Relates to extending the provisions of chapter 122 of 2000

BILL NUMBER:S6638

Title of bill

An act to amend chapter 122 of the laws of 2000, amending the environmental conservation law relating to authorizing sweepstakes with respect to subscriptions to "The Conservationist," in relation to the effectiveness thereof

Purpose of the bill

The bill would extend for three years the Department of Environmental Conservation's ("DEC") authority to conduct sweepstakes to increase the number of "Conservationist" magazine subscribers.

Summary of provisions

Section 1 of this bill would amend Chapter 122 of the Laws of 2000 to extend through August 1, 2015 provisions applicable to Environmental Conservation Law ("ECL") §3-0301(2)(y), which authorizes DEC to engage in sweepstakes or contests intended to stabilize, improve or otherwise increase the subscriber base of the "Conservationist" magazine.

Section 2 of this bill provides for an immediate effective date.

Existing law

DEC has authority to conduct sweepstakes under ECL §3-0301(2)(y); however, pursuant to Chapter 122 of the laws of 2000, this authority expires on August 1, 2012.

Prior legislative history

DEC was originally granted authority to engage in sweepstakes to increase the subscribers of the "Conservationist" magazine in 1995 (Chapter 548 of the Laws of 1995). This authority expired on August 1, 1999. Chapter 122 of the Laws of 2000 granted this authority until August 1, 2003. Chapter 304 of the Laws of 2003, Chapter 269 of the Laws of 2006 and Chapter 195 of the Laws of 2009 extended this authority until August 1, 2006, August 1, 2009 and August 1, 2012, respectively.

Statement in support

DEC publishes the "Conservationist", a New York State-focused magazine that contains informative articles, photography and artwork. They cover a broad range of environmental and natural history related topics, including fishing, hiking, recreation, travel, hunting, and nature studies. Published six times a year, the "Conservationist" began in 1946 and has approximately 85,000 subscribers. Marketing research on magazine promotion demonstrates that sweepstakes are the most effective strategy to increase renewal and new subscriber response rates. DEC conducted prior sweepstakes from February 1996 through May

1997 and during the period from March 2006 through July 2006, which generated increased renewal rates. Through efforts at outdoor shows and the New York State Fair, DEC has demonstrated that offering sweepstakes/prize drawings increases the response rate for new subscribers as well as for renewing subscribers. Although it is hard to directly attribute any sweepstakes to specific promotional performance, the overall renewal rate from all sources in 1996 increased by 6.0% over 1995 and in 2006 the renewal rate increased by 7.7% over 2005.

In order for DEC to sustain its high quality magazine product in a cost-effective manner there needs to be sufficient subscribers to create economies of scale for printing contract costs. DEC dedicates all subscription revenues to a Special Revenue Other fund to support magazine production costs. To maintain that fund and produce a quality product for current and potential subscribers, DEC needs continued authority to conduct sweepstakes with respect to the "Conservationist".

Budget implications

In addition to increasing the renewal rates of current subscribers, DEC projects that holding a sweepstakes could result in an increase of approximately 5,000 new "Conservationist" subscribers and a concomitant increase in revenue of $50,000 to the Conservation Fund, a Special Revenue Other fund.

Effective date

This bill would take effect immediately.