Waste Diversion Ontario Guidelines For Newspaper Advertising CNA OCNA

							                               Waste Diversion Ontario

                       Guidelines For Newspaper Advertising
                       2009 CNA/OCNA Advertising Program
Background

Under the Blue Box Program Plan, members of the Canadian Newspaper Association (CNA)
and the Ontario Community Newspapers Association (OCNA) contribute newspaper lineage to
municipalities in lieu of cash funding. The amount of lineage contributed by CNA/OCNA is
determined by the financial obligation of CNA/OCNA stewards under the Blue Box Program
Plan and is allocated among municipalities based on the value of each municipality’s cash
funding in the program year.

The Public Affairs Committee of Waste Diversion Ontario (WDO) developed the following
procedures to guide the administration and operation of the CNA/OCNA advertising program.

Roles and Responsibilities under the CNA/OCNA Advertising Program

CNA, OCNA, WDO and municipalities all play important roles to ensure the effectiveness of this
advertising program.

   •   CNA and OCNA determine the lineage contribution from each member newspaper
       based on published CARD rates to meet member steward obligations under the Blue
       Box Program Plan. CNA/OCNA print the advertisements as developed and scheduled
       by municipalities.

   •   WDO works with CNA/OCNA to determine the lineage allocated to each municipality.
       WDO notifies municipalities about the launch of the annual program and provides
       information on the lineage allocated to each municipality and the guidelines for program
       operation. WDO facilitates and co-ordinates placement of advertisements. WDO also
       tracks usage of the lineage and arranges to place advertisements in any lineage not
       used by municipalities within the established deadlines, with notification to municipalities
       if advertisements are being placed by WDO in their local newspapers.

   •   Municipalities develop advertisements to meet the required content and strive to use the
       entire allocated lineage. Municipalities send WDO insertion schedules detailing each
       advertisement size and preferred publication dates and artwork, and then monitor the
       placement of the advertising.

Municipal Eligibility under the CNA/OCNA Advertising Program

   •   To be eligible for 2009 lineage, the municipal corporation must have provided Blue Box
       services in 2007 and reported tonnes, costs and revenues associated with these
       services in the 2007 Datacall.

   •   The municipal corporation must sponsor the advertisement and submit a request to
       WDO to use the advertising space by the established deadline. WDO will then make the
       necessary arrangements with CNA/OCNA newspapers.

   •   Advertisements placed jointly by municipalities are eligible. Neighbouring municipalities
       are encouraged to develop common advertising and pool their lineage allocation to
       increase the frequency of their advertisements thereby increasing householders’
       exposure to the message.
Updated January 2009
                              Waste Diversion Ontario

                       Guidelines For Newspaper Advertising
                       2009 CNA/OCNA Advertising Program
   •   Advertisements must be for the purpose of promotion and public education for any type
       of municipal waste diversion program and/or service.

   •   Advertisements may not request, advise, announce or in any way promote any activities
       or actions that would be contrary to any Federal or Provincial or municipal statute,
       regulation, or by-law.

   •   The lineage allocation is for newspaper advertisements only and cannot be converted to
       pay for the distribution of inserts or flyers.

   •   Each ad is to include the following: “Space provided through a partnership
       between industry and Ontario municipalities to support waste diversion
       programs.” The font must be of sufficient size to be legible and proportional to
       the ad size.

Development of Advertisements

   •   The WDO website provides a CNA Lineage Conversion Guideline to assist in converting
       an advertisement from lineage to inches. Conversion information is also provided in the
       annual lineage allocation spreadsheet. Note: If the value of a municipality’s funding
       would have resulted in lineage less than ¼ page in an OCNA member newspaper, the
       lineage has been increased by OCNA to be equivalent to ¼ page.

   •   Use of newspapers’ creative services or advertising agencies to develop advertisements
       to camera ready stage is at the municipality’s expense. Please ensure your service
       providers are advised of the submission requirements under the CNA/OCNA program
       including submission deadlines.

   •   Lineage over and above the lineage allocated under the CNA/OCNA program is at the
       municipality’s expense and must be arranged privately between the municipality and the
       CNA/OCNA member.

