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Panpa Bulletin : September 2010
www.panpa.org.au WINNING PRINT AWARD Winners of the 2009 PANPA Awards for Technical Excellence in both single and double-width print categories (0-25k circ). Proud printers of the PANPA Bulletin. Join the winning team for best impressions...always. P. 1300 276 778 • E. email@example.com • W. apnprint.com.au The PANPA Bulletin | SEPTEMBER 2010 | 3 Green Light A NEW five-year sustainability plan for newspaper companies and suppliers has been approved by the Australian, New Zealand and Papua New Guinean governments. The Sustainability Agreement, prepared by the Publishers National Environment Bureau (PNEB), out- lines commitments from its mem- bers and Norske Skog Australasia to recycling targets, and has been ap- proved by the Environment Protec- tion and Heritage Council (EPHC). It is believed the deal means governments will not place onerous regulations, such as a recycling levy, on newspapers. Lillias Bovell, executive director of the PNEB, said the agreement was the latest in an ongoing scheme. "Because this voluntary product scheme is working well, and has been for so long, it shows there is no need for regulation from the government," she said. "Inappropriate legislation would result in economic distortion. It forces activities that may not neces- sarily be economically viable." Creina Chapman, chair of the PNEB and manager of corporate af- fairs at News Ltd, said: "I am pleased the EPHC has acknowledged the newspaper industry's commitment to sustainability and the ability of our industry to act responsibly without the need for the heavy-hand of regulation. "Our industry has been increas- ing old paper recovery and reduc- ing environmental impacts in all its operations for many years. That the environment ministers recognise our efforts, lends support to our continued determination to be a leading industry in environmental sustainability." In a communiqué following the EPHC meeting, the council "con- gratulated the newspaper industry for their continued commitment to sus- tainability". Nick Evershed NPA THE largest race in the world -- bigger than both the New York and London marathons combined -- has been held by Sydney news- paper the Sun-Herald, attracting a record 80,000 runners. Since its inception 40 years ago, more than 2 million have run in the City2Surf -- a race from Sydney CBD to the iconic Bondi beach. Publishers use the concept as a way of building brand with readers. More than 10,000 women, many dressed in pink, recently ran in a similar fun-run organised by the Singapore Press Holdings' magazine, Shape. The female-only event is now in its sixth year. SPH also organises golf challenges, singles dances and even a "hunt for love" competition through its various print and digital titles. At the Sun-Herald, acting editor Liz Han- nan says its race will never get any bigger than 80,000 runners. "The city's infrastructure can't handle any more people. Last year this race raised more than A$2 million for more than 500 different charities. "This year, the paper is aiming for A$3 mil- lion,"Ms Hannan says. An event this size leverages the Sun-Herald brand in front of much more than the tens of thousands of eager running participants. The race is televised nationally and watched on the sidelines by thousands of supporters. "It's a great community event and it is absolutely incredible for our brand," says Ms Hannan. "It's an iconic race which promotes fitness for everyone." The Sunday paper's circulation is boosted every year and extra copies are printed on the day, as all participants receive a copy. "Our sister paper, the Sydney Morning Herald, often gets a boost on the following Tuesday as all participants' names, their placings and times are printed in the paper," says Ms Hannan. Sustainability plan rules out regulation It's fun -- and brand-tastic! Rebecca Leaver - NPA Sun-Herald's Liz Hannan . . . Fairfax employees get a daily update on the fund-raising success of its City2Surf race in Sydney In the US, there is a clear legal framework stating the provider of the information will not be liable. The European Union has a similar protection, but it is qualified with whether or not the publisher had knowledge of the defamatory material. Media law specialist Leanne Nor- man, of Freehills, said: "The (Austral- ian) law really isn't settled here yet." A few commentators had said an existing clause in defamation law (Clause 91) provided exemption from liability for content hosts, "but I don't really buy that", Ms Norman said. This law refers mostly to "obscene content", and both Ms Norman and Mr Leonard said specific laws were needed for news publishers. "We do need something better," Ms Norman continued. "The position is uncertain and (the danger) is only go- ing to increase with more traffic and more sites. It will become unworkable and open the floodgates if content hosts are going to be held liable." Few defamation actions have been launched around social media and online comments so far. In New Zealand, Joe Karam has sued a number of websites for defa- mation, including the Fairfax-owned TradeMe, for comments published on its discussion boards. Mr Karam, who campaigned for the acquittal of David Bain, an accused mass-murderer, claimed TradeMe and several other websites published allegedly defamatory com- ments by users. Two court cases, both in the US, have arisen over Twitter postings. One involves celebrity Courtney Love, who is being sued by a fashion designer for comments Ms Love made about her on Twitter. Ms Norman said publishers who employed moderators to screen com- ments might be at greater risk because current laws meant the publisher was liable once they had knowledge of the defamatory material. "It might be a cheaper model to not have the moderation, and only deal with things if or when they're brought to their attention," Ms Norman said. Mr Leonard said media organisa- tions needed clear guidelines on how to deal with material that might expose them to liability. "The fact that journalists are pub- lishing on multiple media means the normal controls of editorial processes don't apply, and yet the media or- ganisation has full exposure to those things their journalists do. "The second area of exposure is in respect of things said by others. "As soon as the publisher responds in any way to material that has been posted onto its site, it is clearly aware the content is there; potentially, it then becomes a publisher of that material with full liability to anything that material says." A publisher needed an effective mechanism to respond to complaints and take down content where a com- plaint was justified. The Australian government spokes- man said the forthcoming review would seek the views of industry and the public. "The first step will be arriving at terms of reference following consul- tation with affected industries and other parties later this year," the spokesman said. CONTINUED FROM PAGE 1 Poison Pens