Telephone (905) 468-3266
Facsimile (905) 468-2959
1593 Four Mile Creek Road
P.O. Box 100
Virgil, Ontario
L0S 1T0
Submitted on:
October 12, 2021
Report:
CS-21-032
Report To:
Corporate Services Advisory Committee
Subject:
2022 Newspaper Advertising
1. RECOMMENDATION
It is respectfully recommended that:
1.1 Council direct Staff to continue advertising with Niagara This Week, The Lake Report, and The NOTL Local on an as-needed basis basis;
1.2 Council direct Staff to participate in featured editions at equal value for all three local newspapers; and
1.3 Council direct Staff to continue with the same Advertising Policy and Procedures in 2022 as approved for 2021.
2. PURPOSE / PROPOSAL
The purpose of this report is to seek direction from Council regarding newspaper advertising in 2022.
3. BACKGROUND
In 2015, a motion of Council was approved for Staff to advertise in Niagara This Week and Niagara Advance on an ad hoc basis. When the Niagara Advance closed at the end of 2017, advertising continued in Niagara This Week. The Town was given a ‘preferred customer’ rate, and advertisements continued to be published as needed. Occasionally, ads were placed in the St. Catharines Standard when a larger readership was required (e.g., recruitment for Part-time Summer Staff).
In 2018, two new local newspapers began publishing and distributing to the community: The Lake Report and The NOTL Local. Town Staff and the Lord Mayor met with representatives from both newspapers; however, it was decided that the Town would continue to advertise with Niagara This Week and monitor the distribution reach of the new newspapers.
In 2020, at the beginning of COVID-19, a decision was made that Town advertisements should be placed in all three local papers to ensure important notices were reaching the highest number of residents. This approach was an effective measure of communication. However, it far exceeded the allotted advertising budget for 2020.
In 2021, Town Staff issued a Request for Quotation (RFQ) for 2021 newspaper advertising. The prices submitted by each newspaper company through the RFQ were reasonable and comparable; therefore, the Town entered into contracts with Niagara This Week, The Lake Report, and The NOTL Local on an as-needed basis.
Whenever the Town required print advertising in 2021, all three local newspapers received identical ads.
Year
Budget
Spent
Remaining
2018
$46,000.00
$36,076.13
$10,223.87
2019
$37,170.00
$26,883.86
$10,286.14
2020
$35,670.00
$55,259.14
-$19,589.14
2021
$36,820.00
$32,058.16*
*As of October 8, 2021
$4,761.84
Advertising budgets are decentralized; in the 2021 budget, there are 25 line items dedicated to advertising. Some examples of areas with advertising budgets include Clerks, Human Resources, Roads, Community Centre, Cemetery, and Water. A complete list is provided in Appendix I.
Historically, very little money has been spent on online advertising, such as social media advertising. In 2019, 2020, and 2021, Staff dedicated minimal dollars to Facebook advertisements and saw success in advertising Parks and Recreations events, such as summer and winter camp registration.
4. DISCUSSION / ANALYSIS
Various provincial statutes require municipalities to advise the public of proposed changes and provide public notice of those approved changes. For example, changes in zoning, by-laws, official plan amendments, renaming streets, and designating buildings of a heritage status require public notice.
In some instances, advertising by the newspaper is mandatory by the provincial statute. In the past, newspaper advertising was the most inexpensive method to reach the largest audience possible audience to fulfill the statutory requirements. Today, when flexibility exists in the permitted notification methods, some municipalities reduce costs by posting notifications on their website. Alternatively, social media advertising is available at a fraction of the cost of newspaper ads and has more accessible analytics concerning target audiences. Ultimately, discretion as to the sufficiency of circulation lies with the Town Clerk.
In 2018 and 2019, approximately 25% of Town newspaper ads published were mandated by provincial statutes. In 2021, this increased to approximately 53%, as the Town shifted to advertising in all three local newspapers when required and worked to reduce ad sizes and minimize non-legislative advertising placed in newspapers.
