The Connector The Quebec Community Newspapers Association Newsletter
Since 1980
September 2014
Hebdos, QCNA lobby on threat to public notices
QCNA returns to MTL for 2015 Sisters buy from dad in West Quebec The value of print advertising
Fact sheet shows we still got it!
Board member moves on, but not gone QCNA welcomes IorĂŹ:wase as new member
Executive Director’s Words We are still the watchdogs of our communities BOARD OF DIRECTORS
And don’t you forget it! It seems Quebec mayors believe that by putting public notices on their websites, and not in our newspapers, will keep its citizens informed. That kind of thinking is based on saving money, and not on actually delivering important information. A September 5 report found on ici.radio. canada.ca broke the news that 11 Quebec municipality mayors in the Roussillion area were calling on the Quebec government to change the law requiring them to use local newspapers for their public notices. In the article, one mayor was quoted as saying that municipality websites would serve their communities better and would lessen the cost to municipalities. The implication is that websites are cheaper and would better deliver public notices. Maybe websites are cheaper, but as a delivery method they still have much to be desired. Public notices inform citizens of the everyday activities of government. From government spending to developing new policies, it is important for people to be informed of actions taken by public officials that affect citizens' everyday lives. While the Internet is a great resource for information, public notices have been and remain most effective in newspapers. Newspapers of general circulation provide weekly news about the community. So what has changed in the mindset of some Quebec municipality mayors? In 2010, Chateauguay, a mainly francophone community on the south shore of Montreal, paid $80,000 for public notices in le Soleil, the town’s well-known newspaper for years under the company Quebecor. When a second newspaper started up in 2010, the Chateauguay Express, a creation of TC Media it created competition and Chateauguay reduced its public notices spending to $53,000. Clearly, the municipality of Chateauguay saw value in alerting its citizens using newspapers. September 2014
Last year, when TC Media acquired le Soleil, it didn’t make sense to operate two newspapers in one municipality, so the company closed the Chateauguay Express. So the mayor of Chateauguay now fears the municipality will be forced to return to paying $80,000 a year for its public notices. Newspapers are the watchdogs of their local communities and can most effectively monitor the actions of their respective local governments. Public notices don't just keep local residents informed. They also hold public officials and agencies accountable. That’s not all. As was stated at an October 3rd QCNA board meeting, it’s easy to change any public notice on a website, and eliminate any reference to old notice postings. Public notices in newspapers are permanent records that cannot be altered or deleted. Published public notices provide actual notice to the public about government actions like tax and fee increases, land use and environmental decisions, delinquent taxpayer notices, that can lead to a government seizure and sale of someone's home and the expenditure of public funds. How can government reach their constituents? QCNA, Hebdos Quebec form lobby front
STEVE BONSPIEL President, CCNA representative LILY RYAN Vice-President GEORGE BAKOYANNIS Secretary-Treasurer FRED RYAN Director MICHAEL SOCHACZEVSKI Director NIKKI MANTELL Director LILY RYAN Director CARMEN MARIE FABIO Director
HEATHER DICKSON Past President QCNA STAFF
RICHARD TARDIF Executive Director CAROLYN KITZANUK Administrative Assistant MARNIE OWSTON Advertising Coordinator & Bookkeeper
QCNA along with Hebdos Québec representing Québec francophone weeklies have already set in motion a full-scale lobby campaign. Both associations agree that threatening the use of public notices in newspapers threatens the industry. For now, a strategic plan is being developed and we are preparing to meet with the Québec government. It’s still us, your weekly newspapers, delivering the message and embedding its record for eternity, and no one should forget it.
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QCNA News QCNA Gala returns to Montreal in 2015 QCNA’s annual annual general meeting and awards gala returns to Montreal on May 29, 2015. After two years on the road, first in Aylmer, Quebec and this year in Saint-Sauveur, the QCNA will host the 2015 at le Canal Espace, along the rejuvinated and vibrant Lachine Canal. On May 29, the Annual General Meeting will take place followed by networking opportunites and workshops.
