I ,I - United States Agency for International Developmentpdf.usaid.gov/pdf_docs/pdabs448.pdfI I I I...

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NATIONAL

PRESS INSTITUTE

Promoting Media Development in Post-Crisis Russia

A report on activities undertaken under USAID Cooperative Agreement #118-A-OO-97-00274-00

December 1999 - June 2000

Center tor War, Peace, and the News MedIa Department of Journalism and Mass Communication New York University 418 Lafayette St., Suite 554 New York,-NY 10003

NatIonal Press Institute Zubovsky Bulvar 22/39

3rd Floor 119870 Moscow

Russia

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Contents

I. Introduction .............................................................................................. 1 II. Media Business Development Service (MBDS) .................................... 3

A. Management Consulting Program ...................................................................... 3 B. Legal Service ...................................................................................................... 5 C. MBDS Publishing Program ................................................................................ 7

III. Center for Cyberj ournalism (CCJ) ..................................................... 9 A. Training Courses and Consulting ........................................................................ 9 B. NPI Web Service .............................................................................................. 10

IV. School of Journalism and Media Management (SJMM) ................. ll A. Training Courses and Roundtables ................................................................... 11 B. Other Services and Institution-Building Activities ......................................... .15

V. Press Centers ......................................................................................... 16

Tables: Table One: On-Site Consulting Sessions, December 1999 - June 2000 ........................... .3 Table Two: Legal Consulting Provided, December 1999 -May 2000 ................................ 5 Table Three: CCJ Moscow Training Courses, December 1999 - June 2000 ....................... 9 Table Four: SJMM Training Courses and Roundtables, December 1999 - June 2000 ..... 11 Table Five: National Course Trainers, June 1999 - June 2000 ......................................... 13

A nnen-dl·x-A-·- - - -- --- - - - --- - Th..ree Management Inserts in Zhurnalz'st " .... rr ............................................ .

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I. Introduction

This report describes activities undertaken by the National Press Institute, in cooperation with New York University's Center for War, Peace, and the News Media, under Cooperative Agreement #118-A-OO-97-00274-00 with the U.S. Agency for International Development. Specifically, the report covers the second half of a $1.9 million amendment to the Agreement, which included funding for a number of specific "anti-crisis" projects in addition to ongoing NPI programs. Because the Cooperative Agreement was extended an additional month and a half, this report covers a 7Y2-month period.

All ofNPI's activities during the grant period were undertaken in furtherance of NPI's core mission to promote the development of independent media in Russia - in particular regional newspapers.

After a brief introduction, which provides the context for NPI's activities, this report covers activities run by NPI's main programmatic departments:

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The Media Business Development Service (MBDS), which provides management and business-development assistance to Russia's non-state regional newspapers; The School of Media Management and Journalism (SMMJ), which provides mid-career training to media professionals throughout Russia; The Center for Cyberjournalism (CCJ), which promotes the effective use ofthe Internet and other new media technologies throughout Russia; and

... .. .. .. . The Press C-enters, wl'.ich at each l'WI center provide a forum for the public discussion of critical issues for the media and the country.

This report does not cover the management assessment ofNPI performed by KPMG, the results of this assessment, or the institutional and personal causes of the tensions within the organization. These have all been discussed in detail with USAID on numerous occasions during this period, and sufficient documentation exists. This report focuses on NPI's substantial programmatic accomplishments during this chaotic time.

All ofNPI's programs are national, except as noted, organized by the NPI centers in Moscow, St. Petersburg, Novosibirsk, Yekaterinburg, Samara, and Vladivostok.

NPI's other projects are not described in this report because they have been funded through other sources, but information about them is available upon request. Ongoing or recently completed NPI projects are:

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Nuclear Reporting in Russia Program, which promote increased quantity and quality of coverage of critical nuclear security issues in the Russian media through a monthly bulletin for reporters on the nuclear "beat" and direct consulting with a select core group of reporters (funded by the W. Alton Jones Foundation); Reporting Diversity Program, which promotes more balanced and less inflammatory coverage of ethnic minorities and ethnic relations (in conjunction

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with the Center for War, Peace, and the News Media's global Reporting Diversity Network) (current project on confidence-building measures funded by the Council of Europe);

• Global Beat Syndicate--Russia, incorporates Russian newspapers into the Center's Global Beat Syndicate (funded by the Ford Foundation);

• NPI Election Programs, designed to help newspapers better cover the Russian parliamentary campaign while navigating the complex coverage rules (overall NPI worked on six elections-related projects funded by five different organizations).

