Mr. Chair, members of the committee, thank you for having us today.
I'm here before you this afternoon as the executive director of l'Association de la presse francophone but also as an authorized representative of the Official Language Community Media Consortium, which represents 105 community minority radios and newspapers. The consortium brings together members of l'Association de la presse francophone, which represents minority francophone community newspapers of Canada; l'Alliance des radios communautaires, which represents the minority francophone community radios of Canada; the Quebec Community Newspapers Association, which represents the minority anglophone community newspapers of Quebec; and the English Language Arts Network, which represents the minority anglophone community radios of Quebec.
Since the summer of 2016, we have pooled our expertise, our experience and the strengths of our respective networks. Now all four organizations work hand in hand and speak with one voice for our sector.
What is an official language minority community media organization? Since there are so many new committee members, I think it's important to explain what separates an official language minority community media organization from mass media and other media organizations. An official language minority community media organization is considered an essential service since it is often a community's only source of local news in its official language.
Its role as an essential service provider has been vital throughout the pandemic, reflecting the minority community and giving it a voice. Very often, minority communities are isolated, whether in rural or urban areas. An official language minority community media organization is a tool for community development and cohesion, while helping to build an official language minority community's sense of identity and contributing to its vitality. It also provides a space to share ideas and information. I want to reiterate, communities have used that space to the fullest extent during the pandemic. Finally, an official language minority community media organization is an indicator of an official language minority community's vitality, one that government authorities refer to often.
Now I will turn to the essential role official language minority community media organizations play: keeping the community informed throughout the pandemic. As you no doubt know, the federal government has made numerous cuts to what it spends on advertising in traditional media. We therefore applaud the government on the measures it recently announced, which are meant to be a step in the right direction.
The cuts hit official language minority community media doubly hard, given that the critical mass of potential advertisers for the vast majority of our radio stations and newspapers represents a tiny fraction of the advertising pool in other media.
As the Commissioner of Official Languages pointed out in his June 2018 decision, further to a complaint made by our organizations, the federal government did not see fit to assess the impact of its decisions on our media organizations before making the cuts. Since the commissioner's decision in 2018, Public Services and Procurement Canada has not made any changes to remedy the situation.
Although I could give you a list of examples, I will focus on the federal government's advertising campaign to raise awareness about the COVID-19 pandemic. The $30-million campaign was announced in April 2020. Our organizations received an average of $1,500 each for the purchase of federal advertising space; that amounts to 0.5% of the ad campaign budget. That's a hard pill to swallow.
We found out that the public broadcaster's share of the ad campaign spending to combat the spread of COVID-19 was several million dollars. Keep in mind that the public broadcaster already receives more than a billion dollars in government funding annually. That means the responsibility to inform and educate official language minority communities—something all of our community media do—fell on our shoulders. Public broadcasters in the regions did not step up and assume the role. They got the real money, and we got mere crumbs.
Beyond the ongoing unfairness in how federal advertising dollars are distributed, the pandemic has had a major impact on the already strained ability of community newspapers and radio stations to inform their target audiences.
It goes without saying that local news has played an instrumental role throughout the pandemic, and the demand is constantly growing, now more than ever. Indeed, since the spring, our website and social media traffic as well as our audience shares have gone up 35% to 55%, depending on the region.
People looked to their community media organizations. That is a clear testament to the relevance and value of the local news coverage provided by our media organizations during the pandemic.
Thanks to a number of assistance programs and stopgap emergency measures put in place by the government, our community media organizations—which, first and foremost, are organizations close to home, as you know—have continued to follow, relay and explain the considerable information put out daily by the federal government, as well as provincial, territorial and municipal governments.
I should mention that the emergency measures the federal government has introduced since the spring have helped to soften the impact of the crisis on our media organizations and their ability to inform official language minority communities. A number of media organizations in official language minority communities were able to access support through the measures and thus fulfill their roles as essential service providers. The measures helped. They made our outreach possible.
Like everyone, we face an uncertain future. How long the pandemic and the ensuing recovery period will last is even more uncertain. The emergency support measures are drawing to a close, but our media organizations want and need to continue providing this essential service to their communities. Without the resources, however, they can't, and the meagre $1,500 they received will not do it.
I want to address the local journalism initiative, which has been instrumental. Thanks to the program, we maintained a presence in communities and created high-quality civic journalism throughout the pandemic. However, 105 local media organizations have to share just $900,000 in funding a year. That's $8,500 per organization per year. The program has proven to be excellent, but the funding is not in line with the demand. It is essential that the government boost program funding in order to help us.