.
5.4 Depending on advertising needs, the size of the "City Page" may vary. Additional
advertising space will be booked at a negotiated discounted line rate to accommodate the
placement of all statutory ads, as required.
5.5 All statutory advertisements intended for general circulation to the residents of Oshawa
shall be published on the "City Page," with the exception of those statutory
advertisements targeting a specific audience or that are time sensitive and require
immediate publication.
Newspapers and Other Publications
5.6 To realize the objective of minimizing advertising expenditures while still effectively
fulfilling the City's notification requirements and providing information to residents, the
size, frequency and advertising medium will be evaluated in any placement decision.
5.7 Departments may request separate advertisements in publications that meet the following
criteria:
3
877
• Sufficient circulation to effectively reach the target audience. These may include
publications with a general circulation to provide Oshawa residents with reasonable
notice to meet statutory requirements; publications with a specialized circulation
and/or format specific to recruitment advertisements; or trade publications with a
qualified circulation specific to economic development or tender advertisements;
• Frequency of publication;
• Support and promotion of the City of Oshawa brand;
• A professional and credible publication;
• Effective reach e.g. home delivery; and
• Return on investment.
5.8 To ensure that City information is made available to all its residents and, in recognition
that the ethnic diversity ofour community is a source of social, cultural and economic
enrichment and strength, City advertising may be considered for placement in ethno­
specific community publications that publish in languages other than English.
Broadcast Media
5.9 The City's corporate advertising may include the use of television and radio media.
Websites
5.10 The City shall make use of specialized trade and business websites, as well as media
websites.
Outdoor Advertising & Digital Display
5.11
The City's corporate advertising may include the use of outdoor billboards, transit buses
and trains, etc. and facilities digital displays.
6.0 Statutory or Legal Advertising Requirements
6.1 Notice By-Law (yet to be approved by Council)
Acceptable notification methods, as determined by Council, shall be included in a City
Notice By-Law. It shall be the responsibility of the City Clerk to administer this By-law.
6.2 Placement of Statutory Advertisements
All departments with a requirement for publishing a statutory advertisement on the "City
Page" are responsible for forwarding advertisement materials to Corporate
Communications and Marketing within the publishing deadlines and in compliance with
the City's Notice By-Law.
4
878
6.3 Other Statutory Requirements
City departments shall be responsible for administering other notification requirements
under various provincial statutes, including the Planning Act and the Elections Act.
7.0 Tender and Other Purchasing Advertising
7.1
In keeping with common practice among Canadian municipalities, tender advertising for
goods and services is placed by Purchasing Services in specialized trade and business
publications and websites that reach a specific audience, excluding tenders for public
works construction projects. Generally, this type of advertising will not be included in
the "City Page". However, general advertisements may be placed notifying all suppliers
that City bidding opportunities are available on the City and the Ontario Public Buyers
Association websites.
7.2 Tenders for public works construction projects shall be advertised in the Daily
Commercial News, with all costs recoverable from the project, as well as the City's
website.
8.0 Recruitment Advertising
8.1 Recruitment advertising is placed by Human Resource Services within the career section
of newspapers (local and GTA), professional magazines and employment websites,
excluding part-time and seasonal recruitment advertising for Recreation and Culture
Services. Generally, this type of advertising will not be included in the "City Page".
Human Resource Services shall maintain an advertising budget for this purpose and
adhere to guidelines established by Corporate Communications and Marketing.
8.2 Part-time and seasonal recruitment advertising for Recreation and Culture Services shall
be included in the "City Page".
9.0 Economic Development Advertising
9.1 Economic development advertising is placed by Economic Development Services in
specialized trade and business publications that reach a specific audience. Generally, this
type of advertising will not be included in the "City Page". Economic Development shall
maintain an advertising budget for this purpose and adhere to guidelines established by
Corporate Communications and Marketing.
10.0 Corporate Advertising
10.1
Corporate Communications and Marketing may place advertising designed to promote
overall awareness of the City or to enhance its image among a target audience. This type
of advertising should have an integrated approach and include various advertising
mediums such as the "City Page" and non-traditional forms of advertising (e.g. outdoor
advertising, digital displays, etc.).
