Newspapers Lumberjacks B&T 21 Aug 09
1
16 BANDT.COM.AU AUGUST 21 2009 Among the pleasures of being a returning expat is that I no longer have to put up with jibes from my London friends about Australia’s cricketing fortunes – and let’s hope for a reversal by the time this goes to print. Another benefit of being a serially displaced citizen is that it’s given me a special opportunity to compare the Australian and United Kingdom markets. In the process, I’ve identified one theme which seems destined to recur: the default notion that London has a higher status when it comes to the quality of work. Sitting here at my desk on this sun-drenched winter’s afternoon it’s hard not to be reminded of why Sydney is regarded as one of the world’s great cities in which to live. But ‘live’ is indeed the operative word. Because mention the spectre of work to anyone connected with the industry and you’re likely to be greeted with a variation of the same old-world refrain: “It’s not the work, it’s the lifestyle, stupid. The serious work gets done in London.” But does it? OK, London has been home to some wonderful agencies including (BMP) DDB, BBH, WCRS and Fallon, all of whom have consistently produced sustained brand-building work. And, putting my Climate Group hat on, London leads the field when embracing environmental themes. But at the same time this is diminished by an undercurrent of recession-induced negativity. “The good times are over”, or so the London mantra goes. Sydney, by contrast, remains a vibrant, can-do environment. Since setting up shop here, Mr Stretton and I have been overwhelmed by the positivity and goodwill we’ve received, not to mention that our Sydney brethren seem to work a darned sight harder. But what we love most about this market is the gusto with which it embraces integration. The Aussies don’t just talk about integration, as they do in the UK, they do it. Of course, budgets play a factor, and the size of the UK market allows for greater specialisation, such as direct and digital, both of which are still treated as bolt-ons by some local agencies. But those who are getting it right, and particularly the challenger indies, show that it’s only a matter of time before Australia overtakes London on the award table. And when this happens I predict we’ll also see a reversal of mindset: “It’s not the lifestyle, it’s the work, stupid.” (Oh, and the cricket.) There’s a surprising level of misunderstanding among Australian consumers over the environmental credentials of metropolitan newspapers. Lurking in the public consciousness is the misperception that newspapers – being printed on dead trees – must somehow be eco- unfriendly. I’ve heard readers confess to feeling a tinge of guilt if they do not get round to reading a particular section, because of the perceived “waste” of paper. Imaginations seem to lend themselves to images of monkeys screaming as they fall from the trees of their primary rainforest, to the sight of tree-cutters wearing Murdoch Corp overalls singing “I’m a lumberjack and I’m alright”. But we are not merciless killers of monkeys and rainforests. And to prove it, I will devote this column to bringing you four facts about the dead tree matter used by News Limited in Australia. 1. We don’t employ lumberjacks. We get all our paper from Norske Skog, a leading global newsprint and magazine paper supplier. 2. We recycle the waste of the commercial timber industry. The majority of the ‘virgin’ wood fibre used at the Norske Skog mills is actually a waste product of the commercial timber industry. It originates as waste from the sawmilling process that supplies timber for construction purposes. 3. News Ltd’s various printing plants in Australia are supplied with newsprint from Norske Skog’s two Australian mills – Albury in NSW and Boyer in Tasmania – as well as their Tasman Mill in New Zealand. They only ever source virgin wood fibre from sustainably-managed local forests. For the botanically-minded, the mills use wood from local forest plantations of radiata pine and regrowth eucalypt. The Norske Skog newsprint wizards don’t just use new fibre, they also throw 160,000 or so tonnes of old newspapers into their magic cauldron each year. 4. Australia leads the world in newspaper recycling. Norske Skog’s Albury recycling plant has helped Australia to recycle over 76% of all newspapers sold, which is the best recovery rate in the entire world. So as you hold today’s newspaper in your hand, whichever paper that might be, please take a moment to ponder the eastern concept of reincarnation. When it comes to newsprint, the newspaper industry is actually a lot greener than you might think. Please be sure to recycle my column after reading – happy wiping. comment ASHES NOT THE ONLY THING MOVING NEWSPAPERS DON’T EMPLOY LUMBERJACKS TO MAKE A COMMENT EMAIL [email protected] Stuart Archibald Co-founder, Archibald Ingall Stretton Adam Joseph Insights manager, Herald Sun BT.AUG21.PG016.pdf Page 14 13/8/09, 3:36 PM
-
Upload
adam-joseph -
Category
Business
-
view
200 -
download
1
Transcript of Newspapers Lumberjacks B&T 21 Aug 09
16 BANDT.COM.AU AUGUST 21 2009
Among the pleasures of being a returning expat isthat I no longer have to put up with jibes from myLondon friends about Australia’s cricketingfortunes – and let’s hope for a reversal by the timethis goes to print.
