By Guy Page

Gov. Phil Scott has signed an executive order directing Vermont state agencies and departments to prioritize local newspapers, radio and television stations when purchasing advertising, in an effort to help local media inform Vermonters about what’s happening under the Golden Dome.

“From my perspective, having strong regional news outlets is especially important here in Vermont. I believe a big contributor to the harmful policies that come out of this building is the fact that rural Vermont is underrepresented and far too often gets completely ignored,” Scott said at a Thursday press conference announcing the executive order. 

In particular, Scott highlighted the lack of information about 2024’s Act 181 and its mischaracterization as a housing bill.

“Throughout the 2024 legislative session, I must have held a dozen press conferences and issued dozens of statements pleading for the supermajority to understand the harm it would do to rural Vermont,” Scott said. “If we had had more local news outlets in those rural communities with the resources and staff to regularly cover what happens in Montpelier, maybe we could have saved ourselves two years and the worst parts of the bill would never have passed in the first place.”

There’s no doubt that traditional Vermont newspapers, especially daily newspapers, are hurting financially. This week the online Windsor County news outlet Morning Break reported of reduced staffing at the Valley News, one of Vermont’s longest running, most prestigious daily newspapers. 

Every other daily newspaper has seen drastic losses in advertising income and (therefore) staffing, mostly as a result of the blossoming of online news and consumers’ shift away from shopping on Main Street to shopping online. Weekly newspapers have fared somewhat better but are still struggling, and for the same reasons. 

Covid and Vermont’s July 10 floods of 2023 and 2024 also sapped local businesses, on which the traditional local newspapers and radio and television stations rely. 

Executive Order 06-26, signed Thursday, instructs state entities to include Vermont-based media outlets in paid advertising campaigns whenever feasible and in the state’s best interest. The order was developed in partnership with the Vermont Journalism Coalition and the Vermont Association of Broadcasters.

In the last two legislative sessions, the Legislature has authorized grants, sourced from the general fund, to local news outlets. The funding totals about $100,000 and is administered in an awards program. Sen. Andrew Perchlik (D-Washington County) has been the driving force behind the awards program, which he says is a way for the Legislature to express support for struggling news outlets. 

Skeptics of this program (including VDC) have suggested that receiving state funding could affect the impartiality of the news coverage.

Another notable quote from Scott later in the press conference addressed why local journalism matters in the age of social media:

“People are starting to question whether what they see and hear online is truthful, but they can count on their local papers because they’re held accountable. You see them in the downtowns. You see them going to events, so they’re there in person.”

The State of Vermont spends money each year on advertising campaigns to inform residents about public programs and services, public health and safety initiatives, state parks, the lottery, liquor sales and other programs. 

The executive order also directs the administration to develop a process for tracking advertising spending across state agencies to better measure investments in local media.

“I’ve always been a supporter of ‘buying local’ and that’s just as important for local newspapers and stations as it is for our local hardware stores or farms,” Scott said. “We’re fortunate in Vermont to have regional newspapers and broadcasters who still serve their communities and play a vital role in reaching Vermonters — especially in our rural towns.”

Kristen Fountain, interim coordinator of the Vermont Journalism Coalition, said Vermont still has about 50 active local news organizations.

“Advertising with them is a smart way to reach Vermonters but also helps sustain these essential community resources,” Fountain said. “We’re thankful for the recognition and support.”

Wendy Mays, executive director of the Vermont Association of Broadcasters, praised the move, saying Vermont’s local radio and television stations “are the voices and faces of the regions they serve” and thanked Scott for including all broadcast stations in the order.

The executive order took effect immediately upon the governor’s signature. The state’s Communications and Marketing Office will oversee its implementation.