Publishing Standards

Member newspapers must meet stringent publishing standards to carry the SWNA logo on their masthead. This “approval rating” is your guarantee that a number of important measures have been taken by a newspaper to ensure the editorials original and local in focus, the news and information is relevant and personal to readers, the physical product is prepared and printed to the highest standards of quality, and the circulation is verified and audited. Subsequently, we can deliver proven readership and affinity with a desired audience for our advertisers.

The following are key criteria that member newspapers must meet before they can use the SWNA logo,

Audited Circulation

Circulation must be audited by any of the following recognized organizations. Audit Bureau of Circulations (ABC), Verified Circulation Controlled (WCC)/Verified Circulation Paid (VCP), Canadian Circulations Audit Board (CCAB) or a publishers sworn statement. All newspapers must have audits conducted twice a year according to their established schedule, and use only their most current audited circulation reports.

Ad to Editorial Ratios

Advertising content must not exceed 70% in any issue of the newspaper.

Publishing Frequency

The newspaper must publish weekly, but no more than four times a week and no less than 47 times a year.

News and Information 

Includes news with the inclusion of items of local general interest, current affairs including political, social, religious, commercial, financial or legal nature of other announcements and notices

Distribution

The newspaper must be distributed as a separate and distinct newspaper and not as a section of another newspaper, nor included or stuffed into a mailing wrapper with another newspapers. 

Operation

Operates with a view to profit but in accordance with the highest ideals, ethics and traditions of the newspaper profession.