Thursday, February 6, 2025
The Lift Our Communities, Advertise Locally Act would provide small businesses with up to $4,000 for marketing in community media.
Small businesses in Lynbrook and East Rockaway might soon be receiving some much-needed financial relief.
“Small businesses have been struggling with rising costs,” Michela Argento-Serra, president of the Chamber of Commerce said. “By making local community advertising more affordable this Act will help with marketing and consumer engagement, all while increasing support to local media. Adding the benefit of a Tax credit makes it even better.”
Earlier this month, State Sen. Monica R. Martinez and Assemblywoman Jen Lunsford introduced the Lift Our Communities, Advertise Locally Act, which would establish a new $10 million tax credit for small businesses advertising in local media outlets. The LOCAL Act aims to support the marketing needs of small businesses — especially those that are minority-, woman- or veteran-owned, or that have 10 employees or fewer — while keeping investment in the media outlets that New Yorkers rely on everyday for critical information.
“This legislation fosters a cycle of growth, allowing small businesses to expand their reach while simultaneously supporting the media outlets that keep New Yorkers informed and engaged,” Martinez, the bill's senate sponsor, said.
The legislation has already garnered staunch support from the media and business community alike. Led by The Empire State Local News Coalition, which is composed of over 200 local newspapers across New York — including the Lynbrook/East Rockaway Herald — the bill has received praise from business trade groups throughout the state, which view the proposal as a solution to increase investment in small businesses and sustain local news organizations.
“The LOCAL Act is a win-win-win for local businesses, local news, and local communities,” Zachary Richner, founding member of the Empire State Local News Coalition, said. “These institutions are intricately connected and work together to create the vibrant communities that New Yorkers love.”
The bill comes as the 2025 Legislative Session kicks off and negotiations begin on the State’s next fiscal year budget, which must be passed by both the Senate and Assembly and signed by Gov. Kathy Hochul by April 1. The tax credit would need to be included in the State’s final spending plan.
“The LOCAL Act is about more than just advertising – it’s about investing in the economic health of our local communities and investing in the kind of local journalism that we need now more than ever,” Martinez’ fellow bill sponsor, Lunsford, said.
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.
“We are very enthusiastic about the LOCAL Act,” Argento-Serra said. “This is a win win situation for small businesses and local media.”
