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1913-2013

Home About The Cremationist Readership Editorial , Advertising Specifications & Advertising Rates The Magazine of the Cremation Association of North America he care has an opportunity to embrace green people that work within the profession. Resistance to the green The true green consumer will want to understand how the green The Green and natural , but if we don’t, consumers will movement already exists; inexplicably many embalmers will or differs from the traditional services find other businesses that will and traditional death care argue their preference for -based fluids and they will challenge any compromise. Certainly, there are businessesT will find themselves competing with green societies despite knowing the product is a carcinogen. shades of green in that not all will be able to offer a Opportunity just as they have with cremation societies for the past 25 years. completely natural burial immediately. Laws in some states will Embracing the green movement will demand an attitude of By Glenn Gould necessitate some compromises, but anyone presenting green Research studies conducted by MKJ Marketing for funeral homes acceptance and flexibility that will challenge many licensed services must be informed and intelligent on the subject to be nationally indicate consumers preferring green funeral services practitioners and funeral business owners. Understanding successful relating to the affluent consumer. expect to pay more for the environmentally friendly services the attributes and limitations of natural products falls under than for traditional services, and certainly more than they pay for the heading of maintaining currency with changes in the Even advertising green services will require sensitivity on minimum cremation. After all, nothing is more environmental industry, which is an obligation of any individual who considers the part of the advertiser. Newspapers are not considered than burying a biodegradable wooden box containing a body themselves a professional. environmentally friendly as newspaper type takes generations to embalmed with fluids that do not contain formaldehyde. decompose, and few consumers approve of direct mail. Reaching The green consumer is skeptical as as discerning. First, they the green consumer will take tact and a level of acumen at Environmentally sensitive consumers expect to pay more for are affluent, which jaundices their perspective on all factors. manipulating public relations opportunities. C green and natural products than they do for traditional products. Traditional funeral services have diminished in popularity over ublished quarterly, The Cremationist delivers The federal government subsidized hybrid vehicles (available the past 40 years because we, as an industry, lost the support of primarily through Japanese auto companies) to help them launch thought leaders. It will take a concerted effort to get the affluent Glenn Gould is CEO of MKJ Marketing and their more expensive products in the U.S. whole foods stores consumer to pay attention to offerings again. The the author of Deathcare Marketing 25 FAQ’s. charge anywhere from 50 percent to 300 percent more than main traditional salesperson will have little success with the He can be reached at 888.655.1566 or visit line grocers do for comparable products. Commercial office green consumer if he employs traditional sales tactics; suffice it www.mkjmarketing.com. space lease rates in green buildings average 30 percent more than Supplierto say, the cynical Profile consumer will not respond well to photos of A Unique Type of Memorialization: office space in traditionally heated and cooled buildings. Nicholasambulances Legeros in the night or the question, “What will your family be doing tomorrow if you die today?” Tattoos Using Cremated Remains business-oriented information to more than Service businesses need innovation. When a concept or product is new and rare, the provider of that service will realize exceptional profits. A good example is the Frank E. Campbell Funeral Home in New York City. As the first modern funeral the cremationist sat down with nicholas Legeros, a sculptor who created a home built in the early 1900’s, the firm attracted the most near a wall at roselawn cemetery in roseville, minnesota. Legeros sean Wilde was close with his aunt mary, so when she passed away, he wanted to 1913-2013 wealthy and prestigious New York families. Even today, a century designed a 56-foot circular garden and a sculpture capable of holding the cremated do something unique with part of her cremated remains. Wilde chose to do just that 1,300 cemeterians, funeral directors and later, Frank E. Campbell still has $100,000 funerals for the remains of at least 2,700 people. read more about this unique work of art below. by mixing a small part of her cremated remains into the tattoo ink for a memorial Kennedy’s and other leading families. By redefining the funeral tattoo. read his story, below. business, Frank E. Campbell elevated the profession and the value families placed on funeral services.

