Preparing Independent Russian Media for the 21'' Century:

Final Report on Cooperative Agreement 11 8-A-00-97-00274-00, December 2000
Table Five: Russian-Language Publicatioizs Produced and/or Distributed by MBDS
Title of Publication Author Date
How To Run A Newspaper Profitably
Leasing Printing Equipment in Russia
How Russzan Newspapers Can Gain Readers and
Advertisers Through Market Research
Regzonal Newspapers Coping With the Crzsrs
Managing Newspaper Distributron Systems
Low-Cost Marketing Strategies
The Crzsu and the Independent Regzonal Press
Marketing and Advertzsing Strategies for
Newspapers
How to Conduct an Audience Study
How to Sell Newspaper Advertiszng
Subscrrptzoiz Manager's Handbook
Keep 'Enz Comzng Back
Newspaper Advertising zn Developzng Countrzes
Mass Media Respoizszbzlztzes During Electzon
Campazgizs
What Russian Consumers Want
Classzjied Advertuirzg zn Criszs
Newspaper Business Ideas, Vol I
Newspaper Business Ideas, Vol. 2
Newspaper Buszness Ideas, Vol. 3
Strategic Brand Management
Moscow Media Law Center
& NPI (Fyodor Kravchenko)
ICFJ (Carroll Dadisman)
NPI (MBDS)
NPI (Michelle Carter)
NPI (MBDS)
NPI (Alekse~ Pankin)
Herman Obermayer
NPI (MBDS)
NAA
NAA
NAA
WAN (Lloyd Donaldson)
IFES (NPI)
Ekspert
NAA
NPI (MBDS)
NPI (MBDS)
NPI (MBDS)
NAA
(Sample publications are enclosed with this report.)
March 1998
May 1998
November 1998
November 1998
November 1998
Febsuary 1999
March 1999
May 1999
June 1999
August 1999
August 1999
September 1999
October 1999
February 2000
April 2000
April 2000
May 2000
June 2000
July 2000
Toward the end of the Cooperative Agreement, MBDS began publishing a
monthly 8-page insert on newspaper management in the trade magazine Zhurnalist
(black-and-white copies of the inserts are attached as Appendix 8). The essence of this
insert was to provide isolated newspaper managers with a monthly selection of best
practices in newspaper management, practical suggestions for increasing revenue or
reducing costs. Many of these best practices arose directly out of MBDS management
consulting, described above.
Each issue consisted of 16-20 short but practical tips in the main areas of
newspaper management (advertising, circulation, personnel, design, etc.) taken fi-om
Russian experience and, to a lesser extent, fi-om the West. All materials were
commissioned specially for this publication and most were written by the newspaper
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.
Each issue also featured a page of ideas designed to encourage newspaper
managers to think ahead at least four months. For instance, the May issue (on p. 47)
included revenue-enhancing ideas that can be carried out in conjunction with the
beginning of the new school year in September (e.g., back-to-school ad campaigns).
page 38
Center for War, Peace, and the News Media - N W Chapter 4: Media Business Development Service