FALL/WINTER 2022
KATRINA BURGOYNE AUSTRALIAN-BORN, NASHVILLE-BASED SINGER-SONGWRITER CHASING HER DREAMS IN MUSIC CITY.
PRINT DOES MATTER WHY PRINT IS IMPORTANT FOR BUILDING A BRANDING. HALIFAX HEAT PUMPS & ELECTRICAL AFFORDABLE, CERTIFIED, & RELIABLE.
SIDE DOOR CANADIAN TECH COMPANY CONNECTING ARTISTS, VENUES & FANS
CHANGE IS NATURE GOOD, CLEAN & GREEN: CHEMICAL-FREE WAYS TO CLEAN YOUR LAUNDRY.
AIDACA MEDIA Publication
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
Editor’s Spotlight Country music is all about great stories and the ability to connect with people that might be on a similar journey or place in life. We chat with Australian-born, now Nashville-based Singer-Songwriter, Katrina Burgoyne to get a better understanding of the years of work and sacrifices that go into becoming an overnight success, in any industry let alone the music industry. Katrina opens up about the challenges that she has faced in her journey, finding her true person and understanding that she is right where she is supposed to be in life and her career as she pursues her dreams in Music City. Staying with the music theme of artists connecting with their fans, we had the opportunity to chat with Laura Simpson, the CEO and co-founder (along with artist, Dan Mangan) of Side Door, hot off her and Dan’s successful pitch on Dragons Den. Laura speaks of their commitment to building a more efficient, fair and decentralized global ecosystem for the performing arts so artists of all kinds can be able to perform, curate, and present shows in communities everywhere. With the days getting a little cooler, we sit down with Eric Murphy, founder and owner of Halifax Heat Pumps & Electrical to learn about how this family-owned and operated company is striving to keep things simple for its customers by providing energy-efficient turnkey solutions and how the company has built a strong reputation for providing customer service and the quality of work they do. Being that we are on the east coast of Canada, we believe the health of Atlantic Canada’s coastal ecosystems and others around the world are being impacted by the activity of people who call these areas home. Brittany Pickrem, co-found- er of Change is Nature shares tips on how everyone can do their part to help reduce pollution by simply choosing products that are free from harsh chemi- cals and plastics which are among the most common pollutants accumulating in the world’s oceans and waterways. Switching from washing sheets to reading them. With the growth in the use of mobile devices and user connectivity, it should be no surprise that online audiences are growing at a steady rate. Given this digital audience growth, one might assume that this is coming at the expense of decreasing magazine audiences; however, that could not be further from the truth and in fact, it might even be contributing to the growth. As always, my team and I want to thank everyone that made this issue possible, and we look forward to sharing more stories about growing industries, suc- cessful businesses, and brands, while spotlighting the people behind and in front of making it all happen.
MANAGING DIRECTOR Rod Gregg EDITORIAL DIRECTOR Lee Ann Atwater COMMUNICATION, RESEARCH & ADMIN Kate Davis CONTRIBUTING WRITERS Megan Callahan Gerelle Dodson Shannon Ferguson Kelsea Hammons Deborah Jaremko Dan Monk Ryan Myson Teresa Siqueira Elizabeth Spencer Tamara Vallis
SOCIAL MEDIA Troy Gregg GRAPHIC DESIGN Aaron Jeffrey
WEB DESIGN & DEVELOPMENT Joe Uttaro PUBLISHER AIDACA Media
Lee Ann Atwater Editor
P.O. Box 35007, Halifax, Nova Scotia, Canada B3M 0G3 P: 902 405 2000 E: info@spotlightbizmag.com spotlightonbusinessmagazine.com
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
SIDE DOOR CANADIAN TECH COMPANY CONNECTING ARTISTS, VENUES & FANS What’s in the Spotlight on the cover & in the spotlight KATRINA BURGOYNE AUSTRALIAN-BORN SINGER-SONGWRITER CHASING HER DREAMS IN NASHVILLE
08 HEADLINES IN THE SPOTLIGHT 10 UPCOMING EVENTS 28 RISING FOOD PRICES
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Don’t lettuce get started on this Issue
30 A MATTER OF FACT
Country music is all about great stories and the ability to connect with people that might be on a similar journey or place in life. Many do not understand the years of work and sacrifices that go into becoming an overnight success, in any industry let alone the music industry. It only seems fitting that we would do this interview with Austra - lian-born, now Nashville-based Singer-Songwriter, Katrina Burgoyne, while she was on the road driving back to Nashville after a week of doing gigs. Katrina opens up about the challenges that she has faced in her journey, finding her true person and understanding that she is right where she is supposed to be in life and her career as she pursues her dreams in Music City.
