Vermont Governor Becomes First to Sign Executive Order Prioritizing Local News in State Advertising

From left to right: Kristen Fountain, Vermont Journalism Coalition; Wendy Mays, Vermont Association of Broadcasters; Lisa Loomis, Vermont Press Association; Steven Waldman, Rebuild Local News; Governor Phil Scott; Tim Calabro, White River Valley Herald; and Bridget Higdon, O’Rourke Media. Photo by Gordon Miller.

Governor Phil Scott (R-Vermont) signed an executive order on July 23 directing state agencies to give preference to local print, digital, radio and television outlets when placing advertising. With this action, Vermont becomes the first state in the nation where a governor has formally prioritized local news in the state’s advertising spending.

“I’ve always been a supporter of ‘buying local’ and that’s just as important for local newspapers and stations, as it is for our local hardware stores or farms,” said Gov. Scott in a press release. “We’re fortunate in Vermont to have regional newspapers and broadcasters who still serve their communities and play a vital role in reaching Vermonters – especially in our rural towns. It’s important that we don’t forget these channels as we’re trying to reach all Vermonters.”

The executive order requires state agencies to outline strategies for spending in local outlets and to report where public advertising dollars are spent. These transparency requirements will give Vermonters a clearer picture of how state advertising budgets flow and how much reaches local newsrooms.

The most recent, but incomplete, data on ad spending found the state spent roughly $7.5 million in FY 2024, estimated by April Barton of UVM’s Center for Research on Vermont. About $1.5 million of that spending goes out-of-state to Big Tech and other national media companies. Gov. Scott’s executive order could keep more of that $1.5 million in the state.

Advocacy from the Vermont Journalism Coalition, in collaboration with Vermont Broadcasters, helped bring the policy forward. Rebuild Local News provided resources and expertise to help the coalition in their advocacy work.
Vermont joins Colorado as the second state in the nation to prioritize “buying local” in state advertising. The executive order reflects a broader national wave of states advancing practical, market-based policies to strengthen community news.

Lawmakers in California, Connecticut, Maryland, New Hampshire and New Jersey introduced legislation this year that ranged from transparency mandates to set‑aside requirements directing a percentage of state ad budgets to local outlets. Two years ago, no states had such transparency rules.

There is a national recognition that states and the largest city and county governments can reach the most crucial audiences for government programs and services, while also reinvesting public dollars into local news with countless benefits, including strengthening the civic and economic health of our communities.

“Advertising with The Valley Reporter, Addison Independent, Barton Chronicle and dozens of other local newspapers is a smart way to reach Vermonters, but it also helps sustain an essential community resource,” said Kristen Fountain, interim coordinator for the Vermont Journalism Coalition. The coalition, a professional and support organization formed in 2025, has 42 members producing news around the state via radio, television, print and digital media. “We’re thankful for the recognition and the support.”

“Vermont’s local radio and television stations are the voices and faces of the regions they serve,” said Wendy Mays, executive director of the Vermont Association of Broadcasters.”We’re thrilled to see all broadcast stations included in this executive order, and we thank Gov. Scott for his leadership.”

When Minnesota agencies released their advertising data for the first time this year, the public learned that less than 30 percent of state advertising dollars reached local newspapers, radio or television. Most of the budget went to national platforms and big tech monopolies. The findings illustrate how easily public advertising can bypass local outlets without clear strategy or reporting, and highlight why Vermont’s new transparency and priority requirements can help keep more of the state’s advertising dollars in local communities. As a result of New York City’s efforts to push more advertising toward community media, some $72 million shifted to local press over five years.

“Gov. Scott and the Vermont local news community have made history,” said Steven Waldman, president of Rebuild Local News. “This unique executive order encourages spending with Vermont-based media while giving agencies the flexibility they need. The extra support for community media will help Vermonters have better coverage of schools, health care, local businesses and their fellow residents – to make for more vibrant communities. This wouldn’t have happened without the dedicated work by local media leaders, key advocates in the legislature, and Gov. Scott and his staff. We are grateful.”