News Media Canada pushes for more government ad dollars
The Canadian government is back to pre-pandemic ad spending, with $140 million finding its way into various media outlets during the last fiscal year. The problem is, not much of it winds up in newspapers. Most of the ad spend is handled by Cossette Advertising, the Government of Canada’s AOR (Agency of Record) and more than 50% of it ends up with tech companies such as Google, Facebook, Twitter, Snapchat and Tiktok. In fact, Tiktok, Snapchat and Twitter received more advertising than did the print media.
News Media Canada aims to change that and is pressing for more dollars to be spent in newspapers, ideally a set amount or percentage of the budget.
NMC is asking newspapers across Canada to publish an Op-Ed piece on or after May 3rd, 2023, letting folks know that most of the feds’ ad spending benefits foreign companies, with little of it going towards Canadian media companies.
If successful, we plan to adopt a similar approach to provincial governments.
We hope you can publish the Op-Ed. Feel free to edit as you see fit.