A tax on oil and gas share buybacks won’t help Canadians
32 CONTRACTOR’S CORNER Relationships 38 INCOME PROPERTIES
CHANGE IS NATURE GOOD, CLEAN & GREEN: CHEMICAL-FREE WAYS TO CLEAN YOUR LAUNDRY Most people think that to see the best artists perform intimate and interactive shows you need to have an industry connection who can get you in the back door or get you backstage passes to engage with the artist. But after having the opportunity to speak with Laura Simpson, we have a feeling that you will be looking for Side Door Access for your favorite artist’s next perfor- mance or maybe even host your own in-person shows in non-conventional space like your living room, backyard or in a community centre, bookstore or warehouse. 72
Things to consider when buying a rental property
44 DESIGN OF THE TIMES
Deck the Halls - Cozy Christmas Decorating Tips
HALIFAX HEAT PUMPS & ELECTRICAL AFFORDABLE, CERTIFIED, & RELIABLE
58 ‘TIS THE SEASON
PRINT DOES MATTER WHY PRINT IS IMPORT FOR BUILDING A BRANDING
3 Ways for Business Owners to Overcome Stress During the Holidays
64 NEW YORK STATE OF MIND
Halifax Stanfield to offer direct flights to the Big Apple
68 SHOOTING FOR THE MOON
Halifax Stanfield to offer direct flights to the Big Apple
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70 IGNORING LNG EXPORTS OPPORTUNITIES
Ottawa to spend $900 million to ‘establish business case’ for EVs
78 EMPLOYMENT OPPORTUNITIES How to Find a Remote Job 84 WORDS OF WISDOM
You do not have to speak to Eric Murphy, Presi- dent of Halifax Heat Pumps & Electrical, long to understand that he goes all in for everything he does in life, personally and professionally. Murphy shares how a family health adversity led to him scaling his business into a well-respect- ed full-service heat pump and electrical business with a strong reputation for proving customer service and quality of work for both residential and commercial projects 50
The health of Atlantic Canada’s coastal eco- systems and others like it around the world are being impacted by the activity of people who call these areas home. At Change is Nature they believe that everyone can do their part to help reduce pollution by simply choosing products that are free from harsh
Asking for Help and Focusing on Yourself is not a Bad Thing
With the growth in the use of mobile devices and user connectivity, it should be no surprise that online audiences are growing at a steady rate and are at an all-time high and showing no signs of slowing down. People are moving away from traditional television like cable and moving to streaming platforms that offer more program- ming and better prices for their small and big- screen viewing. Given this digital audience growth, one might assume that this is coming at the expense of decreasing magazine audiences; however, that could not be further from the truth and in fact, it might even be contributing to the growth.
86 HEALTHY LIVING & LIFESTYLE The Ultimate Guide to Online Exercise 96 GUILTY CHOCOHOLIC MAMA Big Day for You
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chemicals and plastics that are among the most common pollutants accumulating in the world’s oceans and water- ways.
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
HEADLINES IN THE SPOTLIGHT
HOUSEHOLD DEBT SOARS AT THE FASTEST PACE IN 15 YEARS The Federal Reserve reported that U.S. Households increased debt during the third quarter at the fastest pace in 15 years due to hefty increases in credit card usage and mortgage balances. Total debt jumped by $351 billion for the July-to-Sep- tember period, the largest nominal quarterly increase in 2007, bringing the collective household IOU in the U.S. to a fresh record $16.5 trillion, up 2.2% from the previous quarter and 8.3% from a year ago. The increase follows a $310 billion jump in the second quarter and represents a $1.27 trillion annual increase. Debt has surged over the past year due to inflation running near its highest pace in more than 40 years and amid rising interest rates and strong consumer demand.
MAIN STREET TAKING ADVANTAGE OF BEING SMALLER The retail battle over the past few decades has cited one of two wars: Amazon and e-commerce against the big brick-and-mortar retailers, and everybody big against small Main Street entrepreneurs. But in the current economic environment with raising infla - tion, supply chain bottlenecks and volatile consumer changing spending patterns, small business experts say that Main Street should be more optimistic about the advantages of being small. The inventory builds and subsequent markdowns from the biggest retailers, show that even the best can get this consumer economy wrong. In fact, small business owners, being closer to relationships on both the supply and customer ends, may be able to react better to this fast-changing environment. This gives small business owners, whether B2B or B2C, who can connect directly with customers, to under- stand what their needs are, a potential advantage that can’t be calculated by an big business’s algorithms.
META’S WHATSAPP FOR BUSINESS WhatsApp is already widely popular with U.S. consum- ers. Now Meta Platforms is turning more attention to building its small business base. The Facebook parent company launched WhatsApp Business in 2018 with free, simple tools to help small businesses keep in touch with customers, offering a way for them to directly interact, search for products and indicate purchasing interest. Soon the company will roll out a premium service to small businesses, and it’s doubling down on a newer advertising format called “click-to-message,” which allows consumers to click on a company’s ad within Facebook or Instagram and directly start a conversa- tion with that business on Messenger, Instagram or WhatsApp. These initiatives offer Meta the ability to boost adver- tising revenue, stay relevant with small businesses and gain incremental revenue from the premium services offered
LAB-GROWN BLOOD GIVEN TO HUMANS IN WORLD-FIRST LANDMARK CLINICAL TRIAL Blood grown in a laboratory has been transfused into humans for the first time in a landmark clinical trial that U.K. researchers say could significantly improve treat - ment for people with blood disorders and rare blood types. Two patients in the U.K. received tiny doses — equiv- alent to a few teaspoons — of the lab-grown blood in the first stage of a wider trial designed to see how it behaves inside the body. The trial, which will now be extended to 10 patients over the course of several months, aims to study the lifespan of lab-grown cells compared with infusions of standard red blood cells.
