Jim Higgins
Question:1 Mr. Higgins (Mayo) asked the Taoiseach if it is the policy of his Department to advertise various schemes administered by his Department in provincial newspapers; and if he will make a statement on the matter. [18911/97]
Ceisteanna—Questions. - Departmental Advertising
As my Department administers very few schemes, it does not place advertisements in newspapers on a regular basis. Decisions concerning which advertisements will be placed in which newspapers are taken on a case by case basis, depending on the nature and scope of the subject matter. Factors such as the target audience and cost effectiveness are taken into account.
(Mayo): The Taoiseach did not really answer the question; he said it was done on a case by case basis. For example, with regard to local development projects and services, which are administered by his Department, would advertisements be placed in provincial or in national newspapers or in a combination of both?
Some advertisements concerning local development projects were placed in newspapers serving the regions covered by grants for local development when they were administered by my Department, although they have now moved. My officials examine what target areas they are trying to reach and newspapers are picked on that basis. According to the figures for last year, about 14 per cent of the total expenditure went to provincial papers. If there is a reason for such advertisements to be placed in provincial papers, they are so placed if at all possible.
(Mayo): Would the Taoiseach agree that the provincial papers are not getting their fair share of Government advertising? Given that the purpose of advertising is to communicate a message to the greatest possible audience, that the provincial press — or the regional press as they now like to style themselves — have a total readership of £1.5 million, that local papers are read by 75 per cent of the population and that they represent very good value for money, would the Taoiseach not agree that it should be standard practice that virtually all advertising across all Departments, including his own, should be channelled into the provincial press as well as the national press?
My Department has a very good record but I am aware, from correspondence I have seen, that the issues raised by the Deputy with me and with previous Ministers from his own party have been a bone of contention over the past year or so. Departments try to target the rural press in the region to which the advertisement relates. Where Departments want to advertise broad based schemes they will sometimes advertise in the rural press, but always in the national press. That is the criterion that has been followed by Departments for several years on the basis that they have to ensure that what they do is cost effective. Placing advertisements in both national and provincial papers can lead to duplication and unnecessary expense.
The Taoiseach mentioned that decisions on the placing of advertisements are taken on a case by case basis. Who takes the decisions? Of particular relevance to the recent referendum on Cabinet confidentiality, who makes the decision on the format and readability of an advertisement, given the very serious concerns about the last referendum?
It is normally the officials or the section of the Department dealing with the advertisement, not necessarily the Minister. In the case of the recent advertisement, the ad hoc commission made the decision.
In his reply the Taoiseach referred to the provincial press. In the greater Dublin area where we do not have the benefit of local newspapers, does the Taoiseach take into consideration the free sheets , Southside People, Northside People etc., when placing advertisements?
On some occasions, yes, but research indicates that it has not happened on many occasions.
Will the Taoiseach consider them in the future?
I would have the same interest as the Deputy.
Will the Taoiseach and his Ministers take a decision today to be fair to local papers because it is those papers that cover local urban and county councils and give us as politicians all the coverage we need? Advertising should be made available to them as it is in the national newspapers. The Taoiseach may not have the same love for local papers as I have — there are probably no local papers in Dublin. We have three in County Mayo and they should get the same crack of the whip as the others. In what paper was the advertisement inviting applications for grants to the value of £6 million? I looked in every local and in every national paper and did not see the application form.
I hope the Deputy made a statement to ensure it got some publicity in the local papers. In the normal course of events Departments endeavour to do this. I like local newspapers as I tour around the country and meet their representatives continuously. While the Deputy makes this point, representatives of national newspapers are present to hear him.
I received a three word reply to my question on readability. Will the Taoiseach consider appointing an individual in each Department who would be responsible for ensuring the customer can read and understand the advertisement which has been placed?
That is a separate question which relates to a specific matter.
Whatever about formatting the advertisement, one cannot blame the newspaper for the system put in place following the Supreme Court decision. It was stated that two members of the Bar Council had to put forward the advertisement. The newspaper can only publish what it is given.
Exactly.
That is why it is so convoluted.