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II. Media Business Development Service (MBDS)

A. Management Consulting Program

The Center and NPI have provided management consulting to hundreds of Russian newspaper publishers and managers since 1993, both through fellows based at NPI or through targeted consulting arranged by NPI and carried out by Western newspaper managers. Through this experience, NPI has developed a tested and proven methodology for recruiting both clients and consultants and for defining the consulting mission for maximal effectiveness. During the present reporting period, NPI wound up its management-consulting program for the present amendment period by working with 12 newspapers in 11 cities across Russia.

Table One: On-Site Consulting Sessions, December 1999 - June 2000 ewspaper Ity onsu tant ates

Utro Rossii

Vyborgskiye Vedomosti

MiG Amurskaya Pravda

Khabarovsky Ekspress

Delovoi RUsk

Epigraph

Gubernia

Oskolskie Novosti

Kaskad

Gorodskiye Vesti

Amurskaya Pravda

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As has been NPI's experience in the past, the management consulting program . yielded remarkable short-term results and made substantial contributions to the

development of all the Russian papers participating. The newspaper Oskolskie Novosti in Stary Oskol, for instance, has entirely restructured its staffing and business procedures in close consultation with NPI's Media Business Development Service over the last year. This work culminated in April with the visit of American consultant Bob Lampkin. During this visit, Lampkin and the local managers created a development plan consisting of seven specific points, the most important of which was a plan to change the company's revenue structure away from circulation revenue and toward advertising revenue.

Immediate results of this plan are impressive and indicate that managementconsulting of this type can be highly effective. Within the first month, Oskolskie Novosti experienced a 20 percent increase in circulation. Advertising revenues for May 2000 were four times greater than for MaY'1999 and nearly 30 percent above the April 2000 figure. Less tangibly, but no less importantly, the staff and managers of Oskolskie Novosti report a firmer sense of direction and greater enthusiasm for their work after their exposure to successful Western practices.

Many of the successful innovations of Oskolskie Novosti> including their management restructuring and their innovative design solution for TV listings were shared with newspaper managers nationally through NPI's management publication in the magazine Zhurnalist (see below).

Other results of the management-consulting program during this period include:

Utro Rossii and Delovoi Biisk conducted their first ever reader focus groups and, as a result, made substantial changes in their design and content; MiG in Astrakhan launched several small, zoned editions of its newspaper to serve outlaying towns near Astrakhan. These zoned editions are inexpensive to produce and represent a significant new revenue source for the paper, as well as an important way of developing the paper's brand in new markets. The experience of MiG in creating zoned editions was also shared nationally through NPI's management publication, stimulating several other newspapers to adopt versions of this practice. Gubernia in Petrozavodsk developed a completely independent sUbscriptionmanagement and home-delivery system for the first time in its history, enabling it to significantly reduce the price of a subscription while increasing profits to the company. In executing this program, Gubernia managers cited not only the work of American consultant Bob Lampkin, but also NPI's management handbooks Reducing

Churn and The Subscription Manager's Handbook·

NPI's newspaper management consulting program made a substantial contribution to non-state newspapers across Russia, both directly and through NPI's efforts to disseminate "best practices" in Russian newspaper management. This program provided vital assistance to non-state newspapers in the wake of the August 1998 financial crisis in Russia and helped many-ofthemtrr emerge from it with minimal loss of economic

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viability. In the words of Nail Bashirov, editor of MiG in Astrakhan: "I am convinced that ifnot for the National Press Institute the independent regional press would not have survived or, if individual examples did survive, their development would have been set back by ten years."

B. Legal Service

NPI created its commercial legal consulting service in August 1999 in response to numerous requests from independent newspaper publishers for legal assistance. The service was established to help newspapers in several ways:

• to fight spurious lawsuits and other legal mechanisms of pressure from local authorities;

• to ensure full compliance with often-confusing legal requirements, especially on election-campaign coverage and political advertising;

• to write and apply simple but effective contracts and other legal documents; • to better understand and apply Russian legislation governing media ownership,

management and control.

As one editor put it, the NPI Legal Service is like an "emergency response team" providing immediate, practical assistance to publishers in myriad legal predicaments. In addition to providing direct legal consulting, the NPI Legal Service also held seminars, round-tables and other gatherings to answer legal questions-and update publishers on recent developments.

