01/5/13

Is Tar Baby the new N-Word?


Wikipedia imageAs far back as I can recall, the term “tar baby” was a metaphor in common political parlance for a “sticky situation.” It has no racial meaning in that context, any more than saying “honey trap” or “sticky wicket.” Both have similar, but not synonymous meanings. But in the last decade, “tar-baby” has become the new N-word on the political stage.*

The tar-baby theme is common in mythology from many cultures (referenced, for example, in Joseph’s Campbell’s groundbreaking work, Hero With a Thousand Faces). It represents an apparently attractive situation that traps the beholder and, once you embrace it, the harder you struggle to break free, the more you become stuck in it. I’ve used the term in such a context in several blog posts. But recently, when I was accused on Facebook of using “racist” terms by mentioning a tar-baby situation, I was taken aback, and felt I had to disagree. And do some research.

In 2009, the use of this term in the House of Commons created a mini-cyclone of comment about allegedly racist terminology used in the House. As the blog Unambiguously Ambidextrous, notes:

A controversy erupted in the House of Commons today after Conservative MP Pierre Poilievre, the parliamentary secretary to the prime minister, used the term “tar baby” in response to Liberal Leader Michael Ignatieff’s decision to back away from Stephane Dion’s unpopular carbon tax policy. I have to plead ignorance on the etymology of the noun, as I have always been more familiar with the pejorative.

“On that side of the House, they have the man who fathered the carbon tax, put it up for adoption to his predecessor and now wants a paternity test to prove the tar baby was never his in the first place,” said Poilievre.

This was followed by MP Ralph Goodale’s objections to the term and asked Mr. Poilievre to apologize for the usage:

“In addition to being a pejorative term, which might well prove to be unparliamentary, the parliamentary secretary might consider that there are many authorities both in this country and many others that consider the term racist,” said Goodale.

Stephen Taylor provided a list of references to similar non-parliamentary uses of the term in his blog, none of which seem to have have generated the same storm of controversy. Clara Rising, writing in 2002 about collective religious consciousness, called original sin, “a cultural Tar Baby implacable and immutable, as infinite and as unavoidable as eternity.”

Back in 2006, then-governor Mitt Romney was taken to task for using the term “tar-baby” in a reference to a piece of problematic infrastructure. As a Time Magazine writer commented about the subsequent uproar:

So, is use of the term today a case of insensitivity? Or is the controversy caused by political correctness gone amok?

The latter, I suggest. True, I might not be as sensitive to it as Americans. I don’t live in the same political-racial-social milieu as most Americans; while racism exists in Canada, it is not nearly as overt in our multicultural nation.

In the USA, “tar-baby” has been used as a pejorative (and sometimes as a term of affection). Racial politics are so highly charged among our southern neighbours that it is a treacherous undercurrent in American political dialogue. As the Colorado Springs Gazette noted in this editorial:

Racism in the political sphere today has become so insulting that it makes “tar-baby” seem benign.

Even if mild, a white person calling someone of African-American heritage a “tar-baby” is considered a racist slur, and I can appreciate the sensitivity of the use. But surely there’s a difference between labelling a person, race or group with a term and labelling an issue or situation.

Just as an example, calling a woman a “honey trap” is very different from labelling a common tactic in espionage a honey trap. If I call a woman a bitch, it is very different from calling a tricky shot in golf one. Clearly context matters.

Would there be an issue if we used the metaphor of the “tar-wolf” (from James Mooney’s Myths of the Cherokee)? Would anyone be accused of slinging racist slurs against aboriginal First Nations people by talking about a “tar-wolf” situation? The two stories are almost identical, aside from the difference between the character molded from the tar. Both the Cherokee and African-Americans shared at least one disreputable part of US history:

If these two stories sound remarkably similar, it is no coincidence.  Before the Cherokee were relocated to Oklahoma in 1838, many were plantation owners and owned slaves.

In the heated cauldron of American politics, or in the adversarial arena of the House of Commons, people are constantly looking for ways to attack opponents for any reason, regardless of the validity or strength of the attack. Unfortunately, this also creates a situation of apparent wrongdoing by making it a focus of media attention. The perception of  racism can create the reality in the public mind that it is there, regardless any logical argument that it is imaginary. Words themselves, no matter how innocently used, become their own tar-babies.

The Denver Post commented on this flap in the US:

The notion that referencing African folklore reveals inherent racism against those of African descent is bizarre.

True, the tar baby has been fundamentally misunderstood by various illiterate racists. In their ignorance of the folklore, such bigots think the term applies specifically to a black person. For example, the late comedic genius Bernie Mac wrote of being called a “tar baby” as a child. But surely we ought not let ignorant racists push us to obliterate cultural knowledge of important African folklore.

This raises the question: where does the reference come from? The Denver Post points out a bit of the history:

“Tar baby” comes from African folklore. Congressman Doug Lamborn used the term to refer to the debt-ceiling negotiations, not the president. And the nationwide smear campaign against Lamborn follows the left’s typical path of character assassination and guilt by association.
In his book, “Hero with a Thousand Faces,” Joseph Campbell writes of the “celebrated and well-nigh universal tar-baby story of popular folklore.” Campbell refers to scholar Aurelio Espinosa, who in the 1930s and ’40s gathered hundreds of examples of “the tar-baby story” from around the world, varying in detail but all about getting stuck in something.
In America, we know the story best from Joel Chandler Harris’ “Uncle Remus” stories of the 1800s. But Harris did not create these stories. Instead, he took (some say stole) them from slaves, who brought the stories with them from Africa and adapted them orally.

What’s ironic is that Chandler’s stories were not seen as racist until more than a century later. They were originally treated as they were meant: records of African-American folklore.** As Wikipedia notes:

The animal stories were conveyed in such a manner that they were not seen as racist by many among the audiences of the time. By the mid-20th century, however, the dialect and the “old Uncle” stereotype of the narrator, was considered politically incorrect and demeaning by many African-American people, on account of what they considered to be racist and patronizing attitudes toward African-Americans. Providing additional controversy is the story’s context in the Antebellum south on a slave owning plantation, a setting that is portrayed in a passive and even docile manner. Nevertheless, Harris’ work was, according to himself, an accurate account of the stories he heard from the slaves when he worked on a plantation as a young man. … Many of the stories that he recorded have direct equivalents in the African oral tradition, and it is thanks to Harris that their African-American form is preserved.

Wikipedia has a lengthier list of antecedents, including Cherokee and African folk tales, and mentions one researcher who identified 267 variants on the tale in world mythology.

