Inside Advocate-Winter 2023

It’s time to ROAR

Connect, inform, and support

Now is our time! Through the speed bumps of the past few years, it has been abundantly clear that our Advocate team, including you, is amazing, frequently delivering what was thought to be impossible and delighting those we serve along the way. We are not infallible, errors do happen, but what is most important is that we resolve those issues, collaboratively and collectively learning and improving for a better future.

Through 2023, we must continue to strive for operational excellence, documenting, learning, and innovating. Innovation and change can be uncomfortable by times, but we must change faster than our competitors and help our clients do the same. We have a major role to play in the rebound of our regional economy, operating efficiently as we grow, showcase, and communicate for ourselves, our clients, and our stakeholders.

As an innovative solutions partner, Advocate mostly operates in our own space, offering unique processes, products, services, and

content not found elsewhere in our markets. We have an excellent reputation as a regional solutions partner. We have an enviable client base that trusts us. We have excellent supplier partners and, as mentioned before, an amazing team. We just don’t shout it loudly enough!

Help us make 2023 a year of operational excellence and innovation. The best ideas come from you. We have several current projects focused on sales, digital innovation, operational excellence, team recruitment, diversity, and inclusion, to name a few. If you have an idea, share it. If you have a question, ask it. If you have a friend who matches one of our positions, refer them. The best ideas come from you, and we want to hear them.

Print is powerful, efficient, sustainable, and everywhere. Be proud of who we are and what we do!

Sean Murray, President and CEO

Leaping into the new year

By Cathy Brown-MacLean, VP of Human Capital

Drake Lowthers earns national award

By Jake Boudrot

As we enter 2023, we want to recognize and thank all Advocate team members for their contributions last year.

We encourage everyone to ensure they are pausing throughout their day to take a moment for self-reflection and a cleansing breath. After the holiday seasonal treats and with chilly days ahead, many of us are reflecting on our wellness.

Snow is falling, temperatures are cool, the sky is grey, and the days are short — little wonder we’re tempted to stay in home wrapped in a blanket until spring. But you’ll enjoy the season more if you’re active! Here are some ideas to keep you moving. Blast those dreary winter days away by bundling up and getting outside.

• Build a snowperson, make snow angels or have a good old snowball fight (while wearing safety goggles, of course).

• Have an activity buddy to help keep you motivated.

• Set small, realistic goals. For example, take nature walks and go a bit farther every day.

• Try something new: curling, snowshoeing, snowtubing, sledding.

• Community centres often have rental equipment and free winter activities such as skating and snowshoeing.

There’s also lots you can do to keep active if you just can’t bear to go outside.

• Setup your own circuit training.

• Check out exercise videos. There are many free online (but make sure the source is reputable and is giving safe and helpful advice).

• Make TV watching into a family fitness challenge: during every commercial, see who can do the most push-ups, squats, or lunges.

• Try indoor sports like bowling, badminton, ping pong, pickleball, or even just mall walking.

• And my favourite: have a dance party! Even if it’s just you.

Consult a doctor before starting any exercise program. Start slowly and gently, then welcome winter in a wonderous world of wellness.

Journalist Drake Lowther, from The Reporter in Port Hawkesbury, N.S., recently earned second place in the Best Feature Series category (circulation up to 9,999) at the Canadian Community Newspaper Awards. The judges feted Drake for his ongoing coverage of the Desmond Fatality Inquiry over the past two years. This is Drake’s third journalism award. In 2018, he won silver at the 2018 Atlantic Journalism Awards in the Best Community Newspaper News Story category and top prize in the Outstanding News Photo category at the Better Newspaper Competition, for his reporting on the disappearance of Cassidy Bernard.

Drake graduated from the journalism program at Holland College in P.E.I. in 2016, and since arriving at The Reporter in July 2018, has been providing readers with detailed articles, colourful features, and excellent photographs of the many events and people in the counties of Antigonish, Guysborough, Richmond, and Inverness.

“To see a feature series I’ve been writing over the past 33 months, particularly one of this content material, which is very close to my heart, receive national recognition was a tremendous honour,” Drake said. “I am extremely proud of the countless number of hours I have put into this 37-part feature series, most notably for the veterans from across the province and the country, the Desmond and Borden families and the historically Black community of Upper Big Tracadie.”

