A decision by the Scenic Rim Regional Council to slash its local advertising spend has prompted ongoing discussions about the role and value of community newspapers in keeping residents informed about local issues and council decisions.
Council’s budget decision triggered a Right to Information request by Scenic Rim Media, which owns Tamborine Mountain News, Canungra Times and Beaudesert Bulletin.
As part of wider budget savings measures adopted in December 2025 council reduced its advertising budget from $189,080 to $30,000 in the 2025-26 financial year.
Council’s budget for advertising in the 2024-25 financial year was $145,100.
The organisation slashed advertising expenditure with local newspapers while increasing its reliance on digital communication channels, including social media and its website.
A subsequent RTI application from Scenic Rim Media seeking access to documents relating to Council’s advertising and marketing budget was unsuccessful, with access refused under provisions of the RTI Act relating to local government budgetary information.
But what it did uncover were comments made by a Scenic Rim Regional Councillor suggesting a blatant dislike of local media.
Too busy for local media
While Scenic Rim Media was refused access to budgetary information through the RTI application, included in the documents provided was an email from Division 5 Councillor Marshall Chalk suggesting he was ‘too busy’ to participate in a meeting with local media.
The email, dated February 27, 2026, was in response to an invitation to attend a meeting with local publishers, including Country Press Australia President Damian Morgan, after Council’s advertising reductions.
“To be clear who is presenting and what it about [sic]? If it’s the local media, then I’m busy for the next two years,” he wrote.
In a separate email from June this year to Scenic Rim Media Editor Keer Moriarty, Cr Chalk questioned the independence of local media, suggesting coverage was being used to support the Mayor’s agenda.
“I feel your email and request was again just trying to run the mayor [sic] campaign for him,” he wrote.
“Be nice if we had an independent media who did their jobs objectively.”
Media defends independence
Ms Moriarty rejected suggestions local newspapers were not independent.
“One of the key pillars of a democracy is a vital, independent media who can hold authorities to account,” she said.
“Our newspapers have been the voice of their community for many years, and we have provided important messaging through printed media, our websites and social media in times of crisis and emergency situations.”
She said the role of journalists was to question and verify information rather than simply publish material supplied by organisations.
“The biggest difference between independent local newspapers and other forms of information such as social media or information directly from an organisation is that we have trained journalists who question and fact check the information we publish,” she said.
“Social media algorithms mean that sometimes people will not see important information.”
Newspapers stay strong
The reduction in local government advertising comes as federal and state government advertising in regional newspapers has increased.
In response to an enquiry from Scenic Rim Media about the importance of local newspapers, Federal Member for Wright Scott Buchholz said regional newspapers continued to play an important role in keeping local communities informed despite the changing media landscape.
“With advancement of social media there is far greater emphasis on online media and constituents are using other forms to inform them of the issues of the day,” he said.
“Regretfully, over the 15 years I have served as a Federal Member, it has been sad to see the decline of many local newspapers. Our local communities are stronger when they have journalists on the ground who understand local issues and can report them fairly, accurately, with integrity and balance, as opposed to some online mediums.”
In direct contrast to Council’s decision to reduce its local advertising spend, some local businesses have continued or expanded their support of community newspapers, recognising their role in informing residents about local issues and public decision-making.
Ms Moriarty said she was grateful for the support shown by local businesses following the reduction in Council advertising.
“One business owner personally called and said they wanted to increase their advertising to support us after they heard about the council cutbacks,” she said.
“Like many of our advertisers, they are local, they understand what we do in the community, and they value our contribution.”
Council responds
Council CEO David Keenan said the primary factors considered in reducing Council’s advertising budget were the return on investment for ratepayers and the current challenging economic environment.
“Council has worked to identify areas for savings across the organisation and achieve best value for the allocation of limited financial resources,” Mr Keenan said.
“The historical spend on advertising has not been consistent with changing trends in how people view and receive their information.”
Mr Keenan believes council’s social media platforms, website and media releases are able to effectively replace newspaper advertising and independent local media coverage in informing residents about Council decisions, projects and services.
“This has been borne out by ticket sales for events, with surveys of patrons of Council’s cultural centres showing that ticket sales were due largely to conversions from Facebook posts, word of mouth and Council’s website.”
In 2024 and 2025 newspaper advertising accounted for approximately two per cent of revenue, according to patron surveys.
“The marketing result validates the decision not to spend money on printed publications this year based on the 2024 and 2025 marketing allocations that specify how patrons heard about Council events and progressed to buying tickets,” Mr Keenan said.
Mr Keenan added that while there is no longer a requirement for public notices for regulatory changes such as council planning schemes in Queensland to be advertised in newspapers, Council did place advertisements to advise the community of the consultation on the Draft Amendment No.8 to the Scenic Rim Planning Scheme 2020.
“This reflects the considered approach now being taken to ensure that advertising is relevant and delivers best value for the Scenic Rim community in line with Council’s Procurement Policy,” he said.
Keeping community informed
Ms Moriarty said the issue was not solely about advertising revenue but about ensuring residents continued to receive independent reporting on decisions made by elected representatives and public institutions.
“Both the federal and state governments have also directed their advertising spend towards regional media organisations in the past year, which is a recognition of the important role regional media plays,” she said.
“I find it strange that council has done the opposite and chosen to concentrate on digital marketing.”
While Ms Moriarty supported the use of digital marketing, she said it should complement rather than replace traditional media channels.
“It should be part of the communication mix for any organisation, however it is not free and the cost of staff resources should be considered,” she said.
“Local news organisations must remain part of a mix of mediums to ensure the community is informed.”