The New Republic took up the debate, noting in 2011 when the term again raised its politically-charged head:

…the word around the blogosphere, most articulately phrased by David Sirota at Salon, is that Lamborn was using coded language: “[T]he comment reveals how various forms of racism are still being mainstreamed by the fringe right,” as Sirota has it. But before making that judgment, we must ascertain: Is tar baby actually a racial slur?

Certainly not the way the guys before Lamborn were using it. A notion that they were passing a quiet signal to racists is awkward, given the decidedly non-black topics they were discussing. Need we entertain the possibility that Romney was telegraphing a subtle signal to bigots in a discussion of a highway project? Was John McCain preaching a coded message to a racist base in a comment about divorce procedure?

In those instances, a simpler analysis works. Language is all about metaphor, and it is useful to have one to refer to objects or topics that ensnare one upon contact. It’s why the Bre’r Rabbit story the expression traces to has had such legs—as well as why cultures worldwide, including African ones, have equivalent folklore characters. Thus a reasonable analysis is that people reach for this useful metaphor, within the rapid and subconscious activity that speaking entails, unaware that some consider it to have a second meaning as a slur.

As little as I respect the Republicans or Harper’s Conservatives, I doubt they would be deliberately and provocatively racist, and, like my use, meant the word as a powerful metaphor that still resounds in popular culture. John McWhorter, at the New Republic, added:

I submit, however, that to a large extent, those who feel that tar baby’s status as a slur is patently obvious are judging from the fact that it sounds like a racial slur, because tar is black and baby sounds dismissive. And here’s the crucial point: that, in itself, is a reality that cannot be denied.

Part of the human propensity for metaphor is that we make semantic associations, which drift and reassign over time. As such, it’s not the most graceful thing to refer to a black figure as a tar baby, and it was quite gracious for Lamborn to apologize. However, to assume Lamborn knew the word was a slur and was passing a grimy little signal to his base is unwarranted here. It is the kind of reflexive and recreational abuse we revile when it comes from the other direction (i.e. Obama as a “racist”).

Tar baby is one of those intermediate cases: The basic meaning is the folkloric one, while a derived meaning, known only to a segment of American English speakers (and to many among them, only vaguely) is a dismissive reference to black people.

There will be gaffes with expressions like these, upon which, in a sociologically enlightened society, apologies will be necessary. However, to insist upon the moral backwardness of the apologist is logically incoherent in reference to this particular term, and as such, less sociologically enlightened than it may seem.

Sounds like a racist slur? Should we not judge a thing by more depth than a bad first impression? There’s a conversation in Woody Allen’s movie, Annie Hall, in which Alvy Singer (played by Allen) is complaining about what he (mis)hears as an anti-Semitic remark by a TV executive:

“You know, I was having lunch with some guys from NBC, so I said, ‘Did you eat yet or what?’ And Tom Christie said, ‘No, JEW?’ Not ‘Did you?’…JEW eat? JEW? You get it? JEW eat?”

Which the audience recognizes as both comically over-sensitive on Alvy’s part, but also as a wry comment on how things get misconstrued so easily. Such is the situation with “tar-baby” today. Except not all of the audience seems to get the joke.

The Denver Post editorial concluded:

The irony is that “tar baby” has become its own tar baby, and we’re all getting stuck in it. Several media outlets reviewed my detailed blog posts on the matter, and all involved stole time away from addressing the nation’s pressing problems.

Yet there’s a reason the tar baby folktale has spread through so many cultures. It teaches us something important and universal about human nature. And that’s precisely why we ought not sacrifice the African tar baby story on the altar of political correctness.

I agree with that last line. Metaphors are powerful and memorable because they speak to something larger than just the words. Most come from storytelling and in a few words they encapsulate the entire tale – the characters, the events, the moral. The Colorado Springs Gazette suggests what I don’t believe is a reasonable solution:

Let us all stop saying “tar-baby,” for sure. For using this phrase, Lamborn will pay. He is mired in a controversy that will get worse as he fights against it. But let’s keep perspective. Relative to the racial hatred and insensitivity that permeates political rhetoric of the past and present, this should be far from a major-league scandal.

What next? Will we stop saying “slow but steady wins the race” because it comes from one of Aesop’s fables, and it might be seen as a slur against Greeks? Stop using “the boy who cried wolf” because it might be derogatory towards shepherds? Stop using the “good Samaritan” parable because it might be seen as a pejorative against Palestinians (today’s Samaritan ancestors)? Where will this nonsense end? Will we abandon all of our powerful language and chuck metaphors out the window out of fear someone won’t understand what we’re saying?

