All companies can have a positive impact on local media while remaining efficient.
Media funding has been a problem for a long time. The migration of advertising investments to global digital platforms deprives them of significant revenue to accomplish their mission: to imagine, produce and distribute quality local content. It is an obstacle to the transmission of essential content that informs us, fuels our democracy and perpetuates our culture.
In light of the recent announcements of layoffs in various media, which add to the existing problem, it is imperative that companies mobilize. We must act now to maintain a strong and sustainable Quebec media ecosystem. And we know that it is possible to take concrete actions that will have an impact on our culture and our democracy, while maintaining high-performance marketing indicators for advertisers.
Moreover, the member agencies of the Association of Creative Communication Agencies (A2C) have been committed to this approach for many years now and advertisers have changed their investments to better integrate digital and offline media from here. while achieving impressive business results.
Local media movement: giving yourself the means to achieve your ambitions
The Local Media Movement1, initiated in May 2020, is a rallying cry to highlight the importance of investing in local media. Its objective is to double the share of digital budgets allocated to them, in order to inject $200 million per year into the local media ecosystem.
Yes, the media have challenges to overcome in order to remain relevant and viable, but businesses also have their part to play. Performance and cost will be elements raised to justify certain decisions, but it has been proven that the media here are also more efficient depending on the measure used. Moreover, at a time when sustainable development is essential, numerous studies have proven that local media represent an excellent solution to reduce your carbon footprint.
Making a difference, one step at a time
Every gesture counts. Have you ever thought about the place given to local media in your advertising placements, especially online?
Discuss this with your team and your media agency. Evaluate your current investment percentage with the Media Index from here. You can then assess your options for increasing your percentage of media investments from here and clearly determine the applicable performance measures.
We cannot remain silent and inactive in the face of the current media situation. Each leader and marketing director has a responsibility and above all the power to have an impact, while remaining rooted in the business objectives to be achieved.