The Impact of Media Concentration on Professional ... - OSCE

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Is there a works council at your newpaper? Fig. 1Yes 49No 510 10 20 30 40 50 60 70 80 90 100<strong>The</strong> importance <strong>of</strong> such collective representation can be explainedby connecting the results <strong>of</strong> Figure 1 with the answersshown in Figure 2. <strong>The</strong> majority <strong>of</strong> participants in this surveyor 62.6 per cent, rate the influence <strong>of</strong> their work council from“very influential” to at least “influential”. In other words, morethan half <strong>of</strong> the journalists who responded to the questionnairedo have the impression that they are considered – nolensvolens – as a serious counterpart by their employers.Individual interviews conducted with journalists duringthis survey indicate that the total dissatisfaction rate <strong>of</strong> 37.5 percent depends either on weaknesses within the national labourlaws as such or, as in many cases, for example, in Italy, on thepersonal conviction <strong>of</strong> not having elected the right people intothe work council.Being considered as a valuable partner by the owners/managementis an important ingredient to overall job satisfactionfor every employee. In daily newspaper companies this feelingis, however, <strong>of</strong> particular significance, as it indicates a generalunderstanding between owners and/or management and the12345How influential is this works council on a scale from 1 to 5,1 being ”very influential“ and 5 being ”not influential at all“?1,617,217,220,30 10 20 30 40 5043,8Fig. 272 THE IMPACT OF MEDIA CONCENTRATION ON PROFESSIONAL JOURNALISM
writing staff about both the editorial line and content <strong>of</strong> thepaper. Being that quality journalism is an activity based on intellectualintegrity, such common ground is essential for the willingnessto strive for journalistic excellence.<strong>The</strong> media business is probably the only industrial sectorin which no company can live from the sales <strong>of</strong> its producealone. As quality journalism has no equivalent and can not besubstituted even in part, by technological progress, fix costs forjournalistic staff remain the heaviest and almost invariable burdenon the budget <strong>of</strong> every media company. At the same time,the democratic necessity <strong>of</strong> media pluralism and diversity aswell as the regional or local character <strong>of</strong> most newspapers keepthe number <strong>of</strong> potential buyers <strong>of</strong> each media outlet below eventhe break even line. To stay on the market, newspapers, radioand television broadcasters, as well as information providerson the internet, will therefore need external financing eitherthrough selling advertisement space or through public funding.At a first glance, selling space for advertisement mightappear as the “proper” way to do business in a free market system.Those media which have the greatest appeal to theirpotential clients will clinch the biggest advertisement contracts.To use a variation <strong>of</strong> President Bill Clinton’s famous electioncampaign remark: That’s competition, stupid!This equation, however, is not without risks. As long asthe overall economy is healthy, companies do have enoughmoney for advertisement. Limited advertisement space in themedia will create a climate <strong>of</strong> competition between potentialadvertisers which in turn guarantees the editorial independence<strong>of</strong> the media.That, at least, is the theory. In times <strong>of</strong> economic downturn,however, this equation demonstrates its flaws. When lowerconsumer spending results in the industry generating feweradvertisement campaigns, the lion’s share <strong>of</strong> advertisementGENERAL SURVEY RESULTS 73
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REPRESENTATIVE ON FREEDOM OF THE ME
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ContentsPrefaceby Freimut Duve 9Int
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6. Conclusions 187AnnexQuestionnair
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advertisement is very insecure, mak
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industrial lobbying groups still di
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1. The Imp
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sidents” had been imprisoned. “
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determined Freedom of</stro
Page 21 and 22: co-operate fully with the OSCE Repr
Page 23 and 24: Such independence, however, comes a
Page 25 and 26: and mirror of the
Page 27 and 28: 30 million rely exclusively on info
Page 29 and 30: Unchecked, concentration will reduc
Page 31 and 32: protected, a certain level
Page 33 and 34: indication of the
Page 35 and 36: time, as the concept of</st
Page 37 and 38: It appears, however, that this posi
Page 39 and 40: 1.7 New Threats on the Horizon1.7.1
Page 41 and 42: owns or controls not only the three
Page 43 and 44: Target countries sometimes interpre
Page 45 and 46: independence proposed by the OSCE R
Page 47 and 48: groups to grow. And there is the in
Page 49 and 50: areas of Central a