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
UPCOMING EVENTS
INTERNATIONAL PRODUCTION & PROCESSING EXPO January 24th – 26th, 2023
TEXWORLD NEW YORK CITY
CONSUMER ELECTRONICS SHOW January 3rd - 6th, 2023 Las Vegas Motor Speedway | Las Vegas, NV USA The Consumer Electronics Show is the world’s gathering place for all those who thrive on the business of consumer technologies. CES showcases exhib- iting companies, including manu- facturers, developers, and suppliers of consumer technology hardware, content, technology delivery systems, and more; a conference program with conference sessions and attendees from countries. It will allow the entire tech community to safely share ideas and introduce the products that will shape our future. You’ll be able to participate in all the awe-inspiring moments of CES wherever you are in the world. We are designing a unique experience for the tech industry. For more information on this event go to https://www.ces.tech/
January 31st – February 2nd, 2023 Jacob K. Javits Convention Center | New York, NY USA Texworld USA is one of the largest sourcing events on the east coast fea- turing apparel fabrics and the fabrics industry. This fair provides new firms to spread their contacts all across the globe and create awareness about their brand worldwide. It helps in establishing contacts from potential clients and networking with different industries. This fair provides a great opportunity to keep an eye on com- petitors and strategize according- ly to experience an overall growth in the brand status. Exhibitors can endorse their products and brands related to the textile industry among a crowd full of interested audienc- es. The fair offers an opportunity for various brands and distributors to view a large range of textiles and fabrics among the most astounding garment, fabrics, and textile mills all across the world under a single roof. For more information on this event go to https://texworld-usa.us.messe- frankfurt.com/new-york/
Georgia World Congress Center | Atlanta, GA USA The International Production and Pro- cessing Expo will welcome a global audience of meat, poultry, and animal food professionals together in Atlanta, Ga. The USA, while once again show- casing the newest solutions, technol- ogies, research, processes, services, and products that the global animal food and protein industries have to offer. It presents information on industry topics such as environmental management, nutrition, physiology, pathology, processing and products, and avian diseases. For more information on this event go to https://www.ippexpo.org/
THE NEW YORK PRODUCE SHOW AND CONFERENCE November 29th, - December 2nd, 2022 New York Hilton Midtown | New York, NY USA This exciting world-class four-day event for the industry includes networking opportunities, a one-day trade show of over 400 companies, a retail “thought-lead- er” breakfast panel, educational micro-sessions and tours of the region’s vibrant industry, including local retailers, wholesalers, food- service distributors, urban farms and unique eateries. Plus an outreach to students and faculty at regional universities as well as distinguished culinary schools, plus the “Connect with Fresh” media immersion, luncheon and show tour involving influential bloggers, consumer editors and those working with all forms of social media. For more information on this event go to https://www.nyproduce- show.com/about-the-new-york- produce-show-and-conference/
INTERNATIONAL TRADE FAIR, BUSINESS & INVESTORS SUMMIT December 28th - 30th, 2022 Nottawasaga Inn Resort & Conference Centre | Toronto, ON Canada The aim of International Trade Fair, Business and Investors Summit is to promote trade rela- tions between Canada and coun- tries abroad. The event is for entities interested in establishing new business relations, network- ing with business leaders and political representatives, learning more about business opportuni- ties in various sectors and meeting market entry experts. The event engages distinguished business leaders, international trade and development experts, and govern- ment representatives as speakers and panellists in order to reveal trade and investment opportuni- ties. The event will feature a con- ference, workshop, trade show, master class symposium. For more information on this event go to https://toronto.itfbis.cicon- ference.com/
THE BUILDINGS SHOW November 30th - December 2nd, 2022 Metro Toronto Convention Centre | Toronto, ON Canada The Buildings Show delivers the most cutting-edge, expert led-seminars, informative panels and thought-provoking roundta- bles. For 34 years, design, archi- tecture, construction, renovation and property management pro- fessionals, experts and suppliers have come together at The Build- ings Show, comprised of Construct Canada, PM Expo, HomeBuilder & Renovator Expo and World of Concrete Toronto Pavilion. Get unparalleled opportunities to learn, lead and empower with cutting edge educational pro- gramming, product showcases and networking opportunities in a safe and secure environment. For more information on this event go to https://informaconnect. com/the-buildings-show/
WANT TO HAVE YOUR EVENT IN THE SPOTLIGHT? Send an email 4 weeks in advance to production@spotlightbizmag.com with all the details of your event.
