Stingray has joined forces with a coalition of 20 independent broadcasters to compel the federal government to allocate a greater share of its advertising spend to local media.
The call is supported by Acadia Broadcasting, Arsenal Media, Bayshore Broadcasting, Blackburn Media, Byrnes Communications, Central Ontario Broadcasting, Dougall Media, Durham Radio, Evanov Communications, Golden West Broadcasting, Local Radio Labs, MBS Radio, Pattison Media, Quinte Broadcasting, Rawlco Radio, Starboard Communications, Torres Media, Vista Radio, and Whiteoaks Communications Group.
A letter sent to Finance Min. Chrystia Freeland and Canadian Heritage Min. Pascale St-Onge appeals for government intervention to aid the local radio sector, which has been challenged by the loss of advertising dollars to online platforms.
During fiscal 2022-23, the federal government spent $86.09 million on advertising, 71% of that with digital media. Just 14% or $2.68 million was spent with radio.
The radio groups are proposing a commitment from the feds to dedicate at least 70% of government advertising expenditures to local media in the upcoming budget, ensuring even distribution across radio, television, print, and Canadian-owned digital media. They’re also recommending establishing a minimum 20% tax credit to motivate advertisers to spend with Canadian-owned print and broadcast media.
“The local radio sector is an integral part of our national identity, providing a connection to Canadian culture, music, and essential information, particularly during local or regional emergencies,” said Stingray President and Co-founder Eric Boyko, in a release. “Stingray and our respected independent industry partners are calling on the government to implement these measures, which are critical to the sector’s viability.”
The National Campus & Community Radio Association (NCRA) has issued a similar call asking for federal advertising consideration in support of community media.
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