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HomeMy WebLinkAboutCAO-05-07 .. REPORT 1/4 . CJ!J!mglOn REPORT CHIEF ADMINISTRATIVE OFFICER Meeting: COUNCIL Date: March 19,2007 JtC -ISO-07 Report #: CAO-05-07 File: By-law #: Subject: ADVERTISING POLICIES RECOMMENDATIONS: It is respectfully recommended to Council the following: 1. .2. THAT Report CAO-05-07 be received; and THAT Council approve the Newspaper Advertising Policies contained in Report CAO- 05-07 and the Chief Administrative Officer to amend the Corporate Advertising Policies accordingly. Submitted bY:O ~~~ Franklin Wu Chief Administrative Officer . Monday, March 12, 2007 CORPORATION OF THE MUNICIPALITY OF CLARINGTON 40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L 1 C 3A6 T (905)623-3379 F (905)623-5717 REPORT NO.: CAO-05-07 PAGE 2 . 1. BACKGROUND 1.1 As a result of Committee's deliberation of the 2007 Budget on March 2,2007, the following resolution was passed: "THA T the proposed corporate advertising budget be reduced by. a maximum of $86,000.00; and 'THA T the Director of Corporate Services report back to Council recommending a revised Corporate Advertising Policy to reflect the reduction in the budget allocation." 1.2 Since the recommended budget reduction in corporate advertising impacts various departments, it is necessary for the CAO to review the matter and to report back to Council particularly with respect to what and how various municipal newspaper advertising needs can be accomplished within the context of the GPA recommendation. 2. STATUS OF NEWSPAPER ADVERTISING EXPENDITURE . 2.1 The following is an account of newspaper advertising expenditure of as March 19,2007. Proposed Newspaper Advertising Budget in Communication Division GPA recommended reduction Available Newspaper Advertising monies Monies spent/committed to March 19/07 Monies available for Balance of 2007 for Newspaper Advertising $168,153. $ 86.000. $ 82,153. $ 26.178. $55,975. 2.2 The $55,975. available for the balance of 2007 for newspaper advertisement will be sufficient for approximately 20 weeks out of 41 weeks remaining for 2007 assuming the Page 2 advertisement format is maintained. As a result, the full page weekly advertisement will no longer be feasible. Future ads will be placed on an as needed basis. . I , ~ I I ~ . . . REPORT NO.: CAO-05-07 PAGE 3 In addition to the foregoing change, we will need to eliminate advertisement and notices from external agencies. Essentially, only municipal advertising should be accommodated. 3. FEEDBACK FROM DEPARTMENTS The Director of Community Services has stated that the reduction in the publication of advertisements to support and promote recreation and leisure programs - pre-teen dances, special events, day camps, ongoing fitness programs, etc. - will have a significant and negative impact on the revenue figures that have been projected and approved in the specific program revenue accounts. These programs are promoted in the seasonal Recreation & Leisure Services Guides but reminders to register/participate have been advertised to encourage residents to participate. The Director of Emergency & Fire Services has also raised concerns relative to potentially insufficient budget fund to place public safety announcements that deal with smoke detectors, candle safety, fire safety, and other topics that come up as the result of incidents that occur in the community that reinforces the need for public awareness. Comments have also been received from the Planning Department regarding the advertisement of various planning initiatives such as commercial and economic development projects (Science and Technology Park) that are not necessarily legislated but are needed to ensure that the public is informed and that their input is considered in the process of making policy recommendations. 4. COMMENTS Given the limited monies available for newspaper advertising, it would be prudent for the Municipality to establish priorities. In this regard, all municipal notices, both statutory and non-statutory are considered an absolute necessity. REPORT NO.: CAO-05-07 PAGE 4 . Furthermore, the types of municipal advertisements cited by the various department heads should also be included. Due to the unpredictable volume of the number of municipal advertisements, it is not possible to predict if the available balance of newspaper advertisement of $55,975. will be sufficient for the foregoing purposes. In this regard, it is prudent that Council allows some leeway in the event over expenditure occurs. 5. PROPOSED NEWSPAPER ADVERTISEMENT POLICIES Staff is cognizant of Council's desire to reduce the 2007 budget impact and therefore propose the following newspaper advertisement policies in order to accomplish this goal. 5.1 All newspaper advertisements be limited to those generated by the municipal corporation. . 5.2 Only municipal notices and program advertisements be allowed. With the exception of statutory notices, all other notices and advertisements are to be reduced in size and scope and the citizens will be directed to the municipal website for details. 5.3 The Municipality is not responsible for the placement of advertisement by any external agencies including the Library Board and the Museum Board. 5.4 Placement of newspaper advertisements will be administered on an as needed basis. 5.5 Staff will monitor the newspaper advertisement expenditure and provide a status report to Council early in 2008. . 5.6 Existing corporate advertisement policies are to be amended to reflect the above.