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
IN THE SPOTLIGHT AUSTRALIAN-BORN, NASHVILLE-BASED SINGER-SONG- WRITER CHASING HER DREAMS IN MUSIC CITY by Lee Ann Atwater KATRINA BURGOYNE C ountry music is all about great stories and the ability to connect with people that might be on a similar journey or place in life. Many do not understand the years of work and sacrifices that go into becoming an over- night success, in any industry let alone the music industry. It only seems fitting that we would do this interview with Aus- tralian-born, now Nashville-based Sing- er-Songwriter, Katrina Burgoyne, while she was on the road driving back to Nash- ville after a week of doing gigs. Katrina opens up about the challenges that she has faced in her journey, finding her true person and understanding that she is right where she is supposed to be in life and her career as she pursues her dreams in Music City.
Spotlight on Business: So, tell us a little about yourself growing up in New South Wales and what that was like. Katrina Burgoyne: I grew up on the main street of Gunnedah, NSW which is about six hours northwest of Sydney, Australia. It was a regular upbringing nothing too fancy to tell, I guess. However, when I was about nine or ten my mom and my stepdad took me and my brother out of school, for about a month and we travel the outback of Australia.
Spotlight on Business: What do you like to do in your spare time as a hobby or for fun when you are not writing songs or gigging if there is such a thing? Katrina Burgoyne: So, my problem is, that when I have a hobby, I make it a business. So, for example, I love photography, and I do pho- tography. But when I was in Australia, I ended up turning that into a side hustle business. I just love working and that’s my hobby. But I am thinking of taking up sewing this winter.
Spotlight on Business: Were you always musi- cally inclined? When did you discover that you might want to make a career out of music? Katrina Burgoyne: Both of my grandfathers played music. My grandfather on my dad’s side was classically trained and he played in the pit orchestras in Sydney, when he wasn’t working as a carpenter. In his older days, he played in a ragtime jazz band. My Poppy was from Gunnedah, where I’m
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
from, he was a police officer, but he used to play country music and be gigging on the weekends for some extra money when he was younger. This is where I got my love of country music. All of us grandkids would be in the field playing together, but as soon as my grandfather started playing or singing, I would be captivated. He taught me all the old ones that l loved like, Hank Williams.
“ All of us grandkids would be in the field playing together, but as soon as my grandfather started playing or singing, I would be captivated.”
When I was traveling in the outback with my family, we didn’t have a CD player or a tape player in our car all we had was the radio. But there’s not a lot of great radio service in the outback. So, the only music that I really heard was Australian country music when we would get to a remote town in Australia. Thankfully, one of the cars we were traveling with had Shania Twain’s, Come on Over CD and I would listen to it every time we’d stopped for river checks, to make sure we could all get through the river or to pull out people who were stuck in the outback. I remember leaving that trip and telling myself I’m going to learn the guitar. And I’m going to sing around the campfire. I started playing paid shows at local pubs at age 14 and I’ve been a full-time musician now for 15 years. Just gigging at pubs and clubs, and wherever I can play to make ends meet. And, you know, it kind of led me halfway around the world to Nashville. Spotlight on Business: If we asked you to name two current artists in the industry who inspire you, whom would they be and why? Katrina Burgoyne: If I only had two, I would say, Shania Twain and Keith Urban. Both are amazing entertainers with the ability to connect with their
fans to make sure that everyone is 100% present and that they’re having fun. I feel like that is the essence of what a true entertainer should be.
“I’ve been a full-time musician now for 15 years. Just gigging at pubs and clubs, and wherever I can play to make ends meet. And, you know, it kind of led me halfway around the world to Nashville.”
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
Plus, both Shania Twain and Keith Urban inspire me, in that they both moved to the USA, in pursuit of their country music dreams. And I know, per- sonally, what that struggle is like. And so, when there have been times when I’ve been down and out and had thoughts of doubt that could have taken me back home to Australia. The one thing that kept me going is the fact that I know this can be done. Keith did it. Shania did it. I know what I am doing isn’t impossible. “both Shania Twain and Keith Urban inspire me, in that they both moved to the USA, in pursuit of their country music dreams.” Spotlight on Business: Many will know you for your musical talents but we understand that you spent a little time in front of the camera as a con- testant on the Australian version of The Bachelor. What was that experience like? Katrina Burgoyne: This experience was a personal one. And one that was one of those defining moments of my life. I can say that it wasn’t about romance, it was definitely about really connecting with the person that I am. I went on the show genuinely looking for love. I was very naive thinking that it was real life and not a reality TV show production. My dating experience was very limited. While on the show the producers asked me if I could write the bachelor a song for the first impression. I told them, if I felt inspired, I would write a song, but I wasn’t on the show for my music career. I was there to find “love” (cringe at my righteous nativity). We went into lockdown, and I spent four days in a hotel room by myself. So, I picked up the guitar and wrote him a song, sang it to him and I ended up getting the very first impression rose for the season.
“I got to sing at the iconic Bluebird Café, and I just knew that I needed to do this.”
