I will refer to my answer to your last question.
If I could reach 50,000 people by advertising in a digital media platform, whether through the website of my local newspaper, Google or Facebook, I would do so. For many communities, spending $500 on advertising in Google and Facebook is less expensive than advertising in local media.
We are asking you to think about incentives to offer Canadian companies that choose to invest in local media, in order to make that choice more reasonable, effective and beneficial. If I received a $50 or $100 credit for $500 invested in advertising in a local newspaper, or if I didn't have to pay taxes on the amount but I would have to pay taxes to advertise on Facebook, the dynamic would change a bit. Companies would start thinking it would be worthwhile to invest in local media.