Amid C-18 row, media group urges advertisers to pledge 25% of budgets to local news

globalnews.ca:

Canadian local news providers are set to take a revenue hit amid fallout from Ottawa’s Bill C-18, the head of a national media group warns in a letter to advertisers urging dedicated spending to support smaller players.

The passage of Bill C-18, dubbed the Online News Act, was met with swift retaliation from tech giants Meta and Alphabet in June.

The legislation is meant to force big internet and streaming platforms such as Meta’s Facebook and Alphabet’s Google to compensate Canadian news outlets for content appearing on their platforms. But both tech giants said they would instead block access to Canadian news content on their platforms in protest of the bill.

The move will not only result in a loss of potential revenues that Bill C-18 wants to force the platforms to pay to media organizations, but will also curtail traffic to news organizations’ content.

But in an open letter to advertisers and other stakeholders in the Canadian media industry, Shannon Lewis, the president of the Canadian Media Directors’ Council (CMDC), argues that leaders in the sector can make an impact “independent” of both Ottawa’s legislation and big tech’s ambitions.

The letter published Tuesday calls for media and advertising companies to pledge spending 25 per cent of their online digital marketing budgets through local media. Spending one of every four advertising dollars on local media would work out to $380 million in support for local Canadian journalism, according to Lewis, which she said would eclipse revenue estimates tied to Bill C-18.

The call comes amid years of declining advertising for Canadian news as ad dollars migrate to tech giants, Lewis wrote. Roughly 23.1 per cent of advertising dollars in the country went towards Canadian