#6 - JRL 6531
From: "Fred Harrison" <fharrison@ansdellconsult.com>
Subject: Journalism query (JRL 6530)
Date: Sun, 3 Nov 2002

Martine Self wonders why there is so little advertising in the Russian media. Simple answer: Most advertising is disguised as news content. Advertisers like it that way. But the remarkable thing is that editors like it too. It represents a thriving sub-category of the underground economy, kept alive by greedy journalists, greedy PR agencies and greedy press office chiefs in major enterprises. It's a cash business, by nearly universal consent, which means that well-placed individuals throughout the "supply chain" take their cut. That's a powerful incentive to keep the obnoxious practice alive. And don't even ask about the highly lucrative spinoff of this business -- the sale of "blocking" orders by the media. Major Russian enterprises worried about controversy pay monthly retainers to the major media to block negative coverage -- a protection racket in all by name. It's a great deal for the editors. Like thugs paid not to break knee-caps, the editors get paid for not spending the editorial budget on potentially important stories.