It was a gruelling project. The Desmond Fatality Inquiry, which saw testimony from 69 witnesses over 33 months, was investigating what caused retired solider Lionel Desmond to kill his mother, wife, and 10-year-old daughter before turning the gun on himself.

The inquiry started in Guysborough in May 2019, but witness testimony didn’t start until January 2020. Along the way, the proceedings faced numerous challenges, including long adjournments due to public health restrictions, and a change in venue. The hearings are complete, but Drake and his readers are awaiting the inquiry’s final report.

“This award ... demonstrates my deep commitment in delivering the highest-quality, public-interest journalism available to the Strait area,” Drake said. “It’s this kind of journalism that really makes a difference on the page and matters in the lives of our readers, because without our readers, I wouldn’t be able to do what I love, which is telling people’s stories in a creative way.”

Formerly from Coldbrook, N.S., Drake lives in Antigonish with his six-year-old son Ezra and five-year-old daughter Phaedra.

New laser machine creates new expansive product list at Eastern Sign Print

Story and photos by Heather Knight

Growth and expansion are always on Advocate’s radar.

Eastern Sign Print recently bought a new piece of machinery that will increase the already expansive list of products created under the Advocate umbrella. The AP Laser 4836 can engrave and cut a large variety of customized products, like ceramics, barstools, and even the hood of a car.

As the manufacturers largest laser system, the machine can complete large-scale projects. With a removable laser top and open design, versatility is its hallmark.

William Wilson, site lead at Eastern Sign Print, is excited to have the capacity to take on any project. “I don’t like to say no,” he says.

Obtaining a machine with the functions and versatility of the AP Laser 4836 is something that has been on the minds of staff at Eastern Sign Print for some time, according to Wilson. “I did a lot of research over the last few years,” he adds.

Since the laser became fully operational in August, Wilson has been working with various products in different shapes and sizes, testing just how far its capabilities reach.

On the day of our visit, Wilson was working on a Youth Trailblazer Award to be presented at an upcoming ceremony. The laser cuts the clear acrylic into the desired shape of the award. Then, it directly prints wording and designs onto the acrylic.

To the untrained eye, the finished award looks like it might have taken multiple sets of hands and machines to create. Though mastering the equipment, a seasoned operator can create even an elaborate-looking product in minutes.

This project is one of many now possible. The plan for the laser is to open its services to the local and broader population to serve any etching needs. In preparation for Christmas, Wilson engraved glasses brought to him by a customer. The etchings added a personal element, making the once ordinary glasses a unique holiday gift.

The closest laser of this size is in Labrador City, N.L., according to Wilson. Having one within Advocate creates many new business opportunities.

“The ‘what abouts’ are endless,” says Wilson. “(The laser) is going to create a lot of versatility to customize almost anything.”

Currently, Wilson is the only staff member that’s been trained to operate the laser, which will grow as the need does. “You have to know what you’re cutting and engraving before you do it,” he says.

The AP Laser 4836 in the process of etching a piece of wood with the Saltscapes logo. The process was completed within minutes.

William Wilson starting up the laser. Wilson is currently the only worker at Eastern Sign Print trained in using the machine, but more are slated to be trained soon.

One of the awards William Wilson created with the etching machine.

The laser’s large work area makes it ideal for versatile projects.

Etching machine is making

its

mark

New for 2023:

Project Atlantic building strong future for Advocate

By Heather Knight

Since last spring, an internal team with external leadership has been working on Project Atlantic, aiming to transform Advocate Printing and Publishing into the strongest possible company it can be.

“It was really about being a broad-based examination of the structure, people and company’s ability to be successful,” says project consultant Douglas Coll. “How do we prepare Advocate to be strong for the next 15 years and beyond?”

Though the team behind the project had anticipated moving through their plan at a quicker pace, they’re happy with how the project is progressing, with developments unfolding weekly. “We’ve had to be flexible,” says Coll.

Organization transformations occur for a wide variety of reasons. This transformation is entirely focused on setting Advocate up for a successful future that provides more opportunities for all members of the company. “It’s all about moving Advocate forward with strength,” says Coll.

