The state government plans to spend $2 million on continuous advertising space in regional and outer-metro newspapers, including Seven West Media’s 19 regional titles, to help keep them afloat as shrinking marketing budgets and higher printing costs crunch smaller outfits.
“Phase one” of the support for WA regional papers scheme began in 2023 with no public announcement using $1 million from the Department of Premier and Cabinet’s existing advertising budget.
The money is spent on advertising in regional papers.Credit: Louie Douvis
The scheme was only made public after the May WA budget included a line item detailing a further $1 million for “phase two” over the 2024-25 financial year.
The money is used to purchase regular advertisements in outer-metro and regional titles, including 10 independent and Australian Community Media operations. Nearly two-thirds of the money will be spent on ads in 19 Seven West Media titles.
A state government spokesman cited recommendations from a 2022 federal standing committee report into regional newspapers that recommended government departments develop long-term advertising contracts with papers that provide certainty of income.
“In response, the WA government committed $1 million in 2023-24 to place regular advertisements across 29 regional and outer-metropolitan newspapers,” he said.
“A further $1 million has been allocated for 2024-25 for ongoing advertisement placements in regional newspapers, helping to keep regional newspapers in print and supporting jobs in our regional communities.
Newspapers benefitting from the funding
19 Seven West Media mastheads
Collie River Valley Bulletin
Denmark Bulletin
Esperance Weekender
Mandurah Mail
Toodyay Herald
The Northam Advertiser
Northern Valley News
Farm Weekly
Have A Go News
Echo News
“Western Australian regional newspapers are essential to local communities across the state, but many are struggling to stay in publication due to the rising costs of production.”
The advertisements include government messages and initiatives including public safety measures like cyclone and bushfire preparedness; the 16 Days in WA family and domestic violence campaign; reducing alcohol-related harm; and encouraging recycling.
The program has Examiner Newspapers publisher Tim Mayne scratching his head after missing out on advertising while its sister independent publication based in Midland, The Echo, was included.
The Examiner is distributed across Perth’s south-east and out to Serpentine Jarrahdale and Mayne said government messages around bushfire preparedness and domestic violence were important ones for his communities.
“I’m concerned to hear the paper was left out of the progress, given it has a strong regional focus and the messages the government proposes to address affect my local community,” he said.
The newspapers were selected by a media buying agency contracted to the government.
Advertising spending for each newspaper depended on advertising rates negotiated by the media buyer and frequency of publication.
Seven West Media did not respond to a request for comment.
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