Sen. 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 Sen. 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.”

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.

“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 Sen. 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 percent 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.
“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.