In a recent statement to the British Columbia legislature, Finance Minister Brenda Bailey announced that more than half of provincial advertising spending is directed to local media outlets. With the government's advertising budget exceeding $13 million last year, not including Crown corporation advertising, this might seem like encouraging news for local journalism. However, the claim raises a fundamental question: what exactly does the province classify as local media?
The Need for Transparency
Paul Deegan argues that the province's broad assertion requires more detail. Local media can encompass a wide range of channels, including large outdoor advertising, transit ads, and other platforms that reach people in a local market. While these tools have a role in public advertising, they do not necessarily support local journalism. True local news media, according to Deegan, consists of organizations that employ journalists, produce original local reporting, cover public issues, and serve communities with trustworthy news.
Premier Eby's Stance on Local Journalism
Premier David Eby has previously emphasized the importance of local journalism. In the legislature last fall, he stated that government advertising should prioritize local news media and acknowledged the harm caused when local newsrooms shrink or close. This concern is well-founded, as local journalism helps people understand events in their communities and enables government to reach residents in rural, smaller, and underserved areas through trusted sources.
Benefits of Supporting Local News
Supporting local journalism is not just about propping up a sector; it is integral to how public information reaches the public. Advertising in credible news environments carries a trust premium. A 2024 study by Plus Company found that trusted news placements can enhance brand affinity and credibility, giving public information a stronger chance of being received with confidence. Additionally, a report by Rebuild Local News indicated that advertising set-asides can bolster local journalism without requiring new spending, as they utilize existing government dollars and pay news outlets for their services. These set-asides also help public messages reach more residents through community and ethnic publications that people know and trust.
Examples from Other Provinces
Other Canadian provinces have taken concrete steps in this direction. Ontario directed its four largest government agencies to allocate at least 25% of annual advertising spending to Ontario publishers and made a similar commitment for its own advertising. Manitoba's All-Party Committee on Local Journalism recommended a minimum 25% set-aside for local journalism, including Crown corporations and agencies. British Columbia could adopt a similar approach by using the federal Qualified Canadian Journalism Organization criteria, which define eligible news organizations based on Canadian ownership, original news production, general-interest coverage, and the employment of professional journalists.
Conclusion
A clear standard would allow the government to continue using a mix of advertising channels while ensuring that when it claims to support local news media, public dollars actually reach local newsrooms. This transparency is essential for maintaining trust and fostering a healthy local journalism ecosystem in British Columbia.
