Mr. Speaker, it is a pleasure to address Bill C-55 which reminds me of eating too much spicy sausage. It keeps coming back again and again. Just when we think cooler heads have prevailed and the Pepto-Bismol of the World Trade Organization has soothed the savage lining of the Liberal tummy, we find that it regurgitated. It comes back up from the bowels of somebody's desk. Here we are again in parliament debating a bill with new a number and a bit different tangent, Bill C-55 which was formerly Bill C-32.
We must do something. We must protect something. If we are honest about it, we all know in our hearts that Canadian culture does not need protection. It needs promotion. In this case we are discussing Canadian magazines but not just them. It is a broad cultural issue.
We need to understand that Canadian culture is worth promoting. It is worth unshackling from government regulation. This great country with its multitude of cultural facets is worth selling to the world. It is worth bragging about. It is worth telling others in the world that if they want a cultural experience par excellence Canada is a good place to find it.
Instead of a Canadian cultural minister admitting that she does not even know what Canadian culture is, Liberal members need to say that we have great Canadian culture. It has much variety. It goes from bagpipes to traditional dances, to native ceremonies, to opera, to whatever. We have the whole smorgasbord. It does not scare us on this side of the House to think that a smorgasbord is hard to digest. We think it is a wonderful thing. Canadians and others in the world think it is something to be proud of. It is a good thing. It does not give me indigestion and the rest of the world finds it very palatable.
I am in support of the Canadian cultural industry. It is a wonderful industry. It produces lots of jobs with a good future. They are not just hewers of wood or carriers of water. It is an expanding market. It has huge potential.
Whether it is in the computer industry, the animation industry, the newspaper industry as we are seeing on the front pages of our papers today, or the magazine industry, people want to come here and invest their money not because of protection but because they see it as a viable growing industry with a Canadian flavour that sells not only in Canada but around the world. My hat is off to this industry. Good for it. It is doing its job and I appreciate it.
We want to see this industry blossom and thrive, but what is the government's response? A press release of the minister indicated that only Canadian periodical publishers would be able to sell advertising services aimed primarily at the Canadian market to Canadian advertisers. In other words, any split-run magazines like Time or Sports Illustrated whose editorial content is similar to their foreign original will not be able to bring their wares into Canada and solicit advertising space to Canadian companies. That is pretty ironic.
I will leaf through the latest edition of Maclean's magazine. Let me just crack it open. This is supposedly our national magazine. On the first full page is a Jaguar commercial, one of those great Canadian corporations, I guess. Then there is the next one, a full page Toyota ad. That is good. I do not mind that. There is one from Sheridan, a good Canadian company. Then there is one from Continental Airlines Express and a full page for Scotch whiskey. That is good. Anyway on and on and on it goes.
The magazine attracts international advertisers with headquarters that may be in other countries. Why? It is not because they are forced to advertise. They are not forced to advertise. If they want to address Canadians they had better speak to Canadians and use Canadian magazines to do it. Nobody could tell Jaguar that if it wants to sell Jaguars to Canadians it should advertise in the Los Angeles Times or a Los Angeles daily newspaper.
People advertise in Canadian products because they think that somebody will read it and that somebody will be Canadian. They do not need to be told about that. It is just a natural business decision and that is what they are doing.
If we want to help Maclean's or any other magazine, we should make it so attractive to advertise and do business in Canada that no on in their right mind would consider not spending a portion of their international dollars on Canadian run magazines. We want to be able to convince them that doing business in Canada is good. That is the way to help the Canadian cultural industry.
A committee has been travelling around and meeting for months. It is wringing its collective hands about the future of professional hockey in Canada. We could argue it is a sporting event which is sort of cultural. I have always thought it was pretty much a part of the Canadian mosaic. I love Canadian hockey.
If we wanted to hurt Canadian hockey how would we do it? Over the last 25 years through successive free spending governments we have managed to drive the value of the Canadian dollar down to 64 cents. I use the royal we here. I am including myself only because, I guess, I was a voter at that time. As much as many Canadians were upset about it, the spiral of debt and deficit financing for years and years and years created an atmosphere in Canada that has driven our dollar down to 64 cents.