Better instead to get our head out of the politically correct sand learn to recognize the context of a metaphor. Stop treating it like a convenient one-size-fits-all racist slur that fits your preconceived political notions, and start thinking critically instead.

~~~~~

* Yes, I know “tar baby” is really two words, but calling it the new N-phrase has no cachet. N-word has a life of its own, larger than mere counting or vocabulary.

** Uncle Remus stories were still popular when I was growing up in the 1950s, and I saw Disney’s 1946 cartoon version (Song of the South) on TV that decade. Even as a child I was able to see the racial stereotypes and exaggerations. Uncle Remus tales were still available in school libraries, too, sometimes alone, other times in compilations of folktales.

Read the tale here. I wonder why the briar patch metaphor from the second half of the tale does not evoke similar revulsion among the politically correct guardians.

11/13/12

The Useless Web


Useless web sitesWe all know Wikipedia is not always accurate, and sometimes biased. We all know that most internet quotations are wrong attributed or misquoted. We all know that the Web is full of useless, trivial pap like “psychic” hot lines, astrology, creationism and Ann Coulter. Plus it’s replete with the shallow: salacious gossip, celebrity skin, innuendo, pornography, political extremism, angels, UFOs, crop circles, anti-vaccine advocates, religious fundamentalists - the intellectual-nourishment equivalent of a  box of greasy fries and a sugar-laden soft drink.

But they are content-rich, compared to the truly useless material collected on The Useless Web. Well, maybe not Ann Coulter. She’s still pretty much the standard by which trivial and shallow are measured. Even the colour of Kim Kardashian’s latest shoes are more relevant to the real world than anything Coulter has to say.

If you really want to waste a whole lot of time exploring the pointless edge of the internet, beyond Ann Coulter that is, go to the link in the previous paragraph and click away. Be prepared: you will be sucked in. It’s hard not to see just one more…

But it’s not alone. true to the meme-like nature of the internet, others join in pointing out the pointless. For example, Pointless Sites and Pointless Web Pages (don’t bypass the older site list either). Some, like I-Am-Bored.com seem to pile on user-submitted links of varying levels of worthlessness into their pages.Others, like House of Geekery and Makeuseof.com, compile lists of uselessness, with some pointless commentary to muddy the waters. Useless added to useless equals…? Right.

Ann Coulter is still pretty much the standard by which trivial and shallow are measured.

Other aggregators of non-utilitarianism include 15.com, Squidoo.com, Ambitweb.com, About.com, the Daily What, Splitsider, PCWorld, Digital Trends (and check the video for the Japanese World Cup, linked below the list!) and many more.

Useless doesn’t mean they are not artistic, however. Some are outright brilliant (check out www.xkcd.com/1110/ for an example of weirdly wonderful useless).

Okay, so it’s a waste of time. But it’s an entertaining waste of time, so not entirely without merit. Some people apparently have taken to studying these sites with all seriousness. Know Your Meme has a short history of them, deferring intellectually to them as “single serving” sites (a long list of such sites is here). Codehesive tracks the story of a single, single-serving site.

Jason Kottke wrote about this phenomena back in 2008, and coined the term. Since then it has entered the language age even made its way to Wikipedia.There’s even a single-serving site webpage generator.

But don’t get stuck in the intellectualizing. When you have ten minutes to waste, just go back to the top of the post and find the first link. Click and enjoy. Don’t think too hard about any of it. Just celebrate the useless.

10/19/12

Gambling: money and statistics


gambling cartoonNo, I’m not going to write about the morality of gambling.* I’ll save that for another post. This is about money. And numbers.

I attended the OLG four-community presentation in Wasaga Beach, Tuesday, and it got me thinking about what gambling means to the economy, what it means to the government, what effect it might have on things like growth and recession. It also made me wonder how governments became addicted to gambling revenue, but that, too, is for another post.

I also found some of the statistics presented interesting enough to do some extrapolation, which I’ll get to at the end.

What does gambling contribute to our economy? Well, the OLG and the province always like to tout the benefits: the OLG paid more than $2 billion profits into provincial coffers, in 2011. They’ve given more than $34 billion since 1975. That’s an average contribution of $149 per person in the province per year. OLG’s plans are to build that payment to the province up to $3.3 billion by introducing more and newer forms of gambling.

On a very basic level, that looks good. After all, at least some of that money would have had to come from taxes instead, so it can be seen as a user-pay system, or a self-tax system. Of that $2 billion last year, $120 million went to the Trillium Foundation, $10 million for Ontario Amateur Sport, and $41 towards problem gambling programs.

That’s an interesting ratio: four times the amount given to develop sports is given to treating the problems created by gambling. A point not missed by the audience.

The OLG made that profit from revenue of $6.685 billion. That’s a far more intriguing number. It’s just over one percent of Ontario’s GDP in 2011. As a former business owner, seeing a 33% profit margin is impressive. Extrapolating, it suggests OLG plans to increase net gambling revenues to almost $10 billion if the ratio remains the same. It will do this by expanding gaming sites, adding internet gambling, allowing bingo halls to run more games – making more gambling available to more people more often.

That doesn’t sit too well with me. The same people who won’t let grocery and convenience stores sell wine and beer because it might corrupt someone, will make gambling so ubiquitous it will be hard to avoid tripping over a slot machine (real or virtual). Online gambling will offer easy access, 24/7 from your home. Play in your jammies until the early hours. All you need is a credit card. Makes me wonder if the goal is to make gambling mandatory some day in the future, like taxes…

What happened to the rest of the money the OLG took in?

Online gamblingAccording to the OLG’s annual report, operating expenses were $4.975 billion. Of that, $1.835 billion went to payouts to lottery and bingo winners. Commissions ($648 million – this, I assume, was paid to operators ), marketing ($300 million – the amount paid for advertising is 7.5 times the amount paid to help problem gamblers), interest ($32 million), payments to the federal government ($228 million) and amortization ($226 million) gobbled up another 1.43 billion. Paying for the OLG and its 18,000 employees is one of those expenses. Six thousand of those employees got bonuses, too – $11.6 million worth. Not a large slice of $4.7 billion. Horse racing got $345 million; host municipalities got $92 million and First Nations got $117 million.

It almost looks like the OLG is on a drunken giveaway spree, handing out the bucks to everyone except, of course, the gamblers. Nice of them to give us back some of our money, though.

Who doesn’t want to get free money? That’s the attractiveness of hosting a casino: all you need to do is nod your head, zone some land, then sit back and watch the money roll in. Suddenly flush with cash, the town’s taxes plummet, everything gets rebuilt, new sports facilities sprout, downtown gets renewed, sidewalks rebuilt, streets paved with gold and the local politicians get halos.

Well, maybe not.

As an aside, based on media stories, all three seem worried that their slot machines will be removed from the tracks when the agreement ends, sometime in the next year.

