M1998-17 Government Policy on Advertising in The Ethnic Media

I recently requested the Cabinet Sub-Committee on Advertising to review the current policy on advertising in the ethnic media with particular consideration to be given to ethnic electronic media. Memorandums 95-47 and 98-6 outline the general policy of 7.5% of campaign advertising expenditure being allocated to the ethnic media with a specific focus on press advertising.

Following a recommendation by the Cabinet Sub~Committee on Advertising I have agreed that from 1 July 1998, all government agencies are to ensure that 3% of campaign advertising expenditure in the electronic media is directed to ethnic electronic media. Agencies are requested to critically review advertising strategies so as to ensure all groups in the community are given maximum opportunity to access information on government programs and initiatives as well details on the various services provided by individual agencies. The non-English language media is positioned to make a significant and important contribution to meeting this need.

To assist agencies to better assess advertising strategies, the Department of Public Works and Services (Government Advertising Agency) will be conducting a special seminar to highlight the availability and spread of current ethnic media outlets and will focus on the benefits of including ethnic media in advertising schedules. This seminar will be held in late May and I encourage all staff involved in developing advertising campaigns to attend. Seminar details will be available shortly from the Department of Public Works and Services.

I seek the cooperation of all agencies within your administration to ensure that the placement of Government advertising is as effective as possible and there are no members of the community, particularly those from non-English speaking communities, disadvantaged in any way.

Bob Carr
Premier