Elchin Shikhli on Fate of Print Media in Azerbaijan

Baku / 14.03.18 / Turan: The chief editor of Ayna-Zerkalo newspaper Elchin Shikhly denied reports on the resumption of the issue of the newspaper Zerkalo. According to him, he tries only to restore the on-line version of the newspaper's website.

"We started this with a couple of former employees. In order to attract finance, it is necessary to present the marketable product to the market, so that it can be bought. We are working in this direction," Shikhly said in an interview with Turan.

Is it possible to restore the printed version of the Zerkalo newspaper in the future? Answering this question ,Shikhly said: "Of course, we have such a desire. However, in the present situation, when the distribution system is completely destroyed, the advertising market is practically at zero, there is no ground for publishing newspapers."

Shikhly does not intend to apply for help to the Fund for State Support of Mass Media, because at the expense of the finance allocated there, it is impossible to maintain a normal newspaper. "If it was possible, I would not suspend the issue of the newspaper," the editor noted.

Shikhly, who is also the head of the Journalists Union of Azerbaijan, believes that liberalization of the economy should be carried out first of all for the restoration of the newspaper business.

"We need to create conditions for small and medium-sized businesses. In addition, it is necessary to restore the distribution network of newspapers. This should deal with several private companies. Most of the Fund's funding for the state support of the media should be directed to this, but unfortunately the Fund deals with other matters.

We have only formal attributes of support for the press - money is being given out for some events, but the press continues to die.

I think that money should not be given to newspapers, but to projects. Allocating money to large newspapers, they just connect them to artificial respiration apparatus.

In addition, it is necessary to create conditions for fair competition. Without this restoration of print media is impossible," Shikhly continued.

Along with the decline of print media, the ethical level of the media has fallen dramatically, and the demand for promotional print media has increased.

"The society will get used to the sort of media it is supplied. If you offer a quality product, then there will be a need for even better products. If the consumer is fed with low-quality material, he will get used to it.

The media are like the society. There must be a social order in society. When there is no high social order, then the media serves low social demand," Shikhly stressed. -03B06-