I have this marketing assignment that is due today in couple of hours so if anyo
ID: 400299 • Letter: I
Question
I have this marketing assignment that is due today in couple of hours so if anyone can help me in completing the assignment it will be helpful.
Background
In 2017, the Public Policy Forum released its report The Shattered Mirror - News, Democracy and Trust in the Digital Age. The report was commissioned by the Federal Government. The report identifies issues facing news media, and presents recommendations to deal with it. Take a look at the Shattered Mirror report. You may find it helpful to listen to this Canadaland interview with the report's author, Ed Greenspon.
Then listen to the following CBC podcast that discusses the government's recent funding proposal to address some of the report's recommendations: How to save local news without massive bailouts.
Instructions
You may complete this assignment on your own or with a partner - your choice. If you're working with a partner, please be sure both your names are clearly indicated on your submission. Only one of you will upload the assignment to the D2L dropbox.
This activity is related to chapter 3 in your Vivian text. When appropriate, be sure to refer to that chapter when answering the questions. Please answer the questions below using full sentences. Submit your responses to the D2L dropbox on or before the due date. No late assignments please.
Questions:
The Shattered Mirror report and podcast each present/discuss options for financing journalism in Canada. Three of those options are:
Philanthropy - news outlets could receive donations
Tax ad revenues Google and Facebook receive from Canadian advertisers and redistribute that money to Canadian news outlets
Government funding - i.e. the Canadian government would fund Canadian journalism. Review the report & podcast, then outline the pros and cons of each of the three financing options above. Based on your analysis, which of the three options do you feel is the best? Is there another option not listed above that should be considered? Be sure to back up your arguments with content from the sources provided here, your text, and any other sources you feel are appropriate.
Explanation / Answer
The 1/3 part of my critique of The Shattered mirror: information, Democracy and believe within the Digital Age, the public policy forums file on the future of media, has taken longer than expected. In the interim, there have been some nice posts on the file, together with these from Andrew Potter, Dwayne Winseck, and Marc side. The primary two constituents of my overview fascinated by the copyright and CBC/open licensing recommendations. This put up discusses the records most giant economic recommendation: reforms to the income Tax Act that might be designed to expand or seize digital promoting expenses with Google and fb accompanied by a scheme to create a fund to help Canadian media. The recommendation is equivalent though now not equal to 1 floated by communications regulation veterans Peter Miller and David Keeble in a report commissioned via the friends of Canadian Broadcasting (FCB).
On the heart of each studies is the advice that advertising purchased on overseas web-headquartered media will have to now not be tax deductible. The reviews offer a tempting imaginative and prescient for those looking for a easy technique to the struggles of Canadian media organizations. Each posit that much of the problem lies mostly with the dominance of Google and fb within the digital promoting market. In line with the FCB document:
The reason isn't a failure on the part of Canadian media to transition to the internet age, or to fulfill Canadians needs. The intent, adapting the well known alternate time period, is the dumping
of advertising stock into the Canadian market by way of foreign-situated web conglomerates, which do not contribute the identical level of investment, jobs and Canadian content as Canadian media.
The FCB document proceeds to try to make the authorized case that these services will have to no longer qualify for advertising deductions beneath Canadian law, going as far as to argue that even the Google Search page will have to be treated like a program within the context of constituting broadcasting. According to the FCB record, these alterations would dramatically trade the Canadian media landscape:
For Canadian media, it would be the one greatest component in reversing income declines and making sure viability for Canadian local print, television and radio operations and their contributions to Canadian tradition, news and democracy. Hundreds of millions of bucks would move back from overseas to Canadian owned-and-managed media businesses stabilizing and growing their revenues, and allowing these companies to reverse job cuts and re-invest in Canadian content, including journalism.
In particular, the steered re-interpretation of the promoting tax deductibility provisions of the ITA would, we estimate, result in on the order of 50% eighty% of current internet promoting costs being deemed nondeductible. Conservatively estimating that 10% of those now non-deductible international web promoting bills shift back to Canadian media, this might symbolize an influx of $250 to $450 million yearly in incremental promoting income.
The Shattered mirror also areas exceptional hope in the advantages of earnings Tax Act reform, making it suggestion #1 and claiming that $300 to $400 million is at play. Rather of hoping that promoting will gravitate to Canadian sources, nevertheless, it envisions a ten percentage withholding tax on non-qualifying media, which would be determined established on meeting a experiment for either Canadian possession or a gigantic Canadian media presence that includes tax payments and meeting minimal thresholds for producing normal civic function journalism aimed specifically at Canadian audiences. The report additionally recommends that the Canadian govt most effective advertise on Canadian qualifying sites and that an exemption be created for small-scale advertisers. It estimates that the withholding tax would generate as much as $four hundred million, which would be allotted toward a fund to support Canadian journalism.
While these reports purport to provide a a lot preferred easy fix to the Canadian media world, the truth is unsurprisingly some distance more complex. In the case of the FCB report, probably the most authorized arguments Google Search and facebook as declares? are very susceptible and can be not going to outlive a courtroom mission.
Extra, the hope that advertisers will transfer far from digital advertising by using making it extra highly-priced (as FCB envisions) misunderstands the very nature of advertising. Without problems put, digital promoting is a perform of the viewers. Because more and more men and women are shifting their viewing and media consumption habits from offline to digital, advertisers are unsurprisingly following their audience. A metamorphosis within the tax code won't influence in a shift to less effective promoting venues. As an alternative, it'll conveniently make the digital promoting more highly-priced and depart Canadian industry less competitive within the digital marketplace.
In fact, this slide from Mary Meeker, the recognized web analyst, presents a fine illustration of the close correlation between audience size and advertising. It suggests that these developments will proceed, with newspaper advertising more likely to continue its decline in favour of cell situated promoting.
Much more complex is how both studies pass over the complexity related to digital advertising. First, a gigantic part of digital promoting with corporations comparable to Google involves a earnings share between Google and the web page the place the promoting seems. In different words, the promoting as a rule appears on the identical Canadian web sites that the stories wish to help. That income at first goes to Google, which then sends the majority again to the web site or media institution. For that type of advertising, Google is conveniently matching advertisers and web sites, whilst amassing a fee for offering the provider. If advertising via the Google or fb community on my own had been ample to disqualify the advertising from tax deductibility, Canadian websites would be harmed within the process.
In cases where the advertising is on a overseas website believe YouTube there can be principal Canadian connections. For example, the Globe and Mail posts videos on Youtube and generates a earnings share for the advertising that appears alongside the video. That is a part of how Canadian media is trying to monetize its content material, but the insurance policies within the reports would discourage such advertising by making it extra costly. The obstacle with Canadian content material on international web sites additionally plants up for Canadian artists and smaller media businesses, who may just similarly use overseas websites as predominant sources of distribution and promoting income.
The harm extends to Canadian corporations looking for to reach greater audiences through digital advertising. As Google points out, altering the revenue Tax rules would ultimately make it more tricky for small and medium sized industry to reach Canadian audiences considering that they would now not without difficulty use current digital advert networks.
There's a reasonable debate available over the dominance of Google and fb in the digital promoting sector and over learn how to fund predominant investigative journalism. There are some just right suggestions available in the market together with levying income taxes on digital vendors, opening the door to foundational aid, and growing an investigative journalism fund just like the courtroom challenges application. Nevertheless, cutting the drift of bucks to web giants primarily the place that money mainly boomerangs back to Canada will do little to really help Canadian media corporations seeking to attract digital advert dollars, Canadian artists browsing for brand spanking new revenues online, or Canadians companies seeking to grow by means of digital advertising.