Fair Trade Magazine 2015 Media Kit

Fair Trade Magazine 2015 Media Kit

Fair Trade Magazine Media Kit Summer / Fall 2014 fair trade Canada s voic e for soc ial sustainability free Magazine Overview Fair Trade Magazine provides the most relevant information on social sustainability for consumers and institutional and business stakeholders. Featuring some of the leading voices in the movement, it covers a range of topics that include on-the-ground impacts, product research, and developments from within the Canadian fair trade movement. Building a Movement We bring together stories, images, and key perspectives on fair trade to provide a premier tool for engagement and movement building. exploring local and fair trade wine in Canada live simply, buy ethically Publication 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 independent nature of Fair Trade Magazine is what makes it so powerful. Ryan Taylor Chief Designer, Fair Trade Jewellery Company Hand-stitched soccer balls from Pakistan 514 207 West Hastings Street V6B 1H7 1-604-785-0084 editor@cftn.ca 2

s a Fair Trade Magazine Media Kit publisher s letter Fair Trade Magazine Celebrates One Year he world around us continues to grow in many ways. T Global population has increased from just over 3 billion to more than 7 billion since 1960, and it could reach 10 billion by 2050. Highways have grown wider, buildings taller, and our communication and transportation infrastructure brings us closer and allows us to ship goods around the world in hours rather than days. But, development has not come without its challenges of which, many are rooted in the past and have only been exacerbated through growth. Not only have we created systems that produce beyond our needs, yet distribute benefits unequally, our metrics for success are often limited to measurements of profit and output. To progress beyond these limitations, social and environmental concerns must be addressed in a serious way. We ve seen municipalities and public institutions take on a greater role in supporting these values. In 2013, three college and university campuses and two municipalities earned fair trade designations. There are now six campuses and 17 municipalities in Canada that have committed to sourcing fair trade products, while also committing to greater community awareness around the issues of social sustainability. This growth in support has been made possible by the ongoing co-operation between community and campus volunteers working with policy makers and purchasers to influence greater systemic changes. We hope Fair Trade Magazine will continue to be a tool for community volunteers, institutional leaders, and businesses who are ready to take a stand in building the world in which they want to see. It s been one year since we printed 7,000 copies of the first edition. This year, 30,000 copies of our Winter/Spring edition will be distributed through partner organizations and businesses across Canada. If 2013 was a big year for fair trade, 2014 looks to build this momentum even further. 2 Sean McHugh Publisher, Executive Director Canadian Fair Trade Network About the CFTN The Canadian Fair Trade Network (CFTN) is a non-profit organization that works with civil society and industry stakeholders to advance awareness and support for fair trade in Canada. It supports collaboration and best practices within the fair trade movement to increase Canadian commitments to international social responsibility. Contact cftn.ca editor@cftn.ca 604.685.6005 Key Perspectives Demand for fair trade products continues to lag behind supply. Producers continue to sell only a portion of their products on fair trade terms, which limits benefit. To increase demand, we need to ensure that fair trade products are made available, visible, and desirable among Canadian consumers. Fair Trade Magazine is a key resource in informing, educating, and connecting consumers to the growing trends in international fair trade. Together with the work being done by community and campus groups, schools, public institutions, businesses, certifiers, and other key stakeholders Fair Trade Magazine is a resource that promises to help unlock the great potential of consumer buying-power in alleviating global social inequalities. Proud to be YOUR AD HERE a FairTrade campus Funds raised from advertising and distribution of Fair Trade Magazine help inform and support 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. WORKING to overcome poverty CREATING a better society INSPIRING people around us ENGAGING the world 6 FAIR TRADE MAGAZINE CANADA S VOICE FOR SOCIAL SUSTAINABILITY overcome poverty a better society the world people around us to overcome poverty a better society the world people around us to 514 207 West Hastings Street V6B 1H7 1-604-785-0084 editor@cftn.ca 3

