OTTAWA CAVING ON SPLIT-RUN MAGS: REPORT
By Adnews Staff
According to a report in the National Post on Friday, the federal government is willing to withdraw its long-standing demand for substantial Canadian content in American split-run magazines, provided those magazines keep Canadian advertising below a certain percentage. General interest U.S. magazines could run a maximum of nine percent Canadian advertising with no Canadian editorial content requirements without running into the restrictions and penalties set out in Bill C-55. For trade magazines, the figure would be four percent. In addition, Canadian advertisers buying space in these magazines would be eligible for the same tax credits they get when buying space in home-grown publications. As it stands now, Canadian advertisers can only claim these credits when the U.S. magazine in question. According to the Post's report, the Americans are thinking it over.