Fair Trade Magazine 2014 Media Kit

Fair Trade Magazine 2014 Media Kit

free Summer / Fall 2013 fair trade Canada s voic e for soc ial sustainability Bolivian coffee producers History of a social movement Fair trade versus free trade? Magazine Overview Fair Trade Magazine provides the most relevant information on social sustainability for consumers and industry stakeholders. Featuring some of the leading voices in the movement, it covers a range of issues that include global distribution systems, business practices, and on-the-ground impacts in developing communities. Money raised from advertising and distribution of Fair Trade Magazine goes to informing the extensive advocacy work being done in the interests of fair trade. This is not only good for developing communities, but also helps increase the viability of ethical business in Canada. At a glance Circulation 30,000+ copies Published semi-annually in January and July Distributed through businesses, community groups, institutions, and retailers across Canada The co-operative forces behind your bananas 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 2

on the ground About the CFTN The CFTN is a non-profit organization that works to advance awareness and support for fair trade in Canada. It supports best practices in fair trade and envisions a Canada that is a global leader in social and environmental responsibility. Mission To foster relationships, knowledge, sharing, and action to advance fair trade in the interest of civil society in Canada. Cooperative Solutions In today s cyber-sonic lifestyle, where one person s contributions can get lost in a sea of products and information, cooperative business structures offer people-centred solutions. BY MONIKA FIRL ooperatives are owned and run by, and for, their members. C They are businesses driven by values and motivated by more than just profits. While membership structures can include customers, employees, and other supporting organizations, different models share the primary principle that each member has an equal say in decision making and earns a share of profits. Prior to my work with CoopCoffees, while living and working in Central America and Mexico with small-scale farmers, I learned about the countless obstacles these small farmers face and the importance of their being united in wellorganized and economically viable cooperatives. An estimated 70 percent of the world s coffee is produced by 10 million small-scale farmers, each typically cultivating less than 10 hectares of land in 80 coffee-producing countries in Africa, Asia, and Latin America. The vast majority of them lack access to clean water, basic education, decent housing and all too often adequate food. To add to the mix, most coffeeproducing countries have economic policies that favour largescale production and traders. This leaves small-scale farmers struggling for market share on a very uneven playing field, left to compete without access to adequate credit, proper supplies, or technology. Meanwhile, small-scale farmers form the backbone of the coffee industry. Yet the industry does little to support these farmers and their organizations. Even for us who support Fair Trade, it s easy to talk about changing the world one cup at a time, but we must remind ourselves that purchasing coffee at fair prices is only the first step on a very long road. The transformative work has only just begun in farmer communities, and the possibility for that work to continue depends on our collective capacity to support locally based cooperatives both in producer countries and at home. In Canada, four of every 10 Canadians belong to at least one cooperative. Meanwhile, according to the International Co-operative Alliance, worldwide membership in 98 registered countries represents close to one billion members working together to create sustainable solutions. 2 Monika Firl is Cooperative Coffees Producer Relations and Communications Manager. She has worked with a variety of development projects while living in Central America and Mexico from 1991 to 2000. Cooperative Principles Cooperatives represent valuable organizational structures in Fair Trade and share these seven basic internationally agreed upon principles: voluntary and open membership democratic control of decision making by members equitable financial contribution to cooperative capital funds autonomy and fiscal independence offering ongoing education, training, and information to members cooperation among cooperatives to strengthen the international movement concern for community Key Perspectives There is currently a bottleneck in the global distribution for sustainable products. This results from a lack of awareness and demand among consumers and businesses. Businesses can and should benefit from supporting social sustainability through improving their image and finding new business opportunities. Individual consumers and institutions represent significant buying power within supply chains. Increasing demand will encourage greater supply for sustainable products. Contact cftn.ca editor@cftn.ca 604.685.6005 6 FAIR TRADE MAGAZINE CANADA S VOICE FOR SOCIAL SUSTAINABILITY 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 3

40,000 35,000 30,000 CIRCULATION Part of a Growing Movement Fair Trade Magazine has seen substantial growth in its first year of publishing. It has proven a valuable tool for businesses and advocates in promoting support for fair trade in Canada. 25,000 20,000 15,000 Circulation January 2013: 7,000 July 2013: 22,000 Jan 2014: 30,000 July 2014: Planned 35,000+ 10,000 5,000 0 Jan-13 Circulation Jul-13 Jan-14 Jul-14 The fair trade movement in Canada is growing. In 2011, global retail sales increased by 12 percent. As of August 2013, there are 17 Fair Trade Towns and 5 Fair Trade Campuses in Canada. The CFTN is currently working with another 60 community and university groups toward similar designations. Fair Trade Magazine is a key resource in maintaining steady dialogue on sustainability issues and driving the movement forward. NUMBER OF FAIR TRADE TOWNS AND CAMPUS DESIGNATIONS IN CANADA 25 20 15 10 5 0 2006 2007 2008 2009 2010 2011 2012 2013 Number of Fair Trade Towns and Campus Designations in Canada 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 4