Page 51 and 52: Directly or indirectly Mr. Silvio B
Page 53 and 54: Yet this simple notion appears to b
Page 55 and 56: newspaper firms. Using the argument
Page 57 and 58: a contribution to democratization a
Page 59: tation of this for
Page 62 and 63: This limitation in no way indicates
Page 64 and 65: press is ridiculous. Journalists co
Page 66 and 67: But these progressive aspects <stro
Page 68 and 69: Nevertheless, the loss of</
Page 70 and 71: may well be true for journalists fr
Page 74 and 75: will go to television, this being t
Page 76 and 77: Economic revenue (%) Fig. 61234510,
Page 78 and 79: Good relations with the business co
Page 80 and 81: Further, how can a newspaper, whose
Page 82 and 83: Service for civil society (%) Fig.
Page 84 and 85: The Norwegian medi
Page 86 and 87: Have you ever been put under pressu
Page 88 and 89: Do you feel threatened in your posi
Page 91 and 92: 4. Number of Title
Page 93 and 94: 5. Country Reports5.1 Germany5.1.1
Page 95 and 96: Süddeutsche Zeitung (463,000), Lei
Page 97 and 98: publisher, the Axel Springer Verlag
Page 99 and 100: A three directional strategy is wha
Page 101 and 102: 5.1.2 Survey ResultsBacked by tradi
Page 103 and 104: Cross-ownership has also increased
Page 105 and 106: Economic revenue (%) Fig. 61234515,
Page 107 and 108: Service for civil society (%) Fig.
Page 109 and 110: Understandably all German journalis
Page 111 and 112: Do you feel threatened in your posi
Page 113 and 114: As also seen in Germany, the data p
Page 115 and 116: 5.2.2 Survey ResultsFinland compete
Page 117 and 118: Newspaper chains were the logical r
Page 119 and 120: 5.3 United Kingdom5.3.1 Country Rep
Page 121 and 122: • Daily Mail and General Trust: D
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Is there a works council at your ne
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Economic revenue (%) Fig. 61234510,
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Service for civil society (%) Fig.
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Do you feel free to voice and write
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Do you feel threatened in your posi
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Newspaper reach (%)All Adults 30.1M
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As regards ownership concentration,
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Financial BackgroundDespite the pre
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5.4.2 Survey resultsIf Finnish jour
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of those mini-comp
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for example, is very clear on this
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5.5.2 Survey ResultsAn anonymous It
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portfolio. In addition, as democrat
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Mr. Berlusconi’s TV advertisement
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5.6 Lithuania5.6.1 Country ReportCa
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is quite remarkable. The</s
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Lithuania is a small country with a
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Another tendency is that newspapers
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Only in 2003, the daily newspaper L
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October 22 2003 was an historic dat
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5.7.2 Survey ResultsSince the end <
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y a mostly anonymous to the general
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On a daily, practical basis there
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Newspaper reach (%)All Adults 15Sou
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so-called “human interest” stor
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indicated that Rodipet applies a di
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5.8.2 Survey ResultsAlthough a smal
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12345Objectivity (%) Fig. 57,114,32
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Strengthening of d
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Do you feel threatened in your posi
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emerging CEE countries with regard
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- Create in all OSCE participating
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Organization for Security and Co-op
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1. In which country are you working
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17. Who defines the editorial line
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29. How would you describe the situ
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- This common code of</stro
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Personal and business interestsIt i
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Orkla Media’s
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www.osce.org/fomJohannes von Dohnan
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