QCNA welcomes Carmen Marie Fabio to Board On October 3 the QCNA welcomed Carmen Marie Fabio to the Board of Directors as and interim director. Carmen is the editor of Your Local Journal. Carmen is known for her to-the-point editorials in her Editor’s Corner, and her life situation stories in her weekly Soapbox column. QCNA welcomes Carmen to the Board.
QCNA visits New York Press Association QCNA Secretary Treasurer George Bakoyannis and Executive Director Richard Tardif paid a visit to Plattsburgh, New York on September 4 to meet with members of the New York Press Association. The informal, get-to-know meeting was to touch base and begin a discussion on shared services, best practices and possible revenue generating collaborations. A second meeting is scheduled in Montreal on October 17.
Recycling in Quebec meets the ire of QCNA
In the evening at le Canal Espace, cocktails will begin at 6 p.m. followed by a dinner and the awards ceremony.
QCNA’s position on the RecycleMédias Board of Directors is proving beneficial. The board is addressing why newspapers are being charged HST/GST for their payments. RM is contesting that recycling payments are not considered
a service. Further, discussion has begun over why a reduction in newspaper tonnage does not drive down the rates – instead, the Quebec government still wants its fixed payment. This means that even if there are less newspapers, those remaining will be responsible for the fixed annual payment. On October 16 RecycleMédias will meet to discuss how to approach this issue.
QCNA MISSION STATEMENT The Quebec Community Newspapers Association is dedicated to the professional and economic development of English community newspapers and their enterprises serving minority communities in Quebec.
About us.
The Quebec Community Newspapers Association is as unique as the members it serves. Our English and bilingual publications distribute weekly, monthly, biweekly and daily to some 800,000 readers across the province. These publications serve an exclusive English and bilingual readership in their communities through their focus on relevant local news and high editorial-to-advertising ratio. The results from ComBase, Canada’s most comprehensive media study, show that QCNA newspapers are embraced by Quebec’s unique population more than any other medium in every market they serve. QCNA acknowledges the support of the Department of Canadian Heritage
Quebec Community Newspapers Association 189 Hymus Blvd, Suite 207, Pointe-Claire, Quebec, H9R 1E9 Tel. 514-697-6330 Fax 514-697-6331 September 2014
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QCNA News QUEBEC’S COMMUNITY WEEKLIES
Sisters buy from their dad, continue family tradition of newspapers in West Quebec N
ewsman Fred Ryan and partner Lynne Lavery passed the digital ink jar to daughters Sophia and Lily Ryan at the beginning of 2014. The sisters now own three weekly newspapers in West Quebec, along with a number of specialty publications. The Bulletin d’Aylmer, the Journal du Pontiac and the West Quebec Post are newspapers published throughout the region bringing significant news in English and French to some 45,000 homes. These weekly papers provide employment to some 35 families.
Lily Ryan
September 2014
The sale is significant in the newspaper industry considering the increasing corporate ownership of media in Canada. “Just this month, twenty weekly newspapers were closed during a concentration of ownership of newspapers in Quebec,” noted Lily Ryan. “Yet readership numbers have never been higher for local news. When the big media outlets publish the same news that readers find online, on the radio and on TV, attention dwindles. Exactly the opposite for local news providers. In many cases, we are the only source of local news.”
Fred Ryan
West Quebec is a unique area along the border with Ontario, with many families speaking English and French. The Bulletin d’Aylmer and Journal du Pontiac are published in both these languages, employing writers, designers and marketing gurus who work in this vibrant bilingual environment. The West Quebec Post is one of North America’s oldest newspaper. It first started publishing as the Buckingham Post in 1897.
Sophie Ryan
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QCNA News After 14 years at The Chronicle, Marc Lalonde moves on
Marc Lalonde, QCNA Vice-President (second from right) at QCNA Annual General Meeting in June of 2014. Photo by Richard Tardif.