Guess what? Some Canadian businesses are in trouble over that. A hockey player has to be paid in American currency. What will happen? Canadian hockey teams, the ones situated in Canada, cannot hang on to their best players. They are paid in American dollars. Our dollar is in the toilet. Their dollar is sky high because of differing policies.
In this sense our cultural activity is heading south. What a shame. One after the other Canadian markets are being shut down. We cannot compete primarily because of the dollar. Our arenas are full. Hockey programs are full. Television networks are willing to sell it. The bottom line is we cannot compete because our business structure is so out of whack in Canada that people cannot refuse a much better offer in the States.
Earlier we talked about the wine industry in my province. It wins awards around the world, not because it is subsidized. In fact it did not happen until the subsidy was removed. It tore out all the old grapes. It tore out all the old orchards that were heavily subsidized. It planted a market driven grape, if we want to call it that, which I am told produces a wine that is—and I am not a wine drinker—one of the best in the world. British Columbia is sold and touted around the world as one of the finest places to grow wine. That is not a cultural activity but it is another example of people going where the good product is, not necessarily where the subsidies are.
Again and again when Canadians are allowed to trade freely and are unencumbered by government they do pretty well. We are not going to win all the battles. It is not like 100% of the game is always won 100% of the time by Canadians.
Another prime example is the softwood lumber agreement. The parliamentary secretary mentioned earlier that the Reform Party was isolated on the softwood lumber agreement. We were the only party in the House that stood and said “Warning, if you follow through on this you are going to put hundreds and thousands of people out of work”. Nobody listened. We were told we were all by ourselves over here and asked if we understood that the magnanimous government was to put together some trading, not free trade but an agreement that restricts trade to a few quota holders and so on. The government was to manage it and tell us what could be sold.
In my riding every innovative softwood mill will be shut down. Most of them are shut down now and they will all be shut down within a year. It is a sad prediction. Every time they create a new value added product they are told “Sorry, you cannot sell it because of the softwood lumber agreement”, no matter what they do or how inventive they are.
They have even tried to saw boards into boards for little retaining walls to hold landscaping in place. There is a huge market for them in the United States. Even though it is a new product and a value added product, because they are joined together and treated, guess what? “Park it in your warehouse as you are not allowed to sell it”. Why? Because the government tells them what they can do.
It is not free trade. It is not access to a market with 300 million people. It is a market that says the government knows best. The mills in my riding have been told one after another “So, you have millions of dollars invested. So, you are opening markets in new value added products. We will shut all that down”.
What we end up with is a guy who saws 2x4s and ships them in bulk. He gets to keep shipping. However, the fellow that is putting energy and creativity into the value added product and doing what we have been told is the future, the right thing to do, has been told to shut down his business down and lose his investment. That is what happens when there is interference.
To get back to the example on the cultural side, the federal government is saying that to promote Canadian culture and to make it stronger it has to use its legislative muscle to keep Canadian magazines from international competition, which we believe Canada can and has met in the past and will again in the future.
I would argue that Bill C-55 is not needed. I cannot in my wildest imagination think that because of some advertising content or a split-run edition I am going to rush off and change my subscription to Canada's national magazine because somebody from Los Angeles has a magazine with Wayne Gretzky on the cover.
Do Canadians not have enough grey matter to understand the difference between advertising and what they want to read? When I look at the table of contents I want to read how things affect Canadians. I am not going to find an American magazine that states “Canada, the high stakes tug of war on the environment. Nova Scotia's Liberals on shaky ground”. I kind of like that one. I read it twice because it was a good one.
Canada's involvement in Kosovo, what is our future in Kosovo? What is going to happen to businesses like Northern Telecom and Nortel? Those are Canadian questions I would like to have answered. What is happening in health care with the waiting lists and so on, which was largely caused by this government? I would like to read about that.
I would like to read book reviews about Canadian authors and Canadian subjects. The reason I get that magazine is it deals with Canadian issues. I do not dial up CNN on my television because I think it would be great to listen to some announcer from Chicago tell me about the weather patterns in Florida. I dial in Canadian programming because I want to listen to Canadian stuff that affects me as a Canadian. I do not need advertising dollars to make me do that. I do it because it is the right thing to watch.