5
879
11.0 Promotional and Public Relations Campaigns
11.1 Promotional campaigns (flyers, brochures) are not considered to be advertising and shall
be coordinated, produced, distributed and funded by departments.
11.2 Any materials produced for promotional campaigns shall be submitted to Corporate
Communications and Marketing prior to publication and distribution to ensure consistent
messaging and branding.
11.3 Public relations campaigns are not considered to be advertising and shall be approved by
Corporate Communications and Marketing, where appropriate, including the
development of media releases, backgrounders, key messages, public service
announcements and publication articles.
12.0 Procedure Overview
12.l All advertising (newspaper, radio, TV, outdoor, etc) requests are coordinated through
Corporate Communications and Marketing for placement coordination and to ensure
brand identity. This process provides a strategic corporate approach to advertising and
allows the City to accurately measure the impact of advertising activities, ensures the best
advertising rates and results. Steps on how to place advertising is located on the J Drive
under Corporate Communications.
13.0 Monitoring and Measurement
13 .1
A record of all published information shall be maintained including the department,
project initiative, date(s) published, media used and cost.
13.2 Where possible, the evaluation and measurement of the effectiveness of advertising will
be completed using a combination of informal and formal feedback, media monitoring,
event/program attendance and registration numbers.
6
880
De O.dawaE~nss
Item: CM-07-09
Attachment No. 4
01-23-07 To: David Lyon, Manager, Purchasing Services· Re: Advertising Policy, The Oshawa Express Newspaper Dear Mr. Lyon: Thanks for the time you took to meet with The Oshawa Express advertising manager Kim Boatman and myself on Dec. 14, and your note to me as follow-up to that meeting dealing with the municipal advertising policy. Please find enclosed, as per your request, a sworn publisher's statement that details the circulation of The Oshawa Express newspaper. We are a weekly newspaper with a circulation of 35,000 in the city of Oshawa. We publish on Wednesdays. More details on the newspaper, including a special rate on advertising as part of a full-page or a half­
page standing advertising feature (city page which runs weekly) were made available to you and Tracy Adams during our Dec. 14 meeting. I ruive also included two other publications that our company has produced currently or in the past, to demonstrate our continued interest in producing quality publications, like The Oshawa Express. The Oshawa NewS and The Courtice/Bowmanville News are two weekly newspapers that were published by our company in the city of Oshawa and neighbouring Clarington from 1991 through to 1998 Both newspapers were sold to Southam in 1998 and re-branded as The Durham Post. The other publication included is Ontario Sailor Magazine, which currently publishes seven·times each year and circulates throughout Canada. It is available on leading newsstands, such as Chapters, Indigo; etc. The Oshawa Express newspaper is operated by those with publishing experience. The newspaper has been publishing weekly now for a year and three months. We have a proven track record and are producing a quality community newspaper. As discussed in our previous meeting, we would like to assist the city of Oshawa in getting information on municipal initiatives and prog!ams to its citizens. The city's own studies have shown that more effort must be done in this regard. The newspaper can assis~ you in this endeavor.
Yet, there seems to be some reluctance on the part ofthe city of Oshawa tQ advertise wlth The
Oshawa Express. We don't quite understand this reluctance. The newspaper meets all ofyour
600 Thornton Rd. S., Oshawa, ON L1J 6W7 [email protected] 905.571.7334 Fax: 905.571.0255
881
De Odawa E§!.11ess
requirements under the Municipal Act for statutory advertising, and we offer a fine product.
Yet, there has been limited booking of advertisements over the past 15 months. In fact, just as we
began publishing, the city took the immediate move to deal with a city page with only one
newspaper exclusively, in effect shutting out The Oshawa Express.
The Oshawa Express deals with many levels of government, including the Region ofDurham,
province of Ontario and the federal government.
The newspaper has now demonstrated to you over the past 15 months our commitment to the
municipality and to the community at large. As discussed with you, there is no newspaper in the city
that covers the entire community.