Having time alone for self-reflection with no TV, no phones, and no outside distractions was the most incredible experience of the show. I felt really proud of the person that I was and found my self-belief and this is what gave me the courage to chase my Nash- ville dream. Spotlight on Business: Can you tell us about your journey to Nashville, what how did you know it was the time to make the jump and what was it like? Katrina Burgoyne: I got an email in August of 2014 saying that a song I wrote back in 2009 while I was in Nashville had just got cut. It was almost like a sign. I started saving $350 a week and by July 2015, I moved out of my apartment and put everything into storage. And I went to Nashville for 3 months. I wanted to know if I liked it there. By the end of that trip, I had written 75 songs in 90 days. I had meetings with publish- ers my last week in Nashville and they told me that I really need to think about making Nashville my home base if I want this to happen. That same week I got to sing at the iconic Bluebird Café, and I just knew that I needed to do this. So, when I got back home, I sold everything I owned and moved back in with my mother for 14 months. I got my work visa, which was restricted so I could only make an income from playing music, and headed back to Nashville with three suitcases, a guitar, and a few thousand dollars. I started knocking on doors trying to get gigs to pay the bills.
The love element of the story was he was NOT my type. I spend ten minutes in total over the five weeks I was filming, and I got kicked out on a two-on-one date. When we weren’t filming, I would sit in the garden and write songs and journal. It gave me the opportunity to really connect with myself.
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
Katrina Burgoyne: One thing I have learned in the music industry is you are never going to get where you want to be because the target keeps moving. First, you want to make enough money gigging to pay the bills and have a roof over your head and food on the table. Once that happens, you want a record cut. Then you want to go on tour as an opening act. Then you want to be the headliner of your own tour and I don’t think it ever stops. It’s hard for me sometimes but I have to remember that I need to breathe in my day and know that this is right where I’m at today right now, and I’m pretty happy with that and I’m pretty happy with what I’ve achieved and what I’ve done and that I am still on my journey. I’ll tell you the biggest surprise of my journey happened during the pandemic. Now, let me tell you my husband and I had been living together for about a year before the lockdown in 2020 happened. One day he looks at me and said, ‘Katrina, why don’t I start producing your music, while we are in lockdown, and we can get some songs ready for release?’ And I said to him, do you know how to do that? And he’s like, ‘Yeah, I could do that.’ So little did I know that when I would go away on the weekend to play gigs, my husband, who had a corporate job, was recording and making music on his own. So now, Steve is my producer, and we do everything in-house from recording the singles to making the music videos. “One thing I have learned in the music industry is you are never going to get where you want to be because the target keeps moving.”
It wasn’t as ‘easy’ as it sounds. After about a year of gigging, I ended up getting chronically ill with a sinus infection and laryngitis. So, I would gig for about two weeks until my voice would give out. Then I’d have to vocal rest for a couple of weeks before I could sing again, it was a tough time financially. I had $150 left to my name, no voice and no prospect of getting income due to my visa restrictions. I spent it on seeing a doctor to inspect my vocal damage. I must have looked like a stray dog because he offered to donate the operation I needed to get better. This was another life-changing moment for me. I had met my husband about three weeks before I had planned a trip to go back to Australia. He ended up flying out to see me in Australia for a visit we eventually fell in love and have been together ever since. I don’t know if I would have had the strength to do Nashville on my own again. I’m not sure if I
would have flown back. I felt pretty beaten down at the time. But love was a great incentive. When I went back to Nashville, and we started living together, I knew that I found my person, I knew that it just wasn’t me fighting my own battles and that lifted a lot of stress off me, and my health finally got back on track within a few months. Still to this day, I feel like my health problems were from chronic stress and insomnia. I sound really brave for moving countries alone with little funds, but the truth is it was the hardest and scariest thing I have ever done. I’m really proud of that brave girl that got on the plane in Sydney in January 2017. Spotlight on Business: What is the biggest lesson you have learned along the way in your profes- sional journey in front of the camera or behind the mic? What was your biggest surprise?
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SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
Spotlight on Business: Tell us about the first time you heard yourself signing on the radio. Where were you and what was the song? Katrina Burgoyne: I was about 19 or 20 years old, and my debut EP, Tennessee, got into the hands of the local country music station in Brisbane Australia. The program director had heard of me and knew all about me just from following the “upcoming musi- cians” in the area. I remember driving to the local mall one day and hearing my song on the radio. They continued to play my song on high rotation for months playing it multiple times a day. It was very exciting to hear it all the time when around Brisbane and surrounding areas. Spotlight on Business: Do you prefer per- forming live or recording? Katrina Burgoyne: I actually prefer live performances 100%. I actually don’t like the recording process. I just want my producer to produce it and tell me when to sing and play. I get frustrated with the process because sometimes it can be slow and tedious. And it drives me insane because I can be a really impatient person at times. I like the high of being on stage. The energy that I get back off the crowd when I perform. We can all laugh together and sing together, we all leave the show, like Keith Urban does when he performs, with us all feeling like we’re all new friends. Nothing has ever come close to beating that. It could be a bad day, or the stresses of life could be getting to me, but I step on that stage, and it just doesn’t matter. It’s like it just switches off. I love it, there is nothing like it. Spotlight on Business: Country music is all about collaborations between artists, if you had the chance to do a duet with another artist, who would it be and why?
