The Government of Canada 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*.
In the 2013-2014 fiscal year, the majority of government advertising dollars (46%) were once again spent on television. The two media that saw significantly increased spending were the Internet (+30%) and Radio (+82%).
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.
Newspapers 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. Feel free to use the sample piece below as is or write your own using the sample as a guide. Please make sure to customize where highlighted with your local market information.
View a sample opinion/editorial piece below:
Publishers are also encouraged to contact their MPs and local candidates to share the information in the fact sheets below.
- 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 firstname.lastname@example.org.