Lawmakers aim to ease rules for newspaper ads

RICHMOND

Newspaper publishers around Virginia are trying to fend off an electronic threat to their industry launched by lawmakers who say it's time to do away with a requirement that cities and counties advertise in a daily newspaper when they want to buy goods and services.

One such bill, HB1193, sponsored by Del. Ron Villanueva, R-Virginia Beach, passed the House 78-21 Tuesday with no debate.

It would allow localities to place ads asking businesses to bid on projects on a state website rather than in newspapers. It now heads to the Senate.

A related proposal, HB234 sponsored by Del. John Cosgrove, R-Chesapeake, would allow businesses to place ads regarding foreclosure of timeshare properties in newspapers directing readers to a website where more details can be found. The state now requires full ads be published in newspapers.

That bill passed 98-2.

Supporters say the measures could save cash-strapped local governments a bundle. The newspaper industry argues they would make it harder for taxpayers to know where their money is going.

"Taking these ads out of the newspaper eliminates the opportunities for citizens to know what they're spending taxpayer dollars on," said Ginger Stanley, executive director of the Virginia Press Association.

Virginia Beach spends nearly $460,000 yearly on public notices in The Virginian-Pilot, the Beacon and Inside Business, city spokesman Marc Davis said. All three are published by Landmark Media Enterprises.

Stanley countered that of that total, just $30,000 to $50,000 was spent on procurement ads. She requested the figures from Virginia Beach under the Freedom of Information Act after Villanueva originally told House officials his bill would save the city $600,000.

Villanueva said the $600,000 number came from Virginia Beach officials, who, he said, misunderstood his question.

"It's still a significant savings for Virginia Beach," he said.

Eight bills were proposed in the General Assembly to relax rules on newspaper advertising, more than Stanley said she's seen in 28 years.

Maurice Jones, publisher of The Virginian-Pilot, said he fears Villanueva's bill is the first of many that will drive government advertising onto government websites.

"The risk here is limiting citizens' information on what their governments are doing," he said. "The population that would be most negatively affected would be minorities and older folks," many of whom don't have easy access to the Internet.

Villanueva said his bill was endorsed by the cities of Virginia Beach, Norfolk and Chesapeake as well as groups representing procurement companies and Gov. Bob McDonnell.

He said companies have been lobbying the state for years to require localities to place all procurement adson the state website. "This was their No. 1 issue," he said.

He added that the bill does not prohibit cities from placing ads in newspapers. "And I suspect that many will continue to do so," he said. "They may want to do so to cast a wider net."

Norfolk officials have fretted in recent months about spending money on newspaper advertising, with some officials saying the newspaper doesn't reach as many people as television.

Jones disputed that, saying that according to data from Scarborough Research, an accredited research company, the Sunday newspaper is read by 444,000 people - 54 percent of adults in South Hampton Roads. He said The Pilot's website averages about 72,000 unique visitors per day, compared with 37,800 for WAVY-TV's website, also according to Scarborough.

"If you care about the public's right to know, then it seems you would want to be where the biggest audience is," he said.

Harry Minium, 804-697-1561, harry.minium@pilotonline.com