News Bargaining Incentive is a welcome step forward, but must deliver for all communities

This column was contributed by Claire Stuchbery, and is the author’s personal opinion.

The federal government’s proposed News Bargaining Incentive (NBI) marks an important moment for the future of public interest journalism.

After years of debate about the growing power of global digital platforms and their impact on Australian media, we now have a proposal that not only recognises news has value and that the businesses benefiting from journalism should contribute to its sustainability, but holds tech platforms to this principle. 

For local and independent publishers, it’s welcome progress.

Across Australia, hundreds of independent news organisations like Murray Bridge News are keeping communities informed every day.

They report on council decisions, courts, schools, local businesses, community events and emergencies.

They serve multicultural communities, First Nations audiences, regional towns and suburban neighbourhoods that larger media outlets often cannot reach consistently.

These publishers provide an essential public service, strengthening civic participation, supporting local economies and helping combat misinformation by producing trusted, community-focused journalism.

The government should be commended for responding to feedback throughout the NBI consultation process, with several important recommendations from local and independent news publishers reflected in the final policy. 

As executive director of the Local and Independent News Association (LINA), I welcome these changes because they inch us closer to understanding that Australia’s media diversity depends not only on large national publishers, but also on the independent organisations serving communities that might otherwise become news deserts.

In a joint statement with news industry organisations, we have welcomed the government’s proposed increased incentive loading for smaller publishers, stronger support for journalists serving regional and underrepresented communities, a broader definition of journalists’ roles, and a grant program to support emerging newsrooms.

These all represent meaningful improvements.

But if the objective of the NBI is to strengthen Australia’s news ecosystem, then the legislation must go further to ensure the benefits are shared across that ecosystem, not concentrated among the largest media organisations.

Without further refinements, many small and medium-sized publishers will still struggle to access commercial agreements with digital platforms.

Others may receive little benefit from revenue distributions because they operate with small teams despite producing high-quality journalism for their communities.

That is why LINA and a coalition of independent, regional, multicultural and First Nations media industry organisations have proposed several practical refinements to the legislation.

At least 25 per cent of deals should be made with small and medium-sized publishers like Murray Bridge News, who represent the “long tail” of the media industry.

The proposed grant program should be appropriately resourced to address small newsrooms who might not be eligible for deals under the incentive structure, but provide essential news services to local communities.

Independent publishers should also have access to support to innovate and expand their sustainability, making best use of any levy funds that may be collected under the incentive mechanism.

Of course, the quantum and scale of those funds will depend on the actions of the tech companies, and the NBI is just one potential way to resource public interest journalism. 

These adjustments are suggested to ensure the policy supports a diverse, competitive and sustainable Australian news market.

If local publishers are left behind, communities across the country lose access to trusted reporting that reflects their lives, holds local institutions accountable and strengthens democracy.

Independent publishers consistently do more with less.

They employ local journalists, invest in community reporting and build trusted relationships with audiences that larger organisations often cannot replicate.

Many have emerged because communities were left without reliable local news after commercial closures and cutbacks.

The NBI presents an opportunity not simply to redistribute revenue, but to invest in the long-term resilience of Australia’s media landscape.

That means recognising that sustainability looks different for a regional startup, a multicultural publication, a First Nations newsroom and a metropolitan independent outlet than it does for Australia’s largest media companies.

With parliament set to consider the legislation in the August sitting weeks, now is the time to strengthen the proposal.

Small adjustments now will produce a more equitable system that supports innovation, protects media diversity and ensures every Australian community has access to trusted local journalism.

Claire Stuchbery is the executive director of the Local and Independent News Association, of which Murray Bridge News is a member.