Table Two: Legal Consulting Provided, December 1999 -May 2000 (Partial List)

Newspaper or Llty TopICS Lovered/ActlOns Taken/Notes Individual(s)

--December 1999--

Molodezh Tatarstana Kazan KeglstratlOn ot newspaper Zvezda VOIUgl (Belgorod Rent agreement tor newspaper oUlce

region) 168 Hours Kmeshma (Vologda Labor law

region) Ni'?hp(rnrnd"lmvn N.- Novgorod Tax Issues • '--'--0-' --_._-/-

pressa Ladoga Petrozavodsk ElectIOn coverage laws

Tverskoi Kurier Tver KelatIOnsmp between tounders and newspaper

--January 2000--

Vremya mestnoe NIzhnevartovsk ProvlSlon on Joumallsts salanes

Ural Regional Ekatennburg Status otthe mtormatIOn agency

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Department of Media Zelenyi Don Sokoliya Dubrava

TV-press

Professia-journ a list NEP+S Khoroshle novostl Kostromskle Vedomosti Avangard KektaIm

Zvezda

Sibaiskii Rabochii Tsvety Ural Regional Media Committee Tatarstan Yamlere Zeisky Vestnik Naedine Region Mordovia Ekran Vladikavkaza Khoroshie Novosti Obschestvo I Bezopasnost Staraya Rusa EpigraJ

Sport Ekspressi Zvezda Voskhod Nasha Gildia

Ekspress Vera. Nadezhda. Lyubov

Rostov-on-lJon PreparatIOn tor tnal on eqUIpment Issues Kursk regIOn Author agreement, newspaper dlstnbutIOn

contract :Samara RelatIOnShIp between tounders and

newspaper

--February 2000--

Moscow Author agreement Ukhta PublIshmg lIcense Kursk Changmg newspaper tounders Kostroma l"ee tor publIcatIOn space, tax Issues

Chelno-V ershmsk Labor law, polItIcal advertIsmg :samara Newspaper regIstratIOn procedure, tax

issues, advertising Belgorod KegIOn comments on Law "Un governmental

support for regional newspapers"

--March 2000--

tlashkortastan VAT on general publIc announcements Obnmsk New§paper dlstnbutIOn Ekatennburg PolitIcal advertlSlng

Kazan Newspaper Charter tllagovestchensk lndependent newspaper Charter Tambov Contlict WIth local government Saransk CreatIOn mdependent newspapers V ladlkavkaz V AT on general pUblIC announcements Kursk ExecutIOn of the court deCISIOn :Samara The newspaper tounder status

Staraya Rusa New tounders NOVOSIbIrsk MedIa legIslatIOn comments

--April 2000--

NOVOSIbIrsk PUblIshmg hcense tlelgorod regIon Newspaper name regIstratIOn tlashkma ChIef EdItor s responSIbIlIty Syzran RIgat on newspaper name

--May 2000---

Mordovla Tax Issues Kostroma RelatIOnshIp WIth Tax Inspector

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Podrobnosti MedIa contracts

Angarsky Pensioner Irkutsk regIOn Author agreements

Juzhnoe Podmoskovie SerpUkhov Newspaper registratIOn procedure

Tatarskaya Gazeta Mordovla Law "On Mass MedIa comments

Chelyabinsky Chelyabmsk PublIcatIOn lIcense Rabochy Ivanovo Press Ivanovo PreparatIOn tor tnal Delovoi Biisk Husk Author photo nghts

Nashe Zerkalo Uonetsk (Kostov Access to mtormatIOn region)

Khristianin Samara region Re-regIstratIOn procedure

Tyumen Regional Tyumen ExpertIse tor regional dratt-laws "On media Committee Mass Media", "On Telecommunications"

In addition, the NPI Legal Consulting Service has conducted regional seminars and round-tables for publishers in Ekaterinburg (December), Novosibirsk (December, February), Samara (January), Arkhangelsk (February), Sochi (February), Bryansk (February), Kaluga (February), and Blagovestchensk (April). NPl's lawyers have given presentations at numerous conferences and seminars related to legal aspects of mass media in Russia and the service works in close cooperation with the Glasnost Defense Foundation and the Moscow Media Law and Policy Institute.

The NPI Legal Consulting Service has also developed a contact database of more than 120 regional lawyers specializing in media-related conflicts and handles referrals for them. In addition, the Service regularly distributes information that enables these professionals to maintain and expand their professional qualifications.

The NPI Legal Consulting Service has also prepared 6 booklets devoted most actual topics in relation media legal practice: "Media Contracts," "Founder Agreements for Newspapers," "Author Agreements in Media," "Distribution Media Contracts," "Advertising Agreements," and "Taxation for Mass Media."