Readership Fair Trade Magazine distributes through a broad network of more than 200 businesses, community groups, and institutions across Canada. Partnerships 2013 highlights Community/Non-profit Groups A growing number of advocacy groups are emerging across Canada, helping push ethical consumption strategies within communities. These groups represent vast networks of keen and informed advocates. 25+ towns groups distributed Fair Trade Magazine through their local networks Fair Trade Magazine helped spur the formation of new towns and campus groups across Canada. The CFTN used the magazine to engage 15+ non-profit organizations. City councilors in Vancouver, Toronto, Ottawa, Barrie, Peterborough, Guelph, and more received copies. Retailers & Distributors Canadian distribution companies communicate regularly with a wide range of businesses, encouraging support for sustainable products. The CFTN is working to build a retail engagement program that will encourage business to educate consumers on why sustainable products matter. Florimex Flowers, Discovery Organics, Ten Thousand Villages, and other distributers distribute Fair Trade Magazine through their retail channels. The CFTN regularly engages distributors and brokers with copies of the magazine. Universities & Colleges The CFTN works with a number of universities in promoting its Fair Trade Campus program, which encourages students and staff to source ethical products and promote awareness. In 2013, the CFTN shared Fair Trade Magazine with 30+ universities and colleges in Canada. In September 2013, McGill University distributed 3,000 copies of Fair Trade Magazine to students, administration, and faculty. * For a complete list of distribution partners, visit cftn.ca 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 5

Mark McLaughlin is the executive director of Ancillary Services at Simon Fraser University in Vancouver. Advertise Brand recognition is a key goal for Fair Trade Magazine. The publication aims to not only educate consumers about the issues related to fair trade, but to provide the means to make a difference through purchasing. Armed with a better understanding of fair trade, readers will be primed to drive demand for fair trade products and grow support within their communities. Advertising Schedule Issue Ad reservations due Ad files due Winter/Spring 2014 November 4, 2013 November 20, 2013 Summer/Fall 2014 May 4, 2014 May 20, 2014 Magazine Trends in Canada Canadian business media magazines get passed from person to person to person. The average magazine copy is read by 3.4 business readers with a range of 1.7 to 5.5 readers per copy. Business decision makers are engaged by their magazine content. Nearly 6 in 10 buyers claim to have visited a supplier s or manufacturer s website based on an ad in a specialized business publication. Decision makers keep their magazines at the office and in their homes. Business magazines are viewed as key resources, creating an opportunity for multiple advertisement exposures. Business media publications are lead influencers with decision makers. They motivate action; readers clip and save articles, refer ads to others, and purchase a product of service. Online Engagement Fair Trade Magazine is published simultaneously in print and online. All ad reservations include both print and online versions. Online advertisements in the magazine incorporate clickable domains to direct readers to company websites. growing change YOUR AD HERE 2 FAIR TRADE MAGAZINE CANADA S VOICE FOR SOCIAL SUSTAINABILITY Sustainability and Ancillary Services offices all supporting fair trade on our campus. We also had two members from Fair Trade Vancouver assisting us. We gained real momentum when our EWB students dressed up as costumed super heroes to engage our university president. This little feat and the resulting publicity earned our committee the support we needed to carry through with our mission. We approached the university s main food service provider, Chartwells, to suggest they switch to fair trade coffee and tea products. Asking a major corporation to move away from its approved suppliers required a huge task on their part. To switch to fair trade, they would have to source and test new products, determine pricing, and secure distribution channels. Chartwells welcomed our determination, realizing that our objectives and values aligned with theirs. Together we worked to find acceptable fair trade products for our dining hall, restaurants, cafés, vending machines, and convenience store. SFU also organizes many conferences in Vancouver. At these conferences, we now exclusively serve fair trade coffee, and provide guests with fair trade sugar and at least three types of fair trade tea. Chartwells also persuaded one of our most visible franchises on campus, White Spot Triple O s, to offer only fair trade coffee. We also worked with our student government and our other independent coffee shops on campus to change their coffee and tea products. Throughout this process we found that there was a broad variety of fair trade certified coffees and teas available in Canada, and we could obtain them for prices that did not affect our customers. Working with franchises While we ve been able to make changes at the food outlets we control, we are still working to improve the services offered by our franchises on campus. Currently, Fairtrade Canada does not require independent franchises to offer fair trade products for a university to earn a campus designation. However, SFU has made its commitment to fair trade, and we have decided to hold off on allowing franchises to expand their operations on campus until they can align their services with our principles. Starbucks is a popular coffee shop on many Canadian campuses, and although they can provide a couple of fair trade coffee blends, such as Café Estima and Italian Roast, we look forward to seeing more. The company has been able to make great improvements in offering fair trade products in Europe, and we are pressing them to offer similar products in North America. Tim Hortons, however, is a sore spot on our campus. Tim Hortons coffee is not fair trade certified, which is disappointing to our community. Although Tim Hortons makes claims to its sustainable coffee practices, their programs lack the oversight and transparency that is necessary to align with our principles as a Fair Trade Campus. SFU and the University of British Columbia have been working together to push both Tim Hortons and Starbucks to offer more fair trade products to Canadian colleges and universities. It is important that we all take fair trade to the next level and start this dialogue with these companies and other food providers. Working together across Canada, we will bring about substantial change, improving the lives of farmers and their families in developing countries and ensuring social, environmental, and economic benefits for communities around the world. Because that s what it s about. 2 YOUR AD HERE There was a broad variety of fair trade certified coffees and teas available in Canada, and we obtained them for prices that did not affect our customers. To learn more about the Fair Trade Campus program, visit Fairtrade.ca The CFTN is currently developing online engagement strategies to make use of its vast network of dedicated advocacy-oriented Canadians. Summer/Fall 2013 Edition 1000+ online views Facebook: 40+ likes, 40+ shares in the first week of posting Twitter: Broad tweet/retweet across various networks CFTN.CA 3 (Magazines Canada Business Media Factbook 2012) 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 6

