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Tuesday, November 20, 2007

A news release

We'll be distributing this news release to media outlets across Canada tomorrow. Media publicity of course is one of the most powerful tools in the marketing arsenal -- the challenge is deciding when and how something is newsworthy.

Of course we can't predict the results here but my 'sixth sense' that this announcement is worthy enough to justify our spending a few hundred dollars on the news release distribution service (we perhaps could use less expensive web-based services, but for a one-time expense, I don't see much downside in using a credible and professional service here.)

I expect the announcement will 'hit the wire' about 9 a.m.

For immediate release

Construction publishing company becomes first in Canada to plant more trees than it consumes

OTTAWA—The publisher of a group of Ontario construction industry newspapers will plant at least 70 trees for every 11 it consumes, making it the first Canadian print publisher to produce more forest life than it consumes.
“We have made arrangements with Tree Canada to plant a tree for every advertiser in every issue of in our publications,” says Chase, who co-ordinates the initiative for the Construction News and Report Group of Companies(CNRG). “Our printers tell us we consume approximately 11 trees per month – we expect to plant 80 or more each month in return.”
The CNRG publishes Ottawa Construction News, The GTA Construction Report, Ontario Construction Report, as well as speciality publications under contract for associations such as the Greater Ottawa Home Builders Association (GOHBA).
Tree Canada, established in 1993, has planted over 75 million urban and rural trees, potentially sequestering more than 58 million tonnes of carbon dioxide.
Further information about Tree Canada is available at
“We believe this initiative will make a significant contribution to improving forests and urban life – and make us ‘net positive’ with environmental and global warming issues,” said CNRG President Mark Buckshon. “We are hopeful that other businesses will follow this example for their own communities.”
For more information:
Construction News and Report Group of Companies
Chase, phone 888-432-3555 ext 211, email or
Mark Buckshon, phone 888-432-3555 ext 224, email
Tree Canada
Michael Rosen, phone 613-567-5545, email

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