Fair Trade Magazine Media Kit Readership In two years Fair Trade Magazine has grown exponentially: from 7,000 to 30,000 copies circulated per issue from 24 to 32 pages from 25 to 300+ distribution points Fair Trade Magazine now reaches: 50+ community groups 60+ campus groups 100+ fair trade business 30+ non-profit partners several key brokers and distributors a growing number of retailers many key decision makers, such as institutional purchasing officers, consulting firms, members of parliament, and city councillors 350 300 250 200 150 100 50 0 Number of Distribution Points Issue #1 Issue #2 Issue #3 Issue #4 30 25 20 15 10 5 0 Fair Trade Town and Campus Designations in Canada 2006 2007 2008 2009 2010 2011 2012 2013 2014 Fair Trade Magazine has proven to be a valuable tool for businesses and advocates in promoting support for fair trade in Canada. It provides a key tool for education and engagement in fostering ongoing dialogue across the country. As the movement grows, Fair Trade Magazine has helped spur the formation of community groups and sustained the efforts of others. *For a complete list of distribution partners, visit cftn.ca/magazine We re just scratching the surface! We may be distributing 30,000 copies now, but your advertising and distribution support will help ensure we reach our goal of circulating 250,000 copies per issue in the coming years. 514 207 West Hastings Street V6B 1H7 1-604-785-0084 editor@cftn.ca 4

Mark McLaughlin is the executive director of Ancillary Services at Simon Fraser University in Vancouver. Fair Trade Magazine Media Kit Distribution and Ordering Fair Trade Magazine provides a valuable opportunity to educate and engage your business and consumer networks. It helps connect the purchase of your products to the impacts they have in producer communities around the world. As the audience for Fair Trade Magazine grows, so will discussions on ethical business and procurement. Online Engagement Fair Trade Magazine is published simultaneously in print and online. All ad reservations include both print and online versions. Online advertisements have clickable domains to direct readers to company websites. We distribute through an extensive network of partners and your support will help ensure growth. Please consider ordering extra copies to share with your network: retail, brokerage, and distribution partners tradeshows customers growing change 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 and transparency that is necessary to align with our principles as a Fair Trade Campus. There was a broad variety of fair trade SFU and the University of British Columbia have been working together to push both Tim Hortons and Starbucks certified coffees and teas available in to offer more fair trade products to Canadian colleges and universities. It is important that we all take fair trade to the Canada, and we obtained them for prices next level and start this dialogue with these companies and other food providers. Working together across Canada, we will that did not affect our customers. 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 To learn more about the Fair Trade Campus program, visit Fairtrade.ca Distribution fees help cover costs for shipping and production. Advertisers receive a special rate of $30/case (1 case = 160 copies). Non-advertiser rate is $60/case. YOUR AD HERE 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 YOUR AD HERE campus until they can align their services with our principles. Ordering and ad-purchase schedule 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. Ordering 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 Issue Orders due Expected delivery 2 FAIR TRADE MAGAZINE CANADA S VOICE FOR SOCIAL SUSTAINABILITY CFTN.CA 3 Winter/Spring 2015 November 24, 2014 January 19, 2015 Summer/Fall 2015 May 26, 2015 July 20, 2015 Winter/Spring 2016 November 23, 2015 January 18, 2016 Online engagement up to 1000+ online views Facebook and Twitter engagement ensures ongoing exposure Ad purchases * Read online editions at cftn.ca Issue Ad reservations due Ad files due Winter/Spring 2015 November 10, 2014 November 24, 2014 Summer/Fall 2015 May 12, 2015 May 26, 2015 Winter/Spring 2016 November 9, 2015 November 23, 2015 514 207 West Hastings Street V6B 1H7 1-604-785-0084 editor@cftn.ca 5

Fair Trade Magazine Media Kit 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") $1,050 B Full page - inside front cover (8.375" x 10.75") $925 B Full page - inside back cover (8.375 x 10.75 ) $875 C Full page - internal (7.16" x 9.4") $790 Reserve ad space D 1/2 page vertical (3.5" x 9.4") $460 E 1/2 page horizontal (7.16" x 4.625") $460 in two or more issues and receive F 1/3 page vertical (2.27" x 9.4") $375 a 5% discount! D F G 1/3 page horizontal (7.16" x 3") $375 H 1/4 page (3.5" x 4.625") $325 I 1/8th page (3.5" x 2.23") $225 Advertisers receive a special rate of $30/case (1 case = 160 copies) when ordering copies of Fair Trade Magazine. H I Additional information can be found in our Advertising Policy. Visit cftn.ca or contact editor@cftn.ca Design Specifications Please size full-colour ads 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 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 editor@cftn.ca 6