The media market in Macedonia is too small to ensure the financial sustainability of all media outlets operating in the country. There are many media, especially with the rapid emergence of online outlets. They all compete for advertising revenue, but also for budget funds that are allocated by the state during election periods. In such circumstances, only large national commercial televisions generate significant revenues, while regional and local broadcasters, non-profit media, and newspapers are mainly economically unstable. In Macedonia, this results in so-called ‘media deserts,’ meaning that there are regions throughout the country where no local or regional media outlets exist, and where local journalism – the voice of the community -is dying out. The weak media market directly affects pluralism, prevents the development of news outlets and the quality of journalistic products, and thus limits the reach of information to citizens.

 

Another major problem in the media sphere in Macedonia that I would like to highlight is the increase in budget funds entering media operations on the basis of political advertising during elections and state campaigns. This is not only my personal opinion, but represents an issue that the media community has been warning about for years, as it could threaten the independence of media and enhance media clientelism. For several years now, the media community has been proposing the establishment of a separate fund to support media pluralism, through which projects of public interest would be financed, as is the case in several countries in the region. This initiative was ignored by the ruling structures, and instead political parties voted for the controversial legal provision that once again allows for state advertising. Such a provision was already abolished once in 2017.

 

Lastly, the third problem that I would like to highlight is the low democratic capacity of the country. The greatest wound of society is the existence of systemic corruption, which is present in all spheres of society and reduces trust in institutions, including the media. This also affects the work of journalists and the production of quality content of public interest. Citizens suffer the greatest harm because, as a consequence, they cannot make informed choices – not only political, but also with regard to the everyday problems they face.

 

 

Researchers face difficulties of various kinds. Sometimes it is not easy to obtain precise data. For example, if we consider advertising revenue in online media or the number of journalists who have lost their jobs over the past five to ten years, there are either no sources that monitor certain trends continuously or there are no precise figures. In such cases, we as researchers are forced to compare data and make estimates based on the available information in order to reach some kind of assessment. There have been cases in the past where certain institutions were not transparent enough, were non-responsive to our requests, did not have the specific data we requested, or the data was not easily accessible online. That said, I must mention that in recent years the openness to cooperation with some institutions – at least those that operate in our field of activity – has been gradually improving. However, in my opinion, the biggest problem is that our findings, reactions, and recommendations are not always considered or validated by decision-makers and are not always implemented in practice. Sometimes, that is the only way to achieve positive change in our field of work, as well as in society as a whole.

 

 

Media research provides the information needed for the media to understand what kind of content citizens want, and for institutions to be able to create sensible and efficient policies that will then be consistently implemented. Media research helps us identify in what ways the media influence the audience, and it assists us in keeping up with trends and attempting to predict where and how the media sphere will develop in the future. These are just a few reasons why media research is important. Finally, it is essential to understand that research provides facts and arguments to all professionals operating in this field so that they can advocate for positive changes in society.

 

 

We investigate aspects related to the state of journalism, the functioning of the media, regulations, media use, and media content – areas that, at first glance, might seem purely professional in nature. However, beyond their relevance to media professionals and institutions, the results of our work have a direct and immediate impact on citizens, since journalism and the media ultimately work for the benefit of citizens. It is important that we manage to present our work to the wider public in a simple and comprehensible manner, encouraging both interest and engagement from citizens. It is therefore crucial to present our work to the wider public in a simple and understandable manner. In essence, whether we analyze legal frameworks or conduct research on public opinion regarding media issues, our findings focus on the effects these laws or practices will have on citizens, and on what journalists and media outlets should do to produce content that meets the needs and expectations of the public. When such a two-way connection is established and when citizens understand why a certain research is important for them, only then can they value the work of researchers. I believe it is easier to build a solid relationship between researchers and the public through applied research and the way we present our findings – whether through illustrative presentations, small campaigns to raise public awareness, or informative and analytical texts. By applying this approach, research becomes accessible, we reach a wider audience, and our work can have a greater impact.

 

 

The financial issues the media are facing are a chronic problem in the media sphere, reflected in the limited capacities of news outlets, the quality of developed content, the diversity of program offerings, and the operations of local and regional media, among others. The public service also exists in a financially unenviable environment, which does not support its long-term stability and independence, and slows down its transformation into a modern and professional public service that can offer rich and quality content to all segments of the audience. For years, we have been noting that political and business centers of power have a strong influence on the media, which threatens their independence. Political influences are still present today, as is evident in the delegation and election of certain members of the governing bodies of the media regulator and the public service. I believe that such positions require people with professional integrity, know-how in the relevant sphere, expertise, and the capacity for rightful decision-making on the development of such a complex sphere as the media.

 

Recently, amendments were made to the Law on Media, which introduced online media into the legal definition of media. This legal solution also provides for the registration of online media with the media regulator, which is expected to bring some order to the currently chaotic online space. A certain period of time needs to pass before its effectiveness can be assessed. However, adherence to ethical and professional standards in online media is of essential importance. In fact, such standards should be constantly and continuously improved in all media, since the integrity of journalism is of great value, and it is important to increase the trust of citizens in the media and journalism. This is only possible if the media operate in a professional manner and represent the interests of citizens.

 

 

I think that at this moment no one would be able to give a precise answer to this question, since we live in a time of rapid technological and informational changes that will affect both journalism and the work of the media as such. Technology is changing, the audience is evolving, and young people have different information habits, seeking new platforms and formats. I believe that the media should keep up with these trends and integrate them as quickly as possible into their work. Media should track audience movements across platforms, see where their audience is, what they are interested in, what they want to watch or read, and in what format. They should perhaps consider opening new platforms and new formats intended for different audiences, decide to leave behind some old-fashioned program concepts, and offer better production and higher quality. They should also train and professionally empower their journalists so that they can integrate new technological tools into their daily work. In my opinion, in this day and age, when the audience has free access to an overwhelming amount of information from various sources, it is very important for the media to educate their audiences on how to recognize and choose professional and high-quality content. Media can only educate the audience by first listening to their sentiments and understanding what they want, so that they can offer relevant content and programs accordingly.

 

Download the research on the future of the media in North Macedonia here.