As I mentioned earlier, guess what happens in this magazine? International organizations repeatedly advertise in a Canadian magazine with Canadian content not because they are told they have to but because the realize that Canadians read it. If it is garbage it should not be subsidized or protected. It basically can put out the same magazine 12 months of the year because nobody reads it anyway. If that what we have here it does not matter how much regulation is put on it because it will not sell. Canadians will not buy it and advertisers will not advertise in it. Nobody will care because the magazine is not worth reading.
However, if the magazine deals with Canadian issues the advertisers will advertise. If you build it, they will come, culturally speaking. That is what will happen. They are looking for good quality magazines so they can say show us the product and we will advertise in it. Anybody who thinks differently has not looked at the latest Maclean's magazine. They are certainly not thinking on a whole realm of things, why, for example, Canadian Gardener might be of more interest to the latest gardening schemes in southern Florida.
Since that stuff does not grow in my garden I will not buy that magazine because I want the magazine to deal with Canadian stuff. Most Canadians understand the difference between reading about the latest adobe styles in southern California and the fact that west coast architecture is a little different. They understand it and gravitate to it because it is what they want to read. It is not because it is supported by advertisers.
One wonders why the federal government is putting so much energy and resources into this kind of initiative, an initiative that unfortunately may backfire again at the World Trade Organization as it did last time. One wonders why this government thinks that putting this misplaced energy into protecting the split-run magazines is a vote getter or whatever.
We have a $1.4 billion a day trade deal with the Americans and it has been growing rapidly since NAFTA and the free trade agreement and now expanded to the WTO. They are our best trading partners. Contrary to what the Liberals tried to sell us in 1993, they realized as soon as they were in power, within about two weeks they signed an agreement saying that Canada's economic well-being was based on access to the 300 million person U.S. market. They signed the agreement, as we knew they would and as we said they would in 1993 when we campaigned against them.
I remember the Liberals standing at an all-candidates meeting and saying—in our case it was article 2(c) of the World Trade Organization agreement which dealt with supply management—“we will never sign that without a strengthened article 2(c), you can count on it”.
The Liberal candidate I was running against said “I would lay on the railroad tracks and stop the trains before we would sign that”.
Two weeks after the Liberals were elected in 1993 guess what? The Liberals signed the agreement. Guess what? Article 11 (2)(c) is just the way it was when the Conservatives negotiated it. I warned our farmers not to trust these guys. As it turned out I was absolutely right. This government did exactly as I knew it would and it signed the agreement.
Why? Because we live in an international rules based trading economy. The government is half way there, half pregnant. The government sort of wants to go but does not know what the gestation period is. This government wants to do it but does not want to admit it. It is sort of free trade but it cannot simply come out and say it.
It is like the reciprocity campaign of 1911. Interestingly the Liberals at that time said the future lies in reciprocity. The future lies in free trade because Canadians can take on the Americans at their game and can win our share and more. We have enough assets to pull it off, human and otherwise.
There is $1.4 billion of trade between Canada and the U.S. and what are we doing? In one minute we are poking the Americans in the eye. We are saying “oh yeah, watch this”. We are telling the Americans let's go, let's go. We are taking on our best trading partner and saying let's go to the WTO. They are going to win again. The Americans will come back and kick our sorry economy all over the map because of this.
When the Americans win this the second time, the second time means they come back and the softwood lumber industry in my riding could be affected. It could be grain shipments into the States. It might just be magazines and cultural activities. But it could be anything.
I can imagine the American negotiators saying “Oh boy, the election is coming up. Get a little presidential butt kicking going here. Let us see what we can do to those Canadians because we won it again. Let us pick our spot. What is the best vote getter? Let's knock the snot out of those Canadians for being lippy again for the second time when they knew full well and they were warned by the official opposition that this was going to happen”.
Some American presidential candidate is going to use the opportunity of a WTO ruling on this bill and they are going to come back and hurt Canada bad for political reasons. That is a shame. It is unnecessary and should not be happening. This bill should not pass.