The OLG presented the audience with examples from Hanover, Central Huron and Chatham-Kent: all three communities have an OLG money machine in a racetrack. Hanover has 130 slots; Clinton (Central Huron) has 123, and Hanover (Chatham-Kent) 130. All three are currently questioning whether the slots will remain in their raceways with the OLG’s new strategic plan. In 2011, Hanover received about $800,000; Central Huron $641,000 and Chatham-Kent about $700,000. Exuberant endorsements from their mayors, we were told.

Assume we could get, say, $1 million per year as a host community. That translates to just over 2% of our annual municipal budget. Minus, of course, what we would pay to our neighbours as per the memorandum of agreement we signed. We might end up with 1% of our budget as “free” cash. Does this mean your taxes won’t go up? Nope. The extra money would likely end up going to infrastructure improvements and maintenance required by the extra traffic, maybe to extra policing costs too.

Gambling and drinking cartoon
Even if we kept it all for ourselves (as one councillor has suggested), and damn the rest of the region, is that money enough to make us want a casino? If I’m going to sell our municipal soul, I think I want a bigger slice of that pie for the town. As Faustian agreements go, we’re not getting much from our side of the bargain.

Besides, we might think we’re agreeing for “just” 300 slots, but the OLG said it could expand the site’s licence to other games anytime in the future. The demographics change when you have other types of gambling, but I didn’t hear anything to suggest the town will have a say in that expansion.

If the cash doesn’t move me, the opportunity to create 80 to 90 jobs in the area is more attractive. Any job creation is welcome, but I get an uneasy feeling these aren’t the “quality” jobs some folks are expecting.

From what I understand, many of these jobs would be similar to what the hospitality industry already offers – janitorial, serving, cooking,security, valet parking, landscaping, counting cash. Whether these (non-union?) jobs would pay better than the hospitality sector or offer any benefits would be up to the private operator. They aren’t government jobs: the OLG won’t be running these new casinos.

Will a private operator pay more than $10-$12 an hour for someone to sweep the floor and polish the slot buttons? I wouldn’t expect so. Any new jobs are better than no jobs, but my passion to create more McJobs is somewhat less. Would you like fries with those casino tokens?

Back to the money. According to the OLG, the net revenue from adults to the gaming industry in Ontario is $459 per year. Doesn’t seem like a lot, but that’s money that doesn’t go directly into the economy – it doesn’t create jobs outside the gambling sector. It doesn’t buy anything from local merchants or restaurants. It goes directly to the government. Well, okay, two thirds goes to the OLG and its minions, and the remaining third gets into public coffers.

Most economists measure consumer spending as a yardstick to whether we are in or out of a recession – it’s called the consumer confidence index. See here for the Canadian index. It’s a simple measure of consumption – consumers who are confident in the state of the economy buy more stuff. Recessions happen when that confidence falls to a point where we stop buying and start hoarding (okay, it’s one reason; there are others, but it’s a big part of it).

A strong consumer confidence report, especially at a time when the economy is lagging behind prevailing estimates, can move the currency markets quickly. The idea behind consumer confidence is that a happy consumer – one who feels that his or her standard of living is increasing – is more likely to spend more and make bigger purchases, like a new car or home, leading to a stronger domestic economy and consequently a stronger currency.
Source: www.investopedia.com/walkthrough/forex/advanced/level8/consumer-confidence-index.aspx#axzz29kZLXgcV

Gambling cartoonIs gambling measured as consumption? Does the money pushed into slots contribute to the level of confidence? Is gambling measured in the index? I can’t find anything online to suggest that it is. So rather than spending that $459 on, say, a new TV, a shelf of books, a library of DVDs, new skates, skis or a bicycle, a purebred puppy, teeth whitening or any other goods and services – this money is spent on gambling. It bypasses the usual consumer channels. Gambling doesn’t add to the consumer confidence, even though the money is still flowing out of consumers’ pockets.

Yes, there is trickle down and spin-off - some of the money goes to suppliers, some to wages – and thus some gets back into the general economy. But how much? How much just ends up fattening the bank accounts of the operators? I don’t know, but clearly it’s not as beneficial as if it were all spent in a retail store.

Would $6.7 billion have a positive effect if it was spent in retail instead of gambling? Of course, but overall not as much as you might imagine. It’s about 4% of Ontario’s total retail sales (2011 figures). So it would help, but wouldn’t change the world. A few hundred people spending an extra $459 each every year in a local business could make a real difference to the local economy.

As a personal choice, I’d rather buy that shelf of books from local bookstores than pump quarters into a noisy metal machine and walk away with nothing. At the end of the day, I will have something to show for my money, not to mention many more months, even years, of enjoyment from the books.

It strikes me that putting the money directly into the economy helps buoy consumer confidence (thus the economy) better than spending it on gambling, and it might help keep us on the farther side of a recession. The OLG’s own statistics show that Ontario’s gambling revenue didn’t seem significantly affected by the last recession, so gamblers apparently don’t seem to feel the need to hoard as much as consumers when the economy tanks.**

Let me wind up with some thought on statistics. According to the OLG’s own estimates. 3.4% of Ontario residents have a “severe or moderate” gambling problem. In Problem Gambling in Canada (see footnote), the authors quote a 2005 study of Ontario residents by Wibe, Mun and Kauffman, that has a higher number: 5.8% are “at risk of gambling problems,” 2.6% have “moderate problems” and 0.8% have “severe problems” (the latter two combine to make the 3.4% OLG mentions).

We have around 21,000 people in Collingwood. At 3.4%, we expect to have more than 700 people here with “severe or moderate” gambling problems. Another 1,218 (5.8%) are “at risk”. That’s about 2,000 local adults for whom gambling is or may be a problem. These are your friends, relatives, neighbours. That concerns me. These are the people most likely to be found in a casino that’s in our back yard – especially during the week when there are fewer visitors.

We have about 16,000 adults 18 and older here. That means about one in every eight adults who may have or who have a problem with gambling. If the government was to allocate funds to problem gambler programs by that percentage, they would have to spend more than $250,000,000!

Add in about the same number of people from Wasaga Beach, and more from Clearview, Springwater and Town of the Blue Mountains, and we have more than 5,000 people in our immediate vicinity who either have or are at risk from gambling problems. That’s a lot of people in our region who may find a casino an irresistible place to spend their money.

I just don’t see 5,000 people lining up at the problem gambling office to voluntarily disbar themselves from the irresistible urge to push quarters into that hungry metal mouth, while others shove past them to get at the seats they vacated. I guess they’ll still be able to enjoy the province’s online gambling sites, when they are launched. The government may not want you in the casino with your bad habits, but it still wants your money, and won’t even mind if you play in your jammies.

