Fears Andrews government ad ban will hurt Victorians

Concerns have been raised over an Andrews government halt on print advertising in the Herald Sun and The Age, with fears that Victorians will miss out on vital information.

The Andrews government will end public sector advertising in major metropolitan newspapers. Picture: David Geraghty

Concerns have been raised over an Andrews government halt on print advertising in the Herald Sun and The Age, with fears that Victorians will miss out on vital information such as campaigns to reduce the road toll, bushfire safety initiatives and public health alerts.

The government on Monday evening stated via its media agency OMD that “all Victorian public sector print advertising in major metropolitan newspapers will cease from July 1, other than those required under statute’’.

The Herald Sun is Australia’s biggest selling newspaper and has a total print and digital monthly readership of 4.2 million people.

The government did not respond to a series of questions put to it on Monday about the unprecedented move.

The Herald Sun had asked the government to clarify whether the print advertising blackout would include:

Road safety campaigns and activities designed to reduce the road toll;

• Bushfire preparation information and alerts;

• Public health alerts;

• Family violence prevention initiatives;

• Major roadworks, road closures and disruptions;

• Significant, changes to public transport routes;

• Promoting energy cost savings initiatives, particularly for the elderly;

• Recruitment initiatives for frontline staff including nurses, police and paramedics;

• Promoting regional tourism to Melburnians;

• Encouraging attendance at major events, including the Commonwealth Games;

• Promoting the arts.

Opposition Leader John Pesutto said: “The government needs to explain the reasons for this decision and whether it is a cost-cutting measure because of the dire state of Victoria’s finances or if there are other motives at play.”

A spokesman for Mr Andrews said: “The Victorian government is recalibrating advertising spending towards television and digital channels”.

The Herald Sun is Victoria’s most influential media brand and the most-read newspaper in Australia from Monday to Saturday.

In the 12 months to March, the Herald Sun’s Monday to Friday print audiences increased by 6.6 per cent to 566,000.

This figure does not include the Herald Sun’s rapidly growing digital print edition readership.

During the same period, the Saturday Herald Sun’s readership lifted by 4.8 per cent to 639,000, and the Sunday Herald Sun by 5.5 per cent to 713,000.

The ban doesn’t extend to digital or television advertising.

It was also unclear on Monday whether it would extend to campaigns in interstate mastheads to attract tourists or business activity in Victoria.