Preparing Independent Russian Media for the 21'' Century:
Preparing Independent Russian Media for the 21'' Century:
Preparing Independent Russian Media for the 21'' Century:
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Final Report on Cooperative Agreement 1 18-A-00-97-00274-00, December 2000<br />
NPI helped newspapers become financially independent where all of <strong>the</strong> experts<br />
said no newspaper could be profitable. In <strong>the</strong> Urals towns of Berezniki and<br />
Kungur, <strong>for</strong> example, where <strong>the</strong>re once were tired local government mouthpieces,<br />
<strong>the</strong>re are now independent engines <strong>for</strong> economic growth. Bereznikovsky Rabochy<br />
doubled its advertising sales, increased circulation through a redesign, and achieved<br />
financial independence from <strong>the</strong> local authorities within five months; Iskva<br />
(Kungur) quadrupled its advertising revenues within five months, allowing it to<br />
reach <strong>the</strong> break-even point.<br />
Similarly, Solikamskie Vesti reorganized its advertising department and increased<br />
its advertising revenue ninefold within four months of its work with NPI.<br />
Gubernskie Vedomosti (Stavropol), Kostromskie Vedomosti, and Ekran-Vestnik<br />
Kavkaza (Vladikavkaz) made a number of changes based on NPI's<br />
recommendations, leading in each case to a 50% increase in advertising revenue<br />
within two months.<br />
Shakhtyor (Gremyachinsk) and Kanzskie Zori (Dobryanka) both tripled advertising<br />
sales revenue in five months.<br />
In 1997 NPI had scheduled a briefing with Amnesty International to publicize <strong>the</strong><br />
case of Rafael Usmanov, illegally detained without trial in Magadan. On <strong>the</strong><br />
morning of <strong>the</strong> briefing, President Yeltsin's office called NPI to in<strong>for</strong>m that<br />
Usmanov had been released. NPI press conferences also led to <strong>the</strong> release on his<br />
own recognizance of Grigory Pasko, an environmental journalist charged with<br />
treason.<br />
The dispute between <strong>for</strong>mer Vladivostok Mayor Viktor Cherepkov and Primorsky<br />
Krai Governor Yevgeny Nazdratenko over Cherepkov's dismissal was not being<br />
covered by <strong>the</strong> national media. NPI's first briefing on <strong>the</strong> subject attracted <strong>the</strong><br />
attention of <strong>the</strong> public and Moscow federal officials and prompted <strong>the</strong> delegation of<br />
a special State Duma commission to Vladivostok to investigate. After Cherepkov<br />
was subsequently restored to his post, he spoke again at NPI, publicly noting its role<br />
in restoring legality.<br />
page 16<br />
Center <strong>for</strong> War, Peace, and <strong>the</strong> News <strong>Media</strong> -New York University Chapter 2. Introduction
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