A Outside back cover (full bleed) B Inside front / back cover (full bleed) C Rate Class Ad Dimensions 1 Issue 2 Issues A Full page - outside back cover (8.375" x 10.75") $1000 B Full page - inside front / back cover (8.375" x 10.75") $900 C Full page - internal (7.16" x 9.4") $750 Reserve ad space D 1/2 page vertical (3.5" x 9.4") $450 in both issues E 1/2 page horizontal (7.16" x 4.625") $450 for 2014 F 1/3 page vertical (2.27" x 9.4") $350 and receive a 5% discount! G 1/3 page horizontal (7.16" x 3") $350 D F H 1/4 page (3.5" x 4.625") $300 I 1/8th page (3.5" x 2.23") $200 Purchase of ad space includes delivery of one free case of Fair Trade Magazine. Additional information can be found in our Advertising Policy. Visit cftn.ca or contact editor@cftn.ca H I Design Specifications Please size your full-colour ad to the dimensions listed above. All full page ads should include a 0.125" bleed. The preferred file format is a press-ready PDF. E G If submitting Adobe Creative Suite files (Illustrator, InDesign, or Photoshop) include all font and graphic files convert all fonts to outlines convert RGB and Pantone colours to CMYK ensure any EPS, TIFF, or PSD files are formatted to 300dpi Please send completed ad files to Bryce Tarling at editor@cftn.ca 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 7

Distribute The CFTN works with a number of civil society groups to share the content of the magazine within their own networks, but we also need support from businesses. We hope that when purchasing an ad within the magazine, businesses will take the opportunity to engage its own network of businesses and customers. Awareness of the publication and its content will only spur future discussion around the importance of ethical procurement. Purchase and shipping of Fair Trade Magazine = $50 per case (approximately 100 magazines) Distribution fees cover shipping costs and contribute to overall production costs. Magazine Ordering Schedule Issue Orders due Payments due Winter/Spring 2014 November 4, 2013 November 20, 2013 Summer/Fall 2014 May 4, 2014 May 20, 2014 Retailer Branding As part of our retail engagement strategy we re developing branded cover options to offer businesses cover exposure to consumers. If you know of businesses potentially interested in cover branding opportunities, be sure to connect. Contact editor@cftn.ca for more information. January 2013 free fair trade Canada s voic e for soc ial sustainability Fair Trade is good for the environment Social entrepreneurs innovate to empower Behind the Fairtrade Mark YOUR COMPANY HERE Explore the deep roots of produce supply 514 207 West Hastings Street V6B 1H7 1-604-785-0084 info@cftn.ca 8