NPI has noted that the vast majority oflegal service clients in the regions return again and again with requests for further assistance. This is indicative both of the high level of satisfaction with the NPl Legal Service and of the constant barrage oflegal assaults that confront the Russian regional press.

c. MBDS Publishing Program

MBDS established its publishing program in order to augment and reinforce it other management -related projects and to more broadly disseminate the results of its consulting work to other publishers across the country. Throughout the grant amendment period, NPl has worked to gain access to the newspaper management publications of West em associations in order to bring these valuable materials to Russian managers. NPl has secured the cooperation of the Newspaper Association of

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America, the International Newspaper Financial Executives, the International Newspaper Marketing Association, the American Society of Newspaper Editors, the Canadian Newspaper Association and the National Association of Broadcasters.

During the reporting period, the MBDS publishing program consisted of three broad initiatives: (1) publication of translated Western management manuals, (2) publication of an 8-page newspaper management insert jointly with the trade magazine Zhurnalist and (3) management of an electronic listserv of practical management news and advice for more than 800 regional newspapers.

Western Management Manuals: During the reporting period, NPI translated and published the manuals Classifieds in Crisis and Strategic Brand Management. These manuals introduce Russian managers to modem management techniques in the areas of classified advertising and brand management. They are both, as far as NPI is aware, the first Russian-language pUblications oftheir type ever.

Ifi·addition, rheMBDS Legal Service prepared five booklets on practical iegai matters confronting regional newspaper publishers. These booklets include: "Media Contracts," "Founder Agreements for Newspapers," "Author Agreements in Media," "Distribution Media Contracts," "Advertising Agreements," and "Taxation for Mass Media."

Management Insert in Zhurnalist: During the reporting period, MBDS began publishing a monthly 8-page insert in the trade magazine Zhurnalist on newspaper management. (Please see Appendix 1.) The essence of this insert was to provide isolated newspaper managers with a monthly selection of best practices in newspaper management, practical suggestions for raising revenues or reducing costs.

Each issue consists of 16-20 short but practical tips in the main areas of newspaper management (advertising, circulation, personnel, design, etc.) taken from Russian experience and, to a lesser extent, from the West. All materials were commissioned specially for this pUblication and most were written by the managers who implemented the idea originally. Additional materials were written by NPI's MBDS personnel and by Western consultants who have worked previously for NPI. MBDS sought to make maximal use ofthe results of its management-consulting program.

Each issue also featured a page of ideas designed to compel newspaper managers to think. ahead at least four months. For instance, the May issue included revenueenhancing ideas that can be carried out in conjunction with the beginning ofthe new school year in September.

The Zhurnalist insert has been tremendously well-received by Russian managers. Sergei Belov of Soc hi wrote: "I would like to thank the National Press Institute and Zhurnalist for the tremendous thing they have done ill beginning pUblication of the special section 'Newspaper Business Ideas.' It is important the this publication not only continue, but develop and expand.

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Undoubtedly, this insert is a great step forward for Zhurnalist." Anatoly Karman from Volgograd echoed the sentiment: "I would like to thank you for your insert in Zhurnalist 'Newspaper Business Ideas.' In general, the National Press Institute has become a significant and important element of the life of the Russian mass media and the fact that it has developed such fruitful contacts with a traditional pUblication like Zhurnalist is a welcome expansion of its work. I hope that 'Newspaper Business Ideas' will continue to be developed."

Newspaper Management Listserv: Throughout the present amendment period, MBDS has operated and developed a regular electronic listserv especially for regional non-state newspaper managers. This listserv has grown over the last year to include more than 850 subscribers, by far the largest database of the non-state press in Russia that exists.

Not wanting to burden busy managers with a large volume of material, MBDS has focused its efforts on distributing only immediately practical newspaper management information and resources. To take just a few examples, MBDS distributes information about Russian and international competitions; about internet resources for managers and journalists; about new management pUblications that can be ordered by mail; about major advertisers seeking contacts in the regions; about the availability of newsprint or production equipment; about training opportunities and about innovative management practices. MBDS regularly distributes information from the Glasnost Defence Foundation, the Moscow Media Law and Policy Institute, Sreda magazine, the Russian Union of Journalists, the World Association of Newspapers and other organizations.

Throughout the reporting period, MBDS sent out about 2-3 such messages per week. The number of subscribers grew from 650 in November 1999 to 880 in June 2000.

