In the last fiscal year (2015-2016) the Government of Canada spent $42.2 million on advertising, a reduction of $26.5 million from the previous year and the lowest amount since 2005 to 2006.
The federal government continues to spend more than half (51 per cent) of all its advertising dollars with television. Newspapers (daily, community, official language/multicultural/
In 2013-2014, by contrast, the federal government spent $75,213,380 on advertising (media and production) in 2013-2014. Advertising in community newspapers (*excluding Official Language, Ethnic and Aboriginal publications) accounted for just $867,153. On average, this results in annual federal government spending of $1,021 in each of Canada’s 849 local community newspapers*.
The government should and must communicate the programs and services it provides directly to citizens and get the best value for the taxpayer’s money. However, the way in which it chooses to advertise says a lot about what media it values, and why. TV and Internet ads work to build brand, not to inform. Community newspapers generate debate and serve as a forum for discussion.
News Media Canada has prepared a report designed to provide publishers with information on the issues regarding government advertising spending.
Publishers are encouraged to help make our collective voice heard by educating the public with a opinion/editorial piece.
- All Canadians Matter Fact Sheet
- Fact Sheet: Newspapers Work for Public Notices
- Community Newspaper Snapshot reports and fact sheets
Additional information regarding Government of Canada advertising can be found at the links below.
For more information, contact Kelly Levson, Director of Marketing and Research, at email@example.com.