cremation association of north america â€¢ 499 northgate

The Official Magazine of the Cremation Association of North America

Sharing Cremated Remains: A Gift for Everyone

Cremation Association of North America • 499 Northgate Parkway, Wheeling, IL 60090 USA

Purification: The Early Cremation Movement in America

Regulatory Corner: How Are You Feeling These Days?

Your Brother’s Keeper: When Can Your Company Be Responsible for the Acts of Employees?

Supplier Profile: Glass Remembrance

Member Spotlight: Cole Funeral Services

T H ECREMATIONISTO F N O R T H A M E R I C AVOL. 49, NO. 2

Cremation ROI

T H ECREMATIONISTO F N O R T H A M E R I C AVOL. 49, NO. 1


What’s the Machinery Really Worth?CANA Anniversary: Dr. Hugo Erichsen and the Advent of CANA

Cremation and Recycling: A Legal Perspective

Supplier Profile: MacKenzie Vault, Inc.

Member Spotlight: Spring Grove Cemetery and Arboretum

T H ECREMATIONISTO F N O R T H A M E R I C A

Unclaimed Cremated Remains: Finding the Way Home


Memorialization: The Memorial Idea

Pet Cremation Services: An Unexpected Path

A Unique Memorial: Circle of Friends

Supplier Profile: ASD—Answering Service for Directors

Member Spotlight: James H. Davis Funeral Home and Crematory

Customer Service with Dennis Snow

VOL. 49, NO. 3

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About The Cremationist

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Editorial Calendar, Advertising Specifications & Advertising Rates


Published quarterly, The Cremationist delivers business-oriented information to more than 1,300 cemeterians, funeral directors and

cremationists. Each issue includes timely articles, regular columns and news from CANA Headquarters.

CANA members turn to The Cremationist for knowledge on running a successful operation. As part of their member package, the publication is sent to all CANA members — your targeted audience that is buying products and services. Make sure you let them know what you have to offer!

Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over

1,300 members, composed of cremationists, funeral directors, funeral home operators and owners, cemeterians, industry suppliers and consultants. CANA members believe that cremation is preparation for memorialization. CANA provides educational programs, publications, a Crematory Operator Certification Program, conventions and networking opportunities, all developed for those in the cremation and death care industries.

Contact Sara Corkery via e-mail at [email protected] or call Sara at 847.947.1833. You can reach out to CANA headquarters at any time by e-mailing [email protected] or by calling 312/245-1077.

Editorial InquiriesSara CorkeryManaging Editor847.947.1833sara@cremationassociation.orgwww.cremationassociation.org

12 CREMATIONIST – Vol. 45, No.3, Summer 2009 CREMATIONIST – Vol. 45, No. 3, Summer 2009 13

people that work within the profession. Resistance to the green movement already exists; inexplicably many embalmers will argue their preference for formaldehyde-based embalming fluids despite knowing the product is a carcinogen.

Embracing the green movement will demand an attitude of acceptance and flexibility that will challenge many licensed practitioners and funeral business owners. Understanding the attributes and limitations of natural products falls under the heading of maintaining currency with changes in the industry, which is an obligation of any individual who considers themselves a professional.

The green consumer is skeptical as well as discerning. First, they are affluent, which jaundices their perspective on all factors. Traditional funeral services have diminished in popularity over the past 40 years because we, as an industry, lost the support of thought leaders. It will take a concerted effort to get the affluent consumer to pay attention to funeral home offerings again. The traditional cemetery salesperson will have little success with the green consumer if he employs traditional sales tactics; suffice it to say, the cynical consumer will not respond well to photos of ambulances in the night or the question, “What will your family be doing tomorrow if you die today?”

The true green consumer will want to understand how the green funeral or natural burial differs from the traditional services and they will challenge any compromise. Certainly, there are shades of green in that not all cemeteries will be able to offer a completely natural burial immediately. Laws in some states will necessitate some compromises, but anyone presenting green services must be informed and intelligent on the subject to be successful relating to the affluent consumer.

Even advertising green services will require sensitivity on the part of the advertiser. Newspapers are not considered environmentally friendly as newspaper type takes generations to decompose, and few consumers approve of direct mail. Reaching the green consumer will take tact and a level of acumen at manipulating public relations opportunities. C

Glenn Gould is CEO of MKJ Marketing and the author of Deathcare Marketing 25 FAQ’s. He can be reached at 888.655.1566 or visit www.mkjmarketing.com.

The Green OpportunityBy Glenn Gould

The death care industry has an opportunity to embrace green funerals and natural burial, but if we don’t, consumers will find other businesses that will and traditional death care

businesses will find themselves competing with green societies just as they have with cremation societies for the past 25 years.

Research studies conducted by MKJ Marketing for funeral homes nationally indicate consumers preferring green funeral services expect to pay more for the environmentally friendly services than for traditional services, and certainly more than they pay for minimum cremation. After all, nothing is more environmental than burying a biodegradable wooden box containing a body embalmed with fluids that do not contain formaldehyde.