When Marc Lalonde walked into the Cartier Avenue offices in Pointe Claire in late 2000 as an intern, he had no idea he was walking into a place that would become his professional home for the next decade and a half.
That’s what the editor and reporter and QCNA Board member wrote in his goodbye editorial on August 1, and on behalf of the QCNA Board of Directors, staff, and members we will miss him. Marc’s story is one that reflects the path of many journalists. He walked into a newspaper as an intern, and never looked back. The veteran newsman takes a job as the Communications Officer for the Lakeshore General Hospital Foundation, which will allow him to stay close to the West Island, where he lives with his wife and two children. We will still see Marc’s wordsmithing from time to time in The Chronicle, as he vows, and knows that sometimes it isn’t always easy moving away from writing, and he will miss it, but we will miss him more.
Kahnawake paper joins QCNA
In April, Iorì:wase became a provisional member of the Quebec Community Newspaper Association, and at the Annual General Meeting of the QCNA on June 6 in Mont St-Sauveur, the QCNA’s Board of Directors elevated Iorì:wase to the status of associate member, which would make it the fourth Native newspaper in the QCNA fold. Greg Horn, Iori:wase’s editor and publisher, reported in his publication that “it’s good to be part of a network of other community newspapers so that we can network with other journalists who work in similar situations. It’s also beneficial to bounce ideas off each other and help support each other.” The bi-weekly newspaper has been in existence for more than one year. Prior to Iorì:wase becoming a print publication, Horn created the website version more than five years ago, which he maintains today at www.kahnawakenews.com
Marc Lalonde, third from right, introduced along with fellow QCNA Board members in June 2014. Photo by Jennifer Pontarelli.
Charles Bury Journalism Scholarship Charles Bury is credited with mentoring dozens of reporters found in newsrooms across the country today, and during his tenure as Sherbrooke Record editor from 1981-1996. Record publisher Sharon McCully said The Record will continue Bury’s legacy through the Charles Bury Journalism Scholarship, which will be awarded annually to a student who plans to pursue a career in journalism from each of the Townships’ three high schools: Alexander Galt, Massey-Vanier and Richmond Regional. Record alumni and others who wish to contribute to the legacy fund can send their cheques to: The Record, c/o Charles Bury Scholarship Fund, 1195 Galt Street East, Sherbrooke, Qc, J1G-1Y7
September 2014
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Industry news Research, assumptions short-change value of print advertising By Dennis Hetzel, Executive Director Ohio Newspapers Association I’ve had this column noodling around in my brain for several months. I propose that we need to get more aggressive as an industry about the value of print advertising in the wake of the growing perception among ad agencies, media buyers and even the general public that “print is dead.” We run into this every day at our for-profit affiliate, AdOhio, in our efforts to generate revenue for newspapers. Overcoming the growing, negative perception about the value of print is our biggest obstacle to getting meetings with key advertising decision-makers. We believe that whenever we can get in the door, we have a compelling story. I can assure you that no one prepares harder for a client meeting than our AdOhio leaders, Frank Beeson and Walt Dozier. Getting the door to open is the hard part. I know many of you face the same issues. I see it in the Legislature in which even those lawmakers who really appreciate newspapers wonder and worry what will become of us. For all the typical griping about coverage I hear, they know that,
beyond a few exceptions in the broadcast ranks, print journalists are the ones with the time, depth of knowledge and ongoing interest to do the best job of reporting publicpolicy issues. Members sometimes ask us why we don’t get more political advertising in print. The main reason is that most political consultants tell candidates it’s free media, and that print advertising wastes money. I would not suggest that television political advertising isn’t necessary, but candidates should question the ridiculously high percentage of spending on television. The consultants usually don’t say much about the mark-ups and profits they realize from producing television commercials or the waste involved in buying television for legislative districts that serve only a slice of a market. Perhaps the candidates and parties that aren’t winning these days should try something different. The recent announcement that Cincinnatibased E.W. Scripps Co. is spinning off their newspapers into a new company in a complicated deal with Journal Communications in Milwaukee motivated me to finally write what I’ve been thinking. Then came Tuesday’s announcement that the Gannett Co. plans the same sort of split into broadcast and print parts.
