The Government of Canada has a duty to inform all Canadians about its programs, services, policies and decisions. Communication is central to the Government of Canada’s work and contributes directly to the Canadian public’s trust in their government.
The government must tailor messages to specific audiences to reach Canadians regardless of where they reside and ensure that new communications approaches are balanced with traditional methods.
In 2015/16 the government’s total media spend was $30.2 million.
Every week in Canada, over 1,000 community newspapers circulate almost 19 million copies in key metropolitan areas, rural and remote regions, and all areas in between.
83% of Canadians are local community newspaper readers.
72% of Canadians want to see advertising for government programs and services in newspapers.
Canadians trust advertising content in newspapers more than any other media.
Less than 2% of the government’s total media spend was in community newspapers.
34% of the government’s total media spend was online.
24% of Canadians don’t use social media.
Less than one in five look at any advertising on social media.
Display ad click through rates in Canada are 0.09%.
Of the $5.5 billion spent on internet advertising in Canada in 2016, an estimated 72% went to Google and Facebook.
If there is a genuine will to reach ALL Canadians then there must be an investment in meaningful communication with citizens through community newspapers.