~~~~~

As you might gather from the above, I am less than enthusiastic about having a casino here. I’m still open to debate and to having my mind changed, but it has to be a lot more compelling an argument than what I’ve heard to date.

Worth reading: Public Affairs 101 on gambling
The Walrus: story on Alberta’s gambling
Stats Canada report on gambling, 2011
The Social Effects of Gambling

~~~~~

* In the book, Problem Gambling in Canada (Tepperman and Wanner, Oxford University Press, 2012), gambling is identified as a learned behaviour; like smoking, like watching TV, playing sports or reading. Adults often become gamblers because of how it is portrayed in family or social situations. Because gambling is legal, it gets advertised in mass media, making it appear on the same level as consumer goods and entertainment, banks, and music concerts. From buying lottery tickets to trips to Las Vegas, how gambling is perceived in the home affects how children will develop as adult gamblers; just as children brought up by smoking parents are very likely to become smokers themselves.
** While this was also noted in the UK, in the USA, the pattern seems different. Overall the US gaming industry lost about 5.5% revenue during the recession, with New Jersey reporting a 13% drop from casino revenue. How much of that was caused by an increase in online gaming or in the general increase in gambling opportunities as more and more states legalize it, is unknown. Also, the US was hurt more by the recession than was Canada.

10/13/12

Does product placement run the viewing experience?


Product placement in 24I was watching recent episodes of the BBC series, “Sherlock and Strike Back, this week, and towards the end of last night’s show, I wondered, again, why it was British TV shows were generally so much better than American TV.

Why did do most British dramas seem more realistic, the characters more believable, the sets less artificial? Yes, having a longer tradition of acting, script writing and production plays into it. A robust public broadcasting system that doesn’t have to cater to corporate tastes or duck sticky political issues is another reason. So does not catering to pop fashion trends and using actors and actresses who look like real people (a trend slow to come to fashion- and celebrity-obsessed American culture).

Perhaps, I thought, it’s also because every scene is not liberally peppered with product placement. British shows look more natural and less like set-piece advertising. Viewers are not as often distracted by what are often clumsy and obvious product positionings.

To be fair, in the past decade, American TV has improved remarkably thanks to well-written and well-acted series like The Sopranos, The Wire, Mad Men, The Borgias, West Wing, The Newsroom, and 24. I’ve been impressed by many new series – I even liked the uneven, meandering and ultimately unsatisfying Lost (despite some intriguing threads, it failed to fulfill the promise of its first season).

Before The Sopranos, it was pretty much a given that British TV was light years ahead of similar American efforts. Acting, sets, and writing were generally far superior in the British shows. But that has changed and American TV programming – at least from producers like Showcase and HBO – has shown welcome improvement.

At the same time, the quality of American popular TV has fallen into the lightless abyss of self-described “reality” shows replete with thuggish, greedy garbage pickers, unwashed swamp dwellers with bad dentistry, barely literate truck drivers and bottom feeding, irrelevant Jersey-ites. That these have replaced such classic series as M*A*S*H and All in the Family merely underlines the paucity of creativity in American pop TV. And anything that was once launched as a documentary channel (Discovery, National Geographic, History) has descended into trivial silliness with trite, shallow lifestyle pap instead of meaningful content.*

American film, too, has continued its downward trend, riding the wave from grand spectaculars like Dr. Zhivago and Lawrence of Arabia towards the trough of cookie-cutter CGI-driven action films, teen coming of age, predictably violent and ugly slasher flicks, and flaccid, tired comedy films. Yes, there are still good films being made - Avatar was brilliant, Michael Clayton was thoughtful and well-written. The Jane Austen Book Club was a thoughtful romantic comedy. But they are the exceptions, not the rule.

But I digress. I was writing about whether product placement has a role in how viewers appreciate a TV program or movie.

Before February, 2011, product placement was actually banned on British TV. That changed last year, although not without challenges:

The Church of England and doctors’ leaders have opposed the move, saying it could damage trust in broadcasters and promote unhealthy lifestyles.

Even so, there are significant, stringent restrictions on product placement:

Under Ofcom regulations, broadcasters must inform viewers by displaying the letter ‘P’ for three seconds at the start and end of a programme that contains product placement.
The telecoms regulator has said any placement must be editorially justified and not unduly prominent.
It will not be allowed in news, current affairs or children’s programmes – or for alcoholic drinks and foods high in salt, sugar and fat.
And it will continue to be banned for BBC shows.

Get that last one? Even when allowed on commercial channels, England’s public broadcaster will not be allowed to have such placements. Interesting.

Audi on Strike BackOn Strike Back (a Sky production), I noticed the make of the car in one scene – an Audi. And I noticed that the Mercedes Benz logo on a truck had been rather obviously and clumsily (to me) removed (leaving a circular hole in the rusty grill). The shot of the Audi from the front prominently displaying the logo on the grill was pretty blatant. Was this product placement or simply the use of an actual vehicle? The angle of the shots suggests to me the former. However, this page shows numerous, recognizable brands and logos on other vehicles used in the show, so it’s open to debate which were placements and which were simply used for realism.

But in Sherlock (a BBC production), I did not notice any particularly obvious product placements. I tried to see what sort of computer and phone Sherlock was using, but it wasn’t evident. Products appear as they would in real life – logos and brands might be seen, but are not a focal point of any shot. It takes some work to identify anything. But looking at the database of vehicles used in TV and film, I see several brands that are easily recognized. Sherlock should be free of paid product pacement, however, since it’s a BBC production, so one assumes they were used for realism, not profit.

I can’t say I can recall any product placement in my favourite British shows – Doc Martin, Darling Buds of May, Coupling, Downton Abby, Inspector Morse, All Creatures Great and Small, As Time Goes By, Blackadder, Fawlty Towers… so many I can’t recall all of the British shows I’ve watched. None ever struck me as commercial, however. In fact, many British shows actually provide the full 60 minutes per hour of programming – not the 40-odd minutes we get here – because they aren’t interrupted by advertising.

(Sidebar: On average, Canadians watch more than 25,000 TV commercials annually… and there are no limits on the amount of time a broadcaster in Canada can use for ads vs content.)

But does seeing a brand or model you know make a show more or less realistic? Is it realistic to show generic, unbranded products like computers or cars? Or does it contribute to a sense of distance from reality, a detachment from the story?

Product placement on American TVDoes it make the product more or less attractive to be seen on TV? I watched all eight seasons of 24 without once purchasing a Dell laptop. And despite the numerous placements of Apple computers in TV and film, I never bought one of their laptops. In fact, when I bought a new laptop last year, I didn’t look at either manufacturer – I chose one based on price, features and some online reviews. And the fact that the local seller had it on sale.

Although I don’t watch TV shows like the amateur hour contests shown in the image above**, the clumsy product placement of Coke cups doesn’t impress me. In fact, it makes me wonder if their votes are also for sale. Judges should be impartial and product placement in front of them is clearly a signal that impartiality is open to question. Seeing this would definitely affect my viewing experience negatively.

Does product placement spoil or interrupt the viewing experience for others? While I say yes it does if it’s blatant enough to be noticed, according to one poll on YouGov most viewers don’t notice:

Product Placement Doesn’t Spoil Viewing, Claims the Public
Of those surveyed by YouGov in July 2011, 59% said they did not have a negative experience of product placement and claimed that it made no difference to their viewing experience. 33% of those polled disagreed that product placement advertising negatively impacts the integrity of a TV programme.
The poll also showed that young audiences, aged 18 to 34, were the most likely to form a positive impression of product placement, with 25% of those aged 18 to 24 stating their brand perception would become more positive if seen in a UK TV Programme.
So despite it being early days for product placement on UK TV, these positive reactions show it could prove very lucrative for brand advertisers.

But people are aware of product placement, says another poll:

A YouGov poll, taken at the end of February 2011 shortly after the decision was made, found that over one third of respondents had no idea what product placement was. However another poll, taken in July 2011, found that nearly three quarters of respondents (72%) knew what product placement was, with nearly half (46%) stating that real brands placed in TV programmes can make them seem more realistic.
Since February 2011, there have been less than 20 examples of product placement advertising in UK TV programmes. However, despite a slow start, the product placement market in the UK is estimated to be worth up to £120m in the next five years. Adele Gritten, head of media consulting at YouGov, said: “There appears to be a gradual acceptance taking place as people see product placement more and more. We’re all consumers of brands, and as long as placements aren’t too overt, it’s very realistic for us to experience the same household brands in the programmes we watch.”

Ofcom's product placement logoOf course the actual number of people surveyed in either poll isn’t mentioned in these news pieces, so one can’t give a lot of credence to the reports until those numbers are produced. After all, 59% of six people is irrelevant.

The other question this issue raises is about how blase consumers have become to advertising: have we been numbed by so many ads that product placement is invisible to the average viewer? In which case, those megabucks being spent on product placement are being wasted and advertisers need a new venue. Maybe even a new paradigm.

So does product placement make a difference? I don’t know. I do know that my own perspectives and prejudices will affect how I see a product or brand in any context. Just like if I see someone smoking on TV or in a film, it causes me to disassociate from the story and make a mental judgment of the character. If I see someone sipping a soda, I do the same (both negatively affect my viewing experience). But seeing a blender brand? Or a washer brand? It doesn’t affect me. I probably don’t notice it unless the placement is clumsy and too obvious. See a guitar brand? A ukulele brand? A tequila brand or anything else I might have some interest in? I might pay more attention, but it doesn’t sway my consumer soul one way or the other. At least consciously.

Product placement may be good business for marketing companies and good revenue for film and TV producers (look up the value of product placement in the ad-dense James Bond flicks). But I question whether they have significant impact on consumers today, aside from distracting us from the storyline.My advice: look for ways to engage the viewers, not simply try to seduce them.