Much of the coverage of the Scripps-Journal transaction omits a key point: The new Journal Media Group will start life debtfree. (Gannett executives say this also will be true of the new Gannett newspaper company.) This is huge. Businesses with heavy debt loads must factor that into every decision. I know that we have ONA members who are doing the best they can to serve their communities and move forward under these challenging circumstances. The “newspapers are dead” crowd forgets that most newspapers have operating profits and will continue to operate profitably for the foreseeable future. The “newspapers are dead” crowd also forgets that most newspapers do not have an audience problem. If you aggregate the print and digital audiences of most local newspapers, even subtracting duplication, you find that audiences for that content are as big as or bigger than ever. Newspapers led the way among traditional media in embracing the Internet. We’re still innovating. Should we have done more? Could newspapers have invented Craigslist, LinkedIn and other services that have ripped revenue streams to shreds? Absolutely, but the “dinosaur” stereotype isn’t fair and doesn’t fit. However, newspapers have revenue challenges. We’re not alone in that club, but there is no sugar-coating that. Advertisers have many more options. Consider the local car dealer, who feels he has to have his own social media manager, a website that is mobile-optimized and some presence on sites such as AutoTrader. com and Cars.com. His pie of marketing dollars isn’t growing nearly as fast as the demands on it. Then he keeps reading stories about declining circulation and struggling newspapers. All the signals he receives, except from his newspaper sales rep, are that he should reconsider what he spends in print. And, of course, reps for other media are happy to talk to him about shifting dollars their way without mentioning massive audience fragmentation or other issues they’re facing. But guess what? His customers still want and expect him to be in the newspaper. De-
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Continued from page 6 spite all the negativity he absorbs about our medium, he knows that the newspaper helps him sell cars. Isn’t that the bottom line? Still, those three or four full-page ads from past years might be down to one now. Here’s an example of what hurts us: I see stories almost every day, and so do our advertisers, about market research arguing that print gets a disproportionate share of advertising dollars relative to time spent while mobile in particular deserves a greater share. These studies need strong responses. Rarely does this research discuss items that should be far more important to an advertiser: the desirability of the medium for advertising and engagement with advertising. Print is, by far, the medium in which advertising is most wanted and invited. Print has two qualities that are not possible to accomplish nearly as well, if at all, in other media: Our advertising is obvious but not intrusive. Think about that; then say it again. Print advertising is obvious but not intrusive. For advertising to be obvious in most other media, it must be intrusive, forcing you to consume it involuntarily or take a specific action such as setting your DVR to skip commercials. The latter action, of course, has no value for the advertiser. This is a big problem with traditional radio: Listening to long commercial blocks while you are trapped in your car is annoying. Most of us change the station. Billboards intrude on our driving concentration. Studies show consumers make a “trash or keep” decision on direct mail in less than a few seconds. In the case of many digital products, advertising isn’t obvious enough. For digital advertising to become obvious, it often must be highly intrusive, such as forcing you to watch commercials before you can read a story or taking over a newspaper’s home page with animated ads that cover up the content. Digital marketing is getting better and more sophisticated, but it still must overcome engagement obstacles that print simply doesn’t have. With a newspaper, you can’t miss the advertising. Indeed, many readers spend an hour or more thumbing through the Sunday inserts, which smart advertisers such as Macy’s and many others know continue to get results. Or, you can choose to ignore the ads. You don’t resent the presence of the ads if you aren’t interested, and you really appreciate them if you do. We also are a medium in which advertising is highly credible and trusted. And, by the way, newspapers offered targeting solutions based on geography and demographics September 2014