“It could be a bad day, or the stresses of life could be getting to me, but I step on that stage, and it just doesn’t matter. It’s like it just switches off. I love it, there is nothing like it.”
Since releasing her debut album in 2011, Katrina has secured four top-10 singles. Her song “Ten- nessee”, based on the experience of moving to Nashville while leaving a boyfriend back in Aus- tralia, reached #1 on CMT Australia and #3 on Australian Country Radio. “Tennessee” would eventually become her first Spotify editorial playlist. Katrina’s song “25 Cents In The Ashtray” which she wrote with Jacob Anderson in 2020, was the first video that Katrina and her husband, Steve shot and produced independently proving how resourceful and talented the couple was working together and their ability to release a heartfelt and meaningful song during the pandemic that was also uplifting. Katrina followed this up by partnering up with Australian favorite, Troy Kemp, on the hit “Before Summer Starts to Fall” which was produced and written by Katrina, her husband, and Kemp and was released in 2021. This month Katrina released “We Had Fun” which was produced and written with her husband. Showcasing this country girl from Gunnedah, NSW vocal talents that can go toe-to-toe with the strongest vocalists in country music today. In our minds Katrina Burgoyne is already a super- star, everyone else just hasn’t discovered it yet. You can keep up with all things about Katrina Burgoyne by following her on her website, Facebook, Instagram, TikTok, and all streaming platforms.
Katrina Burgoyne: Keith Urban, I feel like our journey is very similar and he just inspires me. I would love for him to mentor me one day, that would be a big dream of mine. Again, just to learn from him. He’s such a seasoned performer and still relevant after 30-plus years, that is an amazing career, and he is still going strong and putting out amazing music. I would love to learn how to have a career like that. Spotlight on Business: Where can country music fans find out more about you and your music and upcoming shows? Katrina Burgoyne: If you want to find out more about me and what I am up to check out my website www.KBcountry.net it has all my upcoming shows and links to all my socials. Although Katrina has been preparing for her overnight success in the music business since she was a little girl sitting on her Poppy’s knee listen- ing to him sing country songs. She has never lost her drive; she might have had to change gears and map out a new course a time or two, but she is still following her dreams.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
While it is true more and more people are joining digital mediums and platforms. If you look at the data from the last three years, the total magazine audience has grown by close to 6 million readers. If the magazine offers a digital edition of the magazines, well these publications have seen a total audience growth of more than 6 million readers during that same three-year period. Showing that readers are happy to enjoy multiple channels of communica- tion. Our magazine and the industry continue to enjoy year-over-year readership growth. Magazine features and advertising contin- ues to prove an effective tool to boost brand awareness and trust. Feature articles and advertorials help readers connect and get a better understanding of the entre- preneur, their journey and their brand vision. Readers who under- stand the brand vision and mission make an emotional connection with the entrepreneur and take interest in the success of the business and purchase their products and services. Plus, print and digital magazine exposure and advertis- ing are now one of the best ways to boost the effectiveness of your other marketing effort to keep your brand top of mind with cus- tomers. In other words, if you want the best returns on all your adver- tising and branding investments, then it is a must to add magazine exposure to your marketing media mix. These are just some of the adver- tising statistics from the Magazine Media Factbook that you might be surprised to learn.
WHY PRINT IS IMPORT FOR BUILDING A BRANDING PRINT DOES MATTER
by Ryan Myson
W ith the growth in the use of mobile devices and user connectivity, it should be no surprise that online audiences are growing at a steady rate and are at an all-time high and showing no signs of slowing down. People are moving away from traditional television like cable and moving to streaming platforms that offer more programming and better prices for their small and big-screen viewing. Given this digital audience growth, one might assume that this is coming at the expense of decreasing magazine audiences; however, that could not be further from the truth and in fact, it might even be contributing to the growth.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
When you want to reach consumers with emotional content that inspires them to act — whether that is to purchase a product or service, start a conversation, or simply feel good about what they are reading about, then print and digital magazines are the best channels for you and your brand to achieve those goals. MAGAZINE READERS BRING THE CONVERSATION ONLINE Most business owners think that social media is replacing tra- ditional print and digital channels, however, the numbers show it is augmenting it instead. Magazine readers are just bringing their conversations online and talking about the brands and businesses that they support and like. We see the greatest example of this effect happening on Instagram with an almost 20% increase in magazine media industry likes and follows by users.