As more funeral homes were built, the business became more Q: Please describe The Ossuary at Roselawn Cemetery. served as a powerful allegory P competitive, causing prices to decline in recent years. At some Legeros: The Ossuary at Roselawn Cemetery is a 56-foot circular for experience. Q: How many tattoos do Q: What kind of research did you do beforehand? point in the pricing cycle, competition will begin to thin as some garden with a spiraling pathway lined by blocks of granite that According to the myth, you have? Wilde: I didn't do much research before, to be honest. I simply cremationists. Each issue includes timely articles, regular providers close their doors. When competition thins, prices hold the names of the deceased. In the center of the garden is Eurydice dies suddenly after Wilde: 14. Most are small, simple checked on the sterility of cremated remains. should increase. More funeral businesses are closing during a 26-inch polished ball atop a bronze cylinder. The top her marriage to Orpheus. and meaningful; only a few are this current recession than ever before, but prices have not of the ball shows the impressions of many hands, encouraging The distraught husband large and decorative. Q: How do you feel about the end product? increased because the death rate remains low. A funeral business mourns his departed bridge visitors to touch the ball. When you come to place cremated Wilde: I love the way it turned out. It's exactly what I wanted, The green movement is visible in all facets of introducing a new service such as reception rooms, on-site through songs so sorrowful remains into the ossuary the ball will be unlocked and as you Q: When did you get this and I couldn't think of a better tribute. American society; the earliest signs were the crematory, or green funerals can charge a premium because rotate the ball it raises five inches, revealing the opening to the that even Hades himself is specific memorial tattoo? the competitors do not offer a competitive service. So, life cycle moved. Hades decides to allow development of green zones such as local ossuary. Pouring the cremated remains into the ossuary they Wilde: September 2007. Q: How have people reacted to your experience? Is this columns and news from CANA Headquarters. pricing encourages innovation and investment in established strike a cymbal, creating a final sound for every entrant. Orpheus to lead Eurydice out something you share with people or do you typically and national parks. Then recycling became businesses as a means of securing superior profits. In many of the underworld under one Q: Why did you choose to do this? keep this information private? a national effort, followed by natural and ways, the green movement might represent the best long term Q: Why did you create the Ossuary? condition: Orpheus cannot opportunity in funeral service since Frank E. Campbell built the look back at his wife as they Wilde: My Aunt Mary was always special to me, and I couldn't Wilde: Generally I don’t speak much about it, as it’s not Legeros: I was asked by Roselawn Cemetery to create a feature organic foods and efficient transportation, first modern funeral home in New York City. ascend. Eager and anxious, think of any better way to immortalize her in my mind, than by something I feel the need to share. I’m content with myself, sculpture by the columbarium wall. I was instructed that if the Orpheus turns to see whether immortalizing her on my body. Now I always carry a little bit of knowing what I’ve done. Of the family and friends who have followed by environmental home and workplace base were large enough, niches could be added that would offset American casket companies are already developing green Eurydice is following him, her with me – literally. seen the tattoo, most are unaware that it contains any cremated the cost of the project. I thought that an odd request but it got construction with more efficient heating and products, Champion Fluids has formaldehyde-free fluids, and losing her to Hades forever. remains. Those who are aware of it have reacted with anything me thinking about why we go to cemeteries in the first place. I cooling systems. The green movement will cemeteries are beginning to develop areas for natural burial; so Q: How did the tattoo artist react when told you’d like to from shock and horror, to joy that I was able to accomplish a thought about how awkward I felt with no set rituals. Do I say a a foundation is being created. But as has always been the case in Q: What was the process like? do this? Was the artist supportive of your decision? Had memorial in that way. permanently change lifestyles over time. death care, the greatest obstacles to business success will not be prayer, do I bring flowers, do I cry? she done this before? Legeros: Coming up with an idea like this is one thing; getting tangible factors like products, but changing the attitudes of the Q: Would you ever do it again? CANA members turn to The Cremationist for knowledge Q: What inspired you to create it? the conservative board of directors at Roselawn Cemetery to Wilde: My artist barely batted an eye when I made the request. 12 CREMATIONIST – Vol. 45, No.3, Summer 2009 try something new was quite another.CREMATIONIST I started explaining – Vol. 45, No. the 3, Summer 2009 13 Though I don't believe she had done it before, she had heard of Wilde: If someone who was important enough to me died, that I Legeros: As an artist I look for the universal truths and emotions concept to them this way, “Guys, I have an idea for you. It’s going it being done. She's always supportive of my ideas, this one in felt the need to immortalize them in my flesh … in a heartbeat. that connect people. I often look to mythology to help me to cost you $150,000 and it’s going to make you $1,300,000.” At particular, as it's a very personal one. illustrate those connections. Orpheus and Eurydice have always least I had their undivided attention. Based on the underground Q: Any advice for people looking to get a tattoo using vault’s capacity of 3,500 gallons, the ossuary holds the cremated Q: Did you or the tattoo artist have to prepare the cremated cremated remains? remains of at least 2,700 people. Currently, Roselawn Cemetery remains in any way before mixing them into the ink? Wilde: Think carefully, and be sure about it. You'll be carrying on running a successful operation. As part of their is offering internment for $495. If they never raise the price it Wilde: The only real trick to it, as far as I know, is to make sure this person with you for the rest of your life. Choose your artist will still generate well over $1.3 million. The board was already you only use a little of the ashes, just a pinch. Make sure they're and design carefully; the last thing you want is a memorial that willing to pay for a large sculpture for that location so the very, very fine, and mix thoroughly. turns out horrible because your artist or design wasn't great. Use decision was not a difficult one to make. only a pinch of the remains, making sure it's all very fine; mix it Q: Were there any complications during or after the into preferably black ink. When it's done, take care of it. Share it. Q: How have family members of the deceased tattooing process? Enjoy it. Remember it. C responded to the ossuary? Wilde: During the process, a few of the larger pieces of ash got member package, the publication is sent to all CANA Legeros: On Memorial Day weekend each year I spend a stuck in the needle groupings. A “tattoo needle” is usually a few hours each day at the ossuary talking to visitors and small group of needles, so any larger pieces can easily get stuck Sean Wilde, 22, lives in Regina, Saskatchewan, Canada and is a moderator of the body modification Web site, www.BodyMod.org. demonstrating how it works. I’ve met a number of people who in between them. As well, it seemed to cause a bit more of a have chosen this deposition on a pre-need basis (currently “burning” sensation. After the tattoo was done, the only difference Continued on page 31 I noticed in healing was that it was a little itchier than most. members — your targeted audience that is buying 28 cremationist – Vol. 45, no.4, Fall 2009 cremationist – Vol. 45, no. 4, Fall 2009 29 products and services. Make sure you let them know what you have to offer! Contact Sara Corkery via e-mail at Founded in 1913, the Cremation [email protected] or call Association of North America (CANA) is Sara at 847.947.1833. You can reach out to an international organization of over CANA headquarters at any time by e-mailing 1,300 members, composed of cremationists, funeral [email protected] or by calling directors, funeral home operators and owners, 312/245-1077. cemeterians, industry suppliers and consultants. CANA members believe that cremation is preparation for Editorial Inquiries memorialization. CANA provides educational Sara Corkery programs, publications, a Crematory Operator Managing Editor Certification Program, conventions and networking 847.947.1833 opportunities, all developed for those in the cremation [email protected] and death care industries. www.cremationassociation.org Home About The Cremationist Readership Editorial Calendar, Advertising Specifications & Advertising Rates The Official Magazine of the Cremation Association of North America Gain exposure to decision-makers in the industry with the only magazine focused solely on cremation, The Cremationist.

