

By John Helmer, Moscow
@bears_with
Barnacles are unambitious. Once they attach themselves to the keel they don’t think they can influence the direction or even the speed of the boat. They confine themselves to feeding and reproducing. Barnacles are good at that because their penises are closer to their mouths than is true of most journalists. In this respect, the arthropod is a dickhead.
Anglo-American reporters reporting on other journalists reporting on Russia lack the genital-in-mouth modesty of barnacles. But whether in the mainstream media or alternative media, they are stuck where they are and must feed on each other. Unlike barnacles, they think they control the battleship in its fight with Russia; this is how it pays for dickheads to think.
The advertising markets are ambitious, parasitic, and dickheaded in the same way. But it’s not the same way in the US as in Russia. The latest reports on advertising revenues in both markets reveal that if it hadn’t been for the US election campaigns in 2020, revenue spent trying to persuade the American people would have fallen by 17%; this counts only how-to-vote adspend, not how to think adspend. They are correlated because as traditional advertising revenues fall, so do jobs for journalists.
The other driver of US advertising revenue last year was the pandemic-related growth of Amazon belonging to Jeff Bezos; the more money he makes, the more losses he can afford on promoting war against Russia at the Washington Post. In general, Covid-19 helped increase mainstream newspaper readership — without adding to their revenues. But in the US market there is no reader revenue competition over war against Russia between the Washington Post and the New York Times, as the war against Spain once served the competition between William Randolph Hearst’s New York Journal and Joseph Pulitzer’s New York World. However, last year the combination of Covid-19 and war against Russia improved reader trust in the New York Times brand compared to the Bezos brand at the Post, which had been more trusted than the Times in 2019. The Times also increased its lead in the size of its online readership compared to the Post.
In Russia, according to the report from the Association of Communications Agencies of Russia (AKAR) released last week, the total spent on advertising in all media for 2020 came to Rb473 billion ($6.5 billion); that was 4% less than 2019. Traditional Russian journalism in newspapers suffered most – adspend in this market segment went down by 50%; radio advertising dropped by 30%; advertising on trains and buses, down by 38%; outdoor advertising, down by 27%. By contrast, advertising revenue spent on the internet grew by 4%; on videos, up by 5%.
By contrast also, the pressure on Russians from the Covid-19 restrictions triggered the biggest gain in advertising expenditure from the state savings bank Sberbank. Next in percentage gain in the Russian market came Leomax, a television retailer, and Miratorg, a producer and distributor of meat products. Political advertising was negligible in the Russian market; the next parliamentary election isn’t due until September 2021; the next presidential election until March 2024.
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