After the Online News Act was passed in June, both Google and Meta confirmed plans to remove news content from their platforms in order to get out of the bargaining process that was meant to provide outlets with financial support. Several media companies – alongside stakeholder organizations and multiple governments – have paused their advertising on Facebook and Instagram in an effort to compel Meta to change its stance.
But independent of new regulations, media agencies and their clients have their own ability to change the fortunes of local media. Below, CMDC president Shannon Lewis makes an open call for leaders in the field to pledge their support for local news outlets and publishers.
Dear leaders in the media, marketing and advertising industry,
As the president of the CMDC, I am reaching out to you today, urging you to support our shared cause of protecting and strengthening local news in Canada.
Your leadership and actions are crucial, and together we can make a significant impact.
Imagine your morning without local news, a reality where information is scarce and updates on events shaping our communities are non-existent. In the absence of reliable news sources, rumors and misinformation spreads. The truth becomes elusive, and critical thinking takes a backseat. The bonds that tie our society together weaken, and we all know where that leads. We are closer to this than we realize, and we must act now to prevent it from becoming our future.
The news landscape in Canada is facing unprecedented challenges, with a continuing decline in investment towards Canadian news media publications. In 2014, 23.1% of media investment supported Canadian and local news media – within five years, that dropped to a mere 5.7%. In the last 15 years, we’ve lost 473 local news operations across 335 communities.
However, we believe a solution is within reach. As representatives of the Canadian Media sector, we are committed to supporting local journalism through our Canadian Media Manifesto. We are asking agencies and marketing leaders to pledge 25% of their total digital advertising investment towards local media. This would mean $380 million in new revenue for local media. It’s more money than Bill C-18 is projected to provide to news organizations, and it will be achieved through industry collaboration.
The goal is simple: to create a robust and sustainable media landscape in Canada.
While this collaborative effort will enable Canadian news publications to deliver high-quality journalism to the public, it will also ensure that marketers can connect with audiences through trusted sources in brand-safe environments. Prioritizing brand safety goes beyond delivering ads in brand-safe, viewable and fraud-free environments. It reflects a company’s commitment to being a responsible corporate citizen, building sustainable brands that contribute to a better future.
News plays a vital role in our lives, informing, empowering, and uniting us. Without it, we risk losing our collective voice and the foundation of an informed Canadian society. Join us in supporting local media and the CMDC Media Manifesto, shaping a thriving Canadian media landscape that fosters innovation, sustains journalistic excellence and meets diverse informational needs.
By taking these steps, you can contribute to the sustainability and growth of local media in Canada, ensuring a diverse and robust media landscape that upholds quality journalism. Take the pledge and stay connected for the latest news. Thank you for your support in protecting and strengthening Canadian media.
Sincerely,
Shannon Lewis, president, Canadian Media Directors’ Council
