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«Mail of Russia» - elephant, octopus or cuttlefish?

On May 23, 2011, almost the first time in the history of interaction between the regional publishing houses and "Post of Russia" held a truly constructive dialogue. The event, organized by the ARS-Press, was held in the Public Chamber on Miusskaya Square in Moscow. The seminar titled "Prospects for the development of relations between the regional media publishers and FGUP’s affiliates "Russian Post" has collected more than thirty regions. By mail at the event arrived Head of Directorate of Commercial Operations FGUP "Russian Post "Denis Vasilevsky and FGUP Head subscription Olga Knyaseva.


The seminar was attended by journalists from Astrakhan, Barnaul, Belgorod, Vladimir, Voronezh, Yekaterinburg, Kaliningrad, Obninsk, Krasnoyarsk, Kursk, Lipetsk, Nizhny Novgorod, Orenburg, Penza, Rostov-on-Don, Ryazan, Samara, St. Petersburg, Saransk , Saratov Severodvinsk Smolensk, Stavropol, Tyumen, Ufa, Chelyabinsk and Yaroslavl. All of them arrived in the capital, to discuss common problems, and through open dialogue with "Mail of Russia" to find ways to overcome them. Following the introduction, executive director of the Alliance of heads of regional Russian media and representatives of the Public Chamber of Russia Sofia Dubinsky, his report on "Dissemination of periodicals by subscription through the post office: current status and development prospects, " the audience introduced Dennis Wasilewski. And the mood of the speaker from the first few sentences clearly signaled the audience that "Mail of Russia " understands and accepts all the criticism in his address, including shipping and handling circulation, the organization of the subscription process, and many others.

However, Vasilevsky very judiciously observed that post - the only structure in our country, the front of which is so broad, and that she - one of the key elements of the national communication infrastructure, as well as includes 41,611 post offices.

" Mail of Russia "is a bit like an elephant. He is big and powerful, but not always the best operative. And while this is a very good target for everyone. We, on the one hand, agree to be under fire because we're a huge company, but on the other - a big target to throw darts all easy, "- said the head of the Directorate of Commercial Operations FGUP.

Next Vasilevsky listed the main business areas-mail, including the implementation of postal services, financial services and various goods. Subscribe to the print product has a significant presence in that part of the postal services which the Office is called "sale of goods" - 49,4

When it came to essential services by subscription, the speaker noted that as of January 1, 2011 performance in this area (such as turnover of subscription amount - 7.22 billion rubles; density subscription - 219 copies. / 1 000 people, a one-time subscription circulation – 31,1 mln) are not reduced, although the downward trend is. With regard to structure formation of the subscription edition was a comparison of data for that year and the year 2007-nd. It was noted that the share of federal publications continues to grow, and the ratio between the district and regional publications remain the same.

"Despite the fact that we have is a Federal State Unitary Enterprise, the money we have to make yourself. We - the business structure on the one hand, but the scale of activity and the importance that the "Mail of Russia" is for the state, and perform a number of important social issues. In particular - is to subscribe ", - said Vasilevsky. The Speaker noted that according to the company, to market a subscription-mail today is 65%, and its "primary goal" - individuals, regardless of the remoteness of their location.

Audience interest and the formation of tariff-mail. This issue is covered particularly capacious, and the speaker drew attention to the fact that postal charges, in connection with the relevant decisions of the State in the first half of 2011 equivalent rates of the second half of 2008, which became possible thanks to government subsidies.

"It should be understood that the subsidy often does not cover all our expenses" - said Vasilevsky. The draft budget for 2011-2013. amount of government subsidies "Post of Russia" is 3.318 mln. every year.

Volume compensation of losses "Russian Post" from the sale of services for the delivery of subscription publications.





Loss*, mln. rub




Pay damages, mln. rub









* The amount of losses during the reporting period includes the loss of the first half and first half of the previous reporting year

Following the explanation of the issue of subsidies, Vasilevsky introduced regional publishers chart showing the change in the rates for the subscription, provided the abolition of subsidies and noted a possible increase in this case, tariffs on average by 84%.

