Local news outlets are asking the federal government to increase ad spending to mitigate the financial impact of the coronavirus pandemic.
From Walmart to Google, brands have had to adapt their advertising messages to convey more empathy with consumers during the coronavirus crisis.
“Our radio and television broadcasters and rural newspapers provide local and national news, emergency alerts, educational programs, and more to all corners of the United States. In many rural areas, broadcast stations are the predominant or only form of local information,” the senators wrote on April 23 in a joint letter to the Office of Management and Budget Acting Director Russell Vought.
The proposal is designed to minimize the perception of the funds being a handout to media companies, as the government will be getting commercials and ads in return. While large media conglomerates such as the Walt Disney Company, Comcast and Fox Corporation own television stations that would likely see some benefit from the increased spending, the aim is to bring relief to local outlets belonging to smaller TV ownership groups.
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