Dear Editor,
When the Government of Guyana pulled government ads from the Stabroek News two years ago, they indicated that this decision was based on economic grounds. They argued that they got better responses and they pointed to circulation considerations. The representative body for the private sector in Guyana did not buy the argument and went as far as calling on its members to support the Stabroek News.
Now we have a most perplexing situation. Recently, the Guyana Geology and Mines Commission and another state entity placed advertisements in the Guyana Times newspaper which is now seen as a pro-government newspaper. The said newspaper also receives advertisements from a small group of advertisers – GT&T, DIGICEL, GBTI and Republic Bank, along with some private advertisers BK International and Mike’s Pharmacy.
It is interesting that these private companies are advertising so heavily in a newspaper which has not yet established any meaningful circulation. So just what are the marketing considerations that lie behind especially the two telephone and banks advertising so regularly in the Guyana Times? Just what benefits and returns will these companies derive from advertising in a newspaper without any significant circulation? It seems to me that the argument cannot be made that these companies will reach a large segment of the Guyanese population by placing ads in the newspaper at this early stage.
Of course, because the Guyana Times is perceived as pro-government some companies may feel that it is in their interest to advertise is such a newspaper. I am sure however that this is not the case in relation to the companies and entities mentioned above. So just what are the reasons? The answer to that question can help assess the degree of economic freedom that exists in Guyana.
Yours faithfully,
Salman Safee
