Shire advertising explained
In response to Rick Ensley’s letter in Augusta-Margaret River Times last week (Alarm over ad’s absence, 15/9), I wish to advise the Shire of Augusta-Margaret River is charged with the responsibility to obtain the best value for money for the Shire ratepayer when making purchases.
In relation to newspaper advertising, the Shire from time to time market tests the cost of advertising by seeking quotations.
Public advertising of council business only requires ads to be placed in one of the two newspapers circulating within the shire.
The Fairfax offering for the same service was almost 30 per cent cheaper and will result in a saving of $6000-$16,000 a year, depending on the size and scale of advertising undertaken.
Mr Ensley’s letter implies the Shire should consider editorial content in appointing the preferred newspaper advertiser.
The Shire’s assessment process has always specifically excluded this as a criterion as it would be improper for the local government to be seeking to influence journalistic coverage through its advertising spend.
I hope this explanation helps to explain what Mr Ensley deemed to be inexplicable.