The city has established corporate advertising policy that sets up roadblocks to saving tax money and
increasing awareness about municipal initiatives and programs. I refer to a clause in the policy that
indicates that the city will deal on a city page with only the newspaper with the "greatest" circulation
(clause 5.1 in your corporate advertising policy).
Firstly, dealing exclusively with one newspaper to the exclusion of another is unfair and can lead to
disastrous results. A monopoly breads unfair pricing and a lack of good, quality service. I'm not
certain, in fact, that a city page is entirely the-best approach for the city.
A city page means the city is locked into running a certainly number ofads in order to full the page.
In talking to city officials, there have been some occasions when the page has included editorial, just
to fill the space. The editorial should not be paid for, and a newspaper should provide this at no cost.
Also, with a city page, the municipality is locked into running an ad in only one newspaper, even if
the ad is to run multiple times. The same audience is seeing the ad, and will tune out after seeing it a
second or third time. The impact is lost, and other possible markets are not realized.
A second insertion ofthat ad could be run in a different publication, adding to the audience seeing
the ad and the response, but not increasing the total cost ofthe advertising.
If the city is intent on a city page, there should be many considerations in the city setting an
advertising policy, including cost-per-thousands (rates), visibility ofthe advertising, etc. Advertising
agencies well versed on media buys regularly purchase ads based on cost-per-thousands, etc.
We have discussed some ofthese issues with you at our last meeting, and can add more to the
discussion.
In summary, The Oshawa Express would like to work with the city of Oshawa on its marketing and
promotions. We can offer so much to the municipality. We would like to meet with you to further
our discussions. Thanks for your considerations.
Greg McDowell, Publisher, Kim Boatman, Advertising Manager, The Oshawa Express 600 Thornton Rd. S., Oshawa, ON L1J 6W7 [email protected] 905.571.7334 Fax: 905.571.0255
c
882 Publisher's Sworn Statement of Circulation
A R D
For publication by The Media Information Network,
Rogers Publishing Limited, a division of Rogers Media Inc. 1 Mount Pleasant St., 7th Floor, Toronto, ON M4Y 2Y5 Tel: (416) 764-2000 Fax: (416) 764-1721 If ET W D II It
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Publishing Company: _"]2---""""""'o:::<.:c,A.)=-.:...:1--=<..'-v_L_VV'.
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~AProvince:
O•"·"f"' Postal Code:
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City:
Phone:
Publisher:
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Circulation Manager:
Average circulation per issue for six-month period beginning
IS\ M. 1?-;, !'ff-~
, and ending
I. Total Distribution
Average Total Paid
f.oc.:.o
A
Average Total Non-Paid
2-~,ooo
B
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Average Total Circulation (add A and B)
II. Bulk Distribution
Average Total Bulk (third-party) Sales Oncluded in A)
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Ill. Market Area (paid and non-paid)
Average City/Community Trading Zone
Average Retail Trading Zone
Average Total Designated Market Area (add E and F)
Average Outside Designated Market Area (C minus G)
2'B\.coo
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E
F
G
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I hereby make oath and say that the above statement is true, and on request by any bona fide advertisers, or by an advertising
agency having recognition, we hereby agree to submit records from which the figures were prepared to an independent audit, the
cost to be borne by the party making the request.
Declared before me at
this
Signed
---'~:LD.~~~--...-----
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day of
~.:.-"'
McNeely & Kelly. Barllsters and Solicitors. ember 13, 2009. *IMPORTANT: Any corrections or additional pages must each be signed by the notary public or commissioner of oaths.
l'lle OsllawaE•'-.nss City of Oshawa Proposal City of Oshawa 2007 Advertising
Dear Dave Lyon and Tracy Adams:
Thank you for the opportunity to quote on the 2007 City Page.
We are pleased to be invited to participate in your advertising process and hope we can offer
valuable insight and a spirited enthusiasm towards the promotion of the City's message to the citi­
zens of Oshawa.
Please let me know if you require additional information.