~~~~~
* Looking at today’s listings (your local lineup may be different), I see the following depressingly craptastic shows scheduled for Saturday evening viewing (this partial list doesn’t include the paid programming and infomercials like “Hair Loss News: More Hair in as Little as 4 to 6 Weeks: running on Fox): Storage Wars, Showbiz Moms & Dads, The Real Housewives of New York City, Pick a Puppy, The Great Food Truck Race, Pawnathon Canada, Canadian Pickers, Pawn Stars, The Real Housewives of New Jersey, Paranormal Witness, Parking Wars, Love It or List It, Dumbest Stuff on Wheels, Keasha’s Perfect Dress, Impractical Jokers, 1 girl 5 gays, SugarStars, Billy the Exterminator, 30 Seconds to Fame, Cheaters, Punk’d, Buy Herself, World’s Worst Tenants, Cash Cab, Tabatha Takes Over, Celebrity Style Story, Keeping Up With the Kardashians, Anna & Kristina’s Grocery Bag, Rescue Mediums, Party Mamas, Caught on Camera, Baby First Club, Marriage Under Construction, Swamp Wars, Styleography, Style by Jury, Oh So Cosmo, Fashion Hunters, The Hunks, Playboy’s Coeds and others – more than 800 TV channels and half this drek is repeated over and over, not only on channels, but back to back in time slots.
Thank the gods for CBC, TVO and PBS, which still continue to give us content. Unfortunately, we cannot get BBC America on Canadian networks – we are instead forced to get the generally unwatchable and crass BBC Canada which mostly replays Mike Holmes and HGTV shows, surrounded by dreary “reality” restaurant shows: Jamie’s Meals in Minutes, Restaurant Makeover, Jamie’s Food Escapes, Food Inspectors, Kitchen Nightmares, and so on. BBC Canada is an embarrassment.
** My ability to withstand TV commercials grows less every year. By the second ad, I’ve started to fidget, check the Blackberry for email. By the third I’m surfing to other channels looking for content. At the fourth, I’ve muted the TV and am playing the ukulele parked beside the sofa. More than that, and I’ve lost interest in the program entirely, and have either changed channels, or picked up a book.
We don’t watch a lot of commercial TV for the simple reason of the increasingly longer ad clusters. I will buy a season of a recommended show on DVD, and watch it without ads, however. I would consider a PVR to record shows only if it could edit out the ads and save the result to a DVD or USB drive. As I understand it, the PVRs available from Rogers do not have these necessary features.

10/6/12

Why does anyone need PR?


Flavius AetiusFlavius Aetius. Only a handful of scholars know who he was. You can look him up on Google, but 1,500-plus years later, not many people will find him memorable, nor will they care.

On the other hand, I’ll bet everyone reading this post knows who Attila the Hun was. Or at least you recognize the name, even if you aren’t really familiar with his history. It’s either an insult or praise to be called “right of Attila the Hun” these days, although Attila would not have understood the reference.

Attila’s reputation as a warlord still resonates, 1,500 years later. But his contemporary, Aetius, is mostly forgotten. Yet both men were very similar. In fact, they knew each other in their youth and were likely friends for a while.

Both were born on the “wrong” side of the Danube – barbarians in Roman eyes. While his father was a Roman solider “of Scythian extraction,” Aetius spent many formative years in the court of the Visigoths and then the Huns, a ‘hostage’ under Attila’s uncle, King Rugila. In exchange, the twelve-year-old Attila was sent as a child hostage to the Roman court of the western Roman emperor, Honorius.

Aetius learned firsthand how the Huns lived and fought. After he was released, he even led a large army of Huns during one of the numerous battles of succession between competitors for the position of emperor (in 425 CE). He became the military commander in Gaul and conducted many successful campaigns as general, trying to keep the empire intact, including one in 436 CE when he used an army of Huns to subdue the Burgundians. He was elected consul three times.

Meanwhile, Attila had risen to become the sole ruler of the disparate tribes of Huns, uniting them for the first time under one ruler, and was winning his reputation as the “scourge of God” through a series of violent campaigns against the eastern Roman empire, mostly in the poorly-defended Balkans. Although he terrorized a lot of inhabitants and razed many minor cities along the borders, Attila’s military actions were not as serious or as damaging to the eastern empire as he would have liked. He failed to take Constantinople, twice, although he did force the city to grant him tribute.

Attila’s successes were in great part due to the Western empire stripping the armies from the east to fight the Vandals, who had conquered the Roman colonies in Africa, taken Carthage, and were eyeing an attack through Sicily into the Italian peninsula. Without armies to oppose him, Attila was able to ravage the Balkans with little to stop his rampages. The Vandals, by the way, were not stopped for long, and sacked Rome in 455 CE (under their leader, Genseric, another name that has mostly fallen through the cracks of history into the obscurity below).

