Press Release | Empire State Local News Coalition
Senator Monica R. Martinez and Assemblymember Jen Lunsford, with support from the Empire State Local News Coalition, introduced legislation to establish a new tax credit for small businesses that advertise in local media outlets. The Lift Our Communities, Advertise Locally (LOCAL) Act aims to maximize the reach of small businesses’ advertising dollars and boost their visibility in their local communities. The new program will prioritize supporting minority-, woman- and veteran-owned businesses, as well as any local business with 10 employees or fewer.
“Small businesses are centers of our communities, built upon relationships with neighbors,” said Senator Martinez. “The LOCAL Act will strengthen those ties by making it easier to connect to local customers through the trusted media deeply rooted in the places they serve. This legislation fosters a cycle of growth, allowing small businesses to expand their reach while investing in the media outlets that keep New Yorkers informed and engaged.”
“The LOCAL Act is about more than just advertising — it’s about investing in the economic health of our local community and investing in the kind of local journalism that we need now more than ever,” said Assemblymember Lunsford.“By providing small businesses with the tools to connect with their neighbors and supporting the local journalism that keeps us informed, this legislation strengthens the foundation of our local economies. It’s a smart, innovative solution that ensures businesses and residents can thrive together across New York State.”
By supporting the marketing needs of small businesses through advertising in local media outlets, the initiative will help small businesses promote their products and services, while keeping investment local in the media outlets that New Yorkers rely on every day for critical information. The bill has already garnered strong support from nine major business trade groups — including the Long Island Association, the Long Island African American Chamber of Commerce, Upstate United and the National Federation of Independent Business — as well as the Empire State Local News Coalition’s more than 200 local New York newspapers, which view the legislation as a winning solution to both increase investment in local small businesses and bolster the sustainability of local news organizations.
Zachary Richner
“The LOCAL Act is a win-win-win for local businesses, local news, and local communities,” said Zachary Richner, founding member of the Empire State Local News Coalition. “These institutions are intricately connected and work together to create the vibrant communities that New Yorkers love. Thank you to Senator Martinez and Assemblymember Lunsford for crafting creative policy that not only recognizes these institutions as pillars of local communities but also supports their synergistic relationship.”
Under the LOCAL Act, a minority-, woman- or veteran-owned business, as well as any business with 10 employees or fewer, would be eligible to receive a refundable tax credit of 80% of its first $5,000 of local advertising for a maximum credit of $4,000 per year. The program would be capped at $10 million annually.
“Small businesses are the engines that drive New York’s economy, but they are struggling with changing consumer habits and rising costs,” said Ashley E. Ranslow, New York State director for the National Federation of Independent Business (NFIB). “Providing opportunities for tax relief makes it a little more affordable for small businesses to operate and helps Main Street businesses compete in a difficult economic environment.”
“Upstate United welcomes the LOCAL Act as a critical step in ensuring that small businesses have the tools they need to grow and compete in today’s economy,” said Justin Wilcox, executive director of Upstate United. “By supporting local advertising, we’re investing in the future of upstate communities and driving meaningful economic progress.”
“By making community advertising for small businesses more accessible and affordable, this proposed act will help them with their marketing strategy and customer engagement while simultaneously supporting local media outlets, which are also small companies,” said Matt Cohen, president and CEO of the Long Island Association. “The legislation is a win-win, and we look forward to its passage this session.”
“The Long Island African American Chamber of Commerce applauds the introduction of the LOCAL Act, which will empower minority-owned small businesses on Long Island and across New York,” said Phil Andrews, president of the Long Island African American Chamber of Commerce. “Local media is a uniquely trusted voice for the Black community, and the ability to affordably advertise in local media outlets provides an important opportunity for our member small businesses to connect with their neighbors and customers. The LOCAL Act is helping to foster a more inclusive and vibrant economy on Long Island and beyond.”
“Typically, the biggest challenge for small businesses we hear is that it’s hard to adequately market their products and services,” said Daniel Heitzenrater, president and CEO of the Chautauqua County Chamber of Commerce. “The LOCAL Act would benefit both local businesses and local media outlets to help make people aware of what is offered in our communities and opportunities to shop local.”
“The St. Lawrence County Chamber of Commerce is enthusiastic about the LOCAL Act legislation, which would provide state tax credits to small businesses that invest in local advertising, supporting both our small business community and our local media,” said Ben Dixon, executive director of the St. Lawrence County Chamber of Commerce. “Effective marketing to target audiences would become financially feasible to our businesses, ultimately enhancing their profitability and their ability to reinvest in our communities. It would also uplift our local newspapers, radio and digital platforms, which are essential to the fabric of our community, keeping our citizens informed and engaged. This legislation is therefore a common-sense approach to keeping dollars circulating within the St. Lawrence County community and we urge its passage.”
“Small business is the backbone of any community, but unfortunately in today’s economy, small businesses cannot afford to advertise their businesses at the same level as their larger counterparts,” said Benny Fairchild, Waddington Village trustee and second vice-president of the St. Lawrence County Chamber of Commerce. “In some instances, small businesses are operating on such a tight margin, there may not be money at all to spend on advertising, which is a successful part of any business plan. This proposal will allow many of our region’s small businesses to advertise their services to the community at large, in some instances, likely for the first time.”
“In this age of mega media platforms, it is imperative that we have local newspapers to cover government, schools and business leaders to keep citizens informed in their communities,” said Bill Gerlach, CEO of the Columbia County Chamber of Commerce.
“The Potsdam Chamber of Commerce is pleased to support state tax credits for small businesses that advertise in local media outlets. Small business advertising in local news through tax credits stimulates the local economy, boosts business visibility, fosters customer loyalty, and ensures that local media will thrive,” said Melanie Flack, executive director of the Potsdam Chamber of Commerce.
“The RCS Community Business Association is proud to support the LOCAL Act. By maximizing the impact of advertising dollars and increasing visibility, this program empowers small businesses to thrive,” said Marlene McTigue, chairperson of the RCS (Ravena-Coeymans-Selkirk) Community Business Association. “This initiative not only helps small businesses grow but also strengthens the fabric of our communities by ensuring local news outlets can continue serving the public. We look forward to championing this vital legislation to advance the interests of small businesses.”
“The LOCAL Act is a great idea. Helping New York’s small businesses and its community news outlets at the same time will have so many benefits for communities. It also helps local news outlets thrive while preserving editorial independence,” said Steven Waldman, chair of the Rebuild Local News Coalition. “The Rebuild Local News Coalition enthusiastically endorses the legislation.”
“The LOCAL Act is a smart, common-sense approach to supporting the economic backbone of New York’s towns: small businesses,” said Rich Schaffer, Town of Babylon supervisor. “Now more than ever, New York’s leaders must prioritize advancing creative solutions like the LOCAL Act to ensure small businesses across our state have the tools, resources and support they need to thrive.”
About Empire State Local News Coalition:
Comprising more than 200 print and online newspapers, the Empire State Local News Coalition launched in 2024 to advocate for sound public policy that ensures the important work of local news organizations can continue across New York state. Through our independent journalism, we aim to serve, inform, uplift and protect New Yorkers. We care deeply about our local communities as well as the future of New York’s free press. For more information, visit SaveNYLocalNews.com.
