Shields from the crisis

Moscow advertisers will receive a discount from the city if the metropolitan outdoor advertising operators retain jobs. In accordance with the order of the capital's government, the payment for the installation and operation of external advertising facilities will cost 30% cheaper than those advertisers who agree not to reduce jobs. However, in the current situation in the market, such a discount will not save many companies from ruin.

This winter, the metropolitan department of economic policy and development conducted a study that showed that at the current rates when reducing the volume of advertising in the city by 20% of the company - outdoor advertising operators begin to work at a loss. It was decided to support the industry in order to save jobs. According to experts, about 7 thousand Muscovites are working in this field. In addition, capital officials fear that stronger market participants will buy up ruined companies.

On February 28, the Committee for Advertising, Information and Registration of the City of Moscow and representatives of the metropolitan advertising community signed agreements on joint anti -crisis actions. Now this agreement is formalized by the order of the city hall.

“We will support the advertisers at least until the end of the year, and then, depending on the situation,” the newspaper’s press service of the deputy mayor of Moscow on interregional cooperation, mass communications, sports and tourism Sergei Baidakov told the correspondent. - Market participants undertake not to reduce jobs. Violators will lose the right to discount. ”

How exactly the metropolitan authorities will monitor compliance with this condition, officials do not report: a typical agreement that will be concluded with individual operators is still in agreement with Baidakov. According to Gazeta, advertisers will be obliged to provide data on their staffing at the first request of the committee. However, experts are not sure that even this solid discount will be able to turn the situation.

“The outdoor advertising market has been falling in Moscow since October. According to the results of the first quarter of this year, the fall amounted to almost 45%, ”the director of the exparct Analytik, Andrei Berezkin, told the correspondent of the newspaper. - rental rates - the main cost item, reducing them by 30% will allow companies not to work at a loss. There is no question of profit - for this it would be more than doubled to reduce rent. If the fall stops, the 30% discount will allow many firms to hold afloat. If the fall of the market continues, the discount will not save its participants. ”

04/28/2009 / Nikita Aronov, the material was published in the newspaper No. 76 dated 04/29/2009.