In a constantly evolving world where media plays a crucial role in information dissemination, we take our commitment to local media to heart. As an HR marketing agency that supports clients in their media plans and activation of their new brand identities, we firmly believe in the value of local media avenues and the positive impact they can have on our communities. Today, we are proud to adopt a strong brand positioning regarding funding for local media, which reflects our determination to actively support these essential players.
The recently enacted C-18 law has ushered in a new era of accountability and fairness in the media industry. We see this legislation as an opportunity to strengthen our commitment to local media and contribute to their sustainable development. Moreover, we are only the second country after Australia in 2021 to observe this showdown with Meta and Google, making us a significant player in paving the way for future negotiations involving web giants on the international stage. Hundreds of countries are currently watching us…
Our Dedication to Local Media: Why It Matters?
Local media plays an irreplaceable role in the daily life of our communities. Their existence is crucial for the diversity and plurality of information, offering a unique perspective that large national and international media outlets cannot always provide.
However, these local media face enormous financial challenges. The digital transition has brought about radical changes in information consumption habits, affecting traditional advertising revenues that were their main source of funding. As a result, many local media outlets are struggling for survival, endangering the vitality of our communities.
Our Commitment: A Recommendation of at least 25% for Local Media Placements
In response to this concerning situation, we have decided to join the “Mouvement média d’ici,” launched by A2C. From now on, we will recommend to our clients to allocate a minimum of 25% of their media placements to support these local actors. This threshold, along with the “Indice média d’ici” (Local Media Index), will be presented in all our service offerings and in our reports analyzing digital campaigns.
This measure aims to contribute to the development and viability of local media, enabling them to continue providing quality journalism and playing their vital role in our communities. By investing in local media, we are also investing in our social fabric and in the diversity of our information. Of course, this will be elaborated with the most appropriate strategic angle for the client based on their needs and aspirations.
As Minister of Heritage Pablo Rodriguez said, “No company is above the law.”
P.S. An easy trick: when you read an article from your favorite social media feed, make sure to click on “View article in browser.” It’s a simple measure that supports the media outlet that published the news.
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