So far, the team behind Project Atlantic have established a new “go-to” market sales strategy, built on maximizing Advocate’s abilities as the sum of its whole, instead of individual entities.

Go-to market strategies consist of many moving parts and require careful

consideration, which has kept the project team busy. Now, a formal sales framework has been designed to ensure success in the marketplace. “We have to think of the how,” says Coll.

After establishing these strategies, the next step in the master plan involved a multi-month training process for the frontline sales team. Like many multi-division companies, Advocate sometimes finds it challenging to encourage a companywide team-focused mindset. Central to the project is positioning Advocate as a united team, moving forward as one Advocate. Grow, operate, communicate, and showcase are the pillars of this project. “It allows us to talk about Advocate as a

business,” says Coll. “The way Advocate communicates will be important.”

Ultimately, the plan is to create job sustainability and expand opportunities, while also increasing collaboration and stimulating workers with interesting, exciting projects.

As sales grow, so will the company. “It will naturally call for more machinery,” says Coll. “We believe this project should bring the company together. Advocate has to start working as a well-tuned engine … It’s a big part of it.”

As workers continue to learn new skills, they’ll be provided with more opportunities to broaden career paths. “It has to become a more interesting place to work,” says Coll.

A new way to serve customers

After a long year working diligently, the e-commerce team is proud to announce Advocate’s direct-toconsumer (also know as “B2C”) site is live. There hasn’t been any marketing announcing the launch of the site; we expect to start promoting in the spring. We are currently working out processes and adjusting as necessary. We encourage staff to use and promote the website to customers who are a good fit. You are welcome to use this discount code as part of the Advocate community: “AdvCommunity10.”

Find the store through the “shop” button on our main page or go to: shop.advocateprinting.com.

Josh Beaver and Jill Murray are excited about the project.

Longtime production manager retires

By Keith Corcoran

Vicki Hines, production manager and graphic designer in the Bridgewater, N.S. location, retired in November after a tenure that began in the mid-1990s.

“I will really miss the people I worked with: the sales team, editorial,” said Hines, who started with the company in a parttime role before being promoted to her leadership position, “I’ve always enjoyed my job.”

Hines career in graphic design began with LighthouseNow when the Hennigar family of Mahone Bay owned the newspaper. “Ralph (Hennigar) was always looking for ways to make things faster, better, to keep up with the times,” she says.

Her passion for the newspaper work and enjoyment of professional relationships kept her at LighthouseNow over the years. While newspapers presented the bulk of her work, many other businesses depended on her expertise.

“We did work for other clients, from doing business cards to pamphlets, flyers and brochures,” Hines says, mentioning specifically materials she helped create for Michelin, such as posters. “We did all kinds of different work. It was never boring.”

From the time the Hennigars owned LighthouseNow to when Advocate Media acquired it in 2015, the one constant has been change. “Technology is forever changing and developing and working

in different ways with different groups,” she says.

Married with two adult children, Hines looks forward to tackling projects at her Middle LaHave home now that she’s retired. She has antique furniture she wants to refinish and is eager to learn stained glass, pottery and furniture upholstering.

LighthouseNow editor Kevin McBain, who worked as a graphic designer with Hines in the 1990s, says he’ll miss his former colleague’s work ethic and personality.

“She will be missed throughout Advocate Media because she does so much,” he says, recalling his first impression of Hines as a “very knowledgeable and dedicated” member of the team. “We worked together for about three or four years. She’s easy to get along with laid back.”

Kevin took his talents to the Prairies for several years before his career brought him back to the Bridgewater office, where he reunited with Hines. “It was like we didn’t miss any time at all. She’s the same person she was 25 years ago.”

He adds that he appreciated Hines’s guidance when he was promoted to LighthouseNow’s editorship. “She has a lot of things to juggle but she was very patient with me,” he recalls. “She helped me along the way.

She was fun to work with and a good person to talk to ... there will be big shoes to fill.”

This is us...