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III. Center for Cyberjonrnalism (CCJ)

NPI established its Center for Cyberjournalism (CCJ) to work toward several key objectives:

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To help Russia's journalists better inform Russia's citizenry by making maximal use of the Internet and other resources in acquiring and processing information; To help Russia's non-state media use the Internet as an alternative delivery vehicle (on-line publishing) to reach larger audiences, particularly to help establish horizontal information flows among media outside of and independent of Moscow; To help establish a community of Russian "cyberjournalists" capable of defending their interests and engaging in mutually reinforcing activities.

The CCJ is a national umbrella institution covering cyberjournalism work at all NPI centers. Its recent work is described below.

A. Training Courses and Consulting

From December 1999 to June 2000, the CCJ conducted over 40 training courses, with aggregate participation of over 700 journalists. Moscow courses are listed below

Table Three: CCJ Moscow Training Courses, December 1999 - June 2000

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B. NPI Web Service

NPI's Web Service (http://www.npi.ru)isdesignedtofulfillseveralfunctions.as described briefly below.

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to provide information on NPI events, programs, and services: The site includes a calendar of upcoming events, as well as program-by-program sections detailing NPI's work. Special sections cover the work of each NPI regional branch, and individual banners highlight services available to journalists, such as the NPI Legal Service. Most previous NPI publications and all current ones are available in full text format.

to provide a variety of media-related links for journalists: NPI's long-term goal - not yet realized for want of sufficient staff resources - is to make the NPI Web Service a convenient point of entry for all journalists pursuing any information, whether doing investigative research or seeking some form of professional support. For now, the site focuses on professional media information, including the following sets of links: journalism organizations, journalism education, on-line media, and competitions. The NFl site also features major media events in Russia or available to Russian journalists. NFl's "Media Studio" (http://www.npi.rnlRAPlC/medialab.html) provides links to Web site established by participants in CCJ courses the opportunity

to provide full-text media textbooks, articles, and other materials: The NFl Virtual Library (http://www.npi.rnlforjour/vbibl.htm) is a small but growing reference library for Russian media professionals, including full-text versions of most textbooks, training manuals, handbooks, and other recent media publications. All information is provided free of charge.

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IV. School of Journalism and Media Management (SJMM)

NPI established its School of Media Management and Journalism in order to provide Russian journalists and media managers with high-quality mid-career training opportunities, which have typically been sparse at best.·

The NPI School is not a physical facility, but rather an institutional umbrella covering NPl's educational work throughout Russia. It is, therefore, a truly national institution. Even the minority of programs which take place in Moscow are designed for regional newspaper professionals.

During the reporting period, the School conducted training courses and roundtables for journalists and media managers, in addition to providing other services and institution-building activities. These are described below.

A. Training Courses and Roundtables

During the reporting period, the School organized 50 training courses and roundtables journalists and media managers, listed in the table below. The events break down into two categories:

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NPI held twelve seminars (averaging three days) designed for a national audience and organized by or in conjunction with NPI/Moscow. NPI bases these courses on established curricula and procedures, designed to ensure broad geographic representation (typically the 20 participants represent 17-18 different cities) and agendas accurately matching the experience level of the participants. An average School course will involve eight (and as many as ten) speakers, presenters, and discussion leaders.

NPl's 38 full- or half-day seminars or roundtables were organized by NPI regional branches, usually for local or regional journalists. Typically they include a smaller number of speakers or trainers (usually between two and four) and address more specific issues, such as media coverage of particular issues or events or the impact on the media community of certain actions or events.

NPl's training courses and roundtables are listed below. Funders or major partners other than USAID are listed in parentheses.

Table Four: SJMM Training Courses and Roundtables, December 1999 - June 2000

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Dec. 15-17 Dec. :W-:l4

Dec.21-U Jan. 13 Jan.lU Jan. 24-26 Jan.l! Jan. llS-ll}

Jan. 31 - !'eb. 2 Jan. 31 - Feb. 2 reb. !-'::J

Feb. lU-ll

Feb. 11-12 reb. 14 reb. 1~ Feb. 17 reb.l4 Feb. 24

J:<eb.lo reb. 21}-Mar. 2 Mar. 11 Mar. 14 Mar. 10 Mar. 16 Mar. 16 Mar. 16 Mar. 17 Mar. lIS Mar. ll}-31

Mar. 30-Apr. 2 Apr. j-~ Apr. 6 Apr. 0 Apr. IS-'::J

Apr. Ig Apr. :lU-21

Apr. 21-23 Apr. 24 Apr. l6-llS

May.;

May 16 May lIS May 11} May 24-26 May2~

Moscow Moscow

Yekatennburg Samara :Samara Moscow Yekatennburg NOVOSIbIrSk Moscow

Samara

Moscow Yekatennburg NOVOSIbIrsk Moscow VladIvostok Vladivostok Yekatennburg Samara