Town Staff regularly receive additional advertising requests for feature editions/special feature sections in the three local newspapers and other newspapers and publications within and outside the region (e.g., Shop Local campaigns, seasonal magazines, holiday or tourism features, etc.).
From January 1, 2021, to November 1, 2021, the approximate value of feature editions/special section advertising requests received by Staff ranged from $18,411 to $24,158. Town Staff agreed to participate in one special section for each local newspaper. The 2021 feature editions the Town participated in were: "Pandemic Heroes" for The Lake Report, "Canada Day" for Niagara This Week, and "Tribute to Volunteer Firefighters" for The NOTL Local.
Town Staff will continue monitoring Town advertising and analyzing information in 2022. This approach will allow Staff to gather a full year of data to put forward a comprehensive business case for the 2023 budget that would propose going back to the market and considering centralizing advertising.
Town Staff believes it is possible to continue supporting all three local papers in a fiscally responsible way by reducing ad sizes and minimizing non-legislative advertising placed in the newspapers while dedicating some funds to feature editions/special section advertising.
In 2019 and 2020, approximately 90% of the advertising budget was spent on newspaper advertisements, with the remaining 10% spent on online platforms. After seeing the success of paid social media advertising in 2020 and 2021, Staff will seek to maximize online advertising options and allocate advertising funds for online use, as appropriate, throughout 2022.
The Bell Media campaigns that ran at the beginning of 2021 were not budgeted, and the funds were attributed to the emergency COVID-19 account.
The Town’s new website is also to be developed to include an online Communications Hub, one location whereby all Town communication is easily accessible for review (e.g., media releases, print advertising). Furthermore, the Town has access to free advertisement through the electronic signs located at the Community Centre and the Town Administrative Buildings.
5. Strategic Plan
Create a Culture of Customer Service Excellence
Other
Strengthen 2-Way Communications
Strengthen communications delivery methods
6. OPTIONS
6.1
Option 1:
Continue advertising in all three local papers on an ad hoc basis at the 2021 rates when print advertising is required, participate in special section advertising at equal value ($400) with all three local newspapers, and continue with the same Advertising Policy and Procedures.
(As Recommended)
6.2
Option 2:
Cease advertising in all three local papers, except for provincially-mandated statutes, redirecting advertising dollars exclusively to online advertising.
(Not Recommended)
6.3
Option 3:
Issue a RFQ for 2022 and advertise with only one local newspaper.
(Not Recommended)
7. FINANCIAL IMPLICATIONS
Option 6.1 listed above will allow the Town to work within the 2021 advertising budget of $36,820, dedicating $1,200 towards feature edition advertising spread equally across the three local newspapers, resulting in no financial increases to the 2022 budget.
Option 6.2 could provide some cost-saving opportunities in 2022. It is recommended that $25,000 remain in the budget to accommodate online advertising and provincially-mandated statutes published in all three newspapers.
Option 6.3 could provide some cost-saving opportunities in 2022; however, it is anticipated the number of people reading Town ads would decrease.
8. COMMUNICATIONS
Town Staff will communicate Council’s decision directly to the three local newspapers. Internal meetings will be held in early 2022 to clarify the advertising needs of each department. Staff will continue utilizing strategies to monitor the budget and effectiveness of the advertising program and provide Council with a comprehensive business case for the 2023 budget.
9. CONCLUSION
Staff recommend that Council approve the continuation of the 2021 advertising rates in 2022, participation in feature edition advertising at equal value for all three local newspapers, and continuation of the existing Advertising Policy and Procedures.
Respectfully submitted,
Beth Audet
Communications Specialist
Lauren Kruitbosch Marnie Cluckie, MS.LOD, B.ARCH, B.ES
Manager of Customer Chief Administrative Officer
Experience &
Communications
ATTACHMENTS
Appendix I.pdf
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