Why are media publications in Oman not reader friendly? Every time I land up in a party or a get-together, this is a customary question directed at me, knowing very well that I work for a local media group. I don’t shy away from these queries either. I have a readymade answer. My usual reply would be…“media in Oman is advertising-driven”. This means all publications survive, make monies by printing advertisements and profits generated by way of sales (circulation) are a minimum. So much so that leading auto brands in Oman have become so arrogant that they decide on the slot for their advertisements and kind of coverage they need. For official launches, they get their own people to take pictures and write reports. Such is their dominance, and media houses are dancing to their tunes.
I want to assure readers that there are talented journalists and reporters in Oman, no doubts on that. But, what will an individual do if there are clamps all over the place to contain him. He can’t write on accidents, he can’t write about Cyclone Gonu, he can’t write about local issues …it is a long list. Finally he will write what his management expects of him. After all, like all expats, he is here to earn a living, make some quick bucks.
My favourite editor in India, Vinod Mehta of Outlook magazine, has written a scintillating piece on the state of journalism in India in this week’s magazine.
He says:
Three examples will establish the huge confusion in readers’ minds regarding their expectations from the media.
1. Research shows that most readers want more international news. Yet the international pages of a newspaper are read the least. International news may be good for the soul but it does nothing for circulation.
2. Readers insist that the price of their morning paper doesn’t matter. The daily newspaper is such a vital part of their life that they would happily pay the extra rupee for it. Yet, as Rupert Murdoch and Samir Jain have demonstrated, print publications are extremely price-sensitive. You can bleed the opposition by cover price cuts.
3. Readers will tell you that they want a single-section, compact morning paper. They don’t want sections and supplements dropping out. Yet the opposite is true. Papers with multi-sections prosper, others suffer.
Remember, we editors are employed to lead readers, not be led by them. Really great journalism must do more than merely give people what they want. There has to be room for the unexpected, for stories the public has no idea it wants until it sees them.
The reader is a paradox. He frequently complains about negative news being constantly reported. But for all his clamouring for positive news, surveys show he’s more interested in sensational news, news about crime and corruption. The reader is not king; actually he is a nice hypocrite.
I am reading this piece over and again. I can’t get enough of it because I know this is plain truth and nothing else.