Environmentally sensitive consumers expect to pay more for green and natural products than they do for traditional products. The federal government subsidized hybrid vehicles (available primarily through Japanese auto companies) to help them launch their more expensive products in the U.S. whole foods stores charge anywhere from 50 percent to 300 percent more than main line grocers do for comparable products. Commercial office space lease rates in green buildings average 30 percent more than office space in traditionally heated and cooled buildings.

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 home built in the early 1900’s, the firm attracted the most wealthy and prestigious New York families. Even today, a century later, Frank E. Campbell still has $100,000 funerals for the Kennedy’s and other leading families. By redefining the funeral 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 competitive, causing prices to decline in recent years. At some point in the pricing cycle, competition will begin to thin as some providers close their doors. When competition thins, prices should increase. More funeral businesses are closing during this current recession than ever before, but prices have not increased because the death rate remains low. A funeral business introducing a new service such as reception rooms, on-site crematory, or green funerals can charge a premium because the competitors do not offer a competitive service. So, life cycle pricing encourages innovation and investment in established businesses as a means of securing superior profits. In many ways, the green movement might represent the best long term opportunity in funeral service since Frank E. Campbell built the first modern funeral home in New York City.

American casket companies are already developing green products, Champion Fluids has formaldehyde-free fluids, and cemeteries are beginning to develop areas for natural burial; so a foundation is being created. But as has always been the case in death care, the greatest obstacles to business success will not be tangible factors like products, but changing the attitudes of the

The green movement is visible in all facets of American society; the earliest signs were the development of green zones such as local and national parks. Then recycling became a national effort, followed by natural and organic foods and fuel efficient transportation, followed by environmental home and workplace construction with more efficient heating and cooling systems. The green movement will permanently change lifestyles over time.

28 cremationist – Vol. 45, no.4, Fall 2009 cremationist – Vol. 45, no. 4, Fall 2009 29

Q: Please describe The Ossuary at Roselawn Cemetery.

Legeros: The Ossuary at Roselawn Cemetery is a 56-foot circular garden with a spiraling pathway lined by blocks of granite that hold the names of the deceased. In the center of the garden is a 26-inch polished bronze ball atop a bronze cylinder. The top of the ball shows the impressions of many hands, encouraging visitors to touch the ball. When you come to place cremated remains into the ossuary the ball will be unlocked and as you rotate the ball it raises five inches, revealing the opening to the ossuary. Pouring the cremated remains into the ossuary they strike a cymbal, creating a final sound for every entrant.

Q: Why did you create the Ossuary?

Legeros: I was asked by Roselawn Cemetery to create a feature sculpture by the columbarium wall. I was instructed that if the base were large enough, niches could be added that would offset the cost of the project. I thought that an odd request but it got me thinking about why we go to cemeteries in the first place. I thought about how awkward I felt with no set rituals. Do I say a prayer, do I bring flowers, do I cry?

Q: What inspired you to create it?

Legeros: As an artist I look for the universal truths and emotions that connect people. I often look to mythology to help me illustrate those connections. Orpheus and Eurydice have always

Supplier ProfileNicholas Legeros

served as a powerful allegory for human experience. According to the myth, Eurydice dies suddenly after her marriage to Orpheus. The distraught husband mourns his departed bridge through songs so sorrowful that even Hades himself is moved. Hades decides to allow Orpheus to lead Eurydice out of the underworld under one condition: Orpheus cannot look back at his wife as they ascend. Eager and anxious, Orpheus turns to see whether Eurydice is following him, losing her to Hades forever.

Q: What was the process like?

Legeros: Coming up with an idea like this is one thing; getting the conservative board of directors at Roselawn Cemetery to try something new was quite another. I started explaining the concept to them this way, “Guys, I have an idea for you. It’s going to cost you $150,000 and it’s going to make you $1,300,000.” At least I had their undivided attention. Based on the underground vault’s capacity of 3,500 gallons, the ossuary holds the cremated remains of at least 2,700 people. Currently, Roselawn Cemetery is offering internment for $495. If they never raise the price it will still generate well over $1.3 million. The board was already willing to pay for a large sculpture for that location so the decision was not a difficult one to make.

Q: How have family members of the deceased responded to the ossuary?

Legeros: On Memorial Day weekend each year I spend a few hours each day at the ossuary talking to visitors and demonstrating how it works. I’ve met a number of people who have chosen this deposition on a pre-need basis (currently

the cremationist sat down with nicholas Legeros, a sculptor who created a feature sculpture near a columbarium wall at roselawn cemetery in roseville, minnesota. Legeros designed a 56-foot circular garden and a sculpture capable of holding the cremated remains of at least 2,700 people. read more about this unique work of art below.

Continued on page 31

Q: How many tattoos do you have?

Wilde: 14. Most are small, simple and meaningful; only a few are large and decorative.

Q: When did you get this specific memorial tattoo?

