Open Letter: Leaders should embrace their crucial role in supporting Canadian news
Dear Leaders in the Media, Marketing and Advertising Industry,
As the President of the CMDC, I am reaching out to you today, urging you to support our cause in preserving and protecting local news in Canada. Your leadership and actions are crucial, and together we can make a significant impact.
Imagine your morning without local news, a reality where information is scarce and updates onevents shaping our communities are non-existent. In the absence of reliable news sources, rumorsand misinformation spreads. The truth becomes elusive, and critical thinking takes a backseat. Weare closer to this possibility than we realize, and it is imperative that we act now as leaders in ourindustry to prevent it from becoming our future.
News in Canada is facing significant challenges, with a decline in investment towards Canadiannews media publications. In 2014, 23.1% of media investment supported Canadian news media,but projections show a drop to a mere 5.7% in the near future.
However, we believe a solution is within reach. As representatives of the CMDC, we are committedto supporting local media through our Manifesto, which aims to deliver a substantial investment of$380 million by 2025. We urge agencies and marketing leaders to pledge 25% of their total digitaladvertising investment towards local news initiatives, surpassing the support provided by Bill C-18.A collaborative approach involving all stakeholders is essential, striking a fair and equitable valueexchange between publishers and platforms.
By advocating for intentional investment in local news, we aim to create a robust and sustainablemedia landscape in Canada. This collaborative effort will enable Canadian news publications todeliver high-quality journalism to the public while ensuring access to trusted sources in brand-safeenvironments. Prioritizing brand safety goes beyond delivering ads in brand-safe, viewable, andfraud-free environments. It reflects a company's commitment to being a responsible corporatecitizen, building sustainable brands that contribute to a better future.
Recognize the vital role of news in our lives, as it informs, empowers, and unites us. Without news,we risk losing our collective voice and the foundation of an informed Canadian society. Supportlocal media and the CMDC Media Manifesto to shape a thriving Canadian media landscape thatfosters innovation, sustains journalistic excellence, and meets diverse informational needs.
Join the movement to promote the value of Canadian media, preserve our cultural fabric, ensureprofitability, and drive progress. Take the pledge at cmdc.ca/cmm and stay connected for the latestnews. Thank you for your support in preserving and protecting Canadian media.