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Maryland bill would require half of state print and digital ad dollars go to in‑state local news outlets
Summary
Delegate Linda Foley told the House Health and Government Operations Committee the procurement bill targets state advertising already budgeted for digital and print and would direct at least 50% of those dollars to qualified local news organizations while exempting tourism and recruitment ads.
A bill that would require at least half of the value of state print and digital advertising to go directly to qualifying local news organizations drew supporters from Maryland’s newsrooms and pushback from agencies during testimony before the House Health and Government Operations Committee on March 3.
Delegate Linda Foley, sponsor of House Bill 1119, told the committee the measure is intended to keep state advertising dollars in Maryland and to support small, local outlets that have seen revenues and staffing fall in recent decades. "Most news outlets in Maryland are small," Foley said, citing a University of Maryland study showing that many local newsrooms have annual budgets under $250,000. Foley emphasized the bill would be revenue neutral, redirecting existing advertising budgets rather than requiring new appropriations. She also said the bill excludes tourism promotion and employment recruitment advertising from the 50% requirement because those often must appear out of state.
Representatives of Maryland’s local media testified strongly in favor. Sarah Walton of the Baltimore Banner, the state's largest newsroom, said the 50% set‑aside would help sustain and expand coverage across counties and that local publishers can deliver engaged audiences that make advertising more effective. The Maryland Delaware DC Press Association described the proposal as a ‘‘tested proposal’’ modeled after programs in New York City, San Francisco and Connecticut.
Some lawmakers pressed media witnesses about paywalls and the effectiveness of ad placements on paywalled sites. The Banner’s representative said many government ads would appear on the home page and that publishers can execute ad buys that reach broad audiences, including programmatic options that place ads beyond a single site.
Committee members asked about concerns raised by state agencies in written letters — for example, the Maryland Lottery and Gaming Control Agency — that had said some placements and the reach of particular digital ad buys needed more detail. Delegate Foley responded that the bill targets only digital and print channels (not television or sponsorships such as sports promotions she referenced) and that agencies already have budgets for those line items. The sponsor said the bill aims to direct how those dollars are allocated, not to raise new spending.
The measure would define ‘‘qualified local news organizations’’ to require a physical presence in Maryland and full‑time journalists dedicated to state/local coverage. Supporters argued guardrails in the bill will protect against ‘‘bad actors’’ formed simply to capture ad revenue.
The committee took testimony from virtually participating publishers as well, including the AFRO and others representing smaller community outlets that said the bill could provide critical revenue to sustain reporting in underserved communities.
No vote was taken at the hearing, and committee members asked for follow‑up information from agencies and media representatives to address technical questions ahead of markup.
Notes: Supporters called the bill a ‘‘win‑win’’ for taxpayers and local journalism; agencies asked for more detail about current ad placement practices and the potential operational impacts of the new requirement.
