HomeMy WebLinkAboutIR 7964 INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7964
To the Mayor and Members of the City Council
November 10,1995
Subject: FORT WORTH CITY PAGE
On June 24, 1994, the Cily Page made it debut as a weekly, full-page paid advertisement in the
Fort Worth Star-Telegram with the goal of communicating important information about the Cty
to residents.
The Cty contracted with the Star-Telegram to have the page published in the Fort Worth edition
of the newspaper each Monday at a cost of$1,200 a week. In March 1995, Ch Page distribution
was extended into a portion of Northeast Fort Worth which did not receive the Fort Worth
edition. At an additional cost of$200 a week, 25,000 additional subscribers were added. The
Fort Worth Star-Telegram now prints Ci1y Page in 175,000 papers at a weekly cost of$1,400.
The annual cost is $72,800.
The Ci1y Page reaches a broad specter of the community. Fort Worth Star-Telegr readership
surveys indicate that an average issue of thenewspaper is read by 58 percent of the Anglo[Vvutc
community in the Fort Worth/Arlington Primary Metropolitan Statistical Area(PMSA), by 52
percent of the African-American community and 42 percent of the Hispan-ic community.
During recent deliberations concerning the City's annual official publication contract, City
pw, Council authorized $18,200 to be used for advertising in news media outlets that target Black and
Hispanic citizens. The media in those communities consist primarily of weekly or monthly
newspapers and radio. Nine media organizations serve Fort Worth minority residents.
The Black community is served by the following:
Newspapers
La Vida News
Texa5 Times
U.S. Monitor
Radio
The Hispanic community is served by the following:
OFFICIAL RECORD
Newspapers MY SECRETARY
El Informado
Radio
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ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS-
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7964 _
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The intent of advertising in minority media is to make the minority community aware of job
opportunities at the City of Fort Worth. Traditional minority newspapers have been used to
reach some minority audiences. In addition, the City has has used minority radio advertising.
The City's experience is that minority radio advertising is a very effective advertising medium.
Three.methods of allocating minority official publication funds have been studied. Each plan
recommends an initial 6-month commitment,during which time the most effective advertising
method will be identified. The final 6-month commitment would be made with the news
organizations having the most effective advertising. The plans are:
Plan I Purchase Equal Amounts of Space/Time in Nine Media
Plan I1 Equally Allocate Funds to Nine Media Organizations
Plan III Equally Allocate Funds By Minority Community
Plan I is as follows:
auree Cost per Run Nur ber oaf Total R Cost
Runs
Texas Times $ 75.00 6 $ 450.00
US Monitor 240.00 6 1440.00
La Vida 126.00 6 756.00
Minority
Opportunity News 144.00 6 864.00
La Semana 45.00 6 324.00
El Informador 90.00 6 540.00
KKDA - K104 - - 2000.00
KHVN - V100 - - 2000.00
KICK - KESS - - $ 2000.00
ISSUED BY THE CITY MANAGER----. - Pr)PT wnPTt4 TPYnc _
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7964
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FORT WORTH CITY PAGE
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Plan II is as follows:
o=6 Cost per Run ! Esti mated Total Cost
Number of
Runs
El Informador $1000.00 11 $ 1000.00
La Semana 1000.00 18 1000.00
La Vida 1000.00 8 1000.00
Minority
Opportunity News 1000.00 7 1000.00
Texas Times 1000.00 12 1000.00
U.S. Monitor 1000.00 4 1000.00
0 KKDA - K104 - - $ 1000.00
KHVN - V100 - - 1000.00
KICK - KESS - - 1000.00
Plan III is as follows:
Source Cost per Estimated Total Cost
iRun Number of
Runs
Black News Organizations($4,450)
La Vida $ 755.00 - $ 755.00
Minority Opportunity News 755.00 - 755.00
Texas Times 755.00 - 755.00
U.S. Monitor 755.00 - 755.00
KHVN/V 100 755.00 - 755.00
KKDA/KI04 755.00 - 755.00
ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS
INFORMAL REPORT TO CITY COUNCIL MEMBERS No. 7964
FOpp•• To the Mayor and Members of the City Council 11/10/95
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TEXAS Subject: FORT WORTH CITY PAGE
1873
Source Cast per Estimated Total Cast
Rm Number of
Runs
Hispanic News Organizations ($4,550)
El Informador $ 1513.00 - $ 1513.00
La Semana $ 1513.00 - 1513.00
KICK - K.ESS $ 1513.00 - 1513.00
Staff recommends Plan II because it allows equal funding to newspaper advertisements or radio
spots. Equal funding will provide a basis for determining which media is the most effective at
attracting applicants for the City of Fort Worth. With that information, the City will concentrate
its advertising during the last half of the fiscal year in the newspapers and with the radio stations
i,s "' that provide the best results.
r�
During the 1995-96 budget process, funds were allocated for continuing publication of the C4
Pa,e weekly in the Star-Telegram. M&C C-15124 is a recommendation to continue the contract
with the Star-Telegram at the same rate for an additional year. The cost of the annual contract is
$72,800. No additional funds have been budgeted for publishing the City Page in minority
publications.
The four weekly minority publications serving the Fort Worth area are: El Informador, La
Semana, La Vida and Texas Times. Each has been contacted to obtain a price for publishing the
Ci1y Page as a paid advertisement.
The circulation of each and the cost of buying space on a weekly and annual basis in each is as
follows:
El Informadar La Semana La Vida Texas Times
Circulation 30,000 10,000 30,000 30,000
Cost
f.
/Weekly $ 650 $ 220 $ 880 $ 550
/Annually $34,800 $11,440 $45,765 $28,600
ISSUED BY THE CITY MANAGER FORT WORTH. TEXAS-- — ---
INFORMAL REPORT TO CITY COUNCIL MEMBERS No, 7964
To the Mayor and Members of the City Council 11/10/95
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rezns FORT WORTH CITY PAGE
Subject:
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To publish the City Page each week in each minority publication, using the quoted prices, would
cost $120,607. The combined circulation is 100,000.
La Vida currently publishes the City Page weekly free of charge. The agreement between the
City and the newspaper allows La Vida to run City Page without the calendar at the bottom of the
page and to use the space to sell advertising in support of the page. Initially, Texas Times
in- e
published the City Page, under a similar agreement. Information from the City Page is used
weekly by City staff which does radio shows on minority radio and on Community Cable and is
used in neighborhood newsletters.
Increasing the number of newspapers publishing the City Page as paid advertising requires no
additional production costs. To place the page as paid advertising does required additional funds.
City staff will carry out the directions of City Council.
Sincerely,
Bob Terrell
City Manager
ISSUED BY THE CITY MANAGER FORT WORTH, TEXAS