Empire State Local News Coalition, business leaders rally behind first-of-its-kind tax credit ahead of FY26 Budget, legislative session
New York (January 27, 2025) – Senator 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 Senator Monica R. 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.”
“The LOCAL Act is about more than just advertising – it’s about investing in the economic health of our local community and investing in the kind of local journalism that we need now more than ever,” said Assemblymember Jennifer Lunsford. “By providing small businesses with the tools to connect with their neighbors and supporting the local journalism that keeps us informed, this legislation strengthens the foundation of our local economies. It’s a smart, innovative solution that ensures businesses and residents can thrive together across New York State.”
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 Senator 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% 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.
“Small businesses are the engines that drive New York’s economy, but they are struggling with changing consumer habits and rising costs,” said Ashley E. Ranslow, New York State Director for the National Federation of Independent Business (NFIB). “Providing opportunities for tax relief makes it a little more affordable for small businesses to operate and helps Main Street businesses compete in a difficult economic environment.”
“Upstate United welcomes the LOCAL Act as a critical step in ensuring that small businesses have the tools they need to grow and compete in today’s economy,” said Justin Wilcox, Executive Director of Upstate United. “By supporting local advertising, we’re investing in the future of upstate communities and driving meaningful economic progress.”
“By making community advertising for small businesses more accessible and affordable, this proposed act will help them with their marketing strategy and customer engagement while simultaneously supporting local media outlets, which are also small companies,” said Matt Cohen, President & CEO of the Long Island Association. “The legislation is a win-win, and we look forward to its passage this session.”
