Agency Accreditation

For nearly 30 years, the CNA accreditation and credit system has provided a convenient, time and money-saving means for advertising agencies to obtain credit facilities from most CNA members. In this system, agencies are recognized as the principal, with the understanding they assume full liability for all advertising.

Objectives of Credit Program

The CNA Credit Committee recognized the need to restructure the old process and replace it with an active service to members. By active, a rating system that was fluid and dynamic, subject to change based on payment records or other information that comes to the association or members' attention, as well as reflecting the changing credit needs of the advertising agencies.

There are four objectives in the current CNA system:

1. Risk determination from a performance viewpoint rather than a bad-debt. (i.e.-"When will we be paid" rather than "Will we get paid?").
2. An active monitoring system that allows for CNA member newspapers' reports to influence the credit rating.
3. A "credit-watch" system for certain accounts.
4. To provide a convenient and confidential means for advertising agencies to provide meaningful information in a "one-stop" format.

Explanation of the System

The "Agency Accreditation Application and Credit Agreement" document (see below for attachment)which is sent for completion to all agencies also acts as a Guide, here is an explanation of many of the elements contained:

Definition of an Advertising Agency
"Advertising agency or firm" means an entity providing advertising services for clients on an independent basis and which enters into contracts with daily newspapers in Canada to place or insert its clients' advertising and commits itself to pay therefor. (This differs from the broadcast media who have "dual" or "sequential" liability contracts.)

How the New Credit Rating System Works
CNA's credit rating system has five ratings: "AA", "A", "B", "C" and "NR" (not rated). The stronger and more stable the agency, the higher the rating. Prompt bill payment has an important impact on the rating.

Purpose of the "NR" Rating
The "NR" rating is assigned to agencies under circumstances difficult to define under a rating system. This may include a new agency. An "NR" rating suggests that CNA member newspapers conduct their own credit analysis based upon the individual line of credit requested.

Financial Statement Requirements
Additionally, financial statements are required to obtain a rating other than "C". Financial statements become an integral part of the investigation, especially the auditors' notes which give significant insight into the financial viability of the agencies. The financials provided are kept confidential and are not available to CNA members.

Financial and Other Areas Assessed
The following outlines the areas of the financial statements that are reviewed:

1. Extent of audit or qualification by accounting firm;
2. The Current Ratio (Ratio of Current Assets to Current Liabilities). The standard used as a threshold for an "AA" rating was typically 1.2:1. This ratio provides sufficient comfort-zone that should the agencies receivables not be rapidly collected or there are bad debts, that the liquidity of the agency is not overly affected. It is important to note that if the ratio was less than 1.2:1 but receivables were collected very quickly, less importance could be given to the ratio.
3. The Receivables Turnover is calculated. This is a standard DSO (Days Sales Outstanding ratio). However, since sources of revenue can vary amongst agencies as well as reporting of billings or revenues and extraordinary items at year-end, it is difficult to calculate practical ratios. What is equally important, however, is the trend of the receivables over the previous year.
4. The Total Debt to Worth ratio is calculated. There are wide variations and areas such as parent-subsidiary, shareholders loans, etc. to be considered. While a 1:1 ratio of debt to worth was preferred, this was an area subject to discussion.
5. Profitability is also considered. A record of operating profits is important to financial stability. Dividends and bonuses beyond the profits earned that reduced net worth are also considered.
6. Operating Bank Lines of Credit are assessed. Not used, partially used, fully used or not requested and the extent of the bank's security are among the factors. Loan covenants that could restricted the agency's choices of actions are also considered.
7. Notes to Financial Statements provide information on a wide range of areas, from balloon payments to bank security and in several instances notes regarding clients.
8. Payment Record Reported by CNA Members.

For a variety of reasons that range from cash management policies and short-term investment of receivables, to administration problems, to inability to pay before the agency is paid to instances of discrepancies and improper billing, the payment record is a critical area of the assessment.

Many agencies have exceptional payment records and close relationships with the credit departments of the CNA members. This has been a frequent area of discussion with many agencies and through putting the issues on the table, most slow payment issues (other than inability to pay on time) have been resolved.

Additional Information
Supplementary information such as years in business, numbers and quality of clients and business record of principals is also weighed.

The rating assigned is a compilation of these factors. In some cases, the rating is obvious. In others, there needs to be discussions with the agency. Initial discussions regarding ratings are done by the CNA Credit Analyst. If additional or current information is brought forth that significantly changes the rating, the rating may be immediately regarded. If an issue cannot be resolved, the agency is invited to bring their case to the CNA Credit Committee.

There is an initial accreditation fee of $300, and an annual renewal fee of $200.

Rating Changes
Unlike the previous system where ratings were generally assigned for a one year period, the credit rating is subject to immediate reassessment following receipt of new information or a change in payment patterns. It is the current policy of the CNA to inform agency management of a change in an "A" or "AA" rating before release to the CNA members.
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Contact:
Ross Edmunds
Credit Analyst
416-923-3567 ext. 222;
E-mail: redmunds@cna-acj.ca