House advances bill requiring 70% of state ad buys be placed through Vermont news outlets

The Vermont House on March 26 took up H.244, legislation that would require state agencies and departments to contract with Vermont-based news organizations or Vermont ad agencies for at least 70% of their annual advertising spending, excluding tourism and some out‑of‑state job recruiting ads.

The bill’s sponsor, identified in debate as the member from Charlotte, told colleagues the measure is intended to sustain local journalism by steering a portion of state advertising dollars to outlets that produce professionally reported local news. The bill would direct the Department of Buildings and General Services (BGS) to maintain a list of eligible local news organizations and to report annually to the General Assembly on the state’s advertising purchases.

Supporters argued the measure would boost local civic information and strengthen a press that has contracted in recent years. The member from Manchester cited national research on newspaper closures and said Vermont should “keep local taxpayer‑supported advertising dollars right here in Vermont.” Several other members with media backgrounds described local advertising’s historical role in supporting Vermont outlets.

Opponents said a flat 70% quota is overly prescriptive and risks forcing agencies to prioritize vendor location over audience reach. The member from Northfield warned that some agencies, such as health departments seeking to reach younger demographics, rely heavily on targeted social media and other platforms whose audiences are not local newspapers or broadcasters. That member pressed the presenter about whether testimony had been taken from agencies beyond BGS and the Department of Human Services; the presenter said it had not.

Debate addressed how the requirement would interact with purchases through Vermont ad agencies. The presenter and supporters said agencies could meet the rule by contracting with a Vermont ad agency or media buyer that places ads on social platforms or national platforms targeted to Vermonters; critics said that arrangement could route most advertising dollars off‑state while counting as an in‑state purchase and therefore undercut the bill’s intent to put money into Vermont newsrooms.

The bill includes detailed definitions of “local news organizations” (for example, a full‑time employee working at least 30 hours weekly within 50 miles of the outlet’s coverage area, and minimum publishing/audience thresholds for print/digital outlets), transparency requirements about ownership, and an annual reporting date of June 30. H.244 was reported favorably out of the House Government Operations and Military Affairs Committee by a 7–4 vote and, on the floor, the House amended the bill as recommended by the committee and ordered third reading.

Proponents said the measure aims to preserve local reporting that covers town and school meetings and other civic matters; critics said the one‑size‑fits‑all percentage risks unintended consequences for audience targeting and for agencies that must reach nonlocal audiences.

The bill’s effective date is July 1, 2025. The House moved H.244 forward after floor interrogation and debate; members signaled possible further amendments on third reading to tighten how in‑state media benefit is measured.