The media industry is going through an unprecedented crisis. For several years now, the migration of advertising investments to global digital platforms has deprived them of significant revenues to enable them to imagine, produce and distribute local content. And the COVID-19 pandemic has exacerbated the situation.
This is why A2C and the Conseil des directeurs médias du Québec (CDMQ) are launching the Manifesto for responsible media practices. This rallying cry highlights the vital importance of investing in our media, but also the emergency of mobilizing our industry to address this issue.
The heavy trend of migration of media budgets to digital is not new. On average, more than half of advertisers' media budgets are devoted to digital. It is striking to note that only 14% of these digital placements go to our local media.
Quebec's advertising industry has set itself the goal of doubling the share of digital budgets going to local media over the next three years. Achieving this objective would inject more than $200 million a year into our ecosystem, thereby contributing to the health of local media and the creation of home-grown content.
Join the movement and take action now:
Download our Manifesto : Responsible media practices: A Manifesto
Show your support! Download the Mouvement média d’ici icon and use the visual in your email signature, communications, etc.
A2C and CDMQ applaud the ourlocalmedia.org/ initiative, which also supports local media. This directory of Quebec media demonstrates, with statistical support, that buying local advertising is not only a responsible choice, but also a relevant and effective strategy for advertisers.