Rep. Jane Galifetti proposes $3 million cap, 40% set-aside to direct state ad dollars to smaller news outlets

Representative Jane Galifetti proposed an amendment to a state advertising bill that would steer advertising dollars toward smaller Vermont news outlets by capping eligibility at $3,000,000 in annual revenue and reserving 40% of the program’s money for outlets below that threshold.

Galifetti said the change was intended to “bring advertising dollars back to Vermont” and to give “the smallest news media outlets” a seat at the table with larger organizations. She said she based the $3,000,000 figure on the previous year’s revenues for outlets she reviewed and estimated that the cap would include roughly 70% of smaller news organizations.

“How did you arrive at the $3,000,000?” Representative Waters Evans asked. Galifetti replied she reviewed previous-year revenues and that she did not have time for a deeper multi-year analysis: “I just based it on the previous year's revenues. I didn't have time to do a deeper dive.”

Several lawmakers raised practical concerns about the amendment’s administrative effects and whether the restriction would complicate agencies’ ability to place effective advertising. One member noted production costs and audience reach — for example, targeting younger audiences may require video production capacities smaller outlets may not have. That member cautioned the committee that an overly prescriptive approach could undercut the bill’s goal of effective outreach.

Some members recommended seeking more testimony and carrying the language forward for the Senate to consider. One lawmaker said the Senate had already begun hearing testimony on the topic and appeared “open to figuring it out.” Another member who had voted no in committee said the amendment might provide useful guidance but that the committee lacked sufficient information when the bill previously came before them.

After receiving feedback, Galifetti said she would be willing to withdraw the amendment on the House floor after making a brief statement: “so given the feedback, honestly, I would be happy to withdraw this on the floor after I make a brief statement.” The transcript does not record a formal committee vote on the amendment; members discussed carrying language forward and obtaining further testimony.