:Samara Samara

Samara Vladivostok NOVOSIbIrsk V lad1vostok St. Petersburg V lad1vostok Vladivostok NOVOSIbIrSk Moscow Yekatennburg

:Samara Yekatennburg VladIvostok Samara Samara KmShl (Leningrad Oblast) St. Petersburg Yekatermburg Moscow

:Samara V ladlYOstok VladivostOk Samara Moscow VladIvostok

Reporting on Economics and Business Semmar tor Young JournalIst Competition Wmners (Open :socIety Institute) Legal Issues tor pnnt Med1a Roundtable: .I:'reedom ot the Press: Myth or RealIty·! Reporting on Real Estate and the Construction industry 'I'he MedIa as PublIC bxpert - Newspapers l CanadIan Embassy) ReVIew oithe Competition on Reporting on Children covermg the City ljUdget l WIth the :strategla center) The MedIa as PublIc bxpert - RadIO (CanadIan bmbassy)

Covenng ElectIOns

The Media as PublIc Expert - TeleVISIOn (Canadian bmbassy) Reporting on the EnVIronment Legal Aspects 01' MedIa Work Newspaper DeSIgn Newspaper Readership and SOCIOlogIcal Polls TeleVISIOn News Reporting tor Young Journalists CovermgRellglouslssues Covermg the Presidential Elections (With Samara Oblast ElectIOn Commission) lnvestigative Reporting tor Young JournalIsts The Media as PublIc Expert - RadIO (Ost-West .Fund)

Election Coverage tor SmaU Newspapers Newspaper DeSIgn Roundtable: Press liovernment RelatIOns TeleVISIOn News TOpICS CiVIC JournalIsm and Elections l U .:s. ConsUlate) Workmg WIth the Med1a (tor State Press ServIces) Roundtable: MedIa and the ElectIOns MedIa bthlcs Newspaper Readership Reporting on the Envrronment

CovenngLegallssues Covenng PublIc Health issues :SOCial Reporting JournalIsm and SOCIOlogy: ManIpulation or PartnerShIp Roundtable: Legal Detense ot the Press Legal issues tor JournalIsts

investigative JournalIsm and Corruption covermg Healthcare m the New Millemum Newspaper DeSIgn and intographics m Election Coverage (Canadian Embassy) New Advertismg TechnologIes Roundtable: Wnting on EconOmICS TeleVlSlon Production t3r Young JournalIsts Legal Detenses tor JournalIsts Newspaper DeSIgn: illustratIons The Press and PolItical AdvertIsmg durmg Elections

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awon

In order to provide a wide range of expertise, experience, and views, NPl incorporated a large number of experts in its programs, while at the same time seeking to develop a "core cadre" of experts. Trainers and discussion leaders over the past year -just from the national courses, which typically have 8-10 speakers - have included the following:

Table Five: National Course Trainers, June 1999 - June 2000 Name urgamzatlOn Area 01 Expertise V.:S. AkOpOV DesIgn and Advertlsmg Agency advertlsmg AU. Arnautov Ulobus Agency advertlsmg V.V. Avdeev NPI consultant legal Issues Ai. Avrukh Argumenty i Fakty advertlsmg N. Azhglkhma Nezavisimaya Gazeta econormc reportmg V.1. .l3akshtanovsky Tyumen Umverslty medIa ethics L. Bershidsky Vedomosti econormcs reportmg O.A .l3obrakov Parlamentskaya Gazeta econormcs reportmg A. .l3odungen Ulasnost Detense FoundatIOn legal Issues V.A .l3ogomolov ekho MoskVy Kamo advertlsmg M. carter NPi consultant newspaper desIgn M.A Chechkma Izvestia medIa audience U.L. cnernozub v 1KA 1s1U Center pUblIC relatIOns :So Chernykh Komsomolskaya Pravda mtorrnatlon management U.b. Chichkanov Izvestia editonal polIcy V. Vavydov Ulobus Agency advertlSlng D.D. uegtyarenko NovostiSMI l' K tor press secretanes M. V. Uelyagm instItute ot the Problems ot econormcs reportmg

Globalization V. Yu. Vozortsev Herner & :stanard Agency advertlSlng V. etremov Moscow tlar ASSOCiatIOn legal Issues :So brmocheilkova Komsomolskaya Pravda newspaper readerShip V.A. Evstaryev MaXim Agency advertIsmg AL. l'edotov KPKU newspaper marketmg M. FIshman Poht.Ru mtarrnatlon management 1.V.l'ormcheva Moscow :state Umverslty media audIence N. Garbuz KosblZnesKonsaltmg advertIsmg M. Gelman Kultura lntormatlon Agency mtorrnatIOn management N. Uoncharov HAK-TA:S:S newspaper deSIgn L. V. uorodissky adverhsmg A. ungoryev Delovoi Peterburg mformatlOn management