MAINE: The Maine magazine team celebrated the Pine Tree State’s robust and tenacious food industry at the inaugural Reader’s Choice Food and Drink Awards in late August. Left to right: associate publisher Melissa Olander, editor Rachel Hurn, associate editor Hadley Gibson, creative director Joel Kuschke, production manager Olivia Ryder, and director of business and partnership

HALIFAX: Our Hali Holiday party included prizes, Fred Fiander’s legendary trivia quiz, and many Type A personalities competing for glory.

MAINE: Crystal Murray with Maine magazine and Maine Home + Design editors Rachel Hurn and Danielle Devine

ST. CROIX: Writing her eponymous Courier column, “30 Years Ago with Joanne Mires,” Jo is also the smiling face behind the front desk at St. Croix Printing.

development Karen Middleton.

Vicki Hines (front) recently retired after a three-decade career with LighthouseNow. She celebrated with Fred Fiander, Kevin Colburn, Shawn Dalton, Nicole McNeil, and Natasha Shea.

This is us...

Meet your new teammates

We

recent hires to tell us a bit about themselves. If you’re new to

introduce yourself, email jillmurray@advocateprinting.com and

DIEPPE: Our team supports the Antler Breakfast, which is the Greater Moncton Progress Club’s, 100% volunteer-based event that raises funds for children and youth charities in Moncton, Riverview, and Dieppe.

DIEPPE: This hurricane relief event raised close to $25,000 to give to Disc Golf Clubs in Nova Scotia and P.E.I. that lost some of their courses due to extreme damage. Advocate is a major sponsor on some of the big tournaments and have provided signage on multiple courses all over the Maritimes.

Left to right: Christian Leger, Alain Levesque, Nick Martin, J.F. Doucet, and Luc Richard.

Tasha Taylor, Halifax Hobby: I’m a karaoke queen on the weekends, but besides that my grandpa taught me how to make earrings (find me at @RoseLoopDesigns — I donate some of the money to charity). It’s a small project that has been on a bit of a pause since starting here and being so busy! Someone you’d like to meet: Chad Michael Murray because I recently saw him at the Bicycle Thief, and he is in Halifax with his whole family. Maybe next time I can get an intro instead of staring starstruck!

Recent great read and/or movie: The last really great book I read was called The Red Lotus by Chris Bohjalian. I’m also currently loving the TV shows White Lotus, Tulsa King and Yellowstone.

Katrina Thomas, Halifax Hobby: Travelling. Someone she you’d like to meet: Annie Atkins, a graphic designer who designs props for films such as The Grand Budapest Hotel, The Tudors, and Bridge of Spies, to name a few. Recent great movie: Bullet Train!

Heather Knight, Pictou Hobbies: Reading, coaching volleyball, film photography, hiking, swimming, and running. Someone you’d like to meet: Paul Nicklen and Cristina Mittermeier, or Stevie Nicks.

A great recent read: A Boy and His Dog at the End of the World by C.A. Fletcher.

Fun facts: My dog was born on a leap year, I’ve never broken a bone, and I foster kittens.

Lindsay Noel, Cape Breton

Hobby: Lifting, hiking, and just playing/hanging out with my kiddos.

Someone you’d like to meet: David Goggins. Recent great read: The Slight Edge by Jeff Olson.

Favourite saying: “When you focus on shit, shit grows. When you focus on you, you grow”

— D. Johnson.

Say hi to our recent hires...

DIEPPE

Moran, Anthony R. Production Pre Press Operator/ Graphic Designer

Pierce, Robert J. Production Bindery Operator

Gallant, Patricia M. Production Digital Operator

Johnson, William G. S. (Will) Production Shipping, Receiving and Bindery Assistant

(J.F. Doucet was recently promoted to Manager of Production in Dieppe)

HALIFAX

Lloyd, Rachel A. Design Graphic Designer

Nascimento, Andrezza P. Design Graphic Designer

McKay, Lori A. Editorial Senior Editor

McKenney, Lauren A. Marketing Market Research Intern Taylor, Natasha R. (Tasha) Marketing Social Media & Digital Marketing Coordinator

Tomas, Katrina M. L. E-Commerce Junior Product Designer Ross, Samantha M. (Sam) Design Graphic Designer

