On the occasion of celebrating the 91st anniversary of Vietnam Revolutionary Press Day (June 21, 1925 - 2016), Vietnam Business Forum has an interview with Mr Nguyen Truong Son, Director of Centre for Press and International Communications Cooperation, Ministry of Information and Communications, Editor-in-Chief of the Marketing and Family Magazine, on his concerns and compassions with the press career. Anh Phuong reports.
In the era of information boom, competition appears in every moment. What are major difficulties and challenges the press is facing?
This is not just the kitchen work of journalists but also the issue of authorities and economists because a press agency is not much different from an economic unit. Apart from sticking to the Party and State guidelines and the principles and objectives of propaganda, the press today has to compete in information speed, sensitivity and influence of articles with domestic and international rivals so as to attract more people to read, watch, listen and look.
Another pressing issue is the fund for operations. Besides wholly or partially State-funded press agencies, most press agencies face financial tensions. Previously, newspaper agencies sold news to earn money but now they mainly live on advertising and sponsorship. For example, our unit now has five publications, which require a lot of money for designing, printing and publishing. Meanwhile, in reality, we still have to sell our publications to newsstands at a price lower than the cost printed on the cover of newspapers. We simply want to have more readers. Although the cost of printing and designing is fairly high, we still have to print in a large quantity since it will impress sponsoring and advertising units.
It is argued that "now is the twilight of printed newspaper and the dawn of online media." What is your opinion about this?
As known, Vietnam is one of a few countries in the world with a very rapid internet coverage speed and more people have access to internet coverages. Therefore, this is a tough, fierce competition for conventional media forms like newspapers. Most press agencies have asked for licences to open websites and online newspapers because the new means provides immediate access to information in a more cost-effective and time-saving manner. And, according to the law, the Ministry of Information and Communications expressly grant press agencies with the right to register for becoming electromagnetic newspapers. This is considered a right policy since it enables Vietnamese press agencies to develop in pace with the trend of time.
Even television newspapers which usually catch the fancy of advertising agencies also confront big difficulties since people will tend to use internet television rather than separate television programmes. Therefore, there are many forecasts for a boom of multimedia television which enables viewers to watch TV programmes, listen to radio, read newspaper and other works on just a mobile phone.
And, if leaders of press agencies are sober enough, they can leak through the narrow door to exist. For example, radio journalism still finds way to exist when people use more automobile for travelling. If they can view beautiful images on printed newspapers and magazines, they will feel more excited with their eyes than watch them on small-display mobile phones or tablets. Or, printed newspapers are a better way to get information in many localities where internet network is out of service. Hence, if they know to choose readers, localities and ages for their publications, they can still exist.
A major current difficulty of the press is copyright and intellectual property. How do you think about this?
As far as I am concerned, current press copyright remedies are still based on old regulations which are somewhat unsuitable with new trends. Therefore, the Government needs to issue below-law legal documents such as decrees, circulars and joint circulars to modify and tighten regulations on this activity. And, this must be carried out quickly. This is not a longing aspiration of me but also of other press agencies.
What is the best development direction for international press and media?
Previously, I worked in international press or external communication. I think the Party and Government policies must provide the most favourable conditions for press agencies to promote the image of the land and the people of Vietnam to the world. Therefore, foreign affairs media agencies will certainly be sponsored and developed by the State.
But, having readers is the most important condition for any foreign press agency. Hence, modes and methods must be internationalised, not localised. Highlights should be focused on design, cover and content design. Foreign specialists should be employed in early stages to increase the effectiveness. In addition, translation and proofreading are also important.
Besides, they must be meticulous with every page of newspaper. Empirically, a newspaper should have a maximum of 700 words and 4 or 5 pictures because readers will lose interest in reading a lot of words on a newspaper and they tend to quit reading.
Furthermore, they must individualise readers according to their development strategies. Newspaper contents must be designed for specific target readers, e.g. readers using English, Latin languages, French and Chinese. If they serve general readers, their styles, including design and editing, should be different.
Last but not least, people holding managerial positions in international press agencies must have profound political visions and qualifications since propaganda contents have strong national influences.
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