V.S. GureVIch VremyaMN econormcsreportmg

V.lzmailov Novaya Gazeta legal Issues YU.M. Kazakov NP i consultant legal Issues A Kharkas Kommersant econormcs reportmg 1. Kirpichev Rosskiisky Parlamentary publIC relatIOns L. KIslmskaya Sovershenno Sekretno legal Issues; econormcs reportIng

A. Klyukm Nashe KadlO ejections reportmg

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E. Yu. Kolyada L.G. Komov A.K.. K.opeIka

M. K.oroleva LV. Krylov V. K.uteld H. Kulanm U. K.yundIg U. LatsIs A. Lyubimov J. Magness :So Matveyuk A V. MIlekhm

S. Molodtsov V. MUkusev A.N. Nazaikm L. V. Nikitmsky A. NovIkov AV. Uskm

N. V. Pavlova A Polltkovskaya N.P. Popov M.N. Pugachev V. Kaskm

U. Keynolds V.L. Kunsky U. V. Kozhnov AE. Kubmov b. Kuzakova V. YU. :Semchenko A. :Semerkm V. Sergeev

L.A. Shamygm Yu . .P. :ShchekochIkhln V. :Shestakova lJ. :ShIshkm L.C. Shkolmk V.M. :Shutkevich P.A. Sldelev K Tagle E.!'. Tarasov P. Taylor V. Yak V.V. Vartolorneyev :So Vetrov M. WIllIams 1. Ya. Yakovenko A.t'. Yunkov K Zagretdmov

Renome Prestizh public relations; elections reporting

Izvestia newspaper marketmg AJbItration Chamber onhliormation media ethics Disputes Elcho MOskVy Kadlo mtormation management protessor advertismg, newspaper marketmg Nezavisimaya Gazeta mtormation management VremyaMN mtormation management :SWISS lntemational Kallio elections reportmg Novye Izvestia economIcsreportmg UK!' electIons reportmg AssocIated .Press newspaper desIgn Komkon newspaper marketing NI:SPI advertIsmg; electIOns reportmg;

readership Dvoinoi Ekspress mtormatIon management TV-Tsentr electIons reportmg newspaper consultant advertismg Guild of Court Reporters legal reportmg Komkon newspaper marketmg NA:S newspaper marketmg; newspaper

readership Moskovsky Komsomolets advertismg; marketing Novaya Gazeta legal reportmg NISPI newspaper readershIp Komsomolskaya Pravda advertismg Moscow :state umverSIty econOmICS reportmg; media ethIcs;

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electIons reportmg Delovoi Peterburg econOmICS reportmg

15

Feedback from participants has shown great appreciation for the value of the training courses:

Almost a year has gone by since the seminar 'Public Relations for Regional Administrations Press-Services,' organized by the School of Journalism and Media Management ofNPI in Moscow. But there has not been a work situation during that year when I haven't turned to notebook full of notes from that seminar.

-T. V. Salnukova, Main Specialist Public Relations Center, Samara Oblast Administration

c. Other Services and Institution-Building

NPl's School of Journalism and Media Management also provided a range of other services to Russian media professionals and students, including the following:

•

•

•

•

•

training programs for journalism students, rang,ing from seminars and professional development discussions to consultations and internships;

a Club of School Participants, through which pat participants are kept in contact and receive a wealth of targeted educational and informational mailings;

informal consulting on journalism and management issues and help in establishment of contacts;

clearinghouse services: provision of information on professional development opportunities such as internships, prizes, and seminars;

an electronic library, discussed above in the CCJ section, which also provided online consulting to approximately 20 journalists each month.

16

I I I I I il

I I I I I I I I I I I I I I I I t I I

v. Press Centers

NPl's most public function since 1992 has been its briefings and press conferences, which have become a staple of national and local reporting and newscasts ever since. Since the first Moscow briefing, NPI has arranged over 4000 briefings and press conferences. NPI now conducts about 80 briefings and press conferences per month (slightly fewer during the summer months) - most of which are at its regional centers.