Readership by Job Position Readership Distribution by Region

Other 6.7% 1913-2013 18.8% 22.6% Technician 0.9% President/ 32.8% CEO/Owner 60.9% Administrator/ Vice President 12.2%

20%

Manager/Sales/ 19.2% Canada (all provinces) 5.5% International 0.3%

Readership Distribution by Readership Distribution Industry Experience by Place of Employment

More than 30 years Other 7.1% Crematory 63.7% Cremation Society 5.8% 21-30 years 29.5% Cemetery 30.4% 11-20 years 24.8%

6-10 years 5.3%

5 years or less 7.9%

Home 5 10 15 20 25 30 35 Funeral Home 63.1% About The Cremationist Readership For more information on the Cremation Association of North America, please visit www.cremationassociation.org. Editorial Calendar, Advertising Specifications & Advertising Rates The Official Magazine of the Cremation Association of North America Editorial Calendar Color Rates 1x 2x 4x 2013, Issue 1 Full-Page $1,460 $1,375 $1,240 Ad Reservations Due: January 14 Half-Page Horizontal $1,170 $1,115 $1,025 Ad Materials Due: January 21 Anticipated Publication Date: Late February Half-Page Vertical $1,170 $1,115 $1,025 Quarter-Page $1,030 $980 $910 2013, Issue 2 1913-2013 2-Page Spread $2,165 $2,010 $1,760 Ad Reservations Due: April 15 Ad Materials Due: April 22 Anticipated Publication Date: Late May Black & White 1x 2x 4x Rates 2013, Issue 3 Full-Page $885 $795 $665 Ad Reservations Due: July 8 Half-Page Horizontal $595 $540 $450 Ad Materials Due: July 15 Anticipated Publication Date: Late August Half-Page Vertical $595 $540 $450 Quarter-Page $455 $410 $335 2013, Issue 4 2-Page Spread $1,590 $1,435 $1,190 Ad Reservations Due: October 7 Ad Materials Due: October 14 All rates are net. Request ad position on contract. Anticipated Publication Date: Late November Ads for cover placement must be four-color process. Advertisers with 4x insertions are given first priority for cover positions. Advertising Specifications Full-Page (with bleeds): 8¾" x 11¼" Inside Front Cover: $250 Additional (1/8" bleed on all sides) Inside Back Cover: $250 Additional Full-Page Trim Size: 8½" x 11" Back Cover: $325 Additional Full-Page: 7½" x 10" (live area) Half-Page Horizontal: 7½" x 5" Classified Ads Half-Page Vertical: 35/8" x 10" $35 per ad with a maximum of 50 words. Each Home additional word is 25 cents. Quarter-Page (vertical only): 35/8" x 5" About The Cremationist Please contact us at 312.245.1077 for an advertising contract today! Readership Editorial Calendar, Advertising Specifications & Advertising Rates The Official Magazine of the Cremation Association of North America