Time for Manitoba to buy local advertising

Manitoba’s 2024 throne speech stated, “One of our society’s most important freedoms is freedom of the press. It holds the powerful to account including government. In an age of so much misinformation and polarization, we can’t afford to let journalism disappear. At the same time, we can’t allow this issue to become politicized. So, we are establishing an all-party committee to explore the future of local journalism including rural and cultural media such as Filipino, Punjabi and Chinese language publications.”

On July 2, 2025, I was back in my hometown of Winnipeg to appear before the all-party committee, chaired by Robert Loiselle, the NDP MLA for St. Boniface. Across party lines, there was universal agreement that Manitoba should ensure a minimum of 25 per cent of government advertising, including Crown corporations and agencies, goes to local journalism.

Advertising with local news sources is a highly effective way for the provincial government to get important information across to Manitobans.

A 2025 study by Stagwell found that it is safe for brands to advertise adjacent to quality news content, regardless of topic; ads placed adjacent to stories covering politics or crime perform as effectively as ads placed next to a positive business story and sports and entertainment; and there are no brand safety issues among key demographic groups for advertisers, including gen Z, moms, high earners and university-educated Canadians.

A 2024 study by Plus Company on the effects of trust on advertising effectiveness in Canada concluded there is a clear and measurable lift in brand affinity when advertising is placed within trusted news environments.

This “Trust Premium” is a powerful force that can be leveraged by advertisers to enhance brand perception and build stronger connections with consumers. As trust becomes increasingly important in today’s media landscape, partnering with reputable news publishers is a valuable opportunity for brands to benefit from the halo effect and establish greater credibility with their target audiences.

In 2024, the Government of Ontario directed that 25 per cent government advertising spending would be set aside for news publications.

The also directed Crown corporations like the LCBO, the Ontario Lottery and Gaming Corporation and Metrolinx to also invest 25 per cent of their advertising spend to Ontario-based news businesses. This has made an immediate and meaningful difference to many news titles.

The U.S.-based not-for-profit Rebuild Local News found that advertising set asides have a number of benefits.

First, they can provide substantial revenue to local news organizations and help community journalism thrive.

Second, it is money the government is already spending — not new money — so it does not require enlarging state or local budgets or raising taxes.

Third, government messages should reach a full range of residents, including those that may not be using larger media.

Fourth, as advertising, it is payment for a service rendered, not a subsidy per se.

Finally, advertising in community news helps government be more effective by reaching audiences through community and ethnic publications that are more trusted in their communities.

Recently, the Connecticut Senate unanimously approved legislation requiring the state to disclose how it spends its advertising dollars — including how much goes to Connecticut media versus social media and out of state. Manitoba should provide similar transparency.

News publishers can help the province — and municipal governments — reach engaged audiences better than anyone. Credible journalism strengthens trust, while delivering real business results in a brand safe environment.

There is absolutely no reason Manitoba shouldn’t use trusted Canadian news brands to reach Manitobans.

Let’s invest provincial advertising dollars in Minnedosa instead of sending them to Mountain View (Google) or Menlo Park (Meta), Calif.

» Paul Deegan is president and chief executive office of News Media Canada. This column previously appeared in the Winnipeg Free Press.