MAGAZINES ARE INSPIRING AND MOTIVATING People turn to TV for entertainment and to the web for everything from shopping to homework to self-help. Magazine readers, on the other hand, turn to their favorite publi- cations to be inspired and motivated and to get valuable information from a source they can trust. When it’s time to learn about a new product, more people choose magazines than TV or the web. When people want to connect emotionally or indulge in a relaxing bit of “alone time,” away from the kids or the hustle and bustle of life, they are choosing magazines. More people reported that magazines give them something positive to talk about with others, and we already know that a lot of conversations are happening online via social media, but these can quickly become negative. Data shows that magazines are inspiring more purchases than any other advertising channel.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
READERSHIP AND ENGAGE- MENT The scientific data shows that paper-based reading stimulates emotions, drives sensory involve- ment, provides more focused attention, and most important- ly is preferred by the majority of people. Data also shows that 95% of people under the age of 25 are reading magazines and these numbers are holding strong year after year, which goes against the common belief that young people are tossing print aside and it is an older person’s medium. When you are advertising do not assume and certainly do not underestimate the power of high-quality photos, graphics and images and having the ability to view these materials and information without pop-ups and/or other interruptions. Plus, this medium is available again and again, keeping people of all ages engaged and looking for the next issues, while being able to look at previous issues, especially if the publication is open like Spot- light on Businesses Magazine. MAGAZINE ADVERTISING CAM- PAIGNS ARE MORE SUCCESSFUL The intent of the advertising is to drive brand awareness, brand engagement and revenue. When advertising in print you engage the readers at a higher level than online or TV advertising. Especially now that most streaming platforms offer ad-free subscription levels to these services. Plus, data shows that print ads generate stronger brand engagement and trust with consumers than any other channel.
MAGAZINE ADVERTISING WILL BOOST ALL YOUR OTHER EFFORTS When measuring brand awareness across channels, the biggest increases were seen when print was added to an online or television campaign. You might think this is due simply to the added exposure, but the data shows that print campaigns have the most positive impact on brand awareness. Online advertising alone provided, on average, a 4 percent increase in brand awareness; television alone provided a 5 percent increase. Combin- ing online and TV together did a little better averaging a 6 percent increase in brand awareness. What happened when print was added to the marketing mix? Online campaigns that added print averaged a 10 percent increase in brand awareness; TV campaigns that added print averaged a 13 percent increase. However, a “Rule of Three” marketing campaign shows the best results. What is a “Rule of Three” marketing campaign? Well, it is a true cross-chan- nel approach, data from combining print, online and TV advertising and exposure shows that together they can increase brand awareness by 15 percent or more. MAGAZINE READERS STAY CONNECTED AND ENGAGED LONGER Television and internet advertising might be great ways to get quick and direct messages to your consumers. However, if you’re looking to deliver a more meaningful message that tells the reader your story and gives them all the information they need to trust your brand and products, then mag- azines are the right channel. The average amount of time a reader spends viewing print and digital edition magazine issues is almost one hour per issue. Compare that to the fact that more than half of all web surfers spend less than 15 seconds on a website, and the choice should be clear on where you need to be focusing your marketing budget socially if you are a start- up. As you can see, print advertising is not a fad or a result of current social media platform or new technology that will soon be obsolete or replaced. Magazine advertising and exposure have proven themselves a durable and effective exposure medium for over a century. The number of magazine readers continues to grow, and the influence that magazine advertising has on every other medium like TV, radio, newspapers and online shows that it is an effective tool for building brand and product awareness. What does this mean for advertisers? Not only should print advertising remain a staple in your media mix and budget, but also that every time you’re considering a single media channel for an ad campaign, reconsider the boost you will get from simply adding a complementary print ad to your campaign to maximize your messages reach and return on marketing investment.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
DON’T LETTUCE GET STARTED ON THIS ISSUE RISING FOOD PRICES S ince the pandemic began in March of 2020, by Ryan Myson
one of the major valleys and most productive agricultural regions in California, lettuce crops were destroyed resulting in $100 million loss for farmers. Climate change is most likely the major contrib- uting factor as warmer winters are partly blamed for the spread of the pathogens. Historically cold winters kill off the pathogens preventing them from spreading when temperatures warm up. The same pathogen has also been found in the Yuma, Arizona growing region where farmers are now shifting their operations. But ag leaders say the problem in Yuma is not widespread there likely because of the region’s shorter growing season. Industry analysts believe that the lettuce supply will increase, and prices will drop when Yuma- grown lettuce starts hitting the market in a few weeks two weeks. Until then expect to see leafy greens and salad items increase in price when heading out for your weekly grocery shopping and limited options