Both Aetius and Attila were accomplished rulers and military leaders with a string of successes during their lifetimes. And when they met on the battlefield, in 451 CE, it must have seemed to many as a clash of titans. In fact, the battle of the Catalaunian Plains is considered one the the pivotal battles in the late Roman Empire:

This is considered as one of the most important battles in the history of Europe and Christianity, since if Attila conquered Europe, he could destroy the Roman cultures and potentially annihilate Christianity…

In 450 CE, Attila decided to attack the Western Empire, taking a path through northeastern Gaul with his Huns and a motley collection of some less-than-enthusiastic vassals – Gepids, Ostrogoths, Rugians, Scirians, Heruls, Thuringians, Alans, and Burgundians. He was initially successful, and even more terrifying to the inhabitants than he had been in the east.

Aetius, meanwhile, was busy cobbling together an army from a variety of allies, including Franks, the Burgundians, Celts and Visigoths. They moved in front of the Huns at Orléans, and rather than fight, the Huns turned away. Aetius gave chase and caught Attila near Catalaunum (modern Châlons-en-Champagne).

So here we have the battle of the century. If Attila won, there would be nothing to stop him and his army from rampaging through the last bastions of the empire, right to the Atlantic Ocean, and into the heart of the peninsula to sack Rome itself. If he lost, Attila’s reputation as the feared and powerful leader of the unstoppable barbarian horde would be forever damaged; he would be forced to retreat in disgrace.

And guess who won? Aetius. The Huns were driven back across the Danube, and, with his reputation as “invincible” in tatters, Attila’s alliance broke apart (the Ostrogoths even went over to Rome). Attila returned, and raided northern Italy for a year or so, razing some towns, causing damage but not having any real strategic success. The eastern Roman emperor meanwhile decided enough was enough, and had sent his armies into the field to defeat the Huns Attila had left behind.

Attila retired from Italy in 452, intending to turn against Constantinople one more time. But he died in 453 CE. After his death, the Hunnish empire fell apart at the hands of squabbling successors. They disappear from history shortly after Attila’s death.

Aetius, meanwhile, was criticized for allowing the Huns to escape, although he probably wanted to preserve his army to fight the bigger threat of the Vandals. His remaining army wasn’t large enough to crush Attila’s Huns in Northern Italy, and simply kept them from getting too far south. The “last of the Romans” was murdered by his emperor, Valentinian III, in 454 CE.

Aetius, say some scholars, saved the Roman world. Yet I’d bet dollars to doughnuts not even one in ten people know who he is today. Attila’s “brand” remains strong, and his mythology is still great. Why?

Leadership Skills of Attila the HunPublic relations. That’s why Attila’s name still survives. Attila has had better media coverage than Aetius. PR is all about maintaining and fortifying reputation.

And that’s the value of PR. There are books about Attila (including The Leadership Skills of Attila the Hun, which, according to at least this review,has some serious mistakes about Attila’s actual history: “He led his Huns to bring German and Slavic nations under control, defeat Rome and Constantinople, triumph over the lands of Asia, and then conquer Africa. Taking over the world is the ultimate challenge for just about any leader or manager, and barbaric Attila seems to have accomplished it with poise and grace.” Perhaps that just points to how well Attila’s brand was grown and expanded into mythology since he died.*)

Poor old Aetius. The man who defeated Attila and saved the empire – at least for a few more years – is a minor character in the annals of history, mostly forgotten and ignored. His name was never used to frighten children, nor is it ever used today in some political analogy. No one seems to have written books using his leadership skills as a model for modern management.