   •   Use of colour in advertisements is possible under special arrangements. Contact WDO
       to arrange for direct communication with the allocated newspaper. The use of one colour
       or spot colour can be arranged at the municipality’s expense or through agreement with
       the newspaper to reduce the lineage allocation by the equivalent value.

   •   Translation of ad text is at the municipality’s expense or through agreement with the
       newspaper to reduce the lineage allocation by the equivalent value. Contact WDO to
       arrange for direct communication with the allocated newspaper.

   •   If you will not be using your allocated lineage, please contact Nicole Lewis, WDO’s
       Communications Coordinator (416-226-5113 ext 292 or nicolelewis@wdo.ca) so that
       WDO can arrange to place advertising in the lineage.




Updated January 2009
                                  Waste Diversion Ontario

                       Guidelines For Newspaper Advertising
                       2009 CNA/OCNA Advertising Program
Insertion Order Information and Schedule

    Information Required               For Ads to Be Placed
                                                                                   Deadline
                                             Between
 Insertion schedule detailing     CNA/OCNA advertising                  Two weeks prior to the
 each advertisement size          program launch and July 15,           insertion date
 and preferred publication        2009
 dates                            July 16 and December 31, 2009         June 30, 2009 1)
1) WDO will forward a reminder email to non-responsive municipalities in early July. If insertion orders
are not received by July 31, WDO will proceed to place advertising in the lineage allocated to the non-
responsive municipality.

Artwork Format and Schedule


                                            CNA Papers

                                      For Ads to Be Placed
     Format Required                                                              Deadline
                                            Between

                                 CNA/OCNA advertising                  At least one week prior to the
Provide camera ready ad in       program launch and October            requested date of publication
PDF format at                    15, 2009
nicolelewis@wdo.ca
                                 October 16 and December 31,           By September 30, 3009 2)
                                 2009

                                           OCNA Papers

                                      For Ads to Be Placed
     Format Required                                                              Deadline
                                            Between
                                                                       For weekly papers - At least
                                                                       one week prior to the
                                 CNA/OCNA advertising                  requested date of publication
                                 program launch and October
Provide camera ready ad in       15, 2009                              For papers that publish less
PDF format at both                                                     than once per week: One
ads@ocna.org and                                                       publishing cycle prior to the
nicolelewis@wdo.ca                                                     requested date of publication
                                 October 16 and December 31,
                                                                       By September 30, 3009 2)
                                 2009
2) If artwork has not been received by September 30, 2009 DO will proceed to place advertising in the
lineage allocated to the non-responsive municipality.




Updated January 2009
                               Waste Diversion Ontario

                       Guidelines For Newspaper Advertising
                       2009 CNA/OCNA Advertising Program
Frequency and Timing of Advertisements

   •   CNA and OCNA member newspapers will endeavour to publish advertisements on the
       day in the week requested subject to availability of space. Advertisements will be placed
       relatively evenly throughout the week.in newspapers that publish more than once per
       week.

   •   Municipalities are encouraged to place advertisements prior to November 15 as
       communications experts suggest that advertisements placed after November 15
       compete with Christmas advertising for the public’s attention. Note: Some OCNA
       papers do not publish during the Christmas season. Insertion orders for these papers
       should be scheduled prior to the Christmas season to ensure that allocated lineage can
       be used.

Sources of Additional Information

More information about this advertising program can be found at:

   •   WDO website www.wdo.ca: go to Diversion Programs > Blue Box Waste and follow the
       link to the CNA/OCNA Advertising Program.

   •   Nicole Lewis, WDO’s Communications Coordinator at 416-226-5113 ext 292 or
       nicolelewis@wdo.ca.

   •   Advertising creative is available in the WDO ‘ad bank’ and ‘graphics bank’ on the WDO
       website via secure login at www.wdo.ca. Contact Nicole Lewis for more information or
       to request a user name and password to access the creative. Note: If you publish a
       Recycling Works advertisement at a size where the text is less legible, increase the font
       size.

   •   For more information about best practices in municipal promotion and education, visit
       the Stewardship Ontario website and follow the links to the Knowledge Network.




Updated January 2009