Another benefit of being a serially displacedcitizen is that it’s given me a special opportunity tocompare the Australian and United Kingdommarkets. In the process, I’ve identified one themewhich seems destined to recur: the default notionthat London has a higher status when it comes tothe quality of work.
Sitting here at my desk on this sun-drenchedwinter’s afternoon it’s hard not to be reminded ofwhy Sydney is regarded as one of the world’s greatcities in which to live. But ‘live’ is indeed theoperative word. Because mention the spectre ofwork to anyone connected with the industry andyou’re likely to be greeted with a variation of thesame old-world refrain: “It’s not the work, it’s thelifestyle, stupid. The serious work gets done inLondon.” But does it?
OK, London has been home to some wonderfulagencies including (BMP) DDB, BBH, WCRS andFallon, all of whom have consistently producedsustained brand-building work. And, putting myClimate Group hat on, London leads the field whenembracing environmental themes. But at the sametime this is diminished by an undercurrent ofrecession-induced negativity. “The good times areover”, or so the London mantra goes.
Sydney, by contrast, remains a vibrant, can-doenvironment. Since setting up shop here, MrStretton and I have been overwhelmed by thepositivity and goodwill we’ve received, not tomention that our Sydney brethren seem to work adarned sight harder.
But what we love most about this market is thegusto with which it embraces integration. TheAussies don’t just talk about integration, as theydo in the UK, they do it. Of course, budgets play afactor, and the size of the UK market allows forgreater specialisation, such as direct and digital,both of which are still treated as bolt-ons by somelocal agencies.
But those who are getting it right, andparticularly the challenger indies, show that it’sonly a matter of time before Australia overtakesLondon on the award table. And when this happensI predict we’ll also see a reversal of mindset: “It’snot the lifestyle, it’s the work, stupid.” (Oh, andthe cricket.)
There’s a surprising level of misunderstandingamong Australian consumers over theenvironmental credentials of metropolitannewspapers. Lurking in the public consciousness isthe misperception that newspapers – beingprinted on dead trees – must somehow be eco-unfriendly. I’ve heard readers confess to feeling atinge of guilt if they do not get round to reading aparticular section, because of the perceived“waste” of paper.
Imaginations seem to lend themselves toimages of monkeys screaming as they fall from thetrees of their primary rainforest, to the sight oftree-cutters wearing Murdoch Corp overallssinging “I’m a lumberjack and I’m alright”.
But we are not merciless killers of monkeys andrainforests. And to prove it, I will devote thiscolumn to bringing you four facts about the deadtree matter used by News Limited in Australia.
1. We don’t employ lumberjacks. We get all ourpaper from Norske Skog, a leading globalnewsprint and magazine paper supplier.
2. We recycle the waste of the commercialtimber industry. The majority of the ‘virgin’ woodfibre used at the Norske Skog mills is actually awaste product of the commercial timber industry.It originates as waste from the sawmilling processthat supplies timber for construction purposes.
3. News Ltd’s various printing plants inAustralia are supplied with newsprint from NorskeSkog’s two Australian mills – Albury in NSW andBoyer in Tasmania – as well as their Tasman Mill inNew Zealand. They only ever source virgin woodfibre from sustainably-managed local forests. Forthe botanically-minded, the mills use wood fromlocal forest plantations of radiata pine andregrowth eucalypt. The Norske Skog newsprintwizards don’t just use new fibre, they also throw160,000 or so tonnes of old newspapers into theirmagic cauldron each year.
4. Australia leads the world in newspaperrecycling. Norske Skog’s Albury recycling plant hashelped Australia to recycle over 76% of allnewspapers sold, which is the best recovery rate inthe entire world. So as you hold today’s newspaperin your hand, whichever paper that might be,please take a moment to ponder the easternconcept of reincarnation.
When it comes to newsprint, the newspaperindustry is actually a lot greener than you mightthink. Please be sure to recycle my column afterreading – happy wiping.
comm
ent
ASHES NOT THE ONLYTHING MOVING
NEWSPAPERS DON’TEMPLOY LUMBERJACKS
TO MAKE A COMMENT EMAIL [email protected]
Stuart ArchibaldCo-founder,Archibald IngallStretton
Adam Joseph Insights manager,Herald Sun
BT.AUG21.PG016.pdf Page 14 13/8/09, 3:36 PM
