This Memorandum replaces all memoranda previously issued on the subject of government advertising policy and procedures.

The NSW Government Advertising, a unit of the Commercial Services Group, has completed its assessment of the advertising rates obtained by media operators to apply for the next year. The new rates will be advised to organisations shortly.

This opportunity has been taken to examine again the policies applying to Government advertising in the interest of ensuring that, consistent with achieving the greatest level of economy possible, the policies allow individual Ministers and Chief Executive Officers the maximum discretion and flexibility to achieve their operational objectives.

The current Master Media and Media Placement arrangements are to continue to operate and to be co-ordinated through the Government Advertising Agency. The maintenance of these arrangements will ensure that the significant savings and efficiencies resulting from the operation of those agreements will continue to be enjoyed by the NSW Government. Government rates are currently running at a conservative 20% average discount level across the board.

The Government Advertising Agency will continue to co-ordinate the placement and billing for all NSW Government advertising, either directly or through the operation of contracted agencies.

Campaign Advertising

Campaign advertising is defined as any promotional advertising where an accredited advertising agency has been engaged to develop concepts, artwork, scheduling etc. All campaign advertising must be referred by the Government organisation concerned to the Government Advertising Agency with details of:

(i) the campaign objective and concept;
(ii) copy/scripts to be used;
(iii) media schedule proposed, including total cost; and
(iv) advertising order form. 

The creative agency concerned should contact the Government's Master Media Agent, Media Decisions Pty Ltd, in relation to booking schedules.

It is expected that all NSW administrations will critically examine the need for any proposed campaign advertising, in order to ensure that continuing economies are achieved in Government advertising expenditure. When campaign schedules are being developed, organisations should ensure that appropriate cost effective media are selected.

Recruitment Advertising

All Chief Executive Officers are asked to authorise personally any recruitment advertising undertaken or have it authorised by an appropriate senior executive.

Display advertisements are only to be used for positions of Chief Executive Officer and their deputies. Such advertisements should be a maximum size of two columns by 14cm.

With some exceptions which are outlined in points (i) to (iii) below, all other positions should be advertised in the composite recruitment classified advertisement which will continue to be published in both the Sydney Morning Herald and the Telegraph Mirror on Saturdays. Advertisements for vacant positions in the composite recruitment classified advertisement are restricted to 13 lines in length with a maximum of 52 characters per line, including both typed characters and spacing. The 13 line advertisement does not include the departmental address or remuneration package statement.

In the case of SES positions, size restrictions are 18 lines in length with a maximum of 52 characters per line.

The following exceptions to appearing in the Sydney Morning Herald and Telegraph Mirror Saturday composite recruitment classified advertisement are available.

1. The NSW Government health vacancies advertisement will continue to appear in the Sydney Morning Herald and the Telegraph Mirror every Thursday.
2. Base grade recruitment may occur through advertisements in local newspapers without also being placed in the composite recruitment classified in the Sydney Morning Herald and Telegraph Mirror, if so desired. Such advertisements must still be placed using Government Advertising Agency procedures for placement of advertising. Base grade advertisements for single positions should conform to the same size restrictions as for composite recruitment classified advertisements. In cases where there are multiple vacancies to be filled, however, the advertisement can be up to 26 lines long and 52 characters wide, excluding departmental address and remuneration package statement. This concession applies to base grade recruitment only.
3. In extremely unusual cases approval to not run a composite classified advertisement in both newspapers can be sought from Ms Colleen Moore, Director, Government Information and Advertising. To justify such an approach, well documented cases will need to be submitted.

In cases where regional or national coverage can be justified, these advertisements should be placed in conjunction with the Saturday composite recruitment classified advertisement in the Sydney Morning Herald and the Telegraph Mirror. Advertisements requiring regional or national coverage should be classified advertisements wherever possible but may take the form of a display advertisement with a maximum size of two columns by 10cm where no classified advertisements are accepted. Where organisations wish to advertise regionally/nationally, a detailed rationale must be submitted to the Government Advertising Agency to support the request.

General Classified Advertisements

Classified advertisements appearing in the metropolitan press (whether lineage or display classifiers) are to continue to appear in the Sydney Morning Herald only. The only exceptions are:

(i) positions vacant appearing in the composite recruitment classified advertisement on Saturdays and the health vacancies advertisement on Thursdays; and

(ii) State Electoral Office notices.

Tenders

Advertisements relating to tenders have previously appeared only in the Sydney Morning Herald. Agencies may decide whether they wish in future to advertise such tenders in either the Sydney Morning Herald or the Telegraph Mirror.

Promotional Advertising

Promotional advertising is only to be undertaken in the case of revenue raising activities, tourism, tax collection and health/safety matters. Organisations involved in these activities are expected to critically review their advertising and place it in the cost-effective manner available.

Statutory and Essential Public Information

This type of advertising may continue as required, but should be critically assessed for need and cost effectiveness. Metropolitan statutory and essential public information advertising which is placed as classified advertising can only appear in the Sydney Morning Herald. This restriction does not apply to State Electoral Office notices which may appear in the classified section of both the Sydney Morning Herald and the Telegraph Mirror.

 Statutory and Essential Public Information

This typeof advertising may continue as required, but should be critically assessed for need and cost effectiveness. Metropolitan statutory and essential public information advertising which is placed as classified advertising can only appear in the Sydney Morning Herald. This restriction does not apply to State Electoral Office notices which may appear in the classified section of both the Sydney Morning Herald and the Telegraph Mirror.

Use of State Government Crest and Theme

Administrations are reminded of the requirement to use the State Government Crest and Theme "Putting people first by managing better" in all Government advertising.

Any additional information required by organisations on procedures to be followed is available from the Government Advertising Agency on telephone (02) 339 7539.

It wouldbe appreciated if you could ensure that this memorandum is brought specially to the attention of allorganisations within your administration.

Nick Greiner, MP