Sincerely,
Greg McDowell
Publisher
The Oshawa Express
905-571-7334
The Oshawa Express Objective
The Oshawa Express is an independent community newspaper with an interest in com­
munity that strives to provide a strong editorial focus for its readers and a solid venue for
businesses to advertise.
The Oshawa Express provides informative news stories, features, entertainment and
sports on individuals, groups and businesses throughout the City of Oshawa.
With our goal in mind, The Oshawa Express would like to build a mutually beneficial part­
nership with the City of Oshawa.
·..
dowellman
PUBLISHING'i<CORP
,
The OSHAWA EXPRESS, 600 Thornton Rd. S., Oshawa, ON l 1J 6W7 Phone: 905.571-7334 Fax: 905.571.0255 [email protected] ·n.e Osllawa E•P..•••
City of Oshawa 2007
Proposal ... Page 2
Target Audience/Geography:
The Oshawa Express _publishes everyj;ednesday. with a circulation of J5,~00 nfth~ City
of Oshawa. The newspaper Is ae1iver by earners to homes and apartmems. Delivery
service is also provided to all government facilities; 1io1aries,'eommunity centres, many
stores and businesses and the Welcome Wagon, which delivers the newspaper to all new
businesses and newcomers to the community of Oshawa.
Oshawa is a growing community currently experiencing the highest growth rate in
Ontario, according to Statistics Canada. It is also the highest income per capita across
Ontario. The Oshawa Express is distributed to the community at large, which takes in all
aspects of a dynamic and growing population.
Benefits to the City of Oshawa:
The Oshawa Express is committed to the success and positive growth of the City of
Oshawa. To make this a successful endeavour, The Oshawa Express will:
• Continue to provide indepth and timely editorial coverage of the City's events, policies,
bylaws and items that effect residents through regular attendance of city council and
committee meetings. We will also continue our extensive coverage of elected officials.
" Continue to grow and develop circulation throughout the City of Oshawa through our
carrier insentive programs and drivers which deliver to various locations within the city
limits.
• Although only in its second year, a seasoned management has developed a product
that many citizens have come to rely on in terms of news coverage. Tremendous reader­
shtp support shown through voluntary contributions towards subscription and delivery
costs by our readers indicates a true need for The Oshawa Express' more comprehen­
sive and unbiased editorial coverage about Oshawa,
• The Oshawa Express will dedicate a page with process coiour avaHabie on a -.vcs!dy
basis at a reasonable cost to the city. This, we believe, w1il comµliment the editorial cov­
erage already provided.
dowellman
PUBLISHING+ CORP
The OSHAWA EXPRESS, 600 Thornton Rd. S., Oshawa, ON L1J 6Wl
Phone: 905.571-7334 Fax: 905.571.0255 [email protected]
885
De OsllawaE§l.!!!.ss City of Oshawa 2007
Proposal ... Page 3
Commitment from The Oshawa Express:
• The Oshawa Express has already proven its deep commitment to the City of Oshawa
over the past year with its indepth editorial coverage. We will continue to develop and
strengthen our editorial team. The Oshawa Express employs two full-time reporters, an
editor with 25 years experience in journalism, and a photographer that has a 40 year his­
tory in the business, many at the former Oshawa limes.
• The experience of management of the Oshawa Express proves this newspaper will
prosper and become ingrained in the City. The McDowell's have started and run newspa­
pers (The Courtice/Bowmanville News and the Oshawa News), magazines and other
successful products over the past 15 years. Both McDowell's also have another 10 years
experience as journalists.
•The Oshawa Express provides employment opportunities to many individuals. We cur­
rently employ about 25 part time and full time people. We also have about 250 carriers
who deliver the paper across the city.
• The head office of The Oshawa Express (incorporated under Dowellman Publishing
Corp) is located in Oshawa.
Closing Notes:
I thank you for the opportunity to present this proposal for a The City Page.
I cannot stress the importance and advantages of a diverse and competitive marketplace
for readers and advertisers. We are not asking that you abandon your current approach,
but te> reaJign vou.r current bugget tQ inclurte The Oshawa Exp~ess as one of the City's
m~in sources ror promotion.
