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Toronto Star publisher urges Canadian business to dedicate 20% of ad budget to local media

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The Toronto Star\u0027s owner said tech giants are \u0022stealing\u0022 journalists\u0027 work and called on business to advertise more on local media. Read on.

To counter these trends, the federal government has put forward Bill C-18, which would require digital giants to negotiate deals that would compensate Canadian media companies for linking to or otherwise repurposing their content online.

He’d like to see the federal government increase its spending on COVID-19, reconciliation and affordability advertising in Canadian media, saying Torstar papers and their digital platforms received 0.27 per cent or less than $400,000 of a recent $140 million budget. Bitove also wants to see corporate Canada increase its local advertising spend, after he heard that “one of Canada’s leading institutions whose values are 100 per cent aligned with our company” spent $50 million on ads last year. His company’s share of that spending was less than one per cent.

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