Armenian print media as business

Abstract

Essentially, this research provides a general overview of print media management in Armenia. It presents the results of a qualitative research study aiming to understand to what extent business activities of Armenian newspapers define their success or failure as mass media. The paper discusses print media management problems and points for improvement. In-depth interviews with the officials in charge of business management of Armenian independent daily newspapers were used to collect data for the research project. A questionnaire with open-ended questions was designed to collect data. The goal was to determine perceptions, opinions, facts and forecasts of Armenian dailies’ about current problems of Armenian print media and potential solutions. As the analysis shows, for the most part the print media in Armenia are unprofitable and financially dependent on sponsors who are mostly intent on promoting their own political or economic interests. The quality of news reporting is hampered because many papers are dependent on subsidies instead of earned income and, therefore, are vulnerable to manipulation by wealthy individuals and organizations. In general, it appears that financial problems, rather than mismanagement or political constraints, currently constitute the more serious obstacle to the survival of the independent print media. It is concluded that due to prevailing economic conditions, total newspaper circulation is very limited, which makes newspapers very unattractive for advertisements. It is also concluded that newspapers’ high price cannot be considered as the main reason of low circulation. Research also found that newspaper marketing and distribution in Armenia need serious improvement. The improvement of the current gloomy picture is the task of the government rather than the print media itself. Unless there are circumstances where print media can be treated as business, managerial skills do not matter. After the creation of such conditions, the market will force media administrators to treat print media as businesses, which in turn will increase their independence and improve their performance as mass media with a democratic function. As the first step in this direction, the state must reduce taxes. Tax exemptions for advertising, printing, on the import of printing equipment, materials and paper can be seen as the most real form of financial support.