•

•

•

•

•

•

•

NPI conducts its briefings for several reasons:

by presenting to journalists alternative sources of information and expertise, NPI helps to reduce the dependence of Russian journalists on official government sources;

by covering issues that are ignored by the government or under-covered by the mainstream media, NPI helps to ensure public discussion of all important public policy issues;

briefings and press conferences provide much-needed background information on a variety of issues for journalists;

NPI helps to ensure government accountability by providing journalists with access to officials who are otherwise often unavailable;

by consistently and aggressively providing a forum for civil rights activists, human rights organizations, ecological organizations, minority representatives, health and social welfare experts, and a range of other experts and representatives of nongovernmental organizations, NPI plays a vital role in publicizing the work of the non-governmental, non-profit sector, thus directly helping to develop civil society in Russia;

by providing a forum for a wide variety of speakers on key political, economic, social, and other issues facing the country, NPI directly facilitates public debate and also encourages the values of a free, fair, and inclusive political debate;

roundtable discussions, briefings, and informal gatherings on key media issues raise the level of professional consciousness of journalists and promote aggryssive, collaborative solutions.

Various NPI branches have developed areas of particular interest. NPIIMoscow focuses special attention on economics, human rights, and international and nuclear issues. NPl/St. Petersburg also focuses on human rights and international issues, while NPIINovosibirsk focuses on economic and cultural issues. NPI branches in Yekaterinburg and Samara both cover current events and issues extensively, while NPl/Samara also holds frequent briefings on cultural issues.

17

During the reporting period, NPl organized approximately 600 briefings, press conferences, and roundtables, with an aggregate attendance of 12,500. Highlights included the following:

•

•

•

•

•

•

•

•

•

•

•

•

•

•

a December briefing in Moscow on Duma campaign violations, which examined, among other cases, the illegal forced closure of Popechitel in Bereznyaki, Perm Oblast; after the press conference, a court reversed the closure and Popechitel renewed pUblication;

Moscow briefings on the drug trade, which led to pUblicity that forced the Moscow government to respond publicly;

a roundtable in Samara on the myths and realities of press freedoms;

a series of election-related briefings at NPIINovosibirsk which presented the viewpoints of various parties;

a series of briefings at NPIINovosibirsk on local governance and federalism;

briefings in Moscow and St. Petersburg on the case of Radio Liberty reporter Andrei Babitsky;

briefings and roundtables in Moscow, St. Petersburg, and Yekaterinburg on nationalism and chauvinism;

a Moscow briefing on FSB persecution of ecologists Valery Soifer and Vladimir Slivyk, after which the Vladivostok authorities called NPl to inform that charges had been dropped;

a Moscow briefing on murder charges against Hare Krishnas for the killing of an Orthodox priest; after extensive pUblicity of the press conferences, the prosecutors returned to the case and found the real killer;

a roundtable in Moscow on U.S.-Russian relations featuring Sergei Karaganov, Vldimir Lukin, Alexei Arbatov, Thomas Graham, and Robert Legvold, among others);

a briefing in Moscow on NATO-Russian relations;

frequent briefings on nuclear issues, for example on the role of nuclear weapons in Russia's new military policies;

a series of roundtables on the Russian judicial system;

regular economic analyses by Russia's leading economists.

18

I I I I I I

I I I I I I I I I I I I I I I I I I I

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I I I I I I I

1 I I I I I

I ,I

f I I I I I I I I

August 4,2000

Mark Koenig Office of Democratic Initiatives and Human Resources U.S. Agency for International Development Novinsky Bulvar 19/23 121099 Moscow

Dear Mark,

fJ D - ~f6 <::::, -C( L( f 1e;S:8Y

NATIONAL

PRESS INSTITUTE

We are pleased to enclose the performance report for Cooperative Agreement 118-A-00-97-00274-00 for the period December 1999-June 2000, the second half of the $1.9-million addition for "anti-crisis" initiatives.

This report describes in detail the National Press Institute's USAID-funded activities, with special emphasis on the Media Business Development Service programs. During this period NPI reached an ever-broader range of newspapers with a wide array of assistance - management, legal, journalistic. Judging by the response from NPI's clientele, NPI's work assistance has provided substantial concrete benefits at this critical time for Russia's struggling independent media sector.

We would be pleased to answer any questions you may have.

Robert Manoff Director

Sincerely,

Center for War, Peace, and the News Media New York University

Center for War, Peace, and the News Media Department of Journalism and Mass Communication New York University 418 Lafayette St., Suite 554 New York, NY 10003

Anatoly Kuprikov Acting Executive Director National Press Institute

National Press Institute Zubovsky Bulvar 22/39

3rd Floor 119870 Moscow

Russia

jmenustik

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