As an example, The City of Toronto deals fairly with its four daily newspapers, realizing
the benefits ofeach unique product and their readership. This practice encourages the
development of a diverse business community.
Greg McDowell
dowellman
PUBLISHING+CORP
The OSHAWA EXPRESS, 600 Thornton Rd. S., Oshawa, ON L1J 6WT
Phone: 905.571-7334 Fax: 905.571.0255 [email protected]
886 De OsllawaE•1.nss City of Oshawa 2007
Proposal ...Page 4
Rates:
• The Oshawa Express has established a line rate of $1.12 with the City, reduced from
our Rate Card of $1.40. This rate will be further reduced to accommodate a weekly City
Full Page or a weekly City Half Page with the following rates.
Weekly Full Page
- $1, 185.60 per week plus gst - Includes process colour valued at an extra $300.
- This sets a line rate of$ .76 cents per line, which is a weekly savings of $998.40.
Weekly HaH Page
- $686.40 per week plus get - Included process colour valued at an extra $295.
- This sets a line rate of$ .88 cents per line, representing a savings of $405.60 per
week.
~!~!,~!qnss
• The City will be offered Page 2 to keep a
consistent format.
National Rate card
Co.sf,,.- 6110: $1.40
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The OSHAWA EXPRESS, 600 Thornton Rd. S., Oshawa, ON L1J 6W7
Phone: 905.571-7334 Fax: 905.571.0255 [email protected]
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CORPORATE ADVERTISING POLICY Original date: January 2007
Amended Date: August 2009
Amended Date: September 2010
Corporate Advertising Policy
1.0
Goal Statement
The Corporate Advertising Policy will:
1. Ensure a comprehensive corporate advertising mix involving various media is
provided at the best possible value and is cost effective to the City;
2. Provide a consistent yet flexible process and procedure for the placement of City
advertising to ensure that messages and visuals effectively reach target
audiences (residents, business, investors, visitors, etc.);
3. Provide accurate, timely and clear information to target audiences about City
programs, services and employment opportunities;
4. Provide accountable, accessible and equitable information improving the visibility
of local government in order to promote a positive image, and encourage greater
interest and participation in local affairs;
5. Comply with all applicable statutory advertisement requirements;
6. Be ethical in terms of what and where the City advertises;
7. Be measurable; and
8. This policy does not apply to Members of Council.
2.0
Definitions
Advertising is the paid placement or use of paid media by the City to inform, persuade
and remind about its notices, services, programs and products designed to elicit a
positive response from a defined target market. "Advertisements" has a similar
meaning. The costs for advertising will be funded from the Department, Branch or
Program advertising account.
Corporate Communications refers to the Corporate Communications section within
the City Manager's Office.
City Page refers to the consolidation of advertising that appear on a predetermined
designated City branded newspaper page that is used by the City on a regular basis. It
does not imply that the City pays for the entire page, only for booked advertising space.
Frequency is the number of times the average person in the target audience is
exposed to a message during a given period.
Media includes traditional (newspaper, radio, television, trade publications) and non­
traditional (outdoor advertising, websites, digital displays) forms of advertising.
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Outdoor Advertising is directed to vehicular or pedestrian traffic e.g. posters,
billboards, transit shelter or bench advertising.
Plain Language is effective communication that is clear, concise, relevant and easy to
understand.
Promotional Campaigns involves flyers, posters and brochures which may be
distributed through paid media, Canada Post or posted in City facilities, and may have
an associated printing or production cost. The production costs of these flyers, posters
and brochures are to be funded from the Department, Branch or Program printing and
reproduction account. Costs to distribute these materials are also to be funded from the
Department, Branch or Program postage account if distributed through Canada Post
and/or advertising account if distributed through a media outlet.
Public Relations is the planned, non-paid, proactive and positive approach taken by an
organization to promote its programs, services, people and ideas through contact with
others. Often, public relations are conducted through the media including newspapers,
television, radio and magazines. Specific tools include press releases, backgrounders,
public service announcements regarding programs and services, articles and editorials,
speeches, special events, website and reports to Council.