Wilde: September 2007.

Q: Why did you choose to do this?

Wilde: My Aunt Mary was always special to me, and I couldn't think of any better way to immortalize her in my mind, than by immortalizing her on my body. Now I always carry a little bit of her with me – literally.

Q: How did the tattoo artist react when told you’d like to do this? Was the artist supportive of your decision? Had she done this before?

Wilde: My artist barely batted an eye when I made the request. Though I don't believe she had done it before, she had heard of it being done. She's always supportive of my ideas, this one in particular, as it's a very personal one.

Q: Did you or the tattoo artist have to prepare the cremated remains in any way before mixing them into the ink?

Wilde: The only real trick to it, as far as I know, is to make sure you only use a little of the ashes, just a pinch. Make sure they're very, very fine, and mix thoroughly.

Q: Were there any complications during or after the tattooing process?

Wilde: During the process, a few of the larger pieces of ash got stuck in the needle groupings. A “tattoo needle” is usually a small group of needles, so any larger pieces can easily get stuck in between them. As well, it seemed to cause a bit more of a “burning” sensation. After the tattoo was done, the only difference I noticed in healing was that it was a little itchier than most.

A Unique Type of Memorialization: Tattoos Using Cremated Remains

Q: What kind of research did you do beforehand?

Wilde: I didn't do much research before, to be honest. I simply checked on the sterility of cremated remains.

Q: How do you feel about the end product?

Wilde: I love the way it turned out. It's exactly what I wanted, and I couldn't think of a better tribute.

Q: How have people reacted to your experience? Is this something you share with people or do you typically keep this information private?

Wilde: Generally I don’t speak much about it, as it’s not something I feel the need to share. I’m content with myself, knowing what I’ve done. Of the family and friends who have seen the tattoo, most are unaware that it contains any cremated remains. Those who are aware of it have reacted with anything from shock and horror, to joy that I was able to accomplish a memorial in that way.

Q: Would you ever do it again?

Wilde: If someone who was important enough to me died, that I felt the need to immortalize them in my flesh … in a heartbeat.

Q: Any advice for people looking to get a tattoo using cremated remains?

Wilde: Think carefully, and be sure about it. You'll be carrying this person with you for the rest of your life. Choose your artist and design carefully; the last thing you want is a memorial that turns out horrible because your artist or design wasn't great. Use only a pinch of the remains, making sure it's all very fine; mix it into preferably black ink. When it's done, take care of it. Share it. Enjoy it. Remember it. C

Sean Wilde, 22, lives in Regina, Saskatchewan, Canada and is a moderator of the body modification Web site, www.BodyMod.org.

sean Wilde was close with his aunt mary, so when she passed away, he wanted to do something unique with part of her cremated remains. Wilde chose to do just that by mixing a small part of her cremated remains into the tattoo ink for a memorial tattoo. read his story, below.

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Gain exposure to decision-makers in the industry with the only magazine focused solely on cremation, The Cremationist.

Readership Distribution by Industry Experience

5 10 15 20 25 30 35

29.5%

24.8%

5.3%

7.9%

More than 30 years

21-30 years

11-20 years

6-10 years

5 years or less

Readership Distribution by Place of Employment

Other 7.1%

Cremation Society 5.8%

Cemetery 30.4%

Funeral Home 63.1%

Crematory 63.7%

Readership by Job Position

Other 6.7%

Technician 0.9%

Administrator/ Vice President 12.2%

Manager/Sales/ Funeral Director 19.2%

President/ CEO/Owner 60.9%

Readership Distribution by Region

32.8%18.8%

20%

22.6%

Canada (all provinces) 5.5% International 0.3%

For more information on the Cremation Association of North America, please visit www.cremationassociation.org.

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Editorial Calendar2014, Issue 1Ad Reservations Due: January 13Ad Materials Due: January 20 Anticipated Publication Date: Late February

2014, Issue 2Ad Reservations Due: April 14Ad Materials Due: April 21 Anticipated Publication Date: Late May

2014, Issue 3Ad Reservations Due: July 7Ad Materials Due: July 14 Anticipated Publication Date: Late August

2014, Issue 4Ad Reservations Due: October 6Ad Materials Due: October 13 Anticipated Publication Date: Late November

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Full-Page Trim Size: 8½" x 11"

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Half-Page Horizontal: 7½" x 5"

Half-Page Vertical: 35/8" x 10"

Quarter-Page (vertical only): 35/8" x 5"

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Half-Page Horizontal $1,170 $1,115 $1,025

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Quarter-Page $1,030 $980 $910

2-Page Spread $2,165 $2,010 $1,760

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1x 2x 4x

Full-Page $885 $795 $665

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Quarter-Page $455 $410 $335

2-Page Spread $1,590 $1,435 $1,190

All rates are net. Request ad position on contract. Ads for cover placement must be four-color process. Advertisers with 4x insertions are given first priority for cover positions.

Inside Front Cover: $250 Additional

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