Let’s debate – a topic worth discussing

What did you pay to read this article today?

Your answer might be nothing—and on the surface, you’re right. Whether you’re reading it in print, on a laptop or on a smartphone, there’s no cost to access our journalism.

But really, you have paid for this article—through your attention. More specifically, through the attention you’re paying not to these words, but to the advertising you’re seeing around them, on this page or screen.

Our advertisers—the people who pay the salaries of everyone who works here—pay us for your attention, to highlight their products and services, to build their brands, to bring you into the store for their sale this week or to encourage you to call them or visit their website, to attend their concert or event.

They do this because advertising in local newspapers and local news websites continues to be a powerful and cost-effective marketing platform—and that’s because of your trust in us. According to research conducted by our national association, News Media Canada, Canadians trust ads they see in newspapers and on their affiliated websites more than the ads in any other medium, from social media to other internet websites to radio and TV. In a world drowning in increasingly dubious advertising messages on what seems like every surface, that trust in advertising is vital.

But there’s got to be more to it than just results. After all, local merchants can reach local customers with greater precision than anyone thought possible a few years ago through a few clicks of a mouse. Enough ads on less trustworthy sites can be bought cheaply enough to have a similar result to what we can do.

The difference—the thing that a Google ad or a social media post can’t do—is in building up your community.

The advertisers you see in these pages or on this screen are building community by supporting the mission of local news. Their support makes it possible for us to cover what’s going on at city hall, in your kids’ school, with your local sports team, in the courts and on your street. They make it possible for us to build up our community by supporting hundreds of local organizations and events with hundreds of thousands of dollars of in-kind advertising support and publicity each year.

Which means the best way you can support us is by supporting them. We’re partnering with News Media Canada to create a Proud Advertiser program to help highlight these community-minded businesses that are supporting local news with their marketing dollars. Take a look at the Local Matters ad at the bottom of this page and please consider paying the advertisers you see here a visit this coming week. Some of them may be regular stops for you already; some may be places you’ve never visited before. Either way, when you do go to see them, please let them know what brought you in—their support for the local news you enjoy.

This isn’t just helping us—it’s helping yourself. Your support creates a virtuous circle: the more you support those local businesses you see in our pages and on our site, the better they do, and the more they’ll be able to do for you—more products, better hours, and improved service. They’ll also be in a position to do even more local advertising, which supports us and ensures you have more high-quality, award-winning local news.

Tim Shoults is Vice President, Content and Audience Development, at Glacier Media.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

RDKS developing strategy to bring higher internet speeds to remote areas

Results of public survey will help ISPs build business case for funding

UPDATE: Man drowns crossing Skeena River

59-year old Prince Rupert victim pronounced dead at Mills Memorial

Donations flow into Mills Memorial Hospital

Community responds to request for equipment, supplies

School district digs in on instruction resumption

Senior official calls the process a “marathon”

B.C. records five new COVID-19 deaths, ‘zero chance’ life will return to normal in April

Province continue to have a recovery rate of about 50 per cent

John Horgan extends B.C.’s state of emergency for COVID-19

Premier urges everyone to follow Dr. Bonnie Henry’s advice

B.C.’s first community COVID-19 death was dentist ‘dedicated’ to health: lawyer

Vincent was 64 when he died on March 22 after attending the Pacific Dental Conference

Two inmates at prison housing Robert Pickton test positive for COVID-19

Correctional Service of Canada did not release any details on the identities of the inmates

BC SPCA launches matching campaign to help vulnerable animals after big donations

Two BC SPCA donors have offered up to $65,000 in matching donations

Quarantined B.C. mom say pandemic has put special-needs families in ‘crisis mode’

Surrey’s Christine Williams shares family’s challenges, strengths

Anti-tax group calls for MPs, senators to donate scheduled pay raises to charity

Bill C-30, adopted 15 years ago, mandates the salary and allowance increases each calendar year

Two arrested after man lies about COVID-19 illness to stay in Victoria Airbnb for free

Victoria Police found stolen goods inside the occupied unit

Liberals delay release of 75% wage subsidy details, costs: Morneau

Program will provide up to $847 per week for each worker

Most Read