Reach means the percentage of people in the target audience who are exposed to a
communications campaign during a given period. To effectively reach the City's target
audiences, a mix of communication vehicles will be required.
Target Audience refers to a particular group or a portion of a market for which a
specific message regarding a program, product, service or business opportunity has
been designed in the form of advertising. The City's target audience is varied, for
example, the general public, residents, families, youth, seniors, business, potential
investors, suppliers and visitors.
Tender means an offer received from a supplier of goods and/or services in response to
a formal request, the acceptance of which will result in a binding contract between the
City and the firm submitting the tender. For the purpose of this policy, tender shall also
mean bid or request for proposal, but does not include informal low dollar value
requests for quotations.
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3.0
Scope
For the purpose of this policy, the term "advertising" encompasses the following types:
a) Statutory or legal notices; b) Notifications of public meetings or public consultations; c) Public information regarding programs, services and events (e.g. changes to program/service levels or public ceremonies/openings); d) Tender advertising; e) Recruitment advertising; f) Economic development advertising; and g) Corporate advertising. 4.0
Advertising Mix
Examples of various elements to be considered in an advertising mix include:
a)
b)
c)
d)
e)
Newspapers; Business/Commercial/Specialized Market Publications/Magazines; Radio; Television; Websites, for example: a. Ontario Public Buyers Association (OPBA)
b. Workopolis f) Outdoor Advertising (billboards; transit buses, benches and shelters); and g) Digital Display (monitors located in health care, fitness centres, etc.). 5.0
Advertising Mediums
Newspaper City Page
1. Given the majority of the City's advertising is community-based, a dedicated
"City Page" will be coordinated in both local newspaper(s) as approved by
Council (June 29, 2009) and will be the City's primary advertising vehicle.
A paid newspaper advertisement that appears in Oshawa This Week must also
be placed in Oshawa Express and vice versa. This does not pertain to
advertising sponsorships procured as part of special events which are subject to
a Request for Proposal and often provide for exclusivity rights.
The local newspaper(s) must meet the guidelines and criteria outlined in Section
4 of the Newspaper City page.
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2. The "City Page" will be identified by a City information header/footer which will
include the City's logo, SeNice Oshawa telephone number, website address,
contact information, and where applicable, communicate recent awards won or
announce upcoming events (e.g. Communities in Bloom logo, Concerts in the
Park, etc.).
3. All
•
•
•
advertisements published on the "City Page" shall be:
Placed under the city information header/footer;
Written in plain language;
Formatted to an established template in accordance with the City's brand
standards to ensure a consistent and professional presentation.
All statutory advertisements intended for general circulation to the residents of
Oshawa shall be published on the "City Page" with the exception of those that
are time sensitive and require immediate publication. Advertising space will be
booked at a negotiated discounted line rate.
4. Depending on advertising needs, the size of the "City Page" may vary based on
the number of advertisements placed by the City. Advertising costs are
determined based on the size of the City page, budget and quantity of
advertising placed by the City. The City only pays for advertising space used not
the entire page.
To ensure cost effective placement of advertising while providing relevant
information to target audiences, appropriate advertising mediums will be
evaluated in any placement decision.
Guidelines and Criteria
Departments may request advertisements in publications that meet the following:
• Sufficient circulation to effectively reach the target audience. These may
include publications with a specialized circulation and/or format specific to
recruitment advertisements; or trade publications with a qualified circulation
specific to economic development or tender advertisements;
• Support and promote the City of Oshawa brand;
• A professional and credible publication;
• Effective reach; and
• Return on investment.
5. To ensure that City information is made available to all its residents and, in
recognition that the ethnic diversity of our community is a source of social,
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cultural and economic enrichment and strength, City advertising may be
considered for placement in ethno-specific community publications that publish
in languages other than English.
Broadcast Media
6. The City's advertising may include the use of television and radio media.
Websites
7. The City shall make use of specialized trade, business and media websites, as
well as social media websites.
