Ernie Clark. Hilperton Division, Wiltshire Council.

The cost of WC propaganda ...

In response to widespread concern, Trevor Carbin asked several questions at full council regarding the cost of WC's new publication which attempts to tell the people of Wiltshire how wonderful their council is.

Here are his questions and the replies:

Q1. What is the projected annual cost of the production (including officer time), printing and distribution of 'Your Wiltshire Magazine'?

Q2. Is there a policy on acceptance and cost of advertising which takes into account the need to protect local newspapers from unfair competition?

Q3. What proportion of recycled paper is used in the production of the magazine?

A1. 'Your Wiltshire' magazine is distributed to all 200,000 households in the county. The first two editions were pilot editions where different approaches to design, print, advertising sales and distribution were tested. Copywriting and design were carried out in-house at a cost of £3,500 for those two editions. The first two editions cost a total of £71,000 for production, print and distribution. Those two editions were done in partnership with Newsquest Wiltshire (Wiltshire Gazette & Herald, Wiltshire Times and Chippenham News) who secured the advertising and printed the publication. There is no evidence that the residents' magazine will impact on the viability of local newspapers. In fact, these two pilot editions have generated income for Newsquest through the percentage taken by the company of the total advertising income and the print cost paid for by Wiltshire Council. It is now intended to tender for the magazine and to produce a maximum of 10 editions during a calendar year, omitting August and December. This calendar year it is intended to produce seven editions. The cost of the magazine will be offset against advertising (estimated at £150,000).

A2. The cost of the magazine will be offset against advertising and the target is to generate £150,000 a year. The advertising accepted by Newsquest Wiltshire, on the council's behalf, is in line with the council's advertising and sponsorship policy, adopted by Cabinet last autumn. There is currently no intention to run public notices and recruitment advertisements in the residents' magazine, these will continue to be placed in local newspapers and specialist publications.

Q3. The paper used by Newsquest Wiltshire is PEFC accredited (Programme for the Endorsement of Forest Certification scheme). The printing arrangements of the magazine will be re-assessed as part of the forthcoming tender exercise and it will be our aim to use the most appropriate recycled paper possible.

There is a growing concern amongst councillors nationally that Councils are using tax payers money to fund a self-publicity campaign and, in the process, harm the viability of local papers. I'm sure that this situation won't arise in Wiltshire, not least because the administration now know that their actions are being closely watched.