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Panpa Bulletin : July 2010
S HA TWO K AT WO T AT WO S T AT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS TH T WORK ADS THAT WO AT WO STHATW TWO STHATW TWO STHATW TWO STHATW TWO STHATW AT WO STHATW TWO STHATW S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS ADS THAT WO S THAT WORK ADS S THAT WORK ADS THAT WORK ADS HAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS HAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO S THAT WORK ADS THAT WORK ADS THAT WORK ADS THAT WO z Build product knowledge, communication skills and professional confidence in your sales team. Give them the tools required to communicate more effectively in the marketplace. Call today to hear how quickly and simply an affordable training program can be tailored to suit your needs. P.O. Box 2187, Milton BC, Qld 4064, Australia. Phone +61 417 709 099 email: firstname.lastname@example.org web: www.dianastowers.com How to grow your business z Stop guessing and start creating compelling ads that we know will work! Happy advertisers come back for more and that's great news for you and your business! Get a copy of this easy 'how to' guide into the hands of every one of your sales consultants and advertisers now. Purchase online at http://www.dianastowers.com/ads-that-work or by phoning Diana on 0417709099 today. Bulk purchase discounts available. www.panpa.org.au NEWSPAPER publishers have an opportunity to boost bottom-line performance by promoting their green cre- dentials, according to leading executives at regional adver- tising agencies. The emerging demand for green advertising is likely to be a big issue in the future, and newspapers have an opportunity to sell their envi- ronmental credentials against other mainstream media. Ad executives say the big- gest challenge for newspaper sales executives will be to demonstrate how their green credentials were superior to those selling digital solutions, or campaigns for TV and radio. Concerns about increas- ing e-waste -- the equipment discarded and destined for landfill when machines break or become outdated -- can be used by newspaper companies as an example of how digital alternatives are far from pure. The amount of power and water that is used by various technology systems, such as data centres that help power the internet, are also a major environmental concern. By comparison, the Austral- ian newspaper industry leads the world in recycling, and no newspaper is made anymore as a result of cutting down old-growth trees. All paper comes from either recycled materials, plantation pines (a renewable resource) or a mixture of both. "It would be important to consider being pro-active," said John Bevins, former creative director of one of Australia's most prominent ad agencies, John Bevins Adver- tising Agency. "It could be a big issue in the future." Most agency executives con- tacted by The Bulletin indicated they believed newspapers were bad for the environ- ment, showing the degree of education needed, principally by newspaper advertising ex- ecutives -- the individuals who have day-to-day contact with agency personnel. Mr Bevins continued: "On the surface, it appears news- papers are wasteful but there needs to be some thorough research because there may be an argument that says on- line and computer technology is far more environmentally damaging than print." None of the agency execu- tives interviewed by The Bul- letin were aware of the extent of newspaper recycling, espe- cially in Australia. Some 76.9 per cent of newspapers in Australia are recycled, according to figures published by the Publishers' National Environment Bu- reau. Mark Di Iorio, of GoGreen Creative, said: "There is a push to the online environ- ment, and some would argue that it is more environmental- ly friendly to advertise online, but there is also an argument to suggest it isn't." The director of Space Ads, a two-year-old sustainable adver- tising company which uses bicy- cles and kites as an advertising medium, Lenny Manor, said he had established his business to tap into green advertising mediums but had found him- self working with clients who wanted a green image. "I started the company with the intention of steering advertising budgets in a direc- tion which would benefit the industry and also lessen the impact on the environment," Mr Manor said. "All our clients are look- ing for a green image," Mr Manor said, whose client list includes AirAsia and L'Oréal. "Newspapers in particu- lar . . . they are among the worst polluters with the huge amount of publications out there you can image how many trees have to be cut down for that," Mr Manor said, offering one of the more aggressive assessments of the industry's green credentials. Penny Davy, Communica- tions Strategy Director at Ogilvy, told The Bulletin: "I know clients have been happy to contribute to carbon ex- change plans. But how clients achieve their business objec- tives is key to their choice of advertising medium. "That is not to say it won't change in the future." Ian McDonald, former managing director of John Bevins advertising agency, said there was an argument to be made for newspapers from an environmental perspective over other traditional adver- tising mediums. "When I look at the number of old television sets dumped on the footpath, I wonder what a whole-of-life approach to the assessment of mass media's green impact generally might reveal. After all, old newspapers get recy- cled," he said. "I wonder if comparing print with other advertising mediums might not turn out as interesting as the changing opinion on Prius versus fuel- efficient, conventional cars. "Depending on whose figures you believe, Prius doesn't look so green when whole-of-life is examined. I wonder if a similar story might emerge with electronic media generally?" ebecca Leaver NPA The PANPA Bulletin | JULY 2010 | 5 PROUD TO BE GREEN There is a push to the online environment, and some would argue that it is more environmentally friendly to advertise online, but there is also an argument to suggest it isn't" MARK DI IORIO, CREATIVE DIRECTOR GOGREEN CREATIVE " Green advertising is a growing trend. This is a bike used by green advertising agency Space Ads "How clients achieve their business objectives is key to their choice of advertising medium. That is not to say it won't change in the future" PENNY DAVY, COMMUNICATIONS STRATEGY DIRECTOR, OGILVY Clients come to us looking for a green image" LENNY MANOR, MANAGING DIRECTOR OF SPACE ADS " It would be important to consider being pro-active...It could be a big issue in the future" JOHN BEVINS " Ad executives urge newspapers to sell credentials now