– not to mention deep, rich local coverage — long before these became hot-button topics. Research often gives short-shrift as well to the quality of time spent. You aren’t multitasking when you read the paper – whether it is the physical paper or the digital edition. You are engaged with the product. You are paying attention. You are looking at everything on that page. This is why I was so glad to see a recent article from the International Newspaper Marketing Association on “six reasons to reconsider time spent with media when considering ad placement.” Some key points from this great article, which I am quoting directly: What we spend most of our time doing does not necessarily represent a good opportunity for advertising. The time-spent argument does not peel away the content and get at time spent with ads – this is what advertisers really want to know. Do users want ads? In many cases – NO! Engagement must be a factor. The article notes that “lean-in media are those that users give their full attention to … leanback media allow the user to do other things at the same time.” I don’t have to tell this audience what type of medium newspapers represent. I think our industry must become clearer and more aggressive to tout our inherent, unusual advantages. We must undercut these shallow arguments based on time spent or shifting media usage habits that don’t tell the whole story. We can proudly defend our products – and our ad rates. Hands down, newspapers are where advertising is wanted and invited the most. We still have great stories to tell.
YOUR NEWSPAPER
CARRIER
BRINGING THE
WORLD RIGHT TO YOUR
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DOOR
Newspaper Carrier Day is October 11, 2014
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On October 11, honour the hard-working people who help us keep in touch with our world through newspapers.
insert newspaper info here
Reprinted with premission from Dennis Hetzel
Total design security begins at www.Digitallocksmiths.ca Ottawa, Ontario and Montreal, Quebec | Headquarters Ph: (888) 422-5514 | Fax: (514) 595-0330
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Industry news Postmedia buys Sun Media’s English newspapers The Postmedia Network announced on October 6 that it had acquired 175 Sun Media’s English-language newspapers and speciality publications, including the Toronto Sun. The $316-million deal, which also includes the rest of the Sun chain of papers, as well as the London Free Press and the free Toronto and Vancouver dailies 24 Hours, still needs regulatory approval, including the approval of the Competition Bureau. Paul Godfrey, president and CEO of Postmedia, which owns the National Post, Calgary Herald, Edmonton Journal, and Vancouver papers the Province and the Sun, said in a statement at the announcing that his company will “continue to operate the Sun Media major market dailies and their digital properties side by side with our existing properties in markets with multiple brands.”
Canada’s newspaper conference in Toronto in 2015 The Canadian newspaper industry’s premier event returns to Toronto in 2015. Newspapers Canada’s annual conference and trade show kicks off on Thursday, May 21, with an evening Welcome Reception. On Friday, May 22, delegates will choose from a range of programming options covering a variety of topics. The event will also include networking opportunities and time to browse and shop at the trade show. Friday evening festivities include galas celebrating the Ontario Community Newspapers Association’s Better Newspaper Awards and the National Newspaper Awards. www.newspaperscanada.com
September 2014
Community Newspapers still got it! Newspapers Canada fact sheet shows how community newspapers
As of June 2014 there are 1,040 community newspapers in Canada and more than 1,100 editions. Community newspapers publish more than 20.6 million copies each week and the majority of circulation is free (controlled) accounting for 19.7 million copies weekly. Total circulation is 4.9 percent higher than last year with the growth coming from controlled circulation papers. Community newspapers publish in both broadsheet and tabloid formats. Local relevance Community newspapers command a special place in Canadian households and readership has remained steady in today’s new media landscape. Community newspapers remain relevant to local residents for news, information and advertising. The role community newspapers play is vital, often being the only choice for local news and information relevant to readers in the community. Research shows that 95 percent of readers turn to community newspapers for information on local news and events. More than 7 out of 10 readers report reading for advertising, flyers/inserts, and classified advertising, real estate or employment ads. Advertisers believe in community newspapers In 2013, more than $1 billion was spent by advertisers in community newspapers, according to the annual revenue study conducted on behalf of Newspapers Canada and the Canadian Community Newspapers Association (CCNA). Retail/local advertising accounts for 60 percent of all print advertising and more than $200 billion is spent on flyers/inserts. For more information see page 10 of The Connector or visit www.newspaperscanada.com
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Tried. Tested. True.
