The government’s updated regional communication policy, which comes into effect on July 1, requires departments to increase their regional media spend by five per cent.

“The updated policy, which will take effect on July 1, requires government advertisers to increase expenditure in regional media outlets from 10 per cent to 15 per cent of their total campaign spend,” Deputy Premier Peter Ryan said. “There is an obligation for each government department to report annually on the actual spend in regional media, which will be audited by the Department of Premier and Cabinet.

“This will ensure small and independent newspapers are included where appropriate.”

Bendigo Advertiser general manger Margot Falconer said regional media played an integral role in the community.

She said it was important that governments distributed advertising evenly across the state.

Mrs Falconer said the 2009 Black Saturday bushfires reinforced to governments the role regional media played within communities.

“This change will help address an imbalance,” Mrs Falconer said.

“It is important that governments understand the role regional media play in the lives of regional people.

“We welcome the fact that the state government is treating regional people in the same way as our metropolitan counterparts.”