That’s what happens when you don’t have good PR to save your reputation.

~~~~~

* That muddled history seems to be the reviewer’s, not the book author’s.

10/2/12

Conducting a survey about a casino


Last night, Collingwood Council debated a motion about a possible casino in Collingwood, made by Counc. Joe Gardhouse that read,

WHEREAS the Ontario Lottery and Gaming Corporation (“OLG”) has requested individual Municipalities to respond to their RFP not later than November 16, 2012;
AND WHEREAS Collingwood has been identified as a potential host site for their Gaming facilities expansion within the C-7 zone;
AND WHEREAS the potential monetary and ancillary benefits to the taxpayers and businesses of Collingwood are significant;
AND WHEREAS this opportunity deserves and requires Municipal due diligence and public input as required by the OLG RFP;
THEREFORE BE IT RESOLVED THAT Council of the Town of Collingwood instruct Staff to identify suitable locations and/or zones for the potential gaming site not later than October 15, 2012;
AND FURTHER THAT Council schedule a Council/Public Information Meeting regarding the potential economic and social impact to the community not later than October 30, 2012;
AND FURTHER THAT an opinion survey/poll or other public forum be conducted to include a cross-section of citizens and businesses for their feedback on the gaming facility expansion to be completed not later than November 12, 2012;
AND FURTHER THAT Council shall notify the OLG of the Town’s position by not later than the November 16, 2012 deadline.

This was broken up into four motions – one about locations (defeated),the survey (passed five-four; I was one of those against this step), the public meeting (unanimous) and the notice to OLG (unanimous).

(The Whereas preamble statements were not voted on. I would have taken exception to the statement there there are significant “monetary and ancillary benefits to the taxpayers and businesses of Collingwood” had that discussion happened. What about the detrimental effects? What will they cost us?)

To put this in context, the Ontario Lottery and Gaming Commission (OLG) has identified this general area as one of the preferred locations for a new casino (basically a warehouse with 300 slot machines – Georgian Downs has 1,000, Rama has 2,500). Collingwood is one of four regional municipalities that signed a memorandum of agreement (MOU) this summer to collectively support a casino in Wasaga Beach, if the Beach wanted one. The Beach would share the revenue with its neighbours in return for our support.

Statistics cartoonThis motion essentially suggests Collingwood would ignore the MOU and apply on its own for a casino without the regional sharing or cooperation. If Collingwood was to get the casino, I would argue we should still share the profits with the other consignees, because to do otherwise would not be honourable.

Let’s look at what’s involved with the survey Council approved last night.

We want to get 400 qualified answers (a qualified sample for a population of 20,000 with 0.95 confidence level is 378. See www.berrie.dds.nl/calcss.htm. Our population with part-time residents is closer to 25,000 according to our staff estimates, and we get many visitors, so I’m rounding up a bit to simplify the math below.

An unqualified response is worthless. And a smaller sample is equally worthless because it reduces the validity of the results. We need a good level of confidence in the results to determine if they actually reflect the community’s wishes.

But what part of the community is bring asked? The respondents need to mirror our own local demographics. What if 75% of respondents are between 18 and 25, and the majority of that group wants a casino… is that more significant that if the remaining 25% unanimously reject it? How do you weight the results?

We also need to know in advance what’s the bar for acceptance or rejection? 51%? 60%? 66%? 75%?

What if it’s a 50-50 split? What is the criteria for saying yes or no? Is a simple majority enough (50% plus one) to decide either way?

We didn’t get into that, last night, but it is a significant topic for heated debate. And we can’t proceed to a decision without having established the criteria.

Someone with experience and education will have to design the survey - establish the methodology, then create the many questions necessary to qualify and quantify the results. You need a professional pollster to do this, probably someone with a university degree in statistics or public relations. It can’t be handed off to someone without at least some experience in poll and survey design and in data analysis.

Demographics cartoonStaff and council will have to be interviewed first to determine the appropriate methodology, the nature of the questions, the sort of result expected, the community profile, etc. And then the designer will need to get final approval for the proposed questions. So say at least a week for the design and interview phase.

Someone will also have to design a template for recording the answers. This is probably the easiest part: we could either buy pre-packaged survey software. We could have a staff or contract person code a rather complex, large Excel sheet, too, or an Access database template.

Based on my experience with Excel and database programming, that shouldn’t take more than four or five days once the questions have been compiled and approved. It’s quicker to purchase something and just enter the questions, and let the software crunch the numbers as they get tabulated. That might reduce the time for the template preparation to a day or two.

Let’s also assume the time per person to identify a potential candidate from a tax list or phone book, call them, ask them the qualifying questions to be sure they are in the target audience (not children, not employed by the municipality or a spouse of such an employee, or are employed by the OLG, are residents not visitors, own or rent property in the town, etc.), ask the necessary demographic questions (age, gender, income bracket, marital status, employment status, etc.), and then ask the actual survey questions is 10 minutes per person.

That’s not very long – about half of what professional pollsters usually allocate per call.

Add another five minutes per person for the caller to fill in the forms on the computer, check the person off the list, record the data in the paper record and so on.

That’s a mere 15 minutes per person now. That may be reasonable time for a survey of this sort, but it leaves no margin for error or contingencies.

There’s no leeway for wrong calls, for answering callers’ questions, for explaining the nature of the survey when asked, hangups, busy signals, no responses, pens running out of ink, computers crashing, invalid respondents, etc.

StatisticsThat’s 6,000 minutes to get 400 qualified answers: 100 hours. At the average 7.5 hours per day, that’s 13.33 days non-stop. Let’s give the caller and extra 1.7 days over that period as contingency for unanswered calls, bathroom breaks, talking to staff and supervisors, making photocopies, getting pens, making backups, getting a coffee… say 15 days minimum for one person, non-stop, to get a reliable sample with any statistical accuracy and validity.*

Four working weeks total time so far. Assuming, that is, there are no delays, and nothing goes wrong, that the washrooms aren’t busy, pens don’t run dry, and there’s no lineup at Tim’s. Plus a week to prepare the survey.

Obviously we want it sooner than that, so let’s triple the number of workers to get it in one week: three people working non-stop for five days, calling residents, asking questions. Again, no contingency or leeway has been allocated – we expect 100% efficiency.

Then, once we have our 400 qualified respondents, we need someone to collate the responses and produce a report on the answers, breaking down the responses by the demographic criteria (are you a full or part time resident, are you currently employed, age, gender, family income bracket, etc.). And get it printed for council and staff, and make a public presentation to council. We may be able to get the report in a week after the survey has been completed, if we push hard.

That report and analysis will require someone experienced in statistics and demographics to analyse and break it down; maybe we can use the same person we used to design the survey.

So we’re at a minimum three weeks from the design stage to the final report, and no time or effort wasted in between. We need at least three full time staff and one professional pollster/statistician/report writer to do it in three weeks.

Who will we use to do the calling and which professional statistician will we get to write the report?

If we use staff for the calls, who trains them and how long will it take to train them? Which three people on staff have at least one week of uninterrupted time they can dedicate to this? (If we do have staff with that much free time, I want to raise this at budget time!)

Let’s say we also want to ask a qualitative, not quantitative question like, “Why do you think a casino would be good (or bad) for the town”? Something that requires more than a simple yes or no answer. That would add another several minutes per caller to take and record the answer. My time estimates above are very, very conservative, by the way. As it says on www.dobney.com/Research/MR_basics.htm:

In terms of cost, most market research is charged on a time basis plus a management/design fee. If you took a general face-to-face population study of 1000 people. You might allow 15 minutes for the interview, 20 minutes finding/contact time, 10 minutes for processing each questionnaire – so 45 minutes per interview or 750 hours of time (100 days), on top of which would be added time for questionnaire design, production and dispatch, interviewer briefing and management, creation of tables, analysis and presentation. Typically on a straightforward survey these elements should add about 15-20 days, although at a higher daily rate.

Can we use internet polls or Facebook instead, as Counc. West suggested? Sure – if you want the results to be entirely meaningless, and statistically and demographically worthless – simply a pointless “feel-good” exercise that gets trashed and humiliated in every media. It would be just as accurate to check the Magic-8 Ball for an answer as to conduct a typical online poll.

(You can read my personal comments on the validity of internet polls here: www.ianchadwick.com/blog/are-internet-polls-valid/ )

T shirtWe could hire programmers to write a secure website that has login and authentication controls on voters, and some data collection and analysis programs. We would still need to have qualifying questions and poll questions written by a professional to be sure people’s responses were valid, and someone equally qualified to write up the report later. It would add time to the exercise and what’s to guarantee that we will get the necessary number of qualified responses within the time frame before the deadline? None.

Or we could simply buy the services of one of the many online survey companies to collect and collate the data for us. We still need the professional to design the questions and create the final report. The disadvantage here is that to get a qualified response in an adequate sample may take months, because there is no incentive for users to complete the survey. Plus we’d have to advertise and promote the survey site to try and get residents to visit it. Radio ads, print ads… the costs keep mounting.

Whatever we chose, it will cost us in both time and money to achieve anything meaningful. To get those results before we have to make a report to the OLG (Nov 16) is unlikely.**

So I ask what I asked last night: does anyone have the slightest inkling of how much will this survey cost the municipality and how much staff time will be put into it? What if it cost taxpayers $50,000? $60,000? Or more? Will it be worth the money?
~~~~~
* Say one in two people who answer the phone proves to be unqualified (i.e. a child or non-resident) and it takes five minutes to determine that and do the paperwork to record that call. That would add another 2,000 minutes to the total time to get 400 qualified respondents. Or 33.33 hours (another 4.4 working days). If only one in four is unqualified, but one in four is a no answer or busy signal (1 minute to record this), then it would add 22.8 hours or just over three days of work.
** I have already expressed my opposition to the process – I believe we should follow through with the MOU and support Wasaga Beach’s bid to be the host community.