Advertising Match Program. Today’s News-Herald has established a $250,000 Advertising Match Program to assist locally owned businesses during this challenging situation. As a family owned business, we understand what you are going through and have stepped forward to support our community. How Does The Match Program Work? Today’s News-Herald will provide $250,000 in matched advertising during the months of April, May and June of 2020. Every dollar spent on advertising will be matched with a dollar of free advertising. Matches are available for a minimum of $200 and a maximum of $5,000 of matching funds each month for a maximum of $10,000 in matching funds over three months.