Skorobogatov, Sam Design Digital Media Creator

Zsingor, Tunde (Zoey) Design Graphic Designer

Merrick, Jeffrey C. Administration CIO/VP Digital Information

MacNeil, Blair F. Design Graphic Designer

PICTOU

Comeau, Cory M. Production 1st Press Person

Bridgeman, Alexander K. (Alex) Delivery Mail Coordinator

Knight, Heather K. Editorial Journalist

Cahill, Jonathan S. Production Inserter

Bowser, Robert W. Production Bindery Operator

Campbell, Jessica N. Production Bindery Assistant

Sarson, Mitchell B. Production Feeder

Clarke, Sarah M. Circulation Circulation Customer Service Representative

Fordham, Nicholas C. (Nick) Production Jogger

Comeau, Holden J. R. Production Production Assistant

Younes, Raymond Production Press Person

Cameron, Courtney D. Production Production Assistant

Munroe, Nicholas A. (Nick) Production Operator

Silver, Cody R. Production Operator

Tye, Matthew W. (Matt) Production Feeder

Fraser, Helga D. Production Production Assistant

Brunelle, Clinton M. Production Jogger

Gillis, Timothy A. (Tim) Health & Safety Quality, Health & Safety Manager

Thompson, Kyle W. Production Production Assistant

Campbell, Heather E. Production Production Assistant

Russell, Christopher T. Production Production Assistant

MacRae, Leslie D. Production Production Assistant

Hluchyj, Christopher (Chris) Sales – CSR Customer Service Representative

Robinson, Melissa A. Production Production Assistant

Bowron, Lexie C. Production Production Assistant

Bond, James Production Feeder

MacKay, Shelley Finance Financial Analyst

Noel, Lindsay H. Estimating Estimator

PORT HAWKESBURY

Comeau, Stephanie L. Media Receptionist

ST. CROIX

Leighton, Jeffrey L. (Jeff) Production General Labourer/ Press Person

Fisher, Robert N. Editorial Reporter

STELLARTON

Bernier, Angel Production Production Assistant

Munro, Logan E. Maintenance Summer Student

Meeting every challenge — Cathy

Cotter reflects on a long

By Janet Whitman

career

Cathy Cotter worked a variety of jobs over her 36-year career that started with a local wholesaler and ended with her retirement in December from the circulation desk at Advocate’s magazine division.

The Westville, N.S. native joined Advocate when the company acquired Eastern Sign Print in 2018. She transferred from Stellarton to the Pictou office a year later.

“The work with Advocate with the magazines was totally different than what I was used to,” Cotter recalls. “When I first came over, I had no clue. I’d never used a laptop. I always had a desktop. It was a change. I had to learn. I give lot of credit to my supervisor Tiffany (Marshall) for getting me through that struggle.”

She credits Advocate’s human resources head, Cathy BrownMacLean, with convincing her not to turn down the new position after a bad car accident in the 1980s left her leery of driving.

“God love Cathy Brown-MacLean. She said, ‘Don’t make any rash decisions,’” recalls Cotter. “I didn’t like to drive from Plymouth Park to Eastern Sign Print let alone the causeway. The last four years gave me more courage to go a little further.”

The option to work from home during snowstorms made the decision to accept the job easier.

Brown-MacLean says Cotter “met the challenge like a trooper.”

Norma Wilson, senior account manager with Eastern Sign Print, says Cotter became “a vital part” of the finished goods team when she joined the signage business from wholesaler TRA.

“For years Cathy dealt directly with stores for all the Sobeys banners in Atlantic,” says Wilson. “At that time Eastern Sign Print housed a variety of printed product and hardware that serviced the stores with everything from rain checks to health and safety boards. She developed a strong relationship with the stores and was able to decipher their needs, even when they asked for, you know, that little clip we use to put signs on the produce baskets.”

Cotter enjoyed her conversations with the store representatives and shared a similar rapport with Eastern Sign Print’s shipping department. “You could often hear her sharing a laugh with them while on the phone,” says Wilson. “There was always a joke and a laugh to be had with Cathy’s great sense of humour and fun in the mix.”

Cathy Cotter’s retirement luncheon. Cathy is seated at the far right.

