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Local Press: Advertising

Answer

The Government understands that many news publishers, particularly at the local level, are operating in a challenging advertising environment. In our recently published Local Media Action Plan, we announced plans to support local media outlets across the UK. This included our commitment to make the best use of local media in government advertising campaigns, where this helps us reach our target audience and is a good fit for each campaign.

We are planning a package of measures to fulfil this commitment, including supporting independent local radio and smaller online news publishers to develop standards to better measure their audiences, so they can compete more effectively in the advertising market and carry government advertising, and championing local media as a high quality channel for commercial advertising, by demonstrating its value to the government marketing community through case studies and allowing these to be shared more widely. Government Communications takes an audience first approach and carefully considers which platforms can help us reach those we need to speak to. It may be the case that these audiences are reachable through existing channels. We keep our approach to reaching audiences under regular review, and undertake assessments of platforms as needed.

Secondary information

Type

Written question

Reference

125880

Session

2024-26

Grouped for answer

Yes

Subjects

Advertising Government departments Local press

Link

View this Written question on www.parliament.uk