Although Christmas and New Year holidays are over, gifts for some yet to come. The state with all its ministries has not stopped giving away millions of euros. At least there will be money for advertising and promotion of EU funds. So far, much has been invested in paid publications, brochures, leaflets, etc. But the total sum for the last few years was still under BGN20 million. And now for 2012 and 2013 over BGN145 million is to be provided.
In practice, the preparing for the distribution of the pie has already begun. On Christmas Eve the Ministries of Regional Development, the Economy and the Agriculture announced new procedures for the promotion of their respective operational programs. For example, to ensure the accessibility, visibility and transparency of the Regional Development Operational Programme in highest circulation newspapers the Ministry of Regional Development is seeking a special media agency. The selected winner will be paid BGN540,000 to perform the planning of print publications as well as to organize and distribute publications, and, finally, analyze the results.
What is interestingly, however, is what exactly the officials mean when they say a high-circulation media? Today in Bulgaria these are the so-called yellow journals. In recent years they have been enjoying the biggest readership and have the highest circulation. Whether they are suitable for promotion of operational programmes is quite a different issue.
In fact, the technical specifications to the announcement enlists a number of print publications that the selected media agency should analyze in order to identify the most appropriate. It names the papers: 168 hours, 24 Hours, the BANKER, Glasove, Dneven Trud, Duma, Express, Zemia, Capital, Cash (which no longer exists by the way), Class, Monitor, Novinar, Nozhten Trud, Politics, Sega, Sedmichen Trud, Standard, Telegraph, Republic as well as Dnevnik and Pari, the last two of which have merged into the Daily Capital, but the officials seem to not have paid attention.
Of the specialized publications only Stroitelstvo, Gradat and Stroitelni Imoti were listed.
It remains an open question how the agency will select priority media to get the money? It is no secret that along the formal requirements for a thorough analysis and planning, many nepotistic companies may in fact turn out to be preferred.
In whose hands the choice will be is expected to be announced on 3 February, when the technical bids of the applicants will be opened. Otherwise, the requirements for participation in the tender are not that high. An applicant has to prove at least BGN450,000 in turnover for last three years, executed contracts for similar services worth over BGN110,000 and a list of the qualified staff – the head and two key experts.
Not less interesting is the call of the Ministry of Economy and Energy entitled Working with the Media in Connection with the Competitiveness of Bulgarian Economy Operational Programme. It is worth BGN720 thousand and includes five main tasks . The first concept is preparing and issuing electronic newsletter every three months, which will be sent to newspapers, radio stations and television channels. The second responsibility of the winner of the auction is to create a network of journalistic regular meetings of members (at least 20 in number), to exchange information between journalists and experts. It should organize at least 15 conferences, which include business breakfasts, media contests and other initiatives, establishing a press office and regular submission of information with a minimum of 80 press releases, and examine the opportunities to integrate issues related to the Competitiveness Programme.
It is good that the rulers want to work more closely with the media to bring the European programmes to the attention of people. The problem is that it does not answer the question what in this case will
be the task of dozens of officials who receive a monthly wage to do the same?
