Problems of dissemination of print media: in Moldova, in neighbouring countries and in Europe

Slava PERUNOV
editor-in-chief of the Russian language newspaper “SP” in Balti and web-page esp.md 

 

Print media in Moldova is facing many problems, but the one which is related to distribution of its products becomes more difficult to overcome with every year that passes. Below, we tried to identify the main causes and reasons which complicate the process of dissemination of media. And last, but not least, let’s see how these problems are solved in neighbouring countries and in Europe.

The State Enterprise “Posta Moldovei”, the largest distributor of print media, both retail and, especially, through subscriptions, holds a monopoly position in this segment. Maybe that is why it is neither willing to negotiate with nor reach out to newspaper and magazine publishers, and it can do nothing but dictate its terms. Moreover, “Posta Moldovei” is a state enterprise with an old management system and staff that does not want or is not able to implement certain innovations that would allow organizing their activity efficiently.

During the last decade, “Posta Moldovei” raised several times or at least tried to raise prices for its services. And each time this enterprise did it unilaterally, without prior notice and without consulting with us and with other market participants. In order to prevent eventual price increases for broadcasting services and to anticipate making unilateral changes in contractual terms, the members of the Association of Independent Press (AIP) had to repeatedly protest against such actions of “Post of Moldova” administration and even to request intervention of Vlad Filat who was the Prime Minister at that time. Another attempt to raise prices, including the packaging fee was recorded at the end of last year. The editors have managed to prevent this, after having convened a press conference and informed the readers that “Post of Moldova” seeks to limit their access to print media by raising prices for the services provided. This time, the government promised to support us, but this does not guarantee that “Post of Moldova” will not make such attempts in the future.

In our opinion, the press, particularly local and independent, should be declared a product with a strong social impact, and the government should allocate subsidies for its distribution – whether these publications or SE “Post of Moldova”. As long as this does not happen, it seems that the local and central authorities are not concerned about independent press, that is why they left this enterprise to manage by itself. Similarly, SE “Post of Moldova” should be reformed. Like many other editors of Moldova, I consider that this enterprise affords an unnecessarily big administrative staff, especially in its central office, and the costs for their maintenance are also very high.
 

 

What is the situation in neighbouring countries?

Press distributors in other countries of the former Soviet Union face a similar situation, which is also unfavourable. For example, both “Posta Rusiei” and “Posta Ucrainei” have set higher interest rates up to 40-50%, while in Moldova this rate is 30%. In addition, state enterprises in these countries can afford to govern the rules on the return of newspapers and magazines, thereby reducing media output and, respectively, the demand for it.
 

 

What is the situation in Europe?

In Western Europe, especially in Northern European countries, governments recognize that ensuring free access of citizens to various print media products is a sign of democratic development, therefore they allocate substantial subsidies for newspapers to cover media-related costs. It is important to note that subsidies are allocated in priority not to market leaders, but to publications which ranked second and third. Thus, the authorities ensure the proper operation of the principles of diversity of print products and pluralism of opinions. In France, during a certain period, the government was so concerned about the situation of the print media, which began losing its readers, that it conducted a free subscription campaign for young people who could subscribe to any two of their favourite publications.

In turn, the press distributors in European countries are trying to keep up with the development of information technologies. Each distribution network is equipped with computers connected to the Internet, allowing print media to check online the amount of sales, analyze the information received and adjust the delivery process to consumer demands. Unfortunately, no distribution network in Moldova has such a facility.