the price of beef has risen significantly, anywhere from 6 to 24 percent depending on whether the customer is selecting ground beef or some premium cuts of steak and this is at the wholesale level, grocery and restaurants have seen larger increases. Well, now vegans are feeling the pain as leafy greens are seeing prices soar and supply shrink causing restaurants to temporarily stop offering leafy greens and salads on their menus. Wholesale produce distributors say demand is exceeding the supply of iceberg and romaine lettuce, and pricing pressures are expected to continue throughout the month. People are quick to blame transportation costs for the rise in prices, but the actual culprit is two patho- gens known as Pythium Wilt and INSV which are to blame. Together they are spreading a virus among lettuce and other leafy greens that’s likely to destroy crops like what happened in 2020 when a third of the Salinas Valley, which is
being offered at restaurants as more and more businesses owners start posting to let customers know salad options are being temporarily taken off the menu like Roadside Willies Smokehouse & Bar as they post, “No can do. Salads and lettuce toppings will be off the menu until quality and pricing return to acceptable levels. Terrible produce and crazy high prices are not a recipe for sat- isfied customers. We refuse to serve unfit food at any price. According to market experts, we can expect things to improve by Christmas. Unfortunately, supply issues will be the new norm for a long time to come.” Even on my recent trip to Subway, I noticed a sign on the glass case stating that lettuce may not be available as it is in short supply. In a tweet last week, Swiss Chalet’s Canadian division said due to the industry-wide shortage, its garden and caesar salads are not available, and items that normally contain lettuce, like burgers, will come without lettuce for the time being. So, it affects businesses large and small. In September, according to Statistics Canada food prices continued to soar across the country even as the annual rate of inflation cooled to 6.9 percent. Prices on food purchased from the grocery store continued to soar, rising 11.4 percent to a new 41-year high. With shoppers paying more for meat (7.6 percent), dairy (9.7 percent), bakery goods (14.8 percent) and fresh vegetables (11.8 percent) during the month. So, it looks like the trend will be continuing into November.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
The federal government wants Canadians to benefit from higher oil and gas prices. And they are. Across the country, royalties are paid to provincial governments on a “sliding scale” that increases when the price of oil and gas does. In Alberta’s oil sands, for example, most projects are separated into pre- and post-payout royalty categories, determined by whether the project has recovered its initial capital costs. For a pre-payout project, the royalty rate is 1 percent of gross revenues at oil prices up to $55 per barrel. When prices increase to $120 per barrel or higher, the royalty rate rises to 9 percent. For a post-payout project, the oil sands royalty rate is 25 percent when oil is $55 per barrel or less. When it rises to $125 or more, the rate increases to 40 percent. The rate rises gradual- ly between $55 and $120. At $80, for example, projects must pay the government royalties at 30 percent of gross revenues. With higher prices, Alberta’s bitumen royalties are now expected to reach $20.1 billion this fiscal year, up by $9.7 billion or 94 percent compared to February’s provincial budget. The increase is in part because higher oil prices are helping projects reach the payout royalty phase more quickly. Across Canada, oil and gas companies are expected to pay about $50 billion in royalties and taxes this year, according to research by both RBC Capital Markets and Peters & Co. That’s about 200 percent more than in 2021 because of higher prices. And it’s equivalent to more than two-thirds of the funding for all of Canada’s hospitals last year. Canadians – and the world – benefit from a strong and growing Canadian oil and gas industry. The federal government would do more to increase prosperity by allowing and encouraging the sector to thrive.
“Canada would do more to increase prosperity by allowing and encouraging the sector to thrive.”
The Pathways Alliance of the six largest oil sands producers plans to spend $24.1 billion on emissions reduction by 2030 as the first step on their joint path to net zero emissions by 2050. This includes approximate- ly $16.5 billion of investment by 2030 on one of the world’s largest carbon capture and storage (CCS) projects and $7.6 billion on other emissions reduction projects. Canada’s oil sands produc- ers are already successfully reducing emissions per barrel, achieving a decrease of 20
A TAX ON OIL AND GAS SHARE BUYBACKS WON’T HELP CANADIANS A MATTER OF FACT:
by Deborah Jaremko
T he federal government’s planned tax on corporate share buybacks is intended to encourage companies to “reinvest their profits in Canadian workers,” according to Deputy Prime Minister Chrystia Freeland. But this doesn’t make sense for Canada’s oil and gas industry. With programs like the Impact Assessment Act (formerly known as Bill C-69), Canada has created a regulatory environment where it is near impossible for oil and gas companies to invest in growing what they do best – produc- ing the responsible, reliable energy the world needs. With higher oil and gas prices, Canadians are already benefitting from higher government revenues that help pay for social services like
percent between 2009 and 2020, according to IHS Markit. Reductions in total emissions – not just emissions per barrel – are expected to go down within the next five years. Through Pathways, Canada’s oil sands is the only major oil basin where producers have jointly committed to reach net zero. That’s great news for the world, given that oil demand is growing and expected to stay strong through 2050. Even with the rise of renewable energy, the Inter- national Energy Agency (IEA) expects world oil demand will increase from 94.5 million barrels per day in 2021 to 102 million barrels per day in 2030. By 2050, the IEA projects demand will still be 102 million barrels per day. Fact: Canadians already benefit from higher oil and gas prices
roads, schools, and hospitals. With more export oil and gas pipelines and liq- uefied natural gas (LNG) export terminals, the benefits across Canada would be even higher. Fact: Canada’s oil and gas industry is commit - ted to emissions reduction The federal government wants Canada’s oil pro- ducers to invest in reducing emissions. And they are.
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FALL/WINTER 2022 • SPOTLIGHT ON BUSINESS MAGAZINE
SPOTLIGHT ON BUSINESS MAGAZINE • FALL/WINTER 2022
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