Dáil Éireann - Volume 543 - 06 November, 2001
Written Answers. - Euro Changeover.
Mr. Gormley Mr. Gormley
311. Mr. Gormley asked the Minister for Finance if he has been lobbied by a company (details supplied) regarding the euro changeover advertising campaign; if he will include the use of free newspapers in the new advertising campaign; and if he will make a statement on the matter. [26096/01]
Mr. McCreevy Mr. McCreevy
Minister for Finance (Mr. McCreevy): I have received written representations on behalf of this company, and the company was also referred to in a parliamentary question to which I replied on 9 October 2001. The position is as follows.
The Euro Changeover Board of Ireland, ECBI, aims to use its resources as cost effectively as possible. To this end, the ECBI uses independent professional surveys of public awareness to inform the content of its public information, including advertising, campaigns, and to identify groups most at risk of low awareness of the euro.  The ECBI also uses a specialist media-buying agency in selecting the media to be used to convey its advertising messages in the most cost-effective way, both to the public generally and to low awareness groups. The board uses television, radio, press and outdoor advertising.
In the press area, the ECBI was advised by its media-buying agency that it is more cost-effective to use the mass circulation of national newspapers to communicate messages on the euro to the public as a whole and low awareness groups, and so the focus of press advertising has been on the national press. The paid provincial press has been used on occasion to supplement the communication of key messages, in view of the role of such press in regional areas. As regards Dublin, not all households receive a local newspaper, so that use of the newspapers suggested by the Deputy would still have to be accompanied by national newspaper advertising, with a resultant impact on cost effectiveness; in addition, the ECBI is advised that its advertisements are already seen by an extremely high proportion of Dublin people. It is also relevant to point out that the board has received over 150 requests for print advertisements.
Finally, the board provides information extensively by non-advertising means, including direct to households as well as through other mechanisms. In this context, the board has sent a leaflet to every household every year since its establishment in 1998 and has been distributing a 24 page handbook on the changeover to every household in the State during October.
Dáil Éireann 543 Written Answers. Euro Changeover.