Celebrating the East Coast’s best as the Saltscapes Expo returns

By Jill George

In November 2022, the Halifax Exhibition Centre hosted the Saltscapes East Coast Expo: Harvest Greets the Holidays, inviting people to enjoy festive eats, drinks, and farm-to-table inspiration over three busy days. It was the first Saltscapes expo in three years, and the first time Halifax has hosted the fall event.

About 7,000 people supported over a hundred Atlantic Canadian exhibitors. Ninety-four per cent of surveyed shoppers were satisfied with the overall event and over 95 per cent of attendees made a purchase at the show.

Several Advocate staff members set aside their day jobs to become carpenters, builders, and decorators the week before, transforming the Exhibition Centre into a welcoming harvest and holiday-themed space.

The Saltscapes and Advocate merchandise and subscription booth featured exclusive show specials for subscriptions and new T-shirts alongside old favourites. We also introduced new Saltscapes merchandise in partnership with local makers: Saltscapes soap from Lodestone Soaps, tartan scarves, trivets, and bookmarks from Heather Knight Clothing, plus handknit mittens by Saltscapes editor Jodi DeLong, featuring tags made on the laser engraver at Eastern Sign Print, among other products.

Consumers were able to meet the makers and business owners and learn the stories behind their creative and innovative products while enjoying East Coast music and savouring local food and drink, with plenty of tempting treats to take home.

We’re excited to announce that vendor applications are open and tickets are on sale for the spring Saltscapes East Coast Expo at the Halifax Exhibition Centre from April 21 to 23. Look for more information and volunteer opportunities in upcoming newsletters.

Advocate USA’s signature events return

By Becca Abramson

Submission Date: March 15

Next issue: April

Contact info: Jill Murray, Director of Marketing & Communications

Phone: 902-455-2870 ext. 1818 902-499-9697

Email: jillmurray@advocateprinting.com

There’s much to celebrate after Maine magazine and Maine Home + Design’s first year in the Advocate family. In addition to boosting Advocate USA’s web presence and social media strategy and sharing their love of Maine and Maine homes in print with readers across North America, the team dove back into hosting events after a two-year pandemic pause.

Over the summer, Maine magazine held the inaugural Maine Food+Drink Awards, celebrating the people and places that make the state’s culinary culture special. We asked readers to submit nominations for more than 50 categories and published the winners in the August issue.

“Maine’s food scene belies its size, and that was so evident with these awards,” says creative director Joel Kuschke, who helped organize the event. “These smallbusiness owners and food-service workers have had a really tough three years through the pandemic, so it was great to see them get the love and recognition they deserve.”

In late September, Maine magazine celebrated the annual Mainers of the Year issue with the Shaping Maine event, which Saint Joseph’s College cosponsored. The event, which is the magazine’s biggest of the year, let the team recognize the people featured in the magazine for their commitment to the Maine community and revolutionary ideas in sectors as diverse as business, public service, and the arts.

“This year’s Shaping Maine was a great success, with robust attendance and seeds of ideas planted for next year, in which we hope to broaden the party to start a series of daytime panels held on St. Joseph’s campus,” says Maine magazine editor Rachel Hurn.

Maine Home + Design and the Portland Society for Architecture (PSA) put out a call to Maine designers in the fall, asking them to convene at a local beer garden for the second annual Drink and Sketch event. We asked guests to create a napkin sketch based on one of four prompts and published the best in our November issue.

MHD also teamed up with Knickerbocker Group and PSA for MHDKids Build, a new event series inviting Maine builders, architects, designers, and their families to let their creativity run wild, building structures of all shapes and sizes from the more than 11,200 Legos provided. “MHD is fortunate to be part of an extraordinary design community, and we are thrilled to have these events where we can create together,” says editor Danielle Devine.

Reimplementing Mainstay networking events, a monthly series of early-evening gatherings that Maine magazine and Maine Home + Design host, gave the Advocate USA team a chance to reiterate its support for the community, which will continue throughout 2023 with several events, including a March Mainstay at The Photo Kitchen, Portland’s first boutique food photography studio, and the second annual Maine Food+Drink Awards.

After a pandemic pause, Advocate’s stateside team is pleased to again host events aplenty. Left to right: Miles Heapes, Hadley Gibson, Steve Tatko; Joel Kuschke, Emily Sullivan, Griffin Sherry.