Maryland Sets Aspirational 50% Goal for State Ad Spending With Local News

Maryland Gov. Wes Moore signed an executive order on Oct. 16, 2026, directing state agencies to structure advertising procurement toward an aspirational goal: awarding 50% of the total dollar value of advertising contracts to eligible Maryland news organizations. The order creates a statewide procurement objective, but it does not impose a binding set-aside or require agencies to meet a fixed allocation. For agencies planning advertising buys, the distinction matters: the policy calls for consideration and alignment while preserving discretion over how the state reaches residents through advertising channels.

The order follows a legislative and policy effort earlier in 2026. In May, Moore vetoed a bipartisan bill that would have directed agencies toward an “overall goal” of placing 50% of advertising-contract dollars with eligible local outlets. He said the legislation raised concerns about limiting the state’s ability to use “a full range of modern advertising channels” to deliver information to Maryland residents. Following the veto, local news advocates negotiated with the governor’s office on an executive-order approach. The resulting directive retains the 50% objective but explicitly calls it “aspirational,” addressing the concerns around a mandatory allocation.

The order also establishes implementation steps relevant to procurement operations and potential media vendors. The Maryland Department of General Services was required to publish an eligibility list by Nov. 1, 2026; that date has passed, but the available signal does not confirm whether the list was published. The Maryland Office of State Procurement must issue implementation guidance by Dec. 1, 2026. Agencies will need to consult that guidance to understand how to apply the goal in advertising solicitations, vendor evaluation, and spending tracking. Eligible Maryland news organizations, including public broadcasters and local outlets, can use the eligibility criteria and list to assess whether they may compete for state advertising opportunities.

The policy gives local news organizations a potential route to state-funded advertising revenue, while leaving agencies flexibility in selecting channels and placements. It also directs agencies, “whenever feasible,” to prioritize outlets whose primary mission is serving and reporting on underserved communities in Maryland—a more flexible formulation than the earlier bill’s direction. Lori Henson, government advertising policy manager for Rebuild Local News, described the order as a step toward strengthening the state’s local news ecosystem, emphasizing that local outlets reach communities in ways national media and large technology platforms may not. Moore’s quoted rationale is that “It is in the State’s best interest to ensure that local, independent community news and media outlets benefit from marketing and advertising contracts paid for with Maryland taxpayer dollars.” The approach follows a similar policy enacted in Vermont, according to the source.

• 50% target: State agencies are directed to aim for half of total advertising-contract dollars to go to eligible Maryland news organizations; the goal is aspirational, not a mandatory set-aside.
• Order date: Gov. Wes Moore signed the executive order on Oct. 16, 2026, after vetoing a similar bipartisan bill in May.
• Eligibility list: The Maryland Department of General Services had a Nov. 1, 2026 deadline to publish the list; whether it was published is not confirmed in the available signal.
• Implementation guidance: The Maryland Office of State Procurement must issue guidance by Dec. 1, 2026, a key milestone for agency advertising and vendor planning.
• Agency planning: Procurement teams should document advertising spend and consider how planned buys align with the goal without treating it as a binding allocation.
• Community priority: The order calls for prioritizing outlets serving underserved communities “whenever feasible,” preserving agency flexibility.
• Potential vendor impact: Eligible public broadcasters and local news organizations may gain access to state advertising opportunities; prospective vendors should review eligibility criteria and the official list.
• Policy context: Moore cited concern that the earlier bill could restrict use of modern advertising channels; the executive order retains agency discretion while elevating local news as a procurement objective.