Small businesses are the heartbeat of our communities. They are the corner stores, family-owned restaurants and local service providers that fuel our neighborhoods, create jobs and drive economic growth. Yet these vital businesses often face significant challenges in reaching new customers and growing their operations in competitive economy.

With the official introduction in the state legislature of the Lift Our Communities, Advertise Locally (LOCAL) Act, small businesses across New York might gain a powerful new tool next year to help sustain their success and maximize the reach of their marketing dollars. Sponsored by Sen. Monica Martinez and Assemblymember Jen Lunsford, this state legislation would establish a tax credit for small businesses that advertise in local media outlets—from print and digital to television and radio. By making advertising more affordable, the LOCAL Act will empower small businesses to reach their target audiences while also supporting the essential work of the very same local media outlets that provide our communities with local journalism.

The LOCAL Act focuses on supporting minority-, woman- and Veteran-owned businesses, as well as any business with 10 or fewer employees. For many of these entrepreneurs, the ability to advertise affordably in trusted, community-driven platforms like local newspapers will be a game changer. 

This legislation couldn’t come at a better time. Small businesses are still navigating the economic aftershocks of the pandemic, inflationary pressures and competition from large corporations with massive marketing budgets. The LOCAL Act helps level the playing field, giving your favorite mom-and-pop store a way to increase visibility without sacrificing their scarce financial resources.

When our small businesses thrive, so do our communities. Small businesses are not only economic drivers, but also cornerstones of community identity. 

The benefits of the LOCAL Act extend beyond businesses. Local media outlets too are vital to communities, because they produce the journalism that keeps people informed about town and school board meetings and the calendars and events of local organizations.  Unfortunately, declining advertising revenues have jeopardized the financial sustainability of many of these local media outlets, and small newsrooms have been shuttering across the state. By encouraging small businesses to advertise in local media outlets, the LOCAL Act helps these outlets continue their essential work of championing their communities.

This dual benefit—supporting both small businesses and local journalism—has already garnered strong support from business groups, community leaders, and the 200-plus local newspapers comprising the Empire State Local News Coalition—including the River Reporter. It’s a solution that strengthens the backbone of our local economy while fostering a unified, informed citizenry. 

The LOCAL Act marks a bold step forward in tackling the interconnected challenges our communities are facing today. By working together to implement and embrace this program, we can build stronger businesses, sustain vital journalism and ensure the prosperity of communities across New York for years to come.

We support this legislation and encourage you to let your your elected leaders in Albany to include the LOCAL Act in the final FY26 state budget.

The editorial was developed by the Empire State Local News Coalition and is part of a coordinated effort to rally support for this legislation.