Phone: (780) 455-2700 Fax (780) 455-6777
E-mail: ams@ammsa.com
RESOLVING THE ABORIGINAL MEDIA MAZE
Due to the increasing demand for specific information regarding Aboriginal media, the Aboriginal Multi-Media Society (AMMSA) in cooperation with Aboriginal Media Services (AMS) has compiled relevant information to assist those now using or planning to use Aboriginal/Native publications for their promotions.
This information is intended to assist clients make the most informed choice regarding Aboriginal media selection and placement.
ABORIGINAL MEDIA IS UNIQUE
The Aboriginal media is unique in that it serves a market that is significantly segregated from the mainstream market including reserves, isolated communities, and settlements. It would be an error to assume that mainstream media can reach the Aboriginal market effectively
Aboriginal media reaches this market at two levels: through community distribution or through exclusive paid subscriptions.
AVOID FALSE ASSUMPTIONS
A significant error made by clients accessing the Aboriginal market is the belief that all Aboriginal publications will have the same effectiveness based on distribution.
This is false!
Aboriginal media differs significantly from mainstream media. At present there are NO Aboriginal publications which are audited on a regular basis for the purposes of circulation verification. Circulation figures provided by publications often cannot be verified by independent means. Publisher statements are often exaggerated. Without knowledge of the demographics of the Aboriginal market, these claims often go unchallenged.
Some publications will use "distribution points" and readership claims to cloud the actual circulation numbers. Ensure that the numbers you ask for and receive are the actual number of copies in circulation.
SEEK VERIFICATION
Knowing that exaggeration in Aboriginal publishing is common, how do you confidently determine the effectiveness of publications you are in contact with?
1. If claims seem too good to be true, they probably are. To establish the validity of publisher circulation claims ask for proof of circulation. The most effective method of distribution to Aboriginal communities is through Canada Post. Every publication should provide you with a copy of a recent Canada Post distribution statement which is the invoice from Canada Post for the distribution of each issue published. On this statement a total distribution number will appear for a specific issue. This must coincide with the circulation claim by the publication.
2. Always ask for several copies of any publication for evaluation. Never advertise without seeing some back issues. Here are some points worthy of consideration.
i) Is the editorial relevant. Are the articles original and are they written with a specific readership in mind? Some publications print news releases and corporate/industry documents without critical editing. Think about why it is you enjoy reading your favourite publication. The same holds true for Aboriginal publications.
ii) Does the advertising offer the reader something? Effective advertisements offer the reader useful information and services. Congratulatory and supporting ads must be part of a more substantial campaign or be positioned along side of significant editorial coverage of high interest to the reader.
iii) Is the layout of the publication professional and easy to read? Quality shows. If the publication demonstrates poor quality - is it the best choice to showcase your promotion?
3. Finally, contact individuals in communities who you are familiar with and ask which Aboriginal publications they read, respect and recommend. If you are new to this market, contact the nearest Aboriginal organization, government or administrative office.
THE FINAL WORD
We strongly advise organizations to put every publication through these tests to determine, with confidence, which publications are best suited to promote your product or service. Of all documentation, the Canada Post invoice/statement is the most telling. Each and every publisher must be able to provide this information within minutes. If a publication makes excuses about not providing this statement, this is immediate indication that their claims may be questionable.