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Newsletter n° 65
THE BUSINESS OF NEWSPAPERS ADVERTISING & MARKETING

Publishers strengthen independent media

"In order to be really efficient, competent and objective, Congolese journalists need organisations to supervise and offer them necessary support," says Pierre Kilubu, Editorial Manager of the weekly Echos d’Afrique (circulation: 1,000 and 2,000 copies) and member of the executive committee of the new group.

Creating an efficient distribution service is a key aim of the group. "Newspaper distribution is indeed very chaotic in DRC: "newspaper selling and distribution is not organized at all, which explains why there are so many unsold copies in some regions, whereas other areas can receive and sell many newspapers", he says.

The central buying service is also important, he says. "Once it has the necessary resources, it will be charged with buying, importing and selling to its members the raw materials and the equipment necessary to produce newspapers." By pooling printing equipment, newspapers will thus be able to make economies of scale.

In a second stage, the association plans to create a common advertising sales service.

The creation of a central buying service and a common advertising agency aims essentially at barring unfair competition, which is widespread in DRC. The problem is that "the State only finances certain publications to the detriment of others, instead of officializing and budgetising State subsidies to the media without subordinating them," says Mr Kilubu.

The third aim of the group is to help improve the standard of journalism in DRC. It also plans to organise training and development sessions for journalists, "since the profession evolves rapidly and requires continuing education," says Mr Kilubu.

The Congolese publishers are also seeking to make contact with similar groups outside the DRC to benefit from the experiences of others. Anyone wishing to contact the group can do so through rap21@wan.asso.fr To ensure the viability of its initiative and conscious that members fees are not enough, the group is making international contacts with socio-professional groups and associations belonging to the press or other activity sectors.


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