Madam Speaker, I welcome the opportunity today to talk about Bill C-55, the foreign publishers advertising services act. It will regulate advertising services supplied by foreign magazine publishers to Canadian advertisers where such services are directed at the Canadian market.
The new law will ensure that Canadian magazine publishers continue to have access to Canadian advertising revenues which are necessary for the survival of our periodical publishing industry.
Advertising revenues from the supply of advertising services are the main source of revenue for magazine publishers. They finance the production of editorial content, the purchase of photographs and much more. Without such revenues there would be no original Canadian content. Therefore access to revenues from the supply of advertising services is critical to the continued production of Canadian stories and of information of interest to Canadians.
Since Confederation Canada has preserved, promoted and enhanced cultural identity through mass media. Canada's longstanding cultural policies have supported the creation and communication of Canadian ideas, stories and information through the establishment of the Canadian Broadcasting Corporation, our National Film Board and a host of other organizations that give voice to Canadian stories and Canadian culture.
As well, Canada's cultural policies have played a key role in cultivating a vibrant, domestic magazine publishing industry. In 1996 Canadian publishers produced 1,500 magazines and sold 539 million copies and generated revenues of more than $1 billion. Of the magazines in circulation in Canada, the percentage of Canadian magazine titles has grown from 20% in 1956 to 65% in 1997.
In a land as vast as ours and given our rich cultural diversity, Canadian magazines are a powerful vehicle for expression in the sharing of stories, information and perspectives. Canadian magazines help define who we are and enable us to read about ourselves in our own voices as well as share Canada with those who live outside our borders.
In a world that technology continues to shrink it is critical that the federal government continue to support our domestic magazine publishing industry so that the creation and sharing of Canadian stories and Canadian perspectives will thrive.
With more than 250 million English speaking Americans to our south there is no shortage of American stories coming into Canada. From U.S. magazines we would not hear about Canada Day or St. Jean Baptiste Day or celebrating Thanksgiving in October. Nor would we hear about the details of Canadian bank mergers or the challenges of gardening in our northern climate. What we would hear is the perspectives and interests of other nations and other people.
This measure is not about excluding foreign magazines from our domestic market to enjoy hearing what others have to say, and we will continue to do that. In fact, Canada imports more American magazines than the rest of the world combined. Canadians also want to be able to read about themselves, their communities and their country. This is clearly demonstrated in the fact that 18 of the top 20 magazines in circulation within our borders are Canadian.
We must make sure that Canadian publishers have access to advertising revenues. Because of the relatively small size of our market, one-tenth the size of the U.S., a strong domestic advertising revenue base is required to support the creation of distinctly Canadian magazines. This way we can ensure that Canadian magazines help project our stories to our own citizens as well as to others around the world.
This new bill is really about choice, choice for Canadians to benefit from Canadian voices, perspectives and shared experiences.
As I mentioned, and this is very important for anyone watching this debate, we are not excluding others from our domestic market. Rather, Bill C-55 will result in a secure advertising base for Canadian magazine publishers. This in turn will ensure that this vibrant cultural industry continues to provide distinctive expressions, distinctive vehicles for expressions which are distinctly Canadian.
Therefore I urge all members to seek speedy passage of this bill. I also urge opposition members and all those speaking on this debate to give Canadians watching this debate and the Americans and others watching this debate the facts. The fact is it is important for Canadians to have the opportunity to read and hear about Canadian expressions and Canadian stories.
I have had a number of calls from residents in the constituency of Thornhill. Many of them have expressed to me their concerns. When my children were small I searched for Canadian publications and magazines. At that time there were not nearly as many as there are today. They are here today because there is a demand for them within Canada. The fact that we have a relatively small market means we need to do what we can to ensure that they will be here not only for today but for future generations. It is therefore my pleasure to participate in this very important debate.