WE MAKE ADVERTISING WORK! Quebec Community Newspapers Association • 33 English & bilingual newspapers across Quebec • 3 of every 5 residents in Quebec read their newspaper each week • An opportunity to reach 800,000 Quebec readers with one call For one price cover Quebec or Canada
To help you shine, the Quebec Community Newspapers Association offers a blanket classified advertising program. For one price, you can blanket the province or the country. Deadine: Monday at noon.
Display advertising
Place one call to our office to book display ads in any or all of our newspapers. We simplify the process for you. Deadline: Tuesday at 5 p.m.
Display 2 x 2 advertising
Reach 400,000 readers every week for $30 per participating newspaper. Deadline: Tuesday at 5 p.m.
For more information (tel) 514-697-6330 (fax) 514- 697-6331 Email: marnie@qcna.qc.ca www.qcna.org - marnie@qcna.qc.ca -9www.qcna.org
September 2014
SNAPSHOT 2014
THE STRENGTH OF COMMUNITY NEWSPAPERS Community newspapers and their websites are hyper-local. They effectively represent the neighbourhoods they serve. And they are able to target these communities like no other medium. Every week in Canada, over 1,000 community newspapers circulate more than 20 million copies in key metropolitan areas, rural and remote regions, and all areas in between community newspaper circulation in 2014 increased 5% over the previous year.
FOR CLOTHING & ACCESSORIES
Local Relevance Community newspapers command a special place in Canadian households and readership has remained steady in today’s new media landscape. Community newspapers remain relevant to local residents for news, information and advertising.
Reasons for Reading Community Newspapers Community newspapers are relevant to local residents. Local news and events 95%
The role community newspapers play is vital, often being the only choice for local news and information relevant to readers in the community. Research shows that 95% of readers turn to community newspapers for information on local news and events. More than 7 out of 10 readers report reading for advertising, flyers/inserts, and classified advertising, real estate or employment ads.1
Advertising, flyers or inserts 76% Classified ads, real estate or employment 72% Editorial 60% Source: Connecting to Canadians with Community Newspapers, 2013
27%
Strong Readership1
Non-readers
73%
Community Newspaper Readers
Source: Connecting to Canadians with Community Newspapers, 2013
Readership of community newspapers is solid, with 73% of adults reading a community newspaper every week. They also reach 76% of women—more than any other medium— a key demographic difficult to reach with other media. Community newspapers reach all upscale demographics— professionals, well-educated, affluent consumers—as well as families with children and homeowners. Paid- and free-circulation community newspapers enjoy equally high readership. On average, one-quarter of Canadians read only their community newspaper, and most readers read every issue, cover to cover.
Community newspaper readership is strong across the country.5 The top three provinces/regions with the highest community newspaper readership are: 87% in Northern Canada 85% in Manitoba 83% in Saskatchewan
Advertisers Believe in Community Newspapers2 In 2013, more than $1 billion was spent by advertisers in community newspapers, according to the annual revenue study conducted on behalf of Newspapers Canada and the Canadian Community Newspapers Association (CCNA). Retail/local advertising accounts for 60% of all print advertising and more than $200 million is spent on flyers/inserts.
Committed to the Environment Community newspapers are proudly committed to the environment, promoting recycling and reusing, and adopting practices to reduce their carbon footprint: using newsprint from certified Canadian suppliers—those that do not participate in illegal logging; using a more energy-efficient production process; and, using vegetable-based inks.
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TRUSTED Ι CONNECTED Ι TARGETED
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