Outdoor Advertising & Digital Display
1. The City's advertising may include the use of outdoor billboards, transit buses
and trains, etc. and facilities digital displays.
6.0
Statutory or Legal Advertising Requirements
Notice By-Law
1. Acceptable notification methods, as determined by Council, shall be included in
a City Notice By-Law. It shall be the responsibility of the City Clerk to
administer this By-law.
Placement of Statutory Advertisements
2. All departments with a requirement for publishing a statutory advertisement on
the "City Page" are responsible for forwarding advertisement materials to
Corporate Communications within the publishing deadlines and in compliance
with the City's Notice By-Law.
Other Statutory Requirements
3. City departments shall be responsible for administering other notification
requirements under various provincial statutes, including the Planning Act and
the Elections Act.
7.0Tender and Other Purchasing Advertising
1. In keeping with common practice among Canadian municipalities, tender
advertising for goods and services is placed by Purchasing Services in
specialized trade and business publications and websites that reach a specific
audience, excluding tenders for public works construction projects. Generally,
this type of advertising will not be included in the "City Page". However, general
advertisements may be placed notifying all suppliers that City bidding
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opportunities are available on the City and the Ontario Public Buyers
Association websites.
2. Tenders for public works construction projects shall be advertised in the Daily
Commercial News, with all costs recoverable from the project, as well as the
City's website.
8.0
Recruitment Advertising
1. Recruitment advertising is placed by Human Resource Services within the
career section of newspapers (local and GTA), professional magazines and
employment websites, excluding part-time and seasonal recruitment advertising
for Recreation Services. Generally, this type of advertising will not be included
in the "City Page". Human Resource Services shall maintain an advertising
budget for this purpose and adhere to guidelines established by Corporate
Communications.
2. Part-time and seasonal recruitment advertising for Recreation Services shall be
included in the "City Page".
9.0
Economic Development Advertising
1. Economic development advertising is placed by Economic Development
Services in specialized trade, business publications and event programs that
reach a specific audience. Generally, this type of advertising will not be included
in the "City Page". Economic Development shall maintain an advertising budget
for this purpose and adhere to guidelines established by Corporate
Communications.
10.0
Corporate Advertising
1. Corporate Communications may place advertising designed to promote overall
awareness of the City or to enhance its image among a target audience. This
type of advertising should have an integrated approach and include various
advertising mediums. Corporate Communications shall maintain an advertising
budget for this purpose. Generally, this type of advertising will not be included in
the "City Page".
11.0
Promotional and Public Relations Campaigns
1. Promotional campaigns (flyers, brochures) are not considered to be advertising
and shall be coordinated, produced, distributed and funded by departments. The
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production costs of these flyers, posters and brochures are to be charged to the
Branch or Program printing and reproduction account. Costs to distribute these
materials should be funded from the Department, Branch or Program postage
account if distributed through Canada Post and/or advertising account if
distributed through a media outlet.
2. Any materials produced for promotional campaigns shall be submitted to
Corporate Communications prior to publication and distribution to ensure
consistent messaging and branding.
3. Public relations campaigns are not considered to be advertising and shall be
approved by Corporate Communications including the development of media
releases, backgrounders, key messages, public service announcements and
publication articles.
12.0
Procedure Overview
1. All advertising (newspaper, radio, TV, outdoor, etc.) requests are coordinated
through Corporate Communications for placement coordination, ensure brand
identity and consistent with the Corporate Writing Style Guidelines based on
Canadian Press Caps and Spelling standard. This process provides a strategic
corporate approach to advertising and allows the City to accurately measure the
impact of advertising activities, ensures the best advertising rates and results.
Steps on how to place advertising is located on the J Drive under Corporate
Communications.
13.0
Monitoring and Measurement
1. A record of all published information shall be maintained including the department, project initiative, date(s) published, media used and cost. 2. Where possible, the evaluation and measurement of the effectiveness of
advertising will be completed using a combination of informal and formal
feedback, media monitoring, event/program attendance and registration
numbers.
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