Journalists know optics matter a great deal. In fact, it is a consideration that drives innumerable stories regarding our governments and politicians. It is also the reason that the journalism industry should be hesitant about throwing its unwavering support behind what is being described as a media bailout being proposed by the federal government. It's no secret media organizations are struggling. Traditional mediums, like newspapers, television and radio, have been taking it on the chin thanks to the digital evolution of the past decade. According to Statistics Canada, and reports from GroupM and Zenith, Newspapers have been hit particularly hard. Between 2008 and 2017 newspaper revenue plummeted to $1.7 billion from $3.8 billion and lost more than half its market share of advertising, hitting 15 per cent compared to its 34 per cent of the share nine years prior. In comparison, television and radio fared better losing only six and seven per cent of their share of the revenue. Where did the rest go? Online. Digital advertising soared to claim just shy of 50 per cent of the market from under 15 per cent in less than a decade. The impacts have decimated print media and the results are evident. Newspapers are folding, journalists by the hundreds have lost their jobs and organizations are trying to do more with less. Though much of the issue has to do with how people consume news and digital is simply easier, the amount people spend per ad on digital advertising is far less than what was spent in print. Good for the consumer? Yes. Good for newspapers trying to support staff? Not so much. The loss of journalists is also bad for society as a whole and the industry is fighting tooth and nail to ensure the public understands our intrinsic value to democracy and to the fair and accurate dissemination of information. And therein lies the problem with the bailout. Social media misinformation, the propaganda of identity politics and dwindling resources have all contributed to an erosion of trust in the media. So while the proposed measures by the government - tax credits, charitable status and grants - might help breathe life back into print media - which includes online multi-media platforms that have difficulty garnering revenue to support necessary resources - the optics might do more harm than good. Any belief that journalists or media organizations are beholden to the government, no matter how unfounded, could become a fatal cancer in the industry. What the industry truly needs is for the communities it serves to return its support in the form of advertising dollars. While that revenue does pay for the cost of doing businesses, newspapers – especially community newspapers – have also always been generous in their support to people they serve - even when money has been scarce we have endeavoured to continue that support. Don’t expect Mark Zuckerberg or Larry Page to send a reporter to cover town council, let alone make financial and in-kind contributions to the many worthy causes in our community. Not to mention the hundreds of people employed in the industry from journalists to sales people to graphic designers and administrative staff to young carriers going door-to-door. There is hope for print media, but government support might not be the saviour it seems.
