Manitoba committee recommends tax credits and advertising to support local journalism

WINNIPEG — A report from a committee set up by the Manitoba government is recommending tax credits and government advertising to support media outlets, but the report is not unanimous.

The committee, made up of six legislature members, held public consultations this year on ways to support local media outlets, with an emphasis on rural, northern and multicultural media.

The report recommends the Manitoba government ensure at least 25 per cent of its advertising spending — including that of Crown corporations — goes to local journalism outlets.

It also calls on the province to consider tax credits to help locally owned media with the cost of hiring staff, similar to an existing federal tax credit.

But the Opposition Progressive Conservatives, who had two of the six seats on the committee, say they were not consulted on the final report and their recommendations were not included.

The Tories say they want the majority of government advertising spent within the province and want their members’ names removed from the report.

“This NDP government has refused to divulge how much money they are spending on advertising through Facebook and Google,” Greg Nesbitt, a Tory committee member and former newspaper publisher, said in a news release.

“Considering the audience that the provincial government is trying to reach, we believe that the majority of government ad spend should be with Manitoba media outlets, not these American tech giants.”

The NDP said the Tories were consulted but offered nothing concrete, and released a letter written to the Tories by Robert Loiselle, the New Democrat who chairs the committee.

“You have not provided any alternatives or constructive suggestions despite the meaningful information shared with you and all members of the committee to date,” the letter, dated Thursday, reads.

The committee report says the 25 per cent target for government advertising was the rate most frequently cited in public hearings. It also mirrors a target used in Ontario.

“While the Manitoba government and its Crowns and agencies currently balance their advertising spends between local media outlets and national/international outlets, a formal benchmark will help ensure that media organizations and the public have confidence in how government advertising dollars are being spent,” the report said.

“It will also ensure that as the prevalence of social and digital media grows, government is balancing the use of this media to reach more Manitobans, with the value that local journalism brings for members of the public.”

This report by The Canadian Press was first published Dec. 19, 2025

Steve Lambert, The Canadian Press