Of course, in a statement representative of the "Russian Post" taking the place of facts and need a total upgrade "mail elephant", because 20,000 postal facilities in need of urgent repair. Of these, about 10% are currently in a state of near-crashes, and the depreciation is over 60% - update them without any further increase in depreciation of capital expenditures required at least 10 billion rubles per year. None of the parliamentary contest this amount did not.

Speaking about the quality of services "on a human level", it was noted by Wasilewski that the salary line employee is very low - it was "30-50% below the average wage in the regions, and probably never will be high." However, work towards motivating employees by mail is still underway.

The Speaker also reported on action-oriented investments in 2011. Of the total state investment of 14 billion rubles., 3.4 billion rubles. will be aimed at creating a network of automated sorting centers, 3,3 bln. - For equipment, 2.5 billion rubles. - The necessary modernization of technological and communication infrastructure, transport and logistics - 2 billion., And the remaining 2.8 billion. will be rehabilitated and re-equipped facilities of postal service.

Under the rules of the event immediately after the intervention of the mail was followed by questions from the regional publishing houses. Irina Ivanova, CFO of Social newspapers "(Samara), asked: is divided whether the income from subscriptions collected from the" Mail of Russia "her partner - Interregional subscription agency and, if so, what percentage has to cooperate with the MAP-mail?

Responding to a question, Olga Knyazeva noted that cooperation with MAP is built on the same contractual relationship, as with all other subscription agencies. "In line with the agency agreement the agency paid for services rendered post the collection of subscription fixed fee. It does not change the percentage of the amount collected by subscription. That is a single fixed amount every month we list the agency for our work "- said Knyazev. - Revenue from subscription-mail - this is our tariff, which includes the cost of expenses for processing, reception and delivery of subscription circulation. The more copies of the signature we have delivered and collected, the greater our income. "

In turn, Mrs Ivanova said that "subscription agencies take the amount from each reader, and it turns out that this is how much they have collected so much and got a bank to pay a fixed amount, assuming that it is a result of such a scheme of work for almost no motivation to collect subscriptions and to increase subscription circulation publishers. In response, Olga Knyazeva said that the company have been several attempts to calculate the economic model in which the subscription agencies have been calculated with the post is based on the amount donated a subscription, but for now, at this stage, this model is not implemented. Currently operating model with a fixed agency fee. However, Knyazeva stressed that for the next subscription period to this question is almost back.

Continuing the theme, Dennis Wasilewski said that the mail - a universal agent for many areas of work and allocate each of them in a separate structure is not possible, because it will cause a significant expansion of the state. But Larissa Vokhmina, director and editor in chief of the Tyumen Pravda commented that "before the birth of IDMA were huge subscription circulation and mail successfully coped ..."

Rather sharply expressed in the work of Post of Russia Vladimir Orel, circulation manager of the newspaper the St. Petersburg Gazette, asked: "Why do need a mail, if it gives up its work on outsourcing, living on government subsidies? ... And what will happen if the FGUP Joint Stock?"

Oryol suggested that agencies with the same success could be engaged delivery. At question was answered Denis Vasilevsky:

What is the use "Mail of Russia"? We need to deliver. Subscription agencies involved in the consolidation of orders, maintaining various databases, contractual work with publishers, and federal mail is delivered and what is selling in the branches. Could this engaged Rospechat, MAP and other agencies? Probably can, but for this they need to create a network of 30-40 thousand branches and zaimet adequate transportation - only in this case they will be able to work, perhaps even more effective federal-mail ...

In the debate joined Sophia Dubinskaya: "To date, only nine remained subscription agencies, 3.6 billion rubles, which dates from the post office, it provides for the delivery of which is the main problem today. There are examples of social projects in which much of the credit is MAP. For example, in Chelyabinsk organized social subscription for the Faculty of Journalism. His students read the newspaper just because a certain amount is allocated for MAP. More examples - social subscription for libraries, the contest "Golden Gong, a competition postmen ... This is not a walk in the duties of subscription agency, but that they are giving us such support - that's a fact. "

Heat of the debate prompted some members of the publishing community to the idea that the withdrawal of subscriptions from the system of mail can be not only financially unjustified step, but step to the bankruptcy of the enterprise. What postal service objected to the argument that only a year and a half ago, the first time ever, a post office showed a profit. "Certainly, our financial situation is not the best, but there is no need to talk about bankruptcy, because it is just the reverse" - Vasilevsky argued.

In turn, Oleg Korcheganov, Director of Development Department, the newspaper Izvestia in Mordovia (Saransk), raised the question of differing TAX for subscriptions and retail, with the result that the subscription is at a disadvantage. Korcheganov suggested the issue to lobby together, that was supported unanimously by all participants of the meeting. And Olga Knyazeva noted that the "Russian Post ", together with ARPP already leads this work, but the position until MinFin categorical. "I would like to put forward a proposal on the basis of the roundtable - together form the address to the relevant government structures with a proposal to correct VAT is not only federal, but also for the regional press" - offered Knyazeva. Returning to the more "earthly" problems, the publishers have expressed the need for mutual stimulation of potential subscribers by means of modern advertising opportunities.

Vladimir Pavlovsky, general director and chief editor of "Krasnoyarsk worker", expressed confidence that potential subscribers can not motivate a beautiful advertisement, provided that the daily newspaper will be delivered 1-2 times a week. More than half the publishers agreed to Pavlovsk. According to them the highest percentage of refusals of subscriptions is already designed for this very reason. In response, Dennis Wasilewski again noted that in the short term "Mail of Russia " will invest heavily in transport infrastructure, which, inter alia, concentrated on the solution to this painful problem. However, in big cities is a problem with delivery is really largely due to the transport, then the remote OPS question rests on two three-time mode. Reason: low demand for post offices because of the small population. According to Wasilewski, enter a five-day working day in such settlements is not profitable.

Vera Yuzhanskaya, chief editor of "Our Time" (Rostov-na-Donu), expressed the following opinion: "If earlier because of his" long tentacles "in extremely remote regions of the mail could easily compare with the ubiquitous octopus, now, when UFPS mass close, these "tentacles" cleaning. FGUP begins to resemble a helpless cuttlefish ... No, the closure of offices - is not something on which you can save. " And frankly glad that mail finally reverts to the piecework-bonus pay postman ("for each item the postman gets a pretty penny).

However, not all representatives of the publishing community has been in dialogue with representatives of almost categorical judgments. It seems quite satisfactory awkward relationship with the local newspaper in UFPS Nizhegorodskaya Pravda. This conclusion led to a completely bezpretenzionny dialogue Medyantseva Maxim, head of the Nizhny Novgorod Region AFPS subscription to Maxim Garinovym, commercial director of the newspaper "Nizhegorodskaya Pravda". Bad things are added to the mail and "Orenburg weeks." Chief editor Vyacheslav Moiseyev said that through the mail is distributed 10.5% of circulation newspaper, the remaining costs through alternative and editorial subscription.

On the critical issues and possible solutions mentioned: Boris Kirshin, CEO and editor in chief of the publication of the "Chelyabinsk worker ", Tatiana Syrvacheva, director and chief editor of" "The Republic of Bashkortostan", Anatoly Orlov, director of the newspaper "Ryazan Gazette", Lily Moiseinko, Co-Founder Russian Media Group and publisher of the "Western press"(Kaliningrad) ... And in general, the answer for your question to the FGUP, each participant received a workshop.

The leaders of "Russian Post", ARC-Press, publishers and representatives of local UFPS exchanged views and made their own proposals to strengthen the interaction.

According to the results of the workshop, meeting unanimously stated that the event of such a format was first promoted open dialogue Mezhuyev publishers and "Russian Post", and such meetings should become a tradition, because only so will not only solve existing problems, but also to avoid new ones.

Source of graphs and tables:  FGUP "Russian Post "
Natalia Reshetova, PlanetaSMI.RU