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Panpa Bulletin : February 2007
PANPA Bulletin February 2007 NEWS 9 SMH turns pink for a day Sydney Morning Herald readers didn’t need rose-coloured glasses to see the world in a different light on Monday October 23 – they simply had to open up the pages of their pink newspaper. The coloured paper was not a printing error or cost cutting measure but a dynamic initiative to raise awareness of breast cancer. Showing its support for Pink Ribbon Day, the entire edition of The Herald was printed on pink newsprint, with 10c from each edition donated to the National Breast Cancer Foundation. According to The Sydney Morning Herald’s marketing manager Alison Bakuno- wich, the concept for the pink newspaper was altruistic as it was primarily designed to raise awareness and drive discussion around supporting women with breast can- cer, testing for breast cancer and fnding a cure for the disease. “But the amount of goodwill and support we received for the initiative itself was overwhelming,” she said. “Our readers were proud that the paper had thought to support the cause and showed such creativity in doing it.” Reader comments received by phone, email and letter that day included “a terrifc initiative,” and “The Herald still has class!” “I unwrapped my home-delivered Herald to discover a pink-tinged paper,” wrote Rose Panidis of Orange. “I then read that you were donating 10c for every copy sold to aid breast cancer research. Bravo to The Herald – exposure such as yours helps raise awareness of this terrible disease and you also contribute fnancially to helping fnd a cure.” On the weekend prior to Pink Ribbon Day, the newspaper advertised that it would be supporting the National Breast Cancer Foundation with a 10c donation per issue on October 23 but kept the coloured paper a surprise. On the day itself, the initiative was supported by female merchandise staff wearing pink ribbon t-shirts selling newspapers in key areas of the Sydney CBD and more than 2000 point-of-sale posters in newsagents. Bakunowich said the initiative not only raised goodwill towards The Sydney Morning Herald but also improved bottom line results. Circulation on the day lifted by 5000 copies and the initiative received ex- tensive media coverage on TV and radio. Advertisers were also keen to support the cause. “The National Breast Cancer Foundation was the stand out charity of 2006,” said Bakunowich. “With so many corporate supporters and pink products, there was the opportunity to fund the production of the pink news- paper as well as make the advertisements relevant to the day.” As a result, The Sydney Morning Herald donated $25,000 to the National Breast Cancer Foundation. National Breast Cancer Foundation corporate and campaign marketing man- ager Leonie Walton said that the level of awareness raised by the pink newspaper was invaluable. “It was such a conversation point,” she said. The Sydney Morning Herald marketing manager Alison Bakunowich displays a copy of the paper’s inaugural pink edition. QuadTech has increased the prices of its press control technology and material handling solutions for the frst time in three years. Effective from January 1, the company’s fve percent price increase will apply to equipment sales throughout the world. According to QuadTech, the increase is the result of two factors – the company’s commitment to continuous product devel- opment and the rising prices of component parts that it needs to build equipment. In an offcial statement, the company said that a recent spike had sent the prices of component parts to an all time high. QuadTech increases prices The Age Good Food Guide 2007, edited by John Lethlean and Necia Wilden, has won a prestigious international book prize. The jury of the Gourmand International Awards has named it Best Guide from a shortlist rep- resenting the world’s best in the English/Rest of the World category. The guide, which reviews more than 520 restaurants including nearly 300 Melbourne metropolitan restaurants, will now com- pete against two other books (published in languages other than English) for the Best in the World award. Retailing at $26.96 a copy, the guide sells nearly 40,000 copies annually. Food Guide wins Ifra has taken a leading role in the move toward sustainability in the newspaper industry by producing its publications and other printed matter on Forest Stewardship Council (FSC) approved paper. FSC is an international network that promotes responsible management of the world’s forests. The FSC seal guarantees that wood fbre is sourced from responsibly managed for- ests or recycled materials. WWF and other leading environmental associations support the FSC initiative which strives to protect more